The Cultural Context is the most defining influencer of human communication. EVERYTHING takes place within this context. In fact ALL communication is culture and ALL culture is communication.
While you are "born" into a culture, none of it is innate. You LEARN your culture from your first day until your last. It will teach you how to think, feel, act, and interact.
All culture is communication. All communication is culture.
How is this so? What do the above sentences mean when applied to various cultural elements?
Individualism versus Collectivism
Whether a cultural group is Individualist or Collectivist depends on the ways most within that group would determine their Self-Perception, whether they see themselves as a distinct individual or as a part of a group. How you relate to others is also key. What kinds of goals to members of these cultures have? What is their motivation?
Individualism is a "Cultural orientation is which the individual is unique and individual goals are emphasized over group goals.
Collectivism is a "Cultural orientation in where the group is the primary unit of culture. Group goals take precedence over individual goals.
As we saw in class, Americans are, by-and-large, highly individualist in their thinking. But it may interest you to know that we are more collectivist that many countries including France, Tanzania, Costa Rica.
Context, High and Low
Context refers to the culture, micro-culture, and environment in which a communication effort takes place. It includes the Culture, Physical Location, Socio-relationship between the participants, and the Perceptions of each of them.
Cultural groups differ in the degree to which they rely on context to make meaning. There is a mix of Text (explicit language) and Context that makes up the messages.
Values, Value Orientations
What a culture values can differ greatly between groups. According to Schwartz, "Values are concepts that pertain to outcomes and behaviors, guide the selection and evaluation of behaviors, and are ranked according to their relative importance to the individual."
Basic Human Values (across many, if not all, cultures)
Self Direction (Independence)
Stimulation (maintenance of interest)
Hedonism (pleasure)
Achievement (success)
Power (control)
Security (assurances)
Conformity ( inclusion in broader groups, family, community)
Tradition (consistency of experiences)
Benevolence (helping others)
Universalism (concern for all)
Value Orientations
Values can be focused on the SELF. This is often so in Western, individualistic cultures. The single person can be subject to powerful emotions based on whether or she or he is successful Failure, in these cultures is shunned. When it occurs, "blame" is placed on one person. Or, achievement is attributed to one person who savors in that feeling. Collectivist cultures share the burden of these strong emotions, making them, as some would say, easier to bear.
Further, Orientation can be centered on the family, society, nature, or the supernatural.
Power Distance
Power Distance refers to the extent to which members of a culture expect and accept that power in society is unevenly distributed. In cultures with a small power distance inequalities are minimized and there should be interdependence between less powerful and more powerful people. Family decisions are made collectively and with all parties considered. Here, power is "earned" at times. Individuals gain the power they deserve through hard work and talents.
In cultures with a larger Power Distance, large variations in influence are expected and accepted. Younger people are expected to be obedient and respectful of older people. Positions provide authority, too. Larger countries often have a greater degree of power distance. Perhaps this is a management issue.
Uncertainty Avoidance
Cultures are Oriented toward Certainty or Uncertainty. This term refers to the degree to which the members of a group feel threatened by unpredictable, uncertain, or unknown situations. Although an amount of uncertainty is always present, a culture's religion, laws, and use of technology can give researchers an idea of this value.
Generally Eastern cultures have a preference for certainty, while Western cultures are uncertainty oriented. Highly individualistic cultures tolerate uncertainty better than others. Certainty-oriented cultures tend to be more group-oriented as the group provides an understanding for expectations and norms.
Uncertainty Orientation
Uncertain Situation -------> Active Engagement
<
Certain Situation ---------> Passive Disengagement
Certainty Orientation
Uncertain Situation -------------------> Passive Disengagement
<
Certain Situation ------------------------> Active Engagement
I differently do not want live like that even though it looks pretty
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