Culture and Cultural Dimensions

  • Marieke de Mooij


For understanding the manifestations or artifacts of culture, the underlying values must be understood. Different layers of culture must be distinguished, from individual- to group- to national level. For comparing communication and media around the world data at national level are used that can be compared with different value orientations of people. Several cultural models explain differences in orientation toward time and importance of context. Large scale dimensional models of culture explain more and can help understand how culture operates. The usefulness of such models depends on the constructs, but mostly on the type of questions used. Analysis shows that with that respect the models by Hofstede, Schwartz and GLOBE vary considerably. It shows that the Hofstede model is most appropriate to explain differences in communication styles and media production and usage. Most important dimensions to explain differences in communication are individualism-collectivism, power distance and long-/short-term orientation.


Power Distance Communication Behavior Uncertainty Avoidance Individualistic Culture European Social Survey 
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Copyright information

© Springer International Publishing Switzerland 2014

Authors and Affiliations

  • Marieke de Mooij
    • 1
  1. 1.Burgh-HaamstedeThe Netherlands

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