Introducing Area 4 Socio-Cultural Awareness

Transcription

1 Theory on culture Sander Mulder, TU/e ID Aarnout Brombacher, TU/e ID Who recognizes these stripes?

2 Quiz: how to recognize culture (i) Where is this? Why?

3 Quiz: how to recognize culture (ii) Who painted this? Where? When?

4 Quiz: how to recognize culture (iv) What company created this product? When?

5 Quiz: how to recognize culture (v) What brand is this product? Why? What message does the product broadcast?

6 Theory on culture Who recognizes these stripes?

7 ITR...CSC... International Time Recording Company ( ) 1914) Computing Scale Company ( ) 1914) International Business Machines ( )

8 IBM IBM in transition ( ) 1956) IBM continuity ( ) IBM international recognition (1972- )

9 IBM today Source: IBM.com at

10 Start of research Analysis of large quantities of data searching for correlation & factors [Subsequent studies by others covered students in 23 countries, elites in 19 countries, commercial airline pilots in 23 countries, up-market consumers in 15 countries, and civil service managers in 14 countries.] Source: e/page3.htm

11 Geert Hofstede Long time most cited Dutch researcher Strong impact on socio-cultural theory and research School Hegel: Thesis -> Anti-thesis -> Synthesis Picture Mary Ann Myrvang: e

12 Source material Good entrance to Hofstede s research & theory: Hofstede, G. Culture's Consequences: Comparing Values, Behaviors, Institutions and Organizations Across Nations (Paperback) 2003, 2nd Edition, Sage Publications, Inc.

13 A good read Good entrance to Hofstede s research & theory: Hofstede, G., Hofstede G.J. Cultures and Organizations: Software of the Mind. 2005, 2nd Edition, New York: McGraw-Hill USA

14 Definition of culture Organization cultures should be distinguished from national cultures. National cultures distinguish similar people, institutions and organizations in different countries. Organizational cultures, [...], distinguish different organizations within the same country or countries.

15 Definition of culture [2] Cultures manifest themselves, from superficial to deep, in symbols, heroes, rituals and values. [...] Organizational cultures differ mainly at the levels of symbols, heroes and rituals, together labelled 'practices'; national cultures differ mostly at the deeper level, the level of values.

16 Definition of culture [3] As a consequence, the five dimensions of national cultures identified in my cross-national research, which are based on values, are not suitable for comparing organizations within the same country. National cultures belong to anthropology; organizational cultures to sociology. Source: e/page4.htm

17 Definition of culture [5] Culture as mental software the collective programming of the mind which distinghuises the members of one group or category or people from another Source: Hofstede, G. Cultures and organisations. 1994, 1st Edition, New York: McGraw-Hill USA

18 Definition of culture [6] Symbols are words, gestures, pictures or objects that carry a particular meaning which is only recognized by those who share the culture. [...] New symbols are easily developed and old ones disappear [...]

19 Definition of culture [7] Heroes are persons, alive or dead, real or imaginary, who possess characteristics which are highly prized in a culture, and who thus serve as models for behavior.

20 Definition of culture [8] Rituals are collective activities, technically superflous in reaching desired ends, but which, within a culture, are considered as socially essential: they are therefor carried out for their own sake.

21 Definition of culture [9] Values are broad tendencies to prefer certain states of affairs over others. Values are feelings with an arrow to it: they have a plus and a minus side. Evil vs. bad Dirty vs. clean Ugly vs. beautiful [...]

22 Definition of culture [10] Values are among the first children learn - not consiously but implicitly. [...] at the age of 10, most children have their basic value system firmly in place, and after that age change are difficult to make. Source: Hofstede, 1994

23 Definition of norms Norms are the standards for values that exist within a group or category of people. Source: Hofstede, 1994 Picture: Sander Mulder, Yppah

24 Culture of the Faculty ID Let s explore [Alias Sketch Up]

25 Layers of culture National level [country/countries] Regional/ethnic/religious/linguisti c affiliation level Gender level Generation level Social class level Organization or corporate level

26 Dimensions National level [country/countries] Differences in national value systems

27 Dimension 1 More equal than others See pictures of railway personnel

28 Dimension 1 Power distance See pictures of queens

29 Dimension 1 Power distance [PDI] Scores on PDI Source: Hofstede, 2004

30 Dimension 2 Individualism [IDV] Scores on IDV Source: Hofstede, 2004

31 Dimension 2 Individualism [IDV] Correlation IDV and PDI Source: Hofstede, 2004

32 Dimension 3 He, she and (s)he Masculinity pertains to societies in which social genders are clearly distinct (i.e. men are supposed to be assertive, tough, and focused on material succes whereas women are supposed to be more modest, tender, and concerned with the quality of life); femininity pertains to societies in which social gender roles overlap (i.e. both men and women are supposed to be modest, tender, and concerned with the quality of life Source: Hofstede, 2004

33 Dimension 3 He, she and (s)he Masculinity pertains to societies in which social genders are clearly distinct (i.e. men are supposed to be assertive, tough, and focused on material succes whereas women are supposed to be more modest, tender, and concerned with the quality of life); femininity pertains to societies in which social gender roles overlap (i.e. both men and women are supposed to be modest, tender, and concerned with the quality of life Source: Hofstede, 2004

34 Dimension 3 Masculinity [MAS] Masculinity pertains to societies in which social genders are clearly distinct (i.e. men are supposed to be assertive, tough, and focused on material succes whereas women are supposed to be more modest, tender, and concerned with the quality of life); femininity pertains to societies in which social gender roles overlap (i.e. both men and women are supposed to be modest, tender, and concerned with the quality of life Source: Hofstede, 2004

35 Dimension 3 Masculinity [MAS] Correlation MAS and DPI Source: Hofstede, 2004

36 Dimension 4 What is different is dangerous The extent to which the members of a culture feel threatened by uncertain or unknown situations. This feeling is, among other things, expressed through nervous stress and in a need for predictability: a need for written and unwritten rules. It deals ultimately with a society s search for Truth. Source: Hofstede, 2004

37 Dimension 4 What is different is dangerous It deals ultimately with a society s search for Truth. Uncertainty avoiding cultures foster a belief in an absolute Truth, and uncertainty accepting cultures take a more relativistic stance. Source: Hofstede, 2004

38 Dimension 4 Uncertainty avoidance people driven innovation Source: 180academy.com

39 Dimension 4 Uncertainty avoidance the best school for the world where creativity and innovation go to school Source: kaospilots.dk and.nl

40 Dimension 4 Uncertainty avoidance Scores UAI Source: Hofstede, 2004

41 Dimension 5 Virtue versus truth Virtue regardless of Truth. Values associated with Long Term Orientation are thrift and perseverance; values associated with Short Term Orientation are respect for tradition, fulfilling social obligations, and protecting one's 'face'. Both the positively and the negatively rated values of this dimension are found in the teachings of Confucius, the most influential Chinese philosopher who lived around 500 B.C.; however, the dimension also applies to countries without a Confucian heritage. Source: