International and Intercultural Communication, Essay Example

Introduction

Hofstede’s five dimensions can give insight to the different cultures. The elements serve as the useful tool for depicting a country’s tendencies or behaviour.  The dimensions include power distance index, individualism, masculinity, long-term orientation, uncertainty avoidance. This paper examines similarities and difference in Germany and China in terms of Hofstede’s five cultural dimensions. Additionally, it provides recommendations, which would be essential in assisting the management to address issues of communication.

Differences

Power distance index describes the equality of power in the society and the extent to which individuals are willing to submit to the power. Countries that have higher scores give power to the top few while those with low score spread power through delegation (Boonghee at al., 2011).  Germany is more assertive but not that aggressive. Decisions tend to be centralised despite aiming to reach consensus in some instances. China has a higher score, since power distance remains high as people tend to be less assertive and do not challenge authority.

Individualism denotes how cultures view independence. Countries with high scores show high self-reliance and self-motivation (Soares et al., 2007). Germany is an individualistic society as people value self-determination, independence and achieving goals. China score lower due to the high emphasis placed on collectivism due to Communist rule. People value working together or sharing responsibilities.

Masculinity depicts how individuals react to each other. Countries that score higher respect male behaviours, materialistic or disregard feminine behaviour.  Germany scores higher in masculinity as people value material possessions (Mooij & Hofstede, 2010). It is also a male-dominated society even though women are accepted in higher positions in the society. In China, men and women are given same rights at workplace.

Uncertainty avoidance index focus on to whom and how state affairs and risks are managed. Countries with higher scores show high in government involvement in maintaining stability and risk mitigation (Mooij & Hofstede, 2010). Those with low scores live the responsibility to individuals (Boonghee at al., 2011). Germany scores higher as the country’s places emphasis on written rules or codes of conduct. China does not place emphasis on strict rules or uncertainty avoidance.

Long-term orientation is concerned with how perseverance and time are viewed by cultures. Germany gives regards to short-term orientation and appreciates efficiency hence manager-subordinate relationship is short-termed, cold and distant (Soares et al., 2007). China scores higher as emphasis is placed on long-term relationships.

Similarities

Despite the great difference in Power distance index scores, China and Germany share similar traits on the manner in which employees accept power and authority. Both countries like regulation and order. In addition, people tend to show interest on the regulations, both in the business and the society as a whole.

Recommendations to address communications

Based on Hofstede’s five dimensions of culture, it is clear that two companies operating in China and Germany would face difficulties in communication. To overcome the difficulties, the management should avoid making assumptions about individuals based on their body languages or working styles (Mooij & Hofstede, 2010). The management should also study the communication behaviour in both countries and check for possible barriers in using certain channels. Further, before communicating any information, the management should first determine how the message may be received and perceived and take caution in ensuring that is clearly understood. The management should also examine the methods it uses to communicate. For instance, emails can be misunderstood when used to send difficult information. Several techniques need to be employed, depending on the manner in which employees in each country would deem them as appropriate (Soares et al., 2007).

Conclusion

Hofstede’s dimensions offer insights into cultural difference. It is clear that cultures in China and Germany are extremely different. Cross-cultural communication needs that the cultural differences have to be taken into perspective, since what may be considered acceptable in Germany, can be offensive and confusing in China.

References

Boonghee, Y., Donthu, N. & Lenartowicz, T. (2011). Measuring Hofstede’s Five Dimensions of Cultural Values at Individual Level: Development and Validation of CVSCALE. Journal of International Consumer Marketing.23(4), 193-210

Mooij, M. & Hofstede, G. (2010). The Hofstede model Applications to global branding and advertising strategy and research. Retrieved from Educationbd.webs.com, <http://educationbd.webs.com/documents/demooij_2010_int_journal_adv.pdf>

Soares, A., Farhangmehr, M. & Shohan, A. (2007). Hofstede’s dimensions of culture in international marketing studies. Journal of Business Research 60, 277–284