Cultural Dimensions: Saving Face, Ethnocentrism, and Hofstede’s Model
Saving Face and Cultural Concepts
1. Saving Face
It means preserving someone’s dignity and social standing, especially in difficult situations. It involves giving feedback in private, using indirect communication, framing criticism positively, and being culturally sensitive. Understanding and respecting this concept is crucial for effective cross-cultural communication and maintaining positive relationships in business interactions.
2. Ethnocentrism
It consists of applying one’s own culture or ethnicity as a framework for judging other cultures, practices, behaviors, beliefs and people, instead of using the standards of the particular culture involved.
3. The Iceberg Technique (Edward T. Hall)
This technique says that, like an iceberg, only some aspects of culture are visible, including language, food, greetings, and music. These are the visible manifestations of culture. However, most aspects of a culture lie below the surface, including worldview, religion, beliefs, respect for authority, concepts of time, and concepts of justice. These implicit aspects exert an important influence on behavior, values, feelings, and thoughts.
4. Ideal Culture vs. Real Culture
The ideal culture is a set of values and practices that a culture aims to achieve. It represents the best version of a particular society. Real culture refers to the actual values, beliefs, practices, and norms that exist in a society at any given time. It reveals the imperfections and inconsistencies in a society rather than an idealized version of culture.
Hofstede’s Cultural Dimensions
5. Power Distance
It refers to the extent to which less powerful members of a society or organization accept and expect that power is distributed unequally. In cultures with high power distance, there is a greater acceptance of hierarchical order and a significant emphasis on authority. People in these cultures tend to respect authority figures and accept decisions made by those in power without much questioning.
On the other hand, cultures with low power distance tend to value equality and have a more relaxed attitude towards authority. In such cultures, there is an emphasis on consultation, and power is distributed more evenly among the members of society or organization. People are more likely to challenge authority and expect to be consulted in decision-making processes.
6. Individualism vs. Collectivism
Individualism refers to the degree to which individuals in a society are integrated into groups. In individualistic cultures, the ties between individuals are relatively loose. People are expected to take care of themselves and their immediate families. Individualism emphasizes individual goals, achievements, and rights. In such cultures, personal freedom and self-expression are highly valued, and people tend to make decisions based on their personal beliefs and preferences.
Collectivism, on the other hand, refers to the degree to which individuals in a society are integrated into cohesive groups. In collectivist cultures, there is a strong emphasis on group cohesion and harmony. People are closely connected to their extended families, communities, or other social groups. Loyalty to the group is highly valued, and individuals are expected to conform to the norms and expectations of their groups. Group goals and harmony often take precedence over individual desires, and decisions are often made considering the impact on the group.
7. Masculinity vs. Femininity
Masculinity refers to the extent to which a society values traditionally “masculine” traits such as assertiveness, ambition, competitiveness, and the acquisition of material goods. In cultures with a high masculinity score, there is a strong emphasis on achievement, success, and material rewards. People are expected to be decisive, assertive, and focused on individual goals. In these cultures, there is often a clear distinction between gender roles, with men being expected to be tough and assertive, and women expected to be nurturing and caring.
Femininity, in Hofstede’s framework, refers to the extent to which a society values traditionally “feminine” traits such as cooperation, empathy, quality of life, and caring for others. Cultures with a high femininity score prioritize quality of life, interpersonal relationships, and concern for the well-being of others. In such cultures, there is often a greater emphasis on consensus, collaboration, and nurturing behaviors. Gender roles may be more fluid, and both men and women are encouraged to express nurturing and caring qualities.
8. Uncertainty Avoidance
It refers to the extent to which members of a society are uncomfortable with ambiguity and uncertainty. Cultures with high uncertainty avoidance tend to have strong rules and norms to structure life. People in these cultures often have a high need for security and tend to avoid situations or behaviors that are ambiguous or unstructured. There is a preference for clear, formalized rules and regulations, and people in these cultures may be resistant to change.
On the other hand, cultures with low uncertainty avoidance are more tolerant of ambiguity and are generally more open to change and innovation. In these cultures, there is a higher acceptance of risk and a greater willingness to experiment with new ideas and approaches. People in low uncertainty avoidance cultures are more comfortable with unconventional or unstructured situations.
9. Long-Term vs. Short-Term Orientation
Cultures with a high long-term orientation value long-term planning, perseverance, and thrift. People in these cultures tend to focus on the future, and they are willing to invest time and effort in achieving long-term goals. Long-term oriented cultures often emphasize values such as persistence, saving and investing, and adapting to changing circumstances over time. Confucian cultures, such as China and Japan, are often associated with high long-term orientation.
Cultures with a high short-term orientation, in contrast, focus on the present and immediate results. People in these cultures tend to value traditions and social obligations, but they may not emphasize long-term planning as much. Short-term oriented cultures often emphasize stability, face-saving, and fulfilling immediate needs and desires. These cultures may have a stronger tendency to resist change and prefer established practices and traditions.
10. Indulgence vs. Restraint
Societies with a high indulgence orientation tend to allow their members to enjoy life and have fun. These cultures have a relatively relaxed attitude towards gratifying human desires and impulses. People in indulgent societies tend to focus on enjoying life, having leisure time, and fulfilling their natural human needs and desires without strict social restrictions. There is a higher level of tolerance for unconventional behaviors and lifestyles.
Societies with a high restraint orientation, on the other hand, have strict social norms and regulations to regulate and suppress gratification. These cultures often have a stronger emphasis on traditional values and self-discipline. People in restrained societies may be more cautious about indulging in leisure activities and may feel a sense of guilt or shame associated with excessive or impulsive behavior. Social norms and traditions play a significant role in guiding behavior in restrained cultures.