3. We learn our culture in several ways:
a. Enculturation is the process of communicating a group’s culture from generation
to generation; culture is “learned.”
b. Acculturation is the process of transmitting a host culture’s values, ideas, and
beliefs to someone from outside that culture.
c. Seven dimensions are found in all cultures:
i. Individualism versus collectivism
ii. An emphasis on the surrounding context, including nonverbal behaviors,
versus little emphasis on context
iii. Masculine values emphasizing accomplishment, versus feminine values that
emphasize nurturing
iv. Degree of tolerance for uncertainty
v. Approaches to power
vi. Short- or long-term approaches to time
vii. Indulgence versus restraint
B. Individualism: One and Many
1. Individualistic cultures value individual achievement and personal accomplishment
and collectivistic cultures value group and team achievement.
2. Individualist cultures tend to be more loosely knit socially; in collectivist cultures
individuals expect more support from others.
C. Context: High and Low
1. Cultural context implies that information is not explicitly communicated through
language but through environmental or nonverbal cues.
2. High-context cultures derive much information from nonverbal cues.
3. Low-context cultures derive much information from the words of a message and less
information from nonverbal or contextual cues.
D. Gender: Masculine and Feminine
1. Masculine cultures value achievement, assertiveness, heroism, and material wealth.
a. More value is placed on traditional roles for men and women.
b. These cultures view communication from a content orientation (information
exchange).
c. Males base their friendships on sharing activities rather than talking.
2. Feminine cultures value caring for the less fortunate, being sensitive toward others,
and overall quality of life.
a. Women approach communication for the purpose of relating to others and to
know and be known by others.
b. What women talk about is less important than the fact that they are talking,
because talking implies relationship.
E. Uncertainty: High and Low Tolerance
1. Some cultures have a higher tolerance for uncertainty and ambiguity and have more
relaxed, informal expectations of others.
2. Some cultures have a higher need for certainty and have and enforce rigid rules of
behavior and develop more elaborate codes of conduct.
3. People from Portugal, Greece, Peru, Belgium, and Japan have high certainty needs,
but people from Scandinavian countries tend to tolerate uncertainty.