1. TOMAS BATA UNIVERSITY IN ZLIN
FACULTY OF MULTIMEDIA COMMUNICATIONS
TERM PAPER
CULTURAL DIMENSIONS
Course: CROSS-CULTURAL COMMUNICATION
From: Martina Brtnická
To: PhDr. Dagmar Weberová, Ph.D.
Date: 18 April 2012

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Content
Introduction............................................................................................................................................. 3
Classifying cultures...............................................................................Chyba! Záložka není definována.
Conclusion ............................................................................................................................................... 4
Bibliography........................................................................................................................................... 10

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Introduction
This essay is about cultural dimensions. After reading some literature about this topic I
ascertain that the Hosftede´s dimensions are the most popular and most used. There are other
authors that are interested in this area, but mostly they are working with the Hosftede´s
classification or widen it for other dimensions. Certainly Hofstede´s classification is not
perfect and many authors are writing about its minuses, but so far is the best way how to
compare other cultures, study the differences and use them in practice.
I was thinking for quite long time, how to structure this term paper. While going throw
all the materials I have found out that each author concentrated on different areas to apply the
Hofstede´s classification. Some are more concentrated on the differences in the workplace,
others in advertising techniques in different cultures or typical values for particular
dimensions. That is why, I have decided to write about the five basic dimensions, describe
them and put altogether the typical features for the workplace, advertising, business, family
structure and much more.

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1. Culture
Culture is an enigma. There are more than 160 definitions of culture. Culture is like an
iceberg. The deeper layers (traditions, beliefs, values) are hidden from our view. We can only
see the uncover part of the iceberg, showing from the water, the top layers (fashion, trends,
pop music). But to understand people´s thinking, reacting and behaving we need to
understand what is hidden. Culture refers to a patterned way of living by people who share
similar sets of traditions, believes, values and norms. (Ting-Toomey, 2001, s. 9-10). As
culture diverse from country to country, in smaller or bigger contrast, in today´s global world
it is necessary to understand, or at least try to learn about order people´s culture. There are
some models which make this process easier. One of them is Hofstede´s cultural dimensions.
2. Cultural dimensions
Every society´s patterns for living must provide ways of dealing with such universal
circumstances as the existence of two sexes, the helplessness of infants, the need for
satisfaction of the elementary biological requirements (food, water, clothing or sex), the
presence of individuals of different ages and so on. The following five independent
dimensions are identified on national culture differences showed in dealing with common
difficulties, that all societies have to cope with. (Hofstede, 2001, s. 28-29).
Hofstede studied the cultural differences in IBM Corporation in 53 countries and
determined the dimensions on which countries differed. The study was the first of this kind
and the data were collected in 1970s. He developed five dimensions – Power distance,
Uncertainty avoidance, Collectivism vs. Individualism, Femininity vs. Masculinity and Long-
term vs. Short-term cultures. (Chaney, 2007, s. 64).
2.1 Power distance
This dimension is related to the different solutions to the basic problem of human
inequality. The inequality can be of power, wealth, status or social position. The index of
Power distance measures the extent to which members of the culture expect and accept the
unequal distribution of power. (Chaney, 2007, s. 65).
In high power distance culture children are expected to be obedient and treated more
or less as equals to their parents. People are expected to show respect people of higher status.
In this culture power and influence is concentrated in the hands of a few. Power predominate
the law and the ones with power also hold the right opinion and truth. They can also be

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opinion leaders. People tent to show their status by possessing expensive and luxurious goods
(cars, jewelry, etc.). In the workplace superiors and subordinates consider each other unequal,
power is centralized and there is a wide salary gap as well. Company bosses are viewed as
kings and employees are “loyal and quiet”. An effective appeal in advertising is symbol of a
status. It is common to see celebrities and older people advising to young ones. (Jandt, 2010,
s. 177-179), (Světlík, 2003, s. 45-46).
Lower power distance countries are the opposite. All members of the society have the
same rights. People want to look younger and powerful individuals do not expose their
influence and supremacy. In the workplace, where employees are expected to be consulted,
bosses are mostly democratic, leaders are more accessible and there is no such distance
between superiors and subordinates. Team work is preferred. Higher latitudes and national
wealth are associated with lower power distance. In advertisement we can see parody of the
boss, powerful people or experts. Youngsters can advise to their parents. (Jandt, 2010, s. 178-
179), (Světlík, 2003, s. 46).
Countries with high power distance index are: France, Belgium, Portugal and Greece.
Low power distance index have: Austria, Denmark, Ireland and Sweden as well as Germany
or Great Britain. The Czech republic´s index is higher than average.
2.2 Uncertainty avoidance
Uncertainty avoidance refers to the level of stress in a society in the face of unknown
future. There are basically two approaches to solving this problem. The first is to accept
uncertainty as something normal, that is part of our lives. The second approach can be
characterized by a maximum aversion to any uncertainty and risk. Understanding uncertainty
as something bad. (Světlík, 2003, s. 47).
People who have high uncertainty avoidance feel threatened by uncertain or
unknown situations. They prefer to specialize in their career, avoid conflicts, want clear
instruction and do not like competition. These countries need rules, precision and
formalization, they focus on decision content and are worse in invention but better at
implementation. People believe in absolute truth. In the workplace there is inner need to
work hard, need for rules, precision and punctuality. (Chaney, 2007, s. 54-55), (Jandt, 2010, s.
179). In the consumer´s behavior the high index is reflected in popular consumption of
mineral water, lower rate of purchasing second-hand cars, slower introduction of the Internet,
lower consumption of cosmetics and etc. In advertisement a clear explanations is needed,

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long texts, the official presentation of test results and recommendations are also popular.
Demonstrations of product´s function are also very common. (Světlík, 2003, s. 49).
On the other hand cultures with weak or low uncertainty avoidance prefer few rules,
they tolerate ambiguity, focus on decision process and are better at invention but worse in
implementation. (Chaney, 2007, s. 54-55). People are contemplative, less aggressive,
unemotional, relaxed accepting personal risks and relatively tolerant. In the workplace people
work hard only when it is needed and they do not want more rules than is necessary. (Jandt,
2010, s. 179). Consumers prefer to buy second-hand cars, people are not so much into
fashionable, expensive and constantly modified clothing. Advertisements in countries with
lower index are funnier and more entertaining. The aim is to please rather than sell, and ads as
a parody of experts are seen as well. (Světlík, 2003, s. 49).
Countries with high uncertainty avoidance are Germany, Austria (both have low
power distance index as well), France, Belgium, Greece, Spain, Italy, The Czech republic, etc.
Low uncertainty avoidance countries are: Denmark, Sweden, Ireland, United Kingdom, The
Netherlands, etc.
2.3 Individualism versus collectivism
It means how people define themselves and their relationship with others.
Individualism refers to the attitude of valuing ourselves as separate individuals with
responsibility for our own destinies and actions. The interest of the individual prevails over
the interest of the group. It is believed that self-interest is an appropriate goal. People look
after themselves and their close family. Individualism is typical for values like self-
maximization, independence, creativity, curiosity, education, and assertiveness. In the
workplace the employer-employee relationship is mostly established by contract. There is a
strong relationship between national wealth and individualism. Countries with moderate and
cold climates tend to be more individualistic. (Chaney, 2007, s. 63), (Jandt, 2010, s. 164-167).
In advertisement we often see slogans like “Do it your way”, as well as single people or a
happy couple, than a big family all together. (Světlík, 2003, s. 51).
In contrary, collectivism emphasizes common interests, conformity, cooperation and
interdependence. It is important to mention that most people have attitude that are associated
with both, individualism and collectivism. Important values to collectivistic cultures are
responsibility, honesty, politeness, respect for elder and family. In the workplace the
relationship between the superior and subordinates is often perceived in moral terms, like a

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family link. People are integrated in strong, coherent groups. Countries with higher birth rates
tend to be more collectivist. (Chaney, 2007, s. 63), (Jandt, 2010, s. 164-167). In advertising is
symbols and entertainment are often used and they are full of people, because if people are
portrayed themselves, alone, it may symbolize the fact that they do not have friends or family.
(Světlík, 2003, s. 51).
Collectivistic countries are: Portugal, Greece, China, Japan, India, Nigeria, etc.
Individualistic countries are: United States, Australia, Great Britain, Canada, The
Netherlands, New Zealand, Italy, Belgium, Sweden, France, Germany etc.
2.4 Masculinity versus femininity
This dimension is related to the division of emotional roles between men and women
or how the society views assertiveness versus modesty. Men and women are attributed to
certain characteristics and behaviors. It is interesting that women´s social role varies less from
culture to culture than men´s. Masculine cultures are the ones that strive for maximal
distinction between what men and women are expected to do. Masculinity stress
assertiveness, competition and material success. In masculine cultures men determine family
size. (Jandt, 2010, s. 175). Performance and power is demanded in masculine culture. The
management prefers decisiveness and strong leadership. Masculine cultures are less tolerant
(towards drugs, prostitution etc.). It goes without saying that employees remain at work
longer if necessary. For advertising is important status which presents success. Advertising
tends to have aggressive character. (Světlík, 2003, s. 55).
Feminine cultures emphasizes on quality of life, interpersonal relationships and
concern for the weak. Ideal of feminine culture is prosperity and welfare. Feminine cultures
are more likely in colder climates. Women have more say in the number of children in these
cultures. (Jandt, 2010, s. 175). In the family, children are taught to decency, modesty and
restraint. A typical feature is that people do not expose their uniqueness. In the workplace it
is emphasized on working comfort and nice working environment. The principle of feminine
culture is a compromise. For shopping behavior is important a consensus of both partners
(both decide what to buy). The argument used in advertising are more focused on sense of
belonging and relationship. (Světlík, 2003, s. 56).
Masculine countries are: Japan, Austria, Venezuela, Italy, Switzerland, Mexico,
Ireland, Great Britain, Germany, United States, Australia, etc. Feminine countries are:
Sweden, The Czech republic, The Netherlands, Portugal and so on.

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2.5 Long term versus short term orientation
A long term orientation is concerned with the future, hard work, learning, openness,
accountability and self-discipline. This culture encourages thrift, savings and perseverance
toward results. A short term orientation, on the other hand, is concentrating on present or
past, people are respecting tradition, fulfilling social obligations, control system and they are
worried about their appearance (preserving face). Typical for this culture is spending money
to keep up with the social pressure, less saving and need for quick results. (Chaney, 2007, s.
66), (Jandt, 2010, s. 180).
Long term orientated countries are for example Hong Kong, Taiwan, Japan, South
Korean and Singapore (known as Five Economic Dragons). Short term orientated are Great
Britain, Germany, The Netherlands, Sweden and in the middle is the Czech republic.

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Conclusion
Why are American´s the way they are? Why do they need to work all the time and find
relaxation as a waste of time, eat on run and take minimum time off? Why it is not
recommended to close deal with Islamic partners during Ramadan period or in which country
is not advised businesswomen to invite a businessman for lunch as it might be seen as
inappropriate? Which nations prefer funny advertisements and where they prefer to see
experts presenting test results of the product? To answer these questions we need to learn
about other people culture.
Before launching a new product, advertisement or closing a business deal abroad it is
essential to get to know the local culture very well. As at the end we can find out that is not
the place we want to open a business, advertise as there is not our core market or name of our
product might sound strange in the local language. Being influenced by our own culture and
tend to judge others according our patterns and believes it is important to learn how to
understand and accept culture of others. Being interested in their history and culture than just
simply doom others before even getting to know them. Hofstede´s dimensions can help us to
see the differences in cultures and their history. It can explains people´s behavior, values and
believes.
I think it is important to know a basic about other cultures especially when the world is
becoming smaller and global. Being a marketing student I found this essay very useful for my
studies and it helped me realize why I do behave in certain ways. And having a Japanese
colleague at work this is a good subject for a very interesting discussion as Japan is often
analyzed for its typical features.

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Bibliography
HOFSTEDE, Geert. Culture’s consequences: 2nd ed. Thousand Oaks: Sage Publications,
2001. ISBN 978-0-8039-7323-7.
CHANEY, Lillian H. Intercultural business communication. 4th ed. Upper Saddle River:
N.J. : Pearson Prentice Hall, 2007. ISBN 0-13-186009-7.
JANDT, Fred Edmund. An introduction to intercultural communication. 6th ed. Los
Angeles: SAGE, 2010 ISBN 978-1-4129-7010-5.
MOOIJ, Marieke de. Global Marketing and Advertising: Understanding Cultural
Paradoxes. 2nd ed. New York: Guilford Press, 2001. Thousand Oaks: Sage. ISBN 1-4129-
1476-0.
SVĚTLÍK, Jaroslav. Marketing pro evropský trh. Praha: Grada, 2003. Sage. ISBN 80-247-
0422-6.
TING-TOOMEY, Stella. Communicating across cultures. New York: Guilford Press, 2001.
ISBN 1-57230-445-6.