A soft approach to understand cultural differences mainly between Asian and Western countries. This is an updated version of David Gilbert’s Understanding Western Cultural.

1. UNDERSTANDING
CULTURES
Andrés Vargas
M.A. In International Relations,
Media and Communications
An updated version of David Gilbert’s Understanding Western Cultural

2. What is Culture?
Traditions
Ethical
Religion
Values
Society
Science &
Politics
Technology
Age
Art & Education
Philosophy
Literature
Social Class
Organisation

3. Western culture ≠ Western Film / TV
(but does influence it)

4. Originates from Ancient Greece (Europe)

5. Spread by Roman Empire (1st Century BC)

6. Influenced by Christianity (4/5th Century)

7. Stagnated during Dark Ages (5/6th Century)

8. Rebirth: Renaissance (14 – 17th Century)

9. New ideas: Scientific Revolution (17th Century)

10. Logic & Reason: Age of Enlightenment (18th Century)

11. Independence: American Revolution (Late 18th Century)

12. Industrial Revolution (19th Century)

13. World Wars & Media coverage

14. Photo by Steve Rhodes
Modern Civilization (Today)

15. Core Ideas Reality- or fact-based thought
and perception (Aristotle 384-322
& Values BC)
Recognizes the right of Emphasis on the
private ownership, capital individual person who
accumulation, exchange Reason is independent and
and profit self-reliant
Individuals should be Worldly happiness
able to act on their own should be the focus
reason without of each person's life
interference from others
– i.e. freedom

16. We live in a multicultural world where cultures:
Transcend geography and race (no connection)
Exist worldwide in some form (usually mixed)

46. • A stereotype is a popular belief STEREOTYPE
about specific social groups or
types of individuals.
• The concepts of "stereotype" and
"prejudice" are often confused
with many other different
meanings.
• Stereotypes are standardized
and simplified conceptions
of groups based on some
prior assumptions.

47. Cultural
Differences* West (US / Europe) East (China / East Asia)
Logic Linear (direct Spiral (roundabout)
associations)
Communication Direct, verbal Indirect, implied
Identity Individual, independent Group orientated
Agreement / Argumentative, verbal Hard to say no, non-
Disagreement verbal
Punctuality Start and end on time Appointments flexible
Respect Success, achievement Seniority, wisdom
Business Relationship Economics come first Relationship comes first
Decision Making Distributed, proactive Manager has final say
Time Horizon Short term (per quarter) Long term (years ahead)
Risk / Spending Risk-takers, spend Risk-avoiders, save
* but of course there are obvious exceptions

48. Intercultural
Competence
Regional
Experience
Openness
Language
&
Proficiency
Tolerance

49. Communicate
Effectively
• Speak slowly, maintain eye contact
• Use objective, accurate language
• Rephrase sentences where necessary
• Listen carefully and patiently
• Adapt your conversation style
• Don’t talk down to others
• Clarify what will happen next

50. Uncomfortable
Situations

51. Deal With It
1. Know your neighbor
2. Be open and tolerant
3. Ask lots of questions
“When in Rome, do as the Romans do”

52. Remember

53. Thanks!
Contact andresvargas@avmas.com @andresvargas