culture

Time
According to Kluckholn, cultures can value different aspects of time. They can place emphasis on the past, present, or future. Time is a strange concept in the United States. Everyone places so much energy towards the future. They work hard now so they can be successful later. Not all cultures are like that, especially the indigenous cultures. In Bolivia, there is an emphasis on the Past. There is a strong value on history, tradition, roots, and their ancestors. It is interesting to see how much of their history they have been able to hold on to even though they were colonized by the Spanish. One example of this is the “tawantin,” which is a ritual that is a rite of passage for the adolescents. In this ritual the children’s’ faces are divided into four parts that symbolize the four parts of the Incan empire. Also, in Bolivia, offerings are made

Human Activity
Americans are Doing oriented. They are concerned with their own personal achievement, and they measure their success by the products of their actions. The indigenous population in Bolivia is the opposite; they are Being oriented. This means that they are defined by who they are in a social situation. The Quecha and Aymara people place a lot of emphasis on who they are in their community. They are especially conscious of their family. They take pride in the family that they come from, and when they marry, it is important to marry someone with similar social standing. This means that in a public communications plan, it would be beneficial to emphasize the greater good, not just the personal gain that the message would bring.
Relationship to Other People
Individualistic society will place a high value on the nuclear family. The United States is an individualistic society. But, the Bolivians are a Lineal society, which means they place a large emphasis on their ancestors. Their ancestors are an important part of their family, and they are very highly respected. This is shown through their extensive knowledge of the past, and also through rituals where ancestors are involved. From a public communication standpoint, this emphasizes how important history is to these people. In order for them to be receptive to the message, the PR person would have to also have a strong knowledge of their history to understand their culture.

Relationship to Nature and the Supernature
In the United States, there is a belief that they have a mastery over nature. They can predict and prepare for extreme weather conditions, and they believe that they can control nature. The Bolivians do not have the same belief. They are Harmonious with Nature, which means they work with nature. Nature is one of the most important things in the indigenous tradition. “Pacha Mama,” or Mother Earth, is almost an equivalent for Eve. Pacha Mama symbolizes femininity and fertility. There are many rituals dedicated to Pacha Mama, and every harvest, the Bolivians give offerings and hope that she accepts them and gives them a good harvest. This shows the importance of the land and the natural resources t

Relationship to Other People
Individualistic society will place a high value on the nuclear family. The United States is an individualistic society. But, the Bolivians are a Lineal society, which means they place a large emphasis on their ancestors. Their ancestors are an important part of their family, and they are very highly respected. This is shown through their extensive knowledge of the past, and also through rituals where ancestors are involved. From a public communication standpoint, this emphasizes how important history is to these people. In order for them to be receptive to the message, the PR person would have to also have a strong knowledge of their history to understand their culture.

o the people. In a public communications plan, it is important to show how nature might benefit from the plan. Even if the plan is something that will destroy nature, it is important that it is not presented that way. The indigenous people must always believe that what is being done is for the good of the land.

Innante Human Nature
In general, Americans believe that Human Nature is inherently evil. But, not all cultures believe that human nature is always bad. In Bolivia, people are assumed to be inherently good. There is no type of purification right that every child must go through to cleanse their evil soul. People are just believed to be born with good hearts. They believe that people learn to be bad. This is important to understand in a public communications campaign that people are generally good because the issue of trust is not as relevant. This is important to know when interacting with the Bolivian population, whether it is the employer one works for or the client, interpersonal relations are very important in the work place. Communication between two groups of people will always be a lot more successful if they understand each other.