Intercultural Communication, Dimensions

Cultural Dimensions

Scholars in various disciplines have developed schemas shown to be relatively effectual in comparing culture (i.e., Hofstede's (1980) dimensions of cultural variability; Kluckhohn and Strodtbeck's (1961) value orientations; Parsons and Shils's (1951) pattern variables). These schemas can be referred to as dimensions of sociocultural variability that affect the specific values and norms predominant in different cultures. Although there are many dimensions along which cultures differ, Hofstede's dimensions of cultural variability and Hall's high-low context communication have proven most useful: Hofstede empirically derived five dimensions of sociocultural variability:

• 1
  Individualism versus collectivism regarding the relationship between the individual and the group
• 2
  Power distance addressing social inequality
• 3
  Uncertainty avoidance related to the expression of emotions
• 4
  Femininity versus masculinity
• 5
  Long-term (future) versus short-term (associated with the past and present) orientation

Individualism/collectivism is the major dimension of cultural variability used to explain similarities and differences in cross-cultural behaviors. Individual goals are emphasized in individualistic cultures, while group goals take precedence over individual goals in collectivistic cultures. Individualistic societies focus on individual initiative and achievement, while emphasis is placed on belonging to groups in collectivistic societies. In collectivistic cultures, social control over individual behavior is stringently reinforced through the maintenance of rigid hierarchical structures. In individualistic cultures, however, people tend to believe that an individual has control of, and is responsible for, his or her own life. In this cultural pattern, competition is encouraged and frontal attack is considered as a matter of course. The United States is identified as the most individualistic country, followed by Australia and Great Britain, while Guatemala is the most collectivistic, followed by Ecuador, Panama, and Venezuela.

Nations can also be distinguished by the manner in which they tend to deal with inequalities. As one of the dimensions of national cultures, power distance is the degree to which the less powerful people within a country tolerate inequality of power distribution. In a large-power-distance society, a hierarchical social structure is strong, and power is centralized at the top. Individuals are very conscious of their rank, and superiors and subordinates perceive themselves as being separate from one another. Malaysia and Slovakia are examples of the largest power-distance countries. However, in a small-power-distance society, members of an organization feel relatively close to one another and possess a shared sense of equality as human beings. Austria has been determined to be the world's smallest power-distance country.

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