2.2 The importance of history in understanding culture
Any decision of culture makes it clear that culture has tangible origins, so in this section we look briefly at the roots of culture. Climate, geographic features of a country and, above all, the common history of a people are the major factors that shape cultural values. We can illustrate their significance by looking at a few examples. Before we begin, read through Figure 2.1 as a reminder of the demographic ratios that make up our world.
If we could shrink the Earth's population to a village of precisely 100 people, with all the existing human ratios remaining the same, it would look a little like this: |
There would be: |
57 Asians |
21 Europeans |
14 from the Western Hemisphere (north and south) |
8 Africans |
52 would be female, 48 would be male |
70 would be non white, 30 white |
70 would be non Christian, 30 would be Christian |
89 would be heterosexual, 11 homosexual |
59% of the entire world's wealth would be in the hands of only 6 people and all 6 would be citizens of the United States |
80 would live in substandard housing |
70 would be unable to read |
50 would suffer from malnutrition |
1 would be near death, 1 would be near birth |
Only 1 would have a college education |
1 would own a computer |
When one considers our world from such a compressed perspective, the need for both acceptance and understanding becomes glaringly apparent. |
Figure 2.1 A compressed world
Source: unknown (received by email).
Forms of dress and behaviour offering protection from sun, wind and heat became part of the culture of peoples living in consistently hot climates such as those near the equator. Arabs developed loose, flowing gowns and headdresses. Mexicans used the sombrero and adopted the idea of the siesta (the afternoon nap). In many tropical and subtropical countries, an afternoon nap provides an escape from the debilitating heat of the day. Further activity can then be engaged in during the cooler evenings. Extremes of temperature and the associated harsh physical environments have produced common behaviour in quite different people. Both Arab and Inuit (Eskimo) people have a tradition which requires them not to turn away strangers requiring shelter.
Social behaviour may of course be considered the result of history or of the effects of geography. The Atlantic and Pacific oceans, which separate the United States of America (US) from Europe and Asia , also separate it from European and Asian conflicts and cultural influences. The fact that the US land mass is physically isolated from all but two other countries (Canada and Mexico) has contributed to a tendency towards isolationism, a distrust of alliances and a lack of concern for events outside the US unless they are perceived to directly threaten the US in some way.
By contrast, people in the Netherlands and Switzerland are more attuned to the activities of their neighbours and are much more internationally oriented than the US . For the Netherlands , an international orientation has been unavoidable. For centuries armies have marched across Dutch borders on their way to or from the battles that shaped modern western Europe. Switzerland , on the other hand, has been able to avoid war by allying itself with nobody and using this neutrality to play the role of friendly broker between nations.
Australians seem very aware that when Australia was colonised by England , it was as a penal colony. Many great great grandfathers and grandmothers came to the country as convicts. This has had an impact on Australian culture, as has the harsh geography of the continent. Australians tend to view themselves as a robust and innovative people who enjoy the out-of-doors; who tend to value sport and activity over intellectual pursuits; and who are egalitarian and resentful of people who seem overly successful or who attempt to wield authority. These attitudes are reflected in Australian behaviour.
Websites such as http://www.executiveplanet.com provide examples from many countries on how to conduct business in terms of negotiating, public behaviour, entertaining and so on. You may wish to consult this website before conducting business with those from other cultures. An example of Australian culture from the above website was reported in a newspaper and is shown in Figure 2.2.
Figure 2.2 Conducting business in Australia
Source: Examiner. 2005, p. 15.
To gain an understanding of other cultures, notably Iran, the Middle East, Singapore, the US and Australia, the following readings are provided. The first relates to what must be a challenging and at times disturbing environment faced by women in Iran . This really is a profound article. The second and third articles provide advice on how to conduct business in firstly the Middle East and then in Singapore . The fourth article takes an interesting perspective of the US culture and examines the central tenets of their way of life. Some of the issues discussed may surprise you. The final article compares the Australian and US business cultures. You may find they differ more than you might have thought.
Reading 2.1
Nafisi, A. 1999, 'The veiled threat in Iran ', Weekend Australian ,
6-7 March, pp. 32-33.Reading 2.2
Williams, J. 1999, Don't they know it's Friday? Cross-cultural Considerations for Business and Life in the Gulf , Gulf Business Books, Dubai, United Arab Emirates, pp. 33-37: 'Personal behaviour, body language', and pp. 56-64: 'Business behavior - the first steps'.
Reading 2.3
Singapore Business Visitor. 2004, 'Culture Tips', Singapore Business Visitor , Wine and Dine Experience , Singapore , p. 5.
Reading 2.4
Neville, R. 2001, 'Oh say, can't they see?', Good Weekend , 19 May, pp. 20-22 and 24.
Reading 2.5
Harris, A. 2003, 'The American way', Management Today , March,
pp. 38-39.
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