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This lecture explores the relevance of Hofstede's cultural dimensions, including critiques and alternative perspectives by Edward Hall on high and low-context cultures. It discusses ideas surrounding cultural diversity and individualism in a globalized world, drawing on data collected from 1967-1973. The session addresses the implications of etic and emic approaches in managing multicultural groups, and how historical and contemporary contexts influence communication and relationships in varying cultures. The analysis seeks to understand both enduring themes and modern changes in cultural behavior.
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21811 CCA Lecture 3 • Complete Week 2 material: ^ Hofstede in the 21st century. ^Other related ‘etic’-type work. ^Some critique. • Another view... Ed Hall and ‘context.’
Hofstede’s work: Dated or Enduring? • Bulk of data from 1967-1973 (with later corroboration) • Hofstede (2001) limited convergence of cultural values …although richer=more individualistic. • And (2001), p.455, ‘for the next hundred years, countries will remain culturally very diverse’. • Basic change (for Hofstede) over 50-100 years or due to extremely dramatic outside events
Other work within this tradition • Trompenaars’s 7 dimensions-based on solutions ‘did the pedestrian die?’ • Hall. ‘High’ and ‘low’ context societies, based on communication patterns (see Week 3.) • Minkov (2007) e.g. Indulgence v Restraint
Do the ‘etic’ approaches coalesce? • Hofstede’s high collectivism • Trompenaars’s ‘diffuse’ societies • Hall’s key importance of relationships in high context countries e.g. in Japan
Beyond criticism? • alternative ‘emic’ approach – ref also Week 4 • how do ‘etic’ approaches help us manage multi-cultural groups when they ‘clash and fuse’ in everyday life’? • Convergence and globalisation - see Week 5
Another ‘etic’ (comparative) approach: High and Low Context cultures • Edward Hall (1959 & 1990) • Cultures distinguished by preferred communication style. • ‘Context’ ?
High and Low Context Cultures • An historical meeting
Some profound differences • Overt/covert messages (coding) • Locus of control (‘face’) • NVC • Expression/masking • Cohesion/bonds • Relationship/task • Time • Space (see also Weeks 6 & 7)
‘Etic’ Comparative approach • Bedrock of knowledge when understanding culture in business. • Subtle differences within an overall frame. • Time to move on? See Week 4.
