What Is Culture?

1.     What is culture and why is it important for business managers to have an understanding of cultural differences among countries?

I remember my English language teacher saying that culture and nature are the two most challenging words for lexicographers to define. Notwithstanding, I think one could endeavor and write own view of culture. On a macro level, culture is the sum of habits, beliefs, and artistic model accumulated and shared over several centuries by a large group of people. Language, religion, and geopolitical boundaries are factors we usually take into consideration when identifying culture types. On a micro level, culture is also synonymous to certain ideologies and/or behaviors one must adopt or adapt-to to be able to seamlessly fit into any society. The 20^th century witnessed an unprecedented technological revolution especially in the communication and transportation fields. These advancements resulted in an even bigger economic boom that encompassed literally every sovereign country worldwide. Politically, we see neighboring countries form regional commercial alliances on nearly every continent. The world is on its way to become one big hyper-market or department-store where customer is the undisputed king. Commercially-open borders and trade liberation treaties have encouraged many organizations to venture internationally. Having previously learned the hard way, international brands now know how important it is to invest in cultural awareness because it has a direct influence on the success of any international business transaction. We also see this in branding where international brands adapt to specific-market preferences. Furthermore, cultural awareness is important for companies that employ employees from different nationalities to ensure a homogeneous work environment.

 

2.     List and explain 3 different layers of culture.

Though there have been different interpretations of culture, the example where culture is compared to an onion, in terms of apparent and subtle layers, is the most frequently used analogy. In this analogy, culture is considered to have three different layers. the outer layer of the onion represents the most tangible or apparent aspect of culture like attire, language, and food. The second layer represents a less visible aspect of culture: typical customs and behavior (norms), and their justification (values). The innermost layer of the onion is what is called implicit or intangible culture. It includes sets of basic rules and methods deeply embedded in individuals that they have become second nature, yet challenging for an outsider to understand.

 

3.     Identify and discuss 5 different cultural universals.

Cultural universals are general commonalities that are shared by most cultures to some degree. In a way, they highlight attributes shared by different cultures around the globe. Examples of cultural universals are listed hereafter:

1.     Environment: all cultures have adapted to their environments in some manner. This is apparent in national dress and cuisine.

2.     Economics: every society has its own economic structure in which goods and services are provided. We always find set rules for everyday trade, barter, jobs, and forms of currency.

3.     Beliefs: every culture has a set of strong beliefs so embedded in the collective mind and believed to be undisputed facts. Religion and views on marriage and sexual morality are examples of such beliefs,

4.     Language: every culture has its own version of preferred communication language. Even in vast regions that host multiple cultures that share the same language, we find each individual culture has added its own twist to it.

5.     Art: all cultures have their own national treasure. Be it painting, myths, singsong, folktales that distinguish each culture from the rest.

 

4.     What relationship, if any, exists between culture and language?

One of the definitions of the adjective “Homologous” is “similar in position, structure, and evolutionary origin but not necessarily in function” (Google translation). The relationship between culture and language is often complex and entangled. Languages are inherently created by cultures yet we see evidence of cultures being greatly influenced by language. Some also view language as a key component of culture.

 

5.     Explain the Sapir-Whorf hypothesis of linguistic relativity!

Edward Sapir and Benjamin Lee Whorf proposed the theory of linguistic relativity which hypothesized that a particular language may affect the speaker’s perception or own-model of the world. Similarly, there are certain thoughts that maybe understood more when conveyed in one language over another. In other words, people in a specific culture use language to convey thoughts that reflect said culture’s norms and values. This is also apparent in Semantic Relativity where certain words in a given language may trigger corresponding images or thoughts in the minds of native speakers of said language and not foreigners, even if they spoke that language fluently.