DB RESPONSE: CULTURE

Defining Culture

Americans are often taught to walk tall, give a firm handshake, and look others in the eye when in conversation. However, if that same American were to display these seemingly innocent acts of body language and greeting, he or she may easily ruin a business deal. In France one is expected to kiss the other on both cheeks when greeting, in Argentina standing “tall” with your hands on your hips is a display of anger, and in Ghana looking another directly in the eye may be interpreted as disrespectful (“7 Cultural Differences”, 2020). These stark differences in casual conversation are a reflection of a variation of cultures around the world. Culture is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society (Hawkins, 2020, P. 41.). 

Cultures and subcultures may vary by gender, age, region, country, race, or a myriad of these variables. No matter the culture or subculture, each have a set of norms. Norms are rules that specify or prohibit certain behaviors in specific situations (Hawkins, 2020, P. 41.). For example, an American man is shunned, or sanctioned, for wearing pink. Normally, pink is a color associated with [young] girls and is rarely, if ever, worn by men. Where pink became associated with young girls is unknown and it matters not in culture. If a man does wear pink the assertion is made that he is not masculine therefore undesirable for women. This assertion is derived from cultural values, or widely held beliefs that affirm what is desirable.

Whether creating a regional social media campaign or considering taking a business venture abroad, it is important for marketers to understand how culture affects relationships that one's audience may have. There are three primary relationships to be considered: Other-oriented values, Environment-oriented values, and Self-oriented values. 

Other-oriented values reflect a society’s view of the appropriate relationships between individuals and groups within that society. A marketer should consider this value when weighing the importance of online reviews or if to market the product as though it will make the consumer stand out from the crowd. Environment-oriented values prescribe a society’s relationship to its economic and technical as well as its physical environment. Before creating a social campaign, a marketer may consider if the culture being marketed to is one that problem solves or appreciates risk taking. Lastly, Self-oriented values reflect the objectives and approaches to life that the individual members of society find desirable (Hawkins, 2020, P. 44).

Of the three, the most interesting and controversial relationship may be self-oriented values. Examples of these values include: sensual gratification versus abstinence, religious versus secular, and immediate gratification versus postponed gratification(Hawkins, 2020, P. 53-54). These are often the values one is judged on the most compared to the others. Cultures often rate how promiscuous a woman is in more religious based cultures, how hard a man works “hard-working” cultures, or how many art pieces a family owns in a materialistic culture. It is interesting that even in materialistic cultures, there are different types of materials that vary representation based on that culture. The obtained aforementioned art piece in America is just another possession while in Korea it is considered to show wealth and strength in the family unit.

Biblical Integration 

Self-oriented values may be the most interesting for Christians as while the norms are decided by the regional culture, for example, God is looking for us to make the individual right choice. There are several instances where Jesus affirmed that we are not of this world. I do not believe the emphasis of this was not being of this physical world, as much as it was us not being a part of the worlds cultures. The popular verse in Romans confirms this: Do not be conformed to this world, but be transformed by the renewal of your mind, that by testing you may discern what is the will of God, what is good and acceptable and perfect (Romans 12:2, English Standard Version). 

References

7 cultural differences in nonverbal communication. (2020, June 12). Point Park University Online. https://online.pointpark.edu/business/cultural-differences-in-nonverbal-communication/

Hawkins, D. I., & Mothersbaugh, D. L. (2020). Consumer behavior: Building marketing strategy (14th ed.). New York, NY: McGraw-Hill. ISBN: 9781260158199.