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Matakuliah : V0052
Tahun : 2008
CONCEPT OF CULTURE
Week 1
Learning Outcomes
On completion of this unit, the students should be able to
explain the meaning of culture, characteristics of culture
and cultural interaction, as well as to understand the
importance of learning cross culture awareness in the
hospitality and tourism industry.
Mahasiswa dapat menjelaskan pengertian budaya,
karakteristik budaya, dan interaksi antar budaya, serta
mahasiswa dapat memahami pentingnya mempelajari
lintas budaya dalam industri perhotelan dan pariwisata
Bina Nusantara
HO 0708 3
Subjects
• Concept and definitions of culture (Definisi dan konsep
budaya)
• Purpose and benefits of learning cross-cultural (Tujuan
dan manfaat mempelajari lintas budaya)
• Characteristics of culture (Karakteristik budaya)
• Sub culture (Sub budaya)
• Cultural differences (Perbedaan budaya)
• Dimensions of culture (Dimensi budaya)
• Model of inter-cultural interaction (Model interaksi antar
budaya)
Bina Nusantara
HO 0708 4
• When the US firm Gerber started selling baby food in
Africa they used the same packaging as in the US, i.e.
with a picture of a baby on the label. Sales flopped
and they soon realised that in Africa companies
typically place pictures of contents on their labels.
• Pepsodent tried to sell its toothpaste in South East
Asia by emphasizing that it "whitens your teeth."
They found out that the local natives chew betel nuts
to blacken their teeth which they find attractive.
• The film "Hollywood Buddha" showed a complete lack
of cultural sensitivity by causing outrage and protest
on the streets of Sri Lanka, Malaysia and Burma when
the designer of the film's poster decided to show the
lead actor sitting on the Buddha's head, an act of
clear degradation against something holy.
Bina Nusantara
HO 0708 5
• The concept of Big Brother was somehow
taken to the Middle East. The show was pulled
of the air after its first few episodes due to
public protests and pressure from religious
bodies stating the show's mixed sex format
was against Islamic principles.
• A golf ball manufacturing company packaged
golf balls in packs of four for convenient
purchase in Japan. Unfortunately, the number
4 is equivalent to the number 13 due it
sounding like the word "death". The company
had to repackage the product.
Bina Nusantara
HO 0708 6
Culture comes in many shapes and
sizes. It includes areas such as politics,
history, faith, mentality, behaviour and
lifestyle. The examples above
demonstrate how a lack of cultural
sensitivity led to failure.
Bina Nusantara
HO 0708 7
Week 1
Concept of Culture
– The are many definitions of the word
“Culture”
– Derives from the Latin “Colere” – Cultivate,
to settle, e.g. agriculture, horticulture
– Culture is developed within the individual as
well as the outside environment
– It is continually changing and dynamic
– Culture is reflected in communication
patterns
– Culture is way of acting, a way of behaving
– Culture is a collective phenomenon
• People who grow up in similar
environment tend to share common
attitudes and behave in similar ways
– Culture is not inherited, it is learned
Bina Nusantara
HO 0708 8
Week 1
Concept of Culture
• CULTURE
The web of ways of living, behaviours, beliefs,
values, customs, aesthetic standards, social
institutions and styles of communication which a
group of people have developed to maintain its
survival in a particular physical and human
environment. Its pervasive binding force belongs
to a group of people who identify themselves as
“Us”. Culture is a non-evaluative term, neither
good nor bad
Bina Nusantara
HO 0708 9
Week 1
What is Culture?
Culture is a complex whole which include knowledge,
belief, art, law, morals, custom and other capabilities
and habits acquired by man as a member of society
(Edward Tylor, 1958)
Culture is a complex whole that consists of all the ways we
think and do and everything we have as members of society
(Robert Bierstadt, 1974)
Bina Nusantara
HO 0708 10
Week 1
What is Culture?
Culture is what all human beings learn to do, to use,
to produce, to know, and to believe as they grow
to maturity and live out their lives in the social groups
to which they belong
Culture is the knowledge, language, values, customs
material objects that are passed from person to person
and from one generation to the next in a human group
or society
Bina Nusantara
HO 0708 11
CULTURE
(according to Geert Hofstede)
The collective programming of the mind
that distinguishes the members of
one category of people from another
Bina Nusantara
HO 0708 12
Week 1
Concept of Culture
– Culture is not only the way we do things. It is also our
attitudes, thoughts, expectations, goals and values. It is the
rules of our society – the norms that tell us what is and what
is not acceptable in the society
– Culture can also be viewed from an anthropological
perspective, that is, in its most traditional interpretation, such
as Aboriginal Culture
– Culture in the context of social development. If one is
cultured, you have an understanding of the arts, etc
– Is the elite could have culture, why not the rest? Hence the
idea of folk culture represented in dance, food, sport, etc.
Bina Nusantara
HO 0708 13
Week 1
Benefits to the Tourism & Hospitality Industries of
Improved Cultural Awareness
• Better service to international guests
• Improved relations in the workplace
• Increased return business
• Improved the industry and the organization
reputations
• Better service to local community
Bina Nusantara
HO 0708 14
Three Levels of Uniqueness in Human Mental
Programming
Inherited & Learned
Specific to Individual PERSONALITY
Specific to Group Learned
or Category CULTURE
Inherited
Universal HUMAN NATURE
Bina Nusantara
HO 0708 15
Week 1
The Cultural Iceberg
Visible Components
Dress
Habits Tradition
Appearance Behaviors
Language
Assumptions Time Orientation
Personality Styles Values
Expectations Rules/Roles
Hidden
Thought processes Space Orientation
Components
Bina Nusantara
HO 0708 16
Week 1
Characteristics of Culture (Herbig : 1998)
• Functional: each culture has a function to perform;
its purpose is to provide guidelines for behavior of
a group of people
• Social Phenomenon: human being create culture;
culture results from human interaction and is
unique to human society
• Prescriptive: culture prescribes rules of social
behavior
• Learned: culture is not inherited; it is learned from
other members of the society
Bina Nusantara
HO 0708 17
Week 1
Characteristics of Culture (Herbig : 1998)
• Arbitrary: cultural practices and behaviors are
subject to judgment. Certain behaviors are
acceptable in one culture and not acceptable in
other culture
• Value Laden: culture provides values and tells
people what is right and wrong
• Facilitates Communication: culture facilitates verbal
and nonverbal communication
• Adaptive/ Dynamic: culture is constantly changing
to adjust to new situation and environment; it
changes as society changes and develops
Bina Nusantara
HO 0708 18
Week 1
Characteristics of Culture (Herbig : 1998)
• Long Term: culture is developed thousands of
years ago and it was accumulated by human beings
in the course of time and is the sum of acquired
experience and knowledge
• Satisfy Needs: culture helps to satisfy the needs of
the members of a society by offering direction and
guidance
(Source: Reisinger, 2003, p.14)
Bina Nusantara
HO 0708 19
Week 1
Subcultures
• Dominant culture consists of several subcultures
• Subcultures can be based on race, ethnicity,
geographic region or economic or social class
– Race: a genetic or biological similarity among people
(Lustig and Koester, 1993)
– Ethnicity: a wide variety of groups of people who share a
language, history and religion and identify themselves with
a common nation or cultural system (Lustig and Koester,
1993)
– Geographical region: geographic differences within
countries or similarities between countries
– Economic and social class: differences in the socio-
economic standing of people
Bina Nusantara
HO 0708 20
Week 1
Subcultures
• Each subculture community exhibits characteristic
patterns of behavior that distinguish it from others
within a parent culture
• Each subculture provides its members with a
different set of values and expectations as a result
of regional differences
Bina Nusantara
HO 0708 21
Week 1
Subcultures
Sub cultures indicate the form
of private social interaction
SUB CULTURE SUB CULTURE
DOMINANT CULTURE
Dominant culture directs the
form of public social
Bina Nusantara
interaction
HO 0708 22
Week 1
Cultural Differences
Cultural Differences in
Communication
Cultural Differences
Cultural Differences in in Rules of Social
Social Categories Behavior
Cultural Differences in
Service
Bina Nusantara
HO 0708 23
Week 1
Cultural Differences in Communication
• Different patterns of verbal communication
– Language
• Phonology (differences in sound)
• Morphology (differences in meaning units)
• Semantic (differences in meaning of words)
• Syntactics (differences in the sequence of the words and their
relationships to one another)
• Pragmatics (differences in effects of language on perceptions)
(Lustig and Koester, 1993)
– Paralanguage
• Intonation, laughing, crying, questioning
Bina Nusantara
HO 0708 24
Week 1
Cultural Differences in Communication
• Different patterns of non-verbal communication
– Body movement (kinesics)
– Space (proxemics): Use of personal space (intimate,
personal, social, public), Territoriality
– Touch
– Time
– Voice: Vocal communication (high/low, fast/slow,
smooth/staccato, loud/soft)
– Other non-verbal codes: clothing, building, furnishing,
jeweljery, lighting, cosmetics, skin and hair color, body
shape
Bina Nusantara
HO 0708 25
Week 1
Cultural Differences in Social Categories
• Role, Status, Class, Hierarchy, Attitudes towards
human nature, Activity, Relationships between
individuals (Kim and Gudykunst, 1988)
• Standing, looking, touching, perceiving sense of
shame, feelings of obligations, responsibility, saving
face, avoidance of embarrassment, confrontation,
taking initiatives, responses and external
appearance (Argyle, 1967, 1978; Damen, 1987; Dedd,
1987; Gudykunst and Kim, 1984; Hall, 1955, 1959, 1976,
1983; Taylor, 1974; Thiederman, 1989)
Bina Nusantara
HO 0708 26
Week 1
Cultural Differences in Rules of Social Behavior
• Describing reasons and opinions (Argyle, 1978)
• Expressing dissatisfaction and criticism (Nomura
and Barnlund, 1983)
• Joking, asking personal questions, complimenting
and complaining, expressing dislike, showing
warmth, addressing people, apologizing, farewelling,
expressing negative negative opinions and gift
giving
Bina Nusantara
HO 0708 27
Week 1
Cultural Differences in Service
• Cultural differences on the interaction process
between a service provider and a visitor
Example: Chinese Hosts & American Tourists
– Chinese escorting their guests everywhere, providing
them with a tight itinerary and not leaving an opportunity
to experience the Chinese life style privately. The
Chinese hosts believe they have provided their guests
with courtesy.
– American tourists may view such hospitality as an
intrusion and lack of trust.
Bina Nusantara
HO 0708 28
Week 1
Cultural Dimensions
• There are many dimensions of which cultures differ
• Some of the dimensions are:
– Hall (1960, 1966, 1973) and Hall and Hall (1987)
According to Hall, cultures can be differentiated on the
basis of orientation towards:
• Human nature: agreements
• Activity orientation
• Human relationships: amount of space, possessions,
friendship, communication
• Relation to time: past/ future
• Space orientation: public/ private
Bina Nusantara
HO 0708 29
Week 1
Cultural Dimensions
– Hofstede (1980, 1984, 1991)
• Power distance (PD): interpersonal relationship develop
in hierarchical society
• Uncertainty Avoidance (UA): the degree to which
people feel threatened by ambiguous situations
• Individualism-Collectivism (IC): the degree to which
individual goals and needs take primary over group
goals and needs
• Masculinity-Femininity (MF): the degree to which
people value work and achievement vs quality of life
and harmonius human relations
Bina Nusantara
HO 0708 30
Week 1
Cultural Dimensions
– Adler (1986)
• Human activity
• Space
• Time
• Human nature
• Relationships with nature
• Human relationships
– Argyle (1986)
• Formality: formal/ informal cultures
• Touch: contact/ non-contact culture
Bina Nusantara
HO 0708 31
Week 1
Cultural Dimensions
– Trompenaar (1984, 1993)
• Human nature: universalism/ particularism
• Relation to nature: internal/ external, inner/outer directed
• Activity orientation: achievement/ascription, analysing/
integrating
• Human relationships: equality/hierarchy,
individualism/collectivism and communitarianism,
affective/natural
• Relation to time: sequential/synchronic, past/present/future
– Maznevski (1994)
• Human nature: good/evil, changeable
• Relation to nature: subjugation/mastery/harmony
• Activity orientation: doing/being, containing and controlling
• Human relationships: individual/collective, hierarchical
Bina Nusantara
HO 0708 32
Week 1
Dimensions of Culture (Sociological Perspective)
Cognitif Normative
Symbols Folk Ways
(informal rules
in a society/ tradition)
Language
Mores
Beliefs (standard social norm)
Values
Bina Nusantara
HO 0708 33
SYMBOLS
Anything that meaningfully represents something else
•A flag patriotism, nationalism, school spirit
•A heart love
•A dove peace
•A siren emergency situation
•Gestures express our ideas or feelings to other
•Color of clothing gender (blue for boys, pink for girls)
Bina Nusantara
HO 0708 34
LANGUAGE
A set of symbols that express ideas and enable
people to think and communicate with one another
Language and Gender
•The English language ignores women by using masculine
form to refer to human beings in general (Basow, 1992)
e.g. mankind, man = all human beings
•Use of the pronouns he and she affects our thinking about gender
•Women are sexual objects that often described by terms such as
fox, babe, doll; meanwhile men have performance pressure placed
on them by being defined in term of their sexual prowess, such as
dude, stud, hunk
Bina Nusantara
HO 0708 35
LANGUAGE
A set of symbols that express ideas and enable
people to think and communicate with one another
Language, Race and Ethnicity
•Language may create and reinforce our perceptions about race
and ethnicity
•The use of overtly derogatory terms such as nigger, honkey, savage
in movies, music, etc
•Words are used to create or reinforce perceptions about a group
e.g. blacks have been described as “uncivilized and cannibalistic”
•Words may have more than one meaning and create and reinforce
negative images blackhearted = malevolent
Chinaman’s chance of success = unlikely to success
Bina Nusantara
HO 0708 36
VALUES
Collective ideas about what is right or wrong,
good or bad, and desirable or undesirable in
a particular culture
Values provides us with criteria by which we
evaluate people, objects and events.
E.g. Equality and fairness in a democratic society, tolerance,
support for diversity, compassion and generosity
Bina Nusantara
HO 0708 37
Week 1
Intercultural Interaction Model
CULTURAL INTERACTION MODEL (PORTER AND SAMOVAR, 1988)
CULTURE A CULTURE B
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CULTURE C
Bina Nusantara
HO 0708 38
Week 1
Intercultural Interaction Model
• Differing shapes of the individual represent the influence of
different cultures on an individual
• When an individual from Culture A leaves its culture and
reaches Culture B, his or her behavior changes because of the
influence of a culturally different society.
Bina Nusantara
HO 0708 39
QUESTIONS?
Bina Nusantara
HO 0708 40
REVIEW QUESTIONS 1
1. In your own words, briefly define the term CULTURE
2. Write 3 hidden and 3 visible components of culture
3. List 3 important benefits of a multicultural work force?
4. What is subculture?
5. Explain cultural differences in communication and service
and give examples
Bina Nusantara
HO 0708 41
