Page 109 - CROSS CULTURE

administrators can improve their communication skills and

effectiveness.

Social psychologist Geert Hofstede is one of the most well-known

researchers in cross-cultural communication and management.

Hofstede’s theory places cultural dimensions on a continuum that
ranges from high to low and only makes sense when the elements are

compared to another culture. Hofstede’s dimensions include the

following:

1. Power Distance: High-power distance means a culture accepts

and expects a great deal of hierarchy; low-power distance

means the president and janitor could be on the same level.

2. Individualism: High individualism means that culture tends to

put individual needs ahead of the group or collective needs.
3. Uncertainty Avoidance: High uncertainty avoidance means a

culture tends to go to some lengths to be able to predict and

control the future. Low uncertainty avoidance means the

culture is more relaxed about the future, which sometimes

shows in being willing to take risks.
4. Masculinity: High masculinity relates to a society valuing traits

that were traditionally considered masculine’s, such as

competition, aggressiveness, and achievement. A low

masculinity score demonstrates traits that were traditionally

considered feminine, such as cooperation, caring, and quality of
life.

103