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Cultural Contracts Theory

In the process of identity negotiation, there is an attempt to hold onto one's identity as a basic definition of who one is. Ronald Jackson's cultural contracts theory (CCT) is a communication-based, contractual agreement between cultural others as they negotiate individual identities and worldview alterations. According to the theory as originally conceived, all human beings have cultural identity contracts that become evident when interactions between ingroup and outgroup members take place; these contracts are particularly salient in dominant–nondominant communicative acts. This entry provides a brief discussion of the relationship between cultural identity and communication, discusses identity theories that inform CCT, provides a detailed definition of CCT, and discusses three applications of CCT.

Cultural Identities Are Communicated

Because it is based on communication, culture provides a blueprint for human behavior and social structure. It is through cultural values, norms, rules, language, rituals, and social practices that humans learn who they are, how to behave, and how to treat others. Identity is tied to communication and culture—that is, one's identity is communicated by way of cultural verbal and nonverbal expressions. Identity has two parts: personal (individual) and collective (group). Personal identity is relative to self-esteem but is also heavily influenced by collective or group identity. In the identity construction process, group membership is more important than the personal—not only because of the sense of belonging but also because of the social values and mores that are associated with groups. Importantly, individual identities are based on how others see us, a major influence on how we see ourselves. Put simply, cultural identity is shaped through a two-way mirror—looking at oneself through the eyes of others. Because humans constantly come into contact with other humans, the identity process is not static but dynamic, and the identification process always occurs.

Representation of cultural norms and values as standard by cultural groups is a communicative reflection of ways in which cultural identities are impacted. In relational coordination, cultural identity becomes more salient when comparisons are made between ingroup and outgroup members. This is particularly true when there are power imbalances, such as between dominant and marginalized groups. Cultural contracts theorists address the process of identity negotiation as individuals come into contact with cultural others and both parties attempt to hold onto their own worldviews. In intercultural encounters, people behave according to established norms and belief systems, and cultural dominance impacts intercultural competence. Much as cultural group values and norms influence individual identities, dominant cultural attitudes influence group attitudes and, therefore, individual attitudes. Thus, the role of cultural dominance in identity negotiation is an important one, as cultural dominant attitudes and behaviors influence group and individual behaviors.

Identity Negotiation

Social identity theory posits that strong dominant group attitudes will promote assimilation attempts by both ingroup and outgroup members. In intercultural encounters, resistance or acceptance is based on the strength of cultural identities and an individual's assessment of dominant cultural beliefs. Related to psychological health and self-esteem, a strong cultural identity can result in separatist attempts by outgroup members. This means that individuals with strong collective identities, which include a sense of group belonging, will offer more resistance to dominant cultural attitudes, behaviors, and beliefs. Individuals with strong dominant-group attitudes are more accepting of dominant cultural values and will, therefore, attempt assimilation into the dominant group. Where power imbalances exist in intercultural settings, such as between dominant and marginalized group members, a strong cultural identity is found to be related to psychological health and well-being, whereas assimilation attempts are found to be related to socioeconomic status and social comfort. According to social identity theory, positive intergroup comparisons increase intercultural competence and reduce uncertainty, whereas negative comparisons increase uncertainty, fuel stereotypes, and reduce intercultural competence.

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