Chap. 4 – Comparative Cultural Metrics

1. Chap. 4 – Comparative Cultural Metrics Global Public Relations

2. Why comparative culture matters • Culture is to society what personality is to the individual • The last thing a fish notices – is water; we need to understand our own culture • Understanding central tendencies helps us prepare for cross-cultural encounters • Risk of applying “one-size-fits-all” western model to all situations

3. High- vs. Low-Context • High-context message takes into account: • Setting and circumstances • Relationships • Attitudes, opinions, history, shared experiences • Low-context message is limited to explicit code (verbiage) • Message is isolated from sender and context

4. Extended Comparisons

5. Individualism vs. Collectivism • The extent to which individual autonomy is viewed favorably or unfavorably • Societal expectations of individual roles and responsibilities • Affects professional relationships, audience analysis, public motivations/ values, message construction, etc.

6. Extended Comparisons

7. Power Distance • Degree to which institutional and organizational power should be distributed among members of society • Extent of institutionalized social and class inequalities • Could be based on age, birth, gender, merit, wealth, occupation, etc. • Impacts business aspects such as degree of formality, decision-making process, etc.

8. Uncertainty Avoidance • Adaptability to change and uncertainty • Tolerance of ambiguity; need for structure • Predicts risk tolerance • Predicts preference for rules • Affects processes of confrontation, negotiation

9. Masculinity/Femininity • Does NOT reflect gender preference or dominance • “Masculine” cultural values are assertiveness and achievement • “Feminine” cultural values are nurturance and social support • Low masculine societies do value gender equality more

10. Other Comparative Metrics • Task vs. relationship orientation • Chronemics • Poly- or Mono- • Long-term vs. short-term focus • Future vs. past orientation • Proxemics • Haptics (touching) • Occulesics (meaning of eye movements) • Kenisics (non-verbals)

11. Other considerations • How does culture define public relations? • How are gender roles viewed? • What stereotypes do you have of another culture? What stereotypes might they have of you?

12. Become a “Third-Culture” Practitioner • Transcend boundaries through education, exchanges, etc. • Spend time outside your own culture • Become an “agent of change”