Slides - Chapter 4 & 5

Question 1

culture shapes how we

Answer 1

communicate

Question 2

core definitions about communication/culture,
1 from Hofstede
2 from Hall

Answer 2

Hofstede: shared mental software about how people think, feel and act.

Hall:
1 - system where everything connects.
2: communication // culture (can’t be seperated)

Question 3

5 levels of cultures:

Answer 3

1: National culture: differences between countries.
Example: German directness vs. Chinese indirectness.

2: Regional culture: e.g., people in Twente (NL) vs. people from the western Netherlands.

3: Organizational culture: shared norms and values within a company.

4: Subculture: groups within a culture (youth, religion, politics, music scene).

5: Individual differences: education, generation, personality, etc.

Question 4

Why compares Edward T. Hall culture to an iceberg?

Answer 4

Because only a small part is visible above the surface, while most lies hidden beneath.

Question 5

Iceberg theory (Hall)
Visible part (10%), what?

Answer 5

Observable behaviors: food, dress, music, language, rituals, manners.

Question 6

Iceberg theory (Hall)
Hidden part (90%), what?

Answer 6

Values, beliefs, norms, assumptions, expectations, thought patterns.

Question 7

Interpretation of the Iceberg theory of Hall?

Answer 7

The visible parts are expressions of deeper, invisible cultural values.
To understand a culture, one must dive below the surface.

Example: In Japan, bowing is visible; the deeper meaning is respect and hierarchy. In the Netherlands, speaking directly reflects the deeper value of equality and honesty.

Question 8

Hofstede’s Onion Model of Culture,
it’s compared with? And why?

Answer 8

Onion with several layers.

The outer layers are easier to see and change; the inner core is deeply rooted.

Question 9

Hofstede’s Onion Theory
Layers from outside → inside

Answer 9

1. Symbols – words, gestures, clothing, flags, logos.
2. Heroes – admired individuals who embody cultural values (e.g., national figures).
3. Rituals – collective activities such as greetings, holidays, or meetings.
4. Values – deep moral principles learned early in life; form the core of culture.

Question 10

Interpretation of the Onion theory from Hofstede

Answer 10

Values drive all other cultural expressions. Rituals, heroes, and symbols change faster, but the inner values are stable and resistant to change.
Example: In Dutch work culture, punctuality (a ritual) reflects the value of reliability and structure.

Question 11

Schwartz’s Theory of Basic Human Values

Answer 11

Shalom Schwartz proposed that human values form a universal structure,
but each culture prioritizes them differently.

Question 12

Values (definition)

Answer 12

Values are fundamental beliefs that guide behavior and help people decide what is important.

Question 13

Key value groups (10 total, across two opposing poles):

Answer 13

1.1: Openness to change (vrijheid)
- Self-direction (onafhankelijkheid)
- Stimulation (spanning)

<->

1.2: Conservation (stabiliteit)
- Tradition (traditie)
- Conformity (gehoorzaamheid)
- Security (veiligheid)

2.1: Self-enchancement (persoonlijk succes)
- Hedonism (plezier, genot)
- Achievement (succes)
- Power (status)

2.2: Self-Transcedence (zorg voor anderen)
- Universalism (gelijkheid)
- Benevolence (zorg voor anderen)

Question 14

Etic and Emic Approaches,
description and pro/con:

Answer 14

etic: Outside perspective – comparing cultures using the same framework.
- pro: easy to compare.
- con: Can be superficial or stereotypical.

emic: Inside perspective – understanding culture through its own logic.
- pro: Deep insight into meanings and behaviors.
- con: Limited comparability; may lack objectivity.

Question 15

o An etic study might compare “politeness” across countries…
o An emic study would explore what “politeness” means …

Answer 15

etic: using one scale.
emic: in Japan vs. the Netherlands.

Question 16

Static vs. Dynamic Views of Culture
(perspectives)

Answer 16

Static perspective: Treats culture as stable and measurable → focuses on differences between cultures.
Example: “Dutch people are direct, Chinese are indirect.”

Dynamic perspective:
Recognizes culture as constantly evolving → focuses on diversity within cultures and changes over time.
Example: Younger Chinese professionals may value individual achievement more than older generations.

Question 17

Ocean metaphor (Fang):
Culture is like the…

The sea is always… >

Answer 17

Culture is like the ocean: visible waves = behavior, but the deep currents = enduring values.

The sea is always moving
→ culture is never fixed.

Question 18

Organizations also develop their own

Answer 18

mini-cultures

Question 19

Schein’s Model of Organizational Culture,
3 levels:

Answer 19

1. Artifacts – visible signs (office layout, dress code, slogans).
2. Espoused values – what the organization claims to stand for (“teamwork”, “innovation”).
3. Underlying assumptions – deeply held, unconscious beliefs (“we don’t question management”).

Question 20

Hofstede’s Six Organizational Dimensions (1990)

Answer 20

1) Process vs. Results Orientation
- How things are done vs what is achieved.

2) Employee vs. Job Orientation
- Focus on people vs tasks.

3) Parochial vs. Professional
- Loyalty to company vs loyalty to expertise.

4) Open vs. Closed System
- Welcoming vs secretive culture.

5) Loose vs. Tight Control
- Flexible vs strict rule-following.

6) Normative vs. Pragmatic
- Doing what’s “right” vs doing what “works.”

Question 21

Emotional Intelligence

Answer 21

The ability to perceive, understand, expres and regulate emotions to promote emotional and intellectual growth.

Question 22

Perspective-taking

Answer 22

Seeing a situation from another person’s point of view

Question 23

what is another synoniem of ‘perspective-taking’

Answer 23

the cognitive side of empathy

Question 24

Perspective-taking is essential for what type of communication?

Answer 24

intercultural communication:
- Example: When a Dutch designer creates a manual for Chinese readers, they must imagine how the message feels to the other culture.

Question 25

Empathy

Answer 25

The emotional side — the ability and willingness to understand others’ feelings, motivations, and knowledge levels, and to express this understanding clearly.

Question 26

Empathy consists of: (BAS)

Answer 26

* Behavior: expressing and applying empathy in communication. * Attitude: openness to understand others. * Skill: ability to interpret feelings correctly.