This document discusses cultural dimensions and how they vary between countries and impact behavior. It outlines Geert Hofstede's model of 6 cultural dimensions - individualism vs collectivism, power distance, masculinity vs femininity, uncertainty avoidance, long vs short-term orientation, and indulgence vs restraint. The US scores high on individualism, masculinity, short-term orientation and indulgence compared to countries like China which is more collectivist and long-term oriented. Understanding these cultural differences helps improve effectiveness in advertising campaigns and global business interactions.
Jeffrey Foster, Seattle Wunderman Network
Ben Sadler, Seattle Wunderman Network
The 95%: What People Outside the U.S. Think About — Well, Everything
In this session with two of Seattle Wunderman Networks global strategy leads, you’ll hear an overview of the six dimensions of culture developed by Geert Hofstede, Dutch Professor of Organizational Anthropology, and why they are important to the world of interactive. You’ll come away with ways to start using the dimensions of culture in your communication strategies and interactive-product development, and you’ll learn about methods to step back from a US-centric view of the world in order to help land your messaging, product, or other interactive work in non-US cultures.
Jeffrey Foster, Seattle Wunderman Network
Ben Sadler, Seattle Wunderman Network
The 95%: What People Outside the U.S. Think About — Well, Everything
In this session with two of Seattle Wunderman Networks global strategy leads, you’ll hear an overview of the six dimensions of culture developed by Geert Hofstede, Dutch Professor of Organizational Anthropology, and why they are important to the world of interactive. You’ll come away with ways to start using the dimensions of culture in your communication strategies and interactive-product development, and you’ll learn about methods to step back from a US-centric view of the world in order to help land your messaging, product, or other interactive work in non-US cultures.
same thing, but its made by my friend who is supre pro in literature, she gave me permission to put this up ~^ ^~ Merchant of Venice, Theme - Prejudice
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same thing, but its made by my friend who is supre pro in literature, she gave me permission to put this up ~^ ^~ Merchant of Venice, Theme - Prejudice
This presentation demonstrates one of the ways in which the Ugly American Stereotype has been formed and skills and tools needed to reduce anti-American sentiment abroad
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6. Outline
• The roots of culture
• How culture drives behavior
• Ways to measure the differences between
cultures
• Thoughts about applying the ideas
7. In-group versus Out-group is biology
At the very basic level, those in an
In-group can eat and reproduce.
It is a zero-sum game where outsiders
threaten the survival of the In-group
and so are treated with hostility.
8. The role of culture for Human In-Groups
In-groups provide protection in exchange for loyalty
and in humans, a sense of identity.
16. Latin cultures: Black =
Fear, Anger & Grief
Chinese culture: Black =
Powerful & Expensive
17. Latin cultures: Black = Fear, Anger Grief
Chinese culture: Black = Powerful & Expensive
Anglo culture: White =
Purity & Happiness
Korean culture: White =
Death & Mourning
18. In the US, a person standing alone is likely
seen an independent free thinker, on his
own path. This is positive.
In Japan, the same image likely conveys
being without support and lonely. This is
negative.
20. About measuring differences
There are a variety of tools
We will talk about an influential
one: Geert Hofstede’s
Dimensions of Culture
There are more
21. Hofstede and the IBM Survey
Geert Hofstede analyzed surveys from 40,000 IBM employees in 70
countries and started to see patterns in the answers that were country
based. Creating what he calls Dimensions of Culture
22. Hofstede’s Dimensions of Culture (100 point scale)
0 100
more
egalitarian
embraces
hierarchy
collectivist individualistic
nurture more
important
power more
important
comfortable
with ambiguity
ambiguity
creates anxiety
put short-term
goals first
put long-term
goals first
happiness can
be bad
happiness
is always good
23. Hierarchy is contextual: members
are comfortable with questioning
authority.
Power Distance
Hierarchy is positive: authority is
rarely questioned and the powerful
are responsible for the good of all.
25. Feminine/Masculine
Nurturing, and concern with the needs
of others is highly valued. Power is
shared.
Having power in relationships is most
valued. Gender roles are defined and
women are more likely to nurturing.
30. Hofstede’s Dimensions of Culture (100 point scale)
0 100
more
egalitarian
Embraces
hierarchy
collectivist individualistic
Nurture more
important
power more
important
comfortable
with ambiguity
ambiguity
creates anxiety
Put short-term
goals first
Put long-term
goals first
happiness can
be bad
happiness
is always good
44. In the spider chart, we can
compare the US and
China, and see interesting
and telling differences and
similarities.
US China
US: High Individualism/Short-
Term Orientation
China: Collectivist/Long-Term
Orientation
Nearly identical Feminine
versus Masculine
55. How do Cultural Dimensions affect
Global Advertising Campaigns?
Story:
Collectivist
Or Individualistic?
What level of
Uncertainty
Avoidance?
Voice:
Feminine to
Masculine scale
Long or Short
Term
Orientation
Tone:
Indulgence
versus Restraint
Power Distance