2.2 Hofstede's Cultural Dimensions

Summary

This lecture introduces Hofstede's cultural dimensions theory, a framework for understanding cross-cultural communication. Developed from a survey of IBM employees worldwide, the theory identifies six key dimensions: power distance, uncertainty avoidance, individualism vs. collectivism, masculinity vs. femininity, indulgence vs. restraint, and pragmatic vs. normative orientation. These dimensions help explain cultural differences and are valuable for international business, education, and politics to navigate potential communication barriers.

Takeaways

• 📚 Hofstede's cultural dimensions theory is a framework for understanding cross-cultural communication, introduced in his book 'Culture's Consequences'.
• 🌍 Initially based on a survey of IBM employees from over 50 countries, Hofstede identified four cultural dimensions, later expanding to six.
• 💡 The six dimensions are: power distance, uncertainty avoidance, individualism vs. collectivism, masculinity vs. femininity, pragmatic vs. normative, and indulgence vs. restraint.
• ➡️ Power distance refers to the degree to which less powerful members of a society accept and expect power to be distributed unequally.
• 😟 Uncertainty avoidance is about how cultures deal with unstructured, unclear, or unpredictable situations and their tolerance for ambiguity.
• 🏡 Individualism vs. collectivism contrasts cultures where individuals look after themselves and their immediate families versus those that prioritize in-group loyalty and support.
• 🚹 Masculinity vs. femininity reflects societal preferences for competitive achievement versus cooperative quality of life.
• 🎉 Indulgence vs. restraint describes how societies allow or suppress the gratification of basic human desires related to enjoying life.
• 🔍 Pragmatic vs. normative dimension explains how societies relate to unexplainable events, with a focus on either establishing absolute truth or adapting to life's complexity.
• 🌐 Hofstede's theory is valuable for international business managers, researchers, politicians, and educators to understand and navigate cultural differences.

Q & A

What is the purpose of Hofstede's cultural dimensions theory?

The purpose of Hofstede's cultural dimensions theory is to assist in distinguishing and comparing values among different country cultures, which is valuable for international business managers, researchers, politicians, and educators to understand cultural differences and avoid or resolve potential communication barriers.

Who introduced the concept of Hofstede's cultural dimensions?

Hofstede's cultural dimensions were introduced by Geert Hofstede in his book 'Culture's Consequences'.

In which decade did Hofstede conduct his initial research on cultural dimensions?

Hofstede conducted his initial research on cultural dimensions in the 1970s.

What was the source of data for Hofstede's initial analysis of cultural dimensions?

The source of data for Hofstede's initial analysis was a large survey database about values and related sentiments of people in over 50 countries who worked for the multinational corporation IBM.

How many cultural dimensions did Hofstede originally identify?

Hofstede originally identified four dimensions of national culture.

What are the six dimensions of national culture as expanded by Hofstede?

The six dimensions of national culture as expanded by Hofstede are power distance, uncertainty avoidance, individualism vs. collectivism, masculinity vs. femininity, pragmatic vs. normative, and indulgence vs. restraint.

What does the power distance dimension in Hofstede's theory signify?

The power distance dimension signifies the extent to which the less powerful members of a society accept and expect that power is distributed unequally, and how a society handles inequalities among people.

How is uncertainty avoidance defined in Hofstede's cultural dimensions?

Uncertainty avoidance is defined as the extent to which people within a culture feel nervous about unstructured, unclear, or unpredictable situations and try to avoid them by maintaining strict codes of behavior and a belief in absolute truths.

What is the difference between individualism and collectivism according to Hofstede?

Individualism refers to a society where individuals are expected to take care of themselves and their immediate families, while collectivism refers to a society where individuals can expect their in-group to look after them in exchange for loyalty.

What does the masculinity versus femininity dimension represent in Hofstede's theory?

The masculinity side of this dimension represents a preference for achievement, heroism, assertiveness, and material rewards for success, indicating a more competitive society. The femininity side stands for a preference for cooperation, modesty, caring for the weak, and quality of life, indicating a more consensus-oriented society.

What does the indulgence versus restraint dimension relate to in Hofstede's model?

The indulgence versus restraint dimension relates to the gratification versus control of basic human desires related to enjoying life. Indulgence stands for societies that allow free gratification of these drives, while restraint represents societies that suppress and regulate these needs through strict social norms.

How does the pragmatic versus normative dimension describe people's approach to unexplainable events?

In societies with a normative orientation, people have a strong desire to explain as much as possible and exhibit respect for social conventions and traditions. In pragmatic societies, people accept that not everything can be fully understood and focus on living a virtuous life, adapting to circumstances, and being thrifty and perseverant.