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Much here is (c) Richard Lewis  1

Tim_Flood@unc.edu

A Cross-CulturalA Cross-CulturalAssessment Tool & Resource Database

Tim Flood, Ph.D.Associate Professor of Management Communication

UNC Kenan‐Flagler Business School

Interrupt with

questions or comments

anytime

gTim_Flood@unc.edu  

06.15.09 15.06.09 6/15 15/6 6‐15 15‐6 15‐June‐2009 

Tim_Flood@unc.edu Cultural Differences areReal, Pervasive,

IndescribableInnate

Notice anything?

"Culture is more often a source of conflict than of synergy. Cultural differences are a nuisance at best and often a disaster."

‐ Dr. Geert Hofstede

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Tim_Flood@unc.edu Hofstede Provides the Points from Which All Profiles

Radiate

Hofstede’s Dimensions Provide the points from which all 

f lprofilesradiate 

Hofstede later added a 5th

Dimension: 

Image: http://static.flatworldknowledge.com/sites/all/files/imagecache/book/1450/fwk‐bauer‐fig02_010.jpg

Long Term OrientationThe degree the society embraces, or does not embrace, long‐term devotion to traditional, forward thinking values.

Tim_Flood@unc.edu Studying Intercultural Communication:

Key Images

Culture as an Iceberg: 

• The visible portion is but a fraction of the whole 

• The unseen portion offers • foundation • balance • additional substance • counterpoint• hazzard to the unaware 

• The waterline represents the shift• The waterline represents the shift between known and unknown

•occurs at various points for various people 

• slides and waves and wanders for even the most culturally sensitive 

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Tim_Flood@unc.edu Food for

Thought

Consider This Phrase:“It’s a simple ‘yes or no’ question.”

Tim_Flood@unc.edu

Now consider that by “Yes,” I mean: 

I am embarrassed to admit I don’t understand

h l ’

Even the Seemingly Simplest

Issues

I respect you too much to imply you’ve given me a poor explanation 

I’ll do all I can to implement, later, what you’re saying

It would be nice if what you are saying were true

I also wish that what you are saying could be true at some other time, in some other circumstance.  

Yes.  No.  Maybe.  Any or all of the above.     

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Tim_Flood@unc.edu Cultural Distinctions in Visual Communication

(First) Impressions re: This Visual Image?

Tim_Flood@unc.edu Cultural Distinctions in Visual Communication

(First) Impressions re: This Visual Image?

Does this information impact your perception?your perception?  

• Do you think I look good, Miguel?• You look great, Javi! • I’m not Javi, I’m Alberto! • Never mind, I’m Miguel!   

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Tim_Flood@unc.edu Cultural Distinctions in Visual Communication

(First) Impressions re: This Visual Image?

Does this information impact your perception?your perception?  

• Do you think I look good, Miguel?• You look great, Javi! • I’m not Javi, I’m Alberto! • Never mind, I’m Miguel!   

Judge nothing negatively

But why is this cartoon funny?

Tim_Flood@unc.edu Cultural Distinctions in Visual Communication

How Do You Interpret This Symbol?

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Tim_Flood@unc.edu Cultural Distinctions in Visual Communication

How Do You Interpret This Symbol?

WCDoes this information impact your perception?  

Tim_Flood@unc.edu Cultural Distinctions in Visual Communication

How Do You Interpret This Symbol?

WCOr this comparison point?  

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Tim_Flood@unc.edu Cultural Distinctions in Visual Communication

How Do You Interpret This Symbol?

WCImage from

politicalhumor.about.com/od/politicalcartoons/ig/Political‐Cartoons/Restroom‐Bust.htmp / /p / g/ /

Consider the many layers of experience & understanding: • Recent cultural / news event references• What counts as funny (or not)• Interpretations of these images• Understanding the slang “Busted” • Others 

Tim_Flood@unc.edu

“The most important thing in communication is to hear what isn't being said.”~ Peter F. Drucker

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Tim_Flood@unc.edu The Greetings Game

The Process: 1. Pair Up with a  Partner 

How Do You Interpret This Symbol?The Greetings Game 

2. Watch the Example3. Perform Each of the Following Greetings as Directed

The Objectives: • To Shift Your Comfort Zone Some• To Identify a Portion of the Many Options • To Select a “Safe Position” re: Greetings 

A NoteA Note:• These greetings are all legitimate and all gender‐neutral  in their 

inherent cultural contexts (man‐woman, woman‐woman, man‐man)

Another Note:• Many cultures do also apply ‘appropriateness layers’ regarding gender, 

class, age, social or business status, other issues.

Tim_Flood@unc.edu Getting a Handle on Global Cultural

Diversity

With all of these layers and these infinite possibilities, how do we even begin to understand?  

• Cultural Classification Survey

• National Profiles 

• Further StudyFurther Study 

Lewis’ Models Address Communication Styles

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Tim_Flood@unc.edu A Lifetime’s Worth of Study. . .

In 6 Months?

Culture Active Overview, Highlights, WorldView Results 

Login & Look AroundYour access lasts until December 2009

www.cultureactive.com  ‐‐© Richard Lewis

December 2009

Tim_Flood@unc.edu Lewis’ Activity

Matrices

Linear Active: bases actions on facts, standards, customs, , ,norms.  Logical.

Reactive: bases actions on the particulars of a specific time, incident, or collaborator.  Situational.

www.cultureactive.com  ‐‐© Richard Lewis

Multi‐Active: bases actions on no one model, often acts “from the heart” or without thinking.  Spontaneous.

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Tim_Flood@unc.edu

© 1998, 2008 Richard D Lewis – Used with Permission

Tim_Flood@unc.edu WorldView Results

“View Feedback” for the Cultural Classification Assessment shows you your individual 

www.cultureactive.com  ‐‐© Richard Lewis

results 

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Tim_Flood@unc.edu WorldView Results

Also consider the Comparative Diversity of Results across Our Group

www.cultureactive.com  ‐‐© Richard Lewis

Tim_Flood@unc.edu Review VariousNational Profiles

www.cultureactive.com  ‐‐© Richard Lewis

CultureActive’s “National Cultural Profiles” give you all data of Lewis’ seminal text 

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Tim_Flood@unc.edu The Wealth in Culture Active

Now, Assemble the Puzzle Pieces

• Your Own LMR Scores

• Our Group’s Diversity of Scores 

• Wealth of Nat’l Profile Info in CA  

• The Cultural Iceberg  

• That Communication Underpins Everything

www.cultureactive.com  ‐‐© Richard Lewis

• That Communication Underpins Everything 

And Consider the Following Slides. . . 

Tim_Flood@unc.edu Food for

Thought

Please Note:

• You’ll need to extrapolate our group’s plot points  (or at least your own) to the following  6 Lewis graphs

• These graphs are entirely © Richard Lewis used• These graphs are entirely © Richard Lewis, used here by permission

• Please do not duplicate, share or reproduce the following 6 slides 

Tim_Flood@unc.edu for UNC WorldView 6/24/2009

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Tim_Flood@unc.edu

These plot points come directly from y

our group

What do you make of this chart’s characterizations?

Tim_Flood@unc.edu

These plot points come directly from y

our group

What do you make of this chart’s lack of clear lines?

Tim_Flood@unc.edu for UNC WorldView 6/24/2009

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Tim_Flood@unc.edu

These plot points come directly from y

our group

What do you make of this chart’s overlap of nations?

© 2001 Richard D Lewis

The Richard Lewis Model When Cultures Collide

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© 2001 Richard D Lewis

The Richard Lewis Model When Cultures Collide

© 2001 Richard D Lewis

The Richard Lewis Model When Cultures Collide

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Tim_Flood@unc.edu

Any Questions?

Tim Flood, Ph.D. ‐‐ UNC Kenan‐Flagler Business School  ‐‐ Tim_Flood@unc.edu  Please feel free to email anytime

“We’ll need passion, perseverance and patience.”

‐‐ Jack Kasarda, PhD speaking about the future of our flattening world