Cultural Profile

<<Cultural Profile>>

Time Dimension

Definition: The society's concept of time in terms of the past, present and future. “All societies are similar in that all deal with time and have a sense of the dimensions of time. Societies differ in which dimension they emphasize: past, present, or future.” Saudi Arabia: Past-oriented because it values its traditions, history and cultural roots. This is especially because of the strong religious association, which emphasizes family values. In Islam, man does not determine his future only God does. From a public communication perspective one must emphasize cultural heritage and how the past is important for our future using mediums such as the newspaper is appropriate, use of words such as “pride”. United States: Future-oriented because it places value on human potential for the future. Americans look to the future because that is deemed positive and looking to the past is seen as correcting and learning from our mistakes. From a public communication perspective using high-tech mediums such as the Internet is appropriate and using words such as “achieve” or “potential”.

Human Activity

Definition: Also what Kluckhohn described as “valued personality types” in other words the premium that is placed on human activity or potential for what they can achieve? There are three types: being, being-in-becoming and doing. Saudi Arabia: Being characterizes the general personality type in Saudi Arabia. There is a strong emphasis on taking care of others (financially) especially your family and less emphasis on self-satisfaction by accomplishment. Independence is seen as selfishness and therefore one must not be concerned with their self but rather those close to them. From a public communication perspective one must emphasize what is known or what is comfortable, not presenting it in any flashy format or too loud.

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Relationship to Other People

Definition: Our relationship patters or orientations to others. There are three in particular: :lineal, collateral and individualistic. These are shaped by our cultural values and our interaction with our family members. Saudi Arabia: Society here would be characterized as extremely lineal . The importance of the extended family here cannot be emphasized enough. This is a result to the clan/tribe heritage of the country and the strong emphasis of family in Islam. The community here is a key characteristic of the lineal patterns. From a public communication perspective there should be emphasis on what benefits you will benefit the family i.e. broadening the scope. United States: Emphasis is on the individual especially because of the time orientation. The nuclear family is characteristic of American culture but now it has become even more so because of flexible laws in terms of divorce. Individuals become independent usually by 18 when they can legally vote and go off to college. From a public communication perspective emphasis should be placed on targeting specific audiences.

Relationship to Nature and Super-nature

Definition: Kluckholn also stresses as a value-orientation man's relation to nature. There are three characteristics: "man is subjugated to nature," "man in harmony with nature" and "man over nature." In the first case man accepts the natural forces of nature, in the second he is in harmony and in the third case he attempts to control it. The first passively accepts natural forces as inevitable, the second sees man as being in harmony with nature and the third sees man as attempting to control nature. Saudi Arabia: Would be characterized as subjugation to nature because of the religious factor. Man cannot control nature because only God can. However, man can control nature only to the extent that it is for his own good. For example, if a storm or earthquake takes place it seen as an act of God rather than nature. From a public communication approach its important to note why and under what circumstances humans interact with nature. Saudi Arabia does not have any particular natural disasters but in the summer drought is common. United States: Characterized as complete mastery over nature .

Innate Human Nature

Definition: Is man basically good, evil or both (mixed)? That heritage dictated that "constant control and discipline as essential if any real goodness is to be achieved and maintained," and that "the danger of regression is always present". Religion plays an immense role in influencing man's view of others. How does knowing a culture's view of human nature relate to public communication? This is a tricky one. Because human nature is so fundamental to our view of the world, it will be very hard to see, let alone describe, another view of human nature that is different from our own. This is a problem of beliefs obscuring vision, a common pitfall in intercultural study. The technical term is "ethnocentrism," which means that we use our own culture or ethnicity as a means for judging all other cultures. Saudi Arabia: Man is seen as inherently evil . From a public communication perspective one must understand the mindset; would the local Saudi's see the campaign as positive or negative?