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1、Contents1.Perception,Belief and Values2.Cultural Patterns3.Application of theories第1页/共83页1.Perception,Belief and Values1.1 Perception1.2 Beliefs1.3 Values2.Cultural 2.Cultural PatternsPatterns第2页/共83页1.1 What is perception?Perceptionisprimaryinthestudyofinterculturalcommunication,becauseourinformat
2、ionaboutandknowledgeofourphysicalandsocialworldaremediated(传达)byperceptualprocesses.Ourperceptionsgivemeaningtoallthoseexternalforces:symbols,things,people,ideas,events,ideologiesandfaith.“Perceptionistheprocessofselecting,organizing,andinterpretingsensorydatainawaythatenablesustomakesenseofourworld
3、.”(GambleandGamble)(P56)第3页/共83页Two ways that culture influences the perception process:1.Perception is selective.Whatisallowedinis,inpart,determinedbyculture.2.Your perceptual patterns are learned.“perceptionisculturallydetermined.Welearntoseetheworldinacertainwaybasedonourculturalbackground.”seeP5
4、7-581.1.Perception&cultures第4页/共83页1.1.Perception&culturesPerceptionsarestoredwithineachhumanbeingintheformof beliefs+values=cultural patterns第5页/共83页1.2.Beliefs 1.What are beliefs?Beliefsareourconvictionsinthetruthofsomethingwithorwithoutproof.(p58)2.How did you acquire them?Beliefsareshapedbythein
5、dividualsculture.”3.What function do they perform?Beliefsareimportantbecausetheyareacceptedastruths.Oneofthemostimportantfunctionsofbeliefsisthattheyform the basis of your values,第6页/共83页1.2.Beliefs4.Beliefs are usually reflected in your actions and communication behavior.Eg1)Agoodtan（棕褐色）isareflect
6、ionofahealthy,activelifestyleandmakesapersonmoreattractive.youwillprobably-(find time to lie out in the sun or even go to a tanning salon.)2)Suntannedskinreflectsalowsocialstatus,youwillprobably-(make an extra effort to avoid exposing yourself to the sun by wearing a hat,long-sleeved shirt,and perha
7、ps gloves,and carrying an umbrella,on sunny days.)第7页/共83页1.3 Values1)A Valueisanenduring beliefthataspecificmodeofconductorend-stateofexistenceispersonallyorsociallypreferabletoanother.2)Valuesaresharedideasaboutwhatistrue,right,and beautifulwhichunderlineculturalpatternsandguidesocietyinresponseto
8、thephysicalandsocialenvironment.”(Nanda&Warms)3)Valuesarealearnedorganizationofrulesformakingchoicesandforresolvingconflicts.第8页/共83页91.3 Values4)Hofstede:Values are“a broad tendency to prefer certain states of affairs over others”.E.g.evil vs.good,dirty vs.clean,dangerous vs.safe,decent vs.indecent
9、,ugly vs.beautiful,unnatural vs.natural,abnormal vs.normal,paradoxical vs.logical,irrational vs.rational,moral vs.immoral.第9页/共83页1.3The Value Hierarchy Secondary ValuesPrimary Values US hospitality to guests cleanlinessAlleviation of the pain and suffering of others securing material possessionsDem
10、ocracy the protection of oneself and close family member Tertiary Values 第10页/共83页111.3.How to get and where to find values?How to get:1.from ones family 2.from school teachers;3.from ones peers(friends,schoolmates,play mates;4.from society at large第11页/共83页12Where to find 1.from peoples behavior pa
11、ttern 2.from what people say about themselves;3.from myths,tales of heroes and rituals;4.from folk tales,movies,proverbs,sayings,etc.第12页/共83页Individualism,Equality,Materialism,Science and technology,Progress and change,Work and leisure,Competition US Dominant cultural patterns(P62-65)第13页/共83页2.Cul
12、tural Patterns2.Cultural Patterns2.1 Definitions 2.2 Kluckhohn,Kluckhohn and Strodtbeck Value Orientation2.3 Hofstedes Values Dimension3.IC Strategies3.IC Strategies2.4 Halls Context Orientation第14页/共83页2.1 Cultural PatternsPerceptionsarestoredwithineachhumanbeingintheformof beliefs+values=cultural
13、patterns.Cultural patterntaxonomiesareusedtoillustratethedominantbeliefsandvaluesofaculture.第15页/共83页162.How to classify different culture patterns?Variations of Value Studies Kluckhohn and Strodtbecks Value OrientationHofstedes Dimensions of Cultural VariabilityEdward T HallsContext-Culture TheoryH
14、uman NatureMan-natureTimeActivitySocial RelationshipIndividualism VsCollectivismUncertainty AvoidancePower DistanceMasculinity VsFemininityHigh-ContextLow-Context第16页/共83页2023/4/13172.2 Model by Kluckhohn(P74-79).5basicquestionsthatneedansweringattherootofanyculture:1)Whatisthecharacterofhumannature
15、?2)Whatistherelationofmantonature?3)Whatistheorientationtowardtime?(temporalfocus)4)Whatisthemodeofhumanactivity?5)Whatisthemodeofhumanrelationship?1)=Human nature orientation 人性取向2)=Man-nature orientation 人与自然的关系取向3)=Time orientation 时间取向4)=Activity orientation 行为取向5)=Social orientation 人际取向第17页/共8
16、3页18oriantationBasic valuesHuman NatureBasically EvilMixture of Good and Evil Basically GoodRelationship of Humankind to NatureMan subjugated by NatureMan in Harmony with NatureMan the Master of NatureSense of TimePastPresentFutureActivityBeing(who you areGrowing(self-development)Doing(what you do)S
17、ocial Relationship AuthoritarianGroup-OrientedIndividualistic 2.2 Kluckhohn and Strodtbecks five value orientations(P74)第18页/共83页192.2.1.Human Nature1).Human nature is evil but perfectible.With the influence of Christianity,Westerners believe that human nature is basically evil due to their original
18、 sin.However,the evil nature can be saved through salvation,if one believes in Jesus Christ and continues doing good things.第19页/共83页202).Human nature is a mixture of good and evil.As a result of the rise of humanism in the west,the above basic belief has changed to one seeing humans as a mixture of
19、 good and evil.In other words,everyone has the good side and bad side.Therefore,there is law system in human society to reward the good in people and punish the bad and make sure that men are not doing anything evil.第20页/共83页213).Human nature is good but corruptible.Good:thephilosophiesofConfucianis
20、mandBuddhism.In China,as in other Asian societies that have accepted the teaching of Confucius,people are believed to be basically good.Children are believed to be pure and innocent but may become corrupted as they grow older and have more contact with society.They will be bad if they dont have good
21、 education when they are very young”.(人之初，性本善。性相近，习相远。苟不教，性乃迁)Buddhismmaintainsthatyouarebornpureandareclosesttowhatiscalled“lovingkindness”whenyouenterthisworld.Hence,peoplearegood,buttheircultureoftenmakesthemevil.第21页/共83页22 Relationship of Human-kind to NatureMan subjugated by NatureMan in Harmo
22、ny with NatureMan the Master of Nature Accept your fateLive according to the rhythms of natureMake life comfortable and convenient Life is outside the individuals controlEverything has its own characterProblems can be solved once we know the factsBe humbleBe balancedBe objective 2.2.2.man-nature ori
23、entation第22页/共83页231).Subjugation(屈服)to nature.The most powerful forces of life are beyond their control.Whethertheforcebeagod,fate,ormagic,apersoncannotovercomeitandmustthereforelearn to accept it.ThisorientationisfoundinIndiaandpartsofSouthAmerica.FortheHindu,becauseeverythingispartofaunifiedforce
24、.This“oneness”withtheworldhelpscreateavisionofa world operating in harmony.Eg.some Hindu sects such as the Bishois do not allow the cutting down of any trees or the slaughter of animals.This is extreme reverence for Nature,which has precedence over human activities.In Mexico and among Mexican Americ
25、ans,thereisastrongtietoCatholicism and the role of fate in controlling life and nature.第23页/共83页242).Harmony with nature TheharmonyviewiswidespreadandisassociatedwithEastAsians.Chinese people believe the balance and harmony between man and natural world.This belief permeates in every aspect of Chine
26、se culture.Chinese medicine,for example,is mainly to adjust the unbalanced human body.InJapan and Thailand,thereisaperceptionthatnature is part of lifeandnotahostileforcewaitingtobesubdued.Thisorientationaffirmsthatpeopleshould,ineverywaypossible,live in harmony with nature.Thedesiretobepartofnature
27、andnotcontrolithasalwaysbeenstrongamongAmerican Indians.第24页/共83页253).Mastery over nature Western people believe they are the masters of nature.Thisvalueorientationischaracteristicofthe Western approach,whichhasalongtraditionofvaluing technology,change,and science.Peoplewiththisorientationseea clear
28、 separation between humans and nature.Americans havehistoricallybelievedthatnaturewassomethingthatcouldandhadtobemastered.EarlyWestEuropeanimmigrantstoNorthAmericaencounteredavast,unforgivingwildernessthattheysetaboutto“tame,”andmodernastronautsareworkingto“conquer”space.第25页/共83页2.2.3.Time orientat
29、ionPastPresentFuture第26页/共83页1)PAST ORIENTATION Past-oriented cultures:the past should be the guide for making decisions and determining truth.believestronglyinthesignificance of prior events.History,established religions,and traditionareextremelyimportanttotheseculturesTheFrenchlivesurroundedbythou
30、sandsofmonumentstotheirgloriouspast.EveryquarterinParishasitshistoricallyimportantstatues,buildings,orfountains,dailyremindersofpastachievements.Frenchvillageshavestatuestolocalheroesandimportantpoliticalleaders.Asaresultofthisconstantimmersioninhistory,theFrenchtendtoseethingsintheirhistoricalconte
31、xtandrelatecontemporaryeventstotheirorigins.第27页/共83页1)PAST ORIENTATIONChina,-becauseofitslongandresplendenthistorycontinuestorespectthepast.Respect for their historical heritageisconsideredthemostimportanttraditionalvalue.Thewordold usually symbolizes experience and authority.(“百年老店”,“老字号”)In Japan
32、,whereShintoism is strong and reverence toward ancestors is important,thepaststillremainsparamount.Great Britain,becauseofitsdevotion to tradition,including the continuation of a monarchy,resistschangeasitcontinuestovalueitshistoricalachievements.The French,onmanylevels,veneratethepastIntheUnitedSta
33、tes,American Indians value the past.第28页/共83页2)PRESENT ORIENTATIONPresent-orientedculturesholdthatthe immediate moment has the most significance,becausetheyseethe future as vague,ambiguous,and unknown.Forthesecultures,whatisrealexistsinthehere and now,andthe present should be enjoyed.Peopleofthe Phi
34、lippinesandmostLatinAmericancountriesusuallyholdthesebeliefs.Mexican Americansalso“prefertoexperiencelifeandpeoplearoundthemfullyinthepresent.”alsocharacteristicofthe African-American co-culture.第29页/共83页3)FUTURE ORIENTATIONFuture-orientedculturesemphasize what is to comeand expect the future to be
35、grander and nicer than the present.Thewordoldisassociatedwith“fallingbehindanduselessness,whilenewisrelatedtoprogress,changeandchallenge.People even believe they can control the future.Futureorientationprevailsinthewesternculture.SuchastheU.S.dominant culture,“Ifatfirstyoudontsucceed,try,tryagain.”“
36、Yesterdayisnotourstorecover,buttomorrowisourstowinortolose.”第30页/共83页2.2.4.Activity orientationBeing（存在）:anondevelopmentalmodelBeing-in-becoming（成为）:aspiritualgoalofinnerharmonyandpeace.Doing（做）:activitythatleadstoexternalaccomplishments第31页/共83页1)BEING ORIENTATIONPeopleinbeing-orientatedculturesacc
37、ept people,events,and ideas as flowing spontaneously.Theystress release,indulgence of existing desires,and working for the moment.”MostLatino cultureshavetheviewthatthecurrentactivityistheonethatmattersthemost.InMexico,forexample,peopletakegreatdelightinthesimpleactofconversationwithfamilyandfriends
38、.Mexicanswilltalkforhourswiththeircompanions,fortheybelievethattheactof“being”isoneofthemaingoalsandjoysoflife第32页/共83页2)BEING-IN-BECOMING ORIENTATIONThebeing-in-becoming orientationstressestheideaofdevelopment and growth.Itemphasizesthekindofactivitythatcontributestothedevelopmentofallaspectsofthes
39、elfasanintegralwhole.Thisusuallycorrelateswithculturesthatvalue a spiritual life more than a material one.Forexample,inbothHinduism and Buddhism,peoplespendaportionoftheirlivesinmeditation and contemplationinanattempttopurifyandfullyadvancethemselves.Manyofthe New Age religious movementsintheUnitedS
40、tatesalsostresstheneedtodevelopthebeing-in-becomingapproachtodailylife.第33页/共83页3)DOING ORIENTATIONThekeytothisorientationisavaluesystemthatstresses activity and action.The dominant American culture:Americansareactionoriented;theyarego-getters.Theygetgoing,getthingsdone,andgetahead.InAmerica,peopleg
41、atherforactiontoplaybasketball,todance,togotoaconcert,andtotakerisks.Whengroupsgathertheyplaygamesorwatchvideos.ManyAmericansdonthavethepatiencetositdownandtalk.Lifeisinconstantmotion.第34页/共83页352.2.5.Social OrientationSocial Relationship Authoritarian Group-OrientedIndividualistic 社会等级森严集体取向个人取向第35
42、页/共83页362.2.5.Social OrientationSocial relationships1）hierarchy:Thismeanseachpersonhasapositioninahierarchy.Peoplehaveclearlydefinedprivilegesandobligationsaccordingtotheirpositioninrelationtoothers.China is basically a hierarchical society.第36页/共83页372).Group In cultures with group values,people ma
43、ke decisions by consensus.Each persons social identity comes from his or her groups.Loyalty is important in cultures with group values.第37页/共83页383).Individual In cultures with individualistic values,each person is seen as autonomous and separate.Everyone is equal.Self is more important than group.第
44、38页/共83页39 OrientationChinese valuesWestern valuesHuman NatureBasically GoodMixture of Good and EvilRelationship of Humankind to NaturePeople in Harmony with NaturePeople the Mater of NatureSense of TimePast OrientedFuture OrientedActivityBeingDoingSocial RelationshipsAuthoritarian/Group OrientedInd
45、ividualistic第39页/共83页2.3 Hofstedes five Value dimensions Hofstedes work was one of the earliest attempts to use extensive statistical data to examine cultural values.During the 1980s,he surveyed over a hundred thousand workers in multinational organizations in forty countries.The findings were the r
46、esult of a research conducted in a large enterprise,IBM,with its branches in 67 countries.5 dimensions:power distance uncertainty avoidance individualism/collectivism masculinity/femininitylaterdiscusseda5thdimension-long term view(Asia)第40页/共83页412.3.1.Individualism vs.Collectivism Individualistic
47、cultures“I”consciousnessindependence,competition,individual achievement Collectivist cultures“We”consciousness,interdependence,group harmony,group cooperation第41页/共83页42Individual oriented society：a loosely knit social framework;individuals are supposed to take care of themselves.The uniqueness of e
48、ach individual is of paramount value.(I Culture)Examples:America,North European countries Group oriented society：a tightly knit social framework;people can expect their in-groups(relatives,clans,tribes or organizations)to look after them.(We Culture或I-less Culture)Examples:Asian countries and Latin
49、American countries and Middle Eastern countries1 Individualism vs.Collectivism第42页/共83页432.3.1 Individualism vs.Collectivismindividualism collectivism 第43页/共83页442.3.1 Individualism vs.CollectivismWecanfindmanyexamplesinourdailylife,whichstressgroupbehaviorssuchas“我们都(Weall“深受大众喜爱”(bewellpopular),”:
50、老少皆宜“(goodforallages),“大家好，才是真好”(theproductisgoodforall,soitisindeedgood),“全国用户满意”(thecustomersalloverthecountryaresatisfied.).第44页/共83页452.3.1.Individualism vs.CollectivismThefollowingadvertisementsshowthisorientationclearly.l)Find your own road.2)In this age of technology-sharing,whatever happened