Cultural Dimensions

1. Cultural Dimensions

2. Edward Hall

• [social orientation]
• [context]
• [time]
Individualism || Collectivism
High-context || Low-context
Monochronic || Polychronic
+ [space] 4 spatial zones:
1 Intimate [0 – 5/10 cm]
2 Personal [10 cm – 1,5 m]
3 Social [2 – 7 m]
4 Public [more than 7 m]

3.

4.

5. Spatial Zones

Intimate [0 – 5/10 cm] – the same almost everywhere
What’s the difference then?
Personal [10 cm – 1,5 m] = Casual-personal
North America: 45 – 50 cm
Western Europe: 35 – 40 cm
Far East (Japan): 90 – 100 cm
Middle East: 20 – 30 cm
Social [2 – 7 m] = Social-consultative
North America: ? cm
Western Europe: ? cm
Far East (Japan): ? cm
Middle East: ? cm
Public [more than 7 m] – common Why?

6.

86 86
76
75
71
68
70
63
61
57
50
51
48
43 42
48
44
30
Power
Distance
Individualism Masculinity
France
Uncertainty
Avoidance
Spain
Long Term
Orientation
Italy
Indulgence

7.

91 89 90
71
68 69
66
62
61
51
51
46
40
35 36
35
26
21
Power
Distance
Individualism Masculinity
United States
Uncertainty
Avoidance
United Kingdom
Long Term
Orientation
Indulgence
Australia

8.

78
71
63
67
60
59
50
57
53
38
31 33 30
29
26
28
10
5
Power
Distance
Individualism Masculinity
Sweden
Uncertainty
Avoidance
Finland
Long Term
Orientation
Iceland
Indulgence

9.

What about Norway?
?

10.

What about Norway?
69
55
50
35
31
8

11.

9395
93
83
79
68
67
60
55
35
39
66 64
81
70
65
60
38
36
63
40
29
20
11
Power
Distance
Individualism Masculinity
Germany
Austria
Uncertainty
Avoidance
Poland
Long Term
Orientation
Russia
Indulgence

12.

100
95
92
85
87 88
80
66
60
54
46
42
39
30
20
Power
Distance
29
24
18
Individualism
Masculinity
China
Japan
Uncertainty
Avoidance
Long Term
Orientation
South Korea
Indulgence

13.

95
85
77
70
58
56
59
51
48
41
43
40
40
30
26
25
17
14
Power
Distance
Individualism Masculinity
India
Iran
Uncertainty
Avoidance
Iraq
Long Term
Orientation
Indulgence
Israel

14.

65 65
65
63
63
45
49
40
35 34
30
Power
Distance
Individualism Masculinity
Namibia
Uncertainty
Avoidance
Long Term
Orientation
South Africa
Indulgence

15.

97
86
82
81
76
69
69
62
56
49
59
49
46
44
38
30
20
Power
Distance
Individualism
Masculinity
Argentina
Uncertainty
Avoidance
Brazil
24
Long Term
Orientation
Mexico
Indulgence

16.

100
70
64
64
57
57
50
40
34
26
41
36
30
32
45
35
2020
Power
Distance
Individualism
Masculinity
Uncertainty
Avoidance
Thailand
Vietnam
Malaysia
Long Term
Orientation
Indonesia
Indulgence

17.

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