What is Cultural Awareness?
In this article, we discuss:
What Does It Mean To Be Culturally Aware?
Cultural awareness refers to the recognition and understanding of the differences and similarities between cultures. This involves acknowledging and respecting the diverse ways in which people live, work, communicate, and interact. Cultural awareness is crucial in fostering empathy, reducing prejudices, and enhancing social cohesion in increasingly diverse societies.
Becoming “culturally aware” is a dynamic and ongoing process that involves recognizing and respecting the rich diversity of human cultures. Its history is rooted in anthropological studies, civil rights movements, and the demands of a globalized world. Developing cultural awareness is essential for effective communication, better relationships, informed decision-making, and fostering inclusivity.
Cultural awareness is primarily about gaining insight and using empathy. It sets the foundation for more effective and respectful interactions by making individuals aware of the cultural contexts that influence people's behavior and attitudes.
A Brief History of Cultural Diversity
19th Century
The roots of the ideas around “cultural awareness” can be traced back to early anthropology and ethnography, where researchers like Bronisław Malinowski and Franz Boas conducted immersive studies in different cultures. Their work highlighted the importance of understanding cultural contexts, the complexities of human societies, and challenged assumptions at that time that we now call scientific racism.
Mid-20th Century
After World War II, there was a heightened interest in understanding cultural differences, driven by the need for better international relations and the rise of global organizations like the United Nations. This period saw the emergence of cultural relativism, the idea that one's culture should be understood based on its own values and standards.
Civil Rights Movement (1960s-1970s)
The civil rights movements in the United States and other parts of the world brought attention to issues of race, ethnicity, and cultural identity. This era emphasized the importance of acknowledging and valuing diverse cultural backgrounds and experiences.
Globalization (Late 20th Century to present)
The late 20th century witnessed rapid globalization, increasing interactions among people from diverse cultural backgrounds. This era necessitated greater cultural awareness in business, education, and international relations to navigate and bridge cultural differences effectively.
The concept of cultural awareness emerged, encompassing not just on a conceptual basis but including the mainstream acceptance in the importance of developing the skills needed to interact effectively with people from different cultures. This includes understanding cultural nuances, being open to learning from others, and adapting one's communication and behavior accordingly.
Cultural Awareness vs Cultural Competence
Cultural competence and cultural awareness are related but distinct concepts that play crucial roles in navigating and respecting cultural diversity. Understanding the difference between them is essential for effectively interacting with individuals from different cultural backgrounds.
Cultural Awareness
Cultural awareness involves recognizing and appreciating the diverse differences and commonalities among cultures. It requires a mindful examination of one's own cultural values, beliefs, and biases, and an understanding of how these factors can influence perceptions and interactions with others. Typically, cultural awareness acts as the foundational step towards achieving a more profound intercultural understanding and sensitivity.
🗝️Key Aspects of Cultural Awareness:
Recognition: Identifying that cultural differences exist and acknowledging their impact on behavior and communication.
Self-Reflection: Examining one's own cultural background and biases, and understanding how these shape one's worldview.
Knowledge Acquisition: Learning about other cultures, including their values, traditions, and practices, to understand their perspectives.
Cultural Competence
Cultural competence goes beyond awareness to encompass the skills, behaviors, and attitudes necessary to effectively interact and work with people from diverse cultural backgrounds. It involves the application of cultural knowledge in practical settings to ensure effective and respectful communication and collaboration.
🗝️Key Aspects of Cultural Competence:
Skills Development: Cultivating specific skills that enable effective communication and interaction across cultures, such as active listening, empathy, and adaptability.
Behavioral Adaptation: Modifying behaviors and communication styles to be appropriate and respectful in different cultural contexts.
Ongoing Learning: Continuously seeking to expand one's cultural knowledge and improve intercultural skills through education, training, and real-world experiences.
Institutional Integration: Embedding cultural competence into organizational policies, practices, and services to create inclusive and equitable environments.
Differences Between Cultural Awareness and Cultural Competence
Cultural awareness is about recognizing and understanding cultural differences
vs
Cultural competence involves applying this awareness in practical ways to interact effectively across cultures.
Cultural awareness is often the initial step in the journey towards intercultural understanding
vs
Cultural competence builds on this foundation by developing specific skills and behaviors for effective intercultural interaction.
Cultural awareness and cultural competence are both essential for thriving in diverse and interconnected societies.
While cultural awareness lays the groundwork by fostering recognition and understanding of cultural differences, cultural competence takes it a step further by equipping individuals with the skills and behaviors needed to engage effectively and respectfully with people from various cultural backgrounds.
Together, they contribute to more harmonious, inclusive, and effective interactions in our globalized world.
8 Well-Known Frameworks for Cultural Awareness
There are numerous frameworks that have been developed to guide individuals and organizations in understanding and enhancing cultural awareness. These frameworks provide structured approaches to recognizing and navigating cultural differences.
Here are some of the most popular frameworks:
1. Bennett’s Developmental Model of Intercultural Sensitivity (DMIS)
Developed by Dr. Milton Bennett, the DMIS describes the process of individuals becoming more sensitive to cultural differences. The model consists of six stages, divided into ethnocentric and ethnorelative stages:
Ethnocentric Stages: Denial, Defense, Minimization
Ethnorelative Stages: Acceptance, Adaptation, Integration
2. Hofstede’s Cultural Dimensions Theory
Geert Hofstede's framework identifies six dimensions that describe national cultures and how they influence behavior in a business context:
Power Distance Index
Individualism vs. Collectivism
Masculinity vs. Femininity
Uncertainty Avoidance Index
Long-Term Orientation vs. Short-Term Normative Orientation
Indulgence vs. Restraint
3. Intercultural Development Inventory (IDI)
Based on Bennett’s DMIS, the IDI is a tool used to measure an individual's or group's intercultural competence. It assesses where respondents fall on the continuum of intercultural sensitivity and provides insights for personal and organizational development.
4. Cultural Competence Continuum
This framework, often used in healthcare and education, describes the stages organizations and individuals move through to become more culturally competent. The stages include:
Stage 1 - Cultural Destructiveness
Stage 2 - Cultural Incapacity
Stage 3 - Cultural Blindness
Stage 4 - Cultural Pre-Competence
Stage 5 - Cultural Competence
Stage 6 - Cultural Proficiency
5. Global Leadership and Organizational Behavior Effectiveness (GLOBE) Project
The GLOBE project identifies nine cultural dimensions that affect leadership and organizational practices. It provides insights into how cultural differences impact leadership effectiveness across different countries, including:
Performance Orientation
Assertiveness
Future Orientation
Humane Orientation
Institutional Collectivism
In-Group Collectivism
Gender Egalitarianism
Power Distance
Uncertainty Avoidance
6. Trompenaars’ Model of National Culture Differences
Fons Trompenaars’ model identifies seven dimensions of culture that impact business and management:
Universalism vs. Particularism
Individualism vs. Communitarianism
Specific vs. Diffuse
Neutral vs. Emotional
Achievement vs. Ascription
Sequential Time vs. Synchronous Time
Internal Direction vs. Outer Direction
7. Cross-Cultural Adaptability Inventory (CCAI)
The CCAI assesses an individual's ability to adapt to different cultures and focuses on four dimensions:
Emotional Resilience
Flexibility/Openness
Perceptual Acuity
Personal Autonomy
8. Five-Factor Model of Personality
While primarily a psychological framework, the “Big Five” personality traits (Openness, Conscientiousness, Extraversion, Agreeableness, Neuroticism) have been studied in relation to cultural contexts, providing insights into how personality interacts with cultural awareness.
8 Ways to Build Cultural Awareness
1. Educate Yourself
Dive into books, articles, and reputable online sources about different cultures and their histories.
2. Reflect on Your Own Culture
Take time to consider how your cultural background and personal biases influence your views and interactions.
3. Engage with Diverse Groups
Connect with people from various cultural backgrounds and engage in meaningful conversations to learn from their experiences.
4. Participate in Cultural Events
Join local festivals, celebrations, and events to experience and understand different cultural traditions firsthand.
5. Learn a New Language
Start learning a new language to gain insights into another culture's way of thinking and communication.
6. Travel Abroad
Visit different countries and immerse yourself in their daily life and customs to gain a deeper cultural understanding.
7. Develop Empathy and Open-Mindedness
Listen carefully and respectfully when others share their cultural experiences and viewpoints.
8. Incorporate Cultural Awareness in Daily Life
Be mindful of cultural holidays, dietary restrictions, and communication preferences in your everyday interactions.
✏️Free Cultural Awareness Tests
London School of English’s Intercultural Competence Quiz
Testlify’s Cultural Sensitivity Test
Common Purpose’s Cultural Intelligence Test
Common Workplace Cultural Miscues
Direct vs. Indirect Communication
For Example: In many Western cultures, particularly the United States, direct communication is valued. People are expected to express their opinions and provide feedback openly.
In contrast, in many East Asian cultures, communication tends to be more indirect to avoid confrontation and maintain harmony. A direct approach from an American manager might be seen as rude or overly aggressive by a Japanese employee, causing discomfort and miscommunication.
Understanding of Time
For Example: In cultures like Germany or Switzerland, punctuality is highly valued, and being late is often seen as disrespectful and unprofessional.
Conversely, in some Latin American or Middle Eastern cultures, there is a more flexible approach to time (known as "polychronic" time orientation). A German manager might get frustrated with an employee from Brazil who arrives late to a business lunch, not understanding that the employee doesn’t view time with the same rigidity.
Hierarchical Sensitivity
For Example: In cultures with high power distance, such as India or Mexico, there is a strong respect for hierarchy and authority. Subordinates might be reluctant to speak up or challenge their superiors.
On the other hand, in cultures with low power distance, such as the Netherlands or Sweden, employees are more likely to treat their superiors as equals and openly share their opinions. A Canadian manager might be perplexed by the lack of input from an Indian team member, misinterpreting it as disengagement rather than respect for authority.
Personal Space
For Example: Personal space preferences vary significantly across cultures. In the United States, Canada, and Northern Europe, people typically prefer more personal space. Standing too close can be perceived as intrusive.
In contrast, in cultures like those in the Middle East or Latin America, closer proximity during conversations is normal and signifies warmth and engagement. An American employee might feel uncomfortable when a colleague from Lebanon stands closer during a discussion, potentially misinterpreting it as aggressive or intrusive behavior.
Business Card Etiquette
Example: The exchange of business cards can carry different levels of significance in different cultures. In Japan, the exchange of business cards (meishi) is a formal ritual that involves presenting the card with both hands, taking a moment to examine it, and then placing it carefully in a cardholder.
Disregarding these steps can be seen as disrespectful. An American who casually hands over a business card and quickly pockets one received might be perceived as rude or uninterested in maintaining a professional relationship by a Japanese counterpart.
Books on Cultural Awareness for Every Reader
The Culture Map: Breaking Through the Invisible Boundaries of Global Business by Erin Meyer
This book explores how cultural differences impact international business and communication. Erin Meyer uses a practical framework to explain how people from different cultures perceive and react to various situations, providing strategies for navigating these differences effectively.
Cultures and Organizations: Software of the Mind by Geert Hofstede, Gert Jan Hofstede, and Michael Minkov
Geert Hofstede’s work on cultural dimensions is foundational in the field of cultural awareness. This book delves into the various dimensions of culture that affect behavior in organizations and provides a comprehensive understanding of how cultural differences influence business and management practices.
Kiss, Bow, or Shake Hands: The Bestselling Guide to Doing Business in More Than 60 Countries by Terri Morrison and Wayne A. Conaway
This practical guide offers detailed information on the customs, etiquette, and business practices of more than 60 countries. It’s an essential resource for anyone working in a global context, helping readers navigate the complexities of cross-cultural interactions with ease.
Bridging the Culture Gap: A Practical Guide to International Business Communication by Penny Carté and Chris Fox
This book provides practical advice for improving communication in international business settings. It covers key aspects of cultural awareness, including understanding different communication styles, managing cross-cultural teams, and negotiating across cultures.
