1. UNIVERSALISM versus PLURALISM “What is more important – rules or relationships?” The degree of importance a culture assigns to either the law or to personal relationships. In a universalistic culture, people share the belief that general rules, codes, values and standards take precedence over the needs and claims of friends and other relationships. In a pluralistic culture, people see culture in terms of human friendship and intimate relationships. While rules do exist in a pluralistic culture, they merely codify how people relate to one another.
2. INDIVIDUALISM versus COMMUNITARISNISM “Do we function as a group or as individuals?” The degree to which people see themselves function more as a community or more as individuals. In a principally individualistic culture, people place the individual before the community. This means that individual happiness, fulfilment and welfare prevails and people take their own initiative and take care of themselves. In a principally communitarian culture, people place the community before the individual. Thus, it is the responsibility of the individual to act in ways which serve society. In doing so, individual needs are automatically attended.
3. SPECIFIC versus DIFFUSE “How far to we get involved?” The degree to which responsibility is specifically assigned or is diffusely accepted. In a specific culture, people first analyse the elements individually and then put them together, the whole is the sum of its parts. People’s lives are divided accordingly and, only a single component can be entered at a time. Interactions between people are very well-defined. Specific individuals concentrate on hard facts, standards and contracts. A diffusely oriented culture starts with the whole and sees individual elements from the perspective of the total. All elements are related to one another. Relationships between elements are more important than individual elements.
4. AFFECTIVITY versus NEUTRALITY “Do we display our emotions?” The degree to which individuals display their emotions. In an affective culture, people display their emotions and it is not deemed necessary to hide feelings. However, in a neutral culture, people are taught not to display their feelings overtly. The degree to which feelings become manifested is therefore minimal. While emotions are felt, they are controlled.
5. INNER DIRECTED versus OUTER DIRECTED “Do we control our environment or work with it?” The degree to which individuals believe the environment can be controlled versus believing that the environment controls them. In an inner-directed culture, people have a mechanistic view of nature; nature is complex but can be controlled with the right expertise. People believe that humans can dominate nature, if they make the effort. In an outer-directed culture, people have an organic view of nature. Mankind is viewed as one of nature’s forces and should therefore live in harmony with the environment. People therefore adapt themselves to external circumstances.
6. ACHIEVED STATUS versus ASCRIBED STATUS “Do we have to prove ourselves to receive status or is it given to us?” The degree to which individuals must prove themselves to receive status versus status simply given to them. In a culture with achieved status, people derive their status from what they have accomplished. Achieved status must be proven time and time again and status will be given accordingly. In a culture with ascribed status, people derive their status from birth, age, gender or wealth. Here status is not based on achievement but it is accorded on the basis of the person’s being.
7. SEQUENTIAL TIME versus SYNCHRONIC TIME “Do we do things one at a time or several things at once?” The degree to which individuals do things one at a time versus several things at once. Cultures developed their own response to time. Time orientation has two aspects: the relative importance cultures assign to the past, present and future, and their approach to structuring time. In a sequential culture, people structure time sequentially and do things one at a time. In a synchronic time culture, people do several things at once, believing time is flexible and intangible. Past-oriented cultures A culture that is oriented towards the past views the future as a repetition of previous events and experiences. Characteristics include: respect for ancestors and collective historical events.
Present-oriented cultures A culture primarily directed to the present does not attach great value to the past or future. Instead, individuals are directed by the daily demands of every day life.
Future-oriented cultures A culture concentrated on future prospects and does not deem the past as significant for future events. Planning is a major activity among individuals in this culture.
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