What is culture: the consequences of stereotyping in social relationships

Résumé du document

In social and business framework, people have to respect and understand each other in order to build up successful relationships.
Every individual has specific features which distinguish them from others. They react differently in view of situations. Their reactions are influenced by their education, creed and their own values.
It is necessary to study culture of counterparts, business partners and host inhabitants before visit them.

Stereotyping is defined by "fixed-impressions, exaggerated or preconceived ideas about particular social groups, usually based solely on physical appearance."
In marketing stereotyping is usually used. Stereotyping is a universal language because consumers have the same image about a situation for instance. Thus, it is easy for businessmen to promote a product or a service abroad by stereotyping a situation. Indeed, they know that their message will be understood by all consumers. In this case, stereotyping is one of marketing tools but its goal is not to affect a culture.

This report introduces the subject of culture and helps to better understand different cultures.

Extraits

[...] Most French families often open a bottle of wine at lunchtime. It is not for nothing that foreign people caricature French people with a bottle of wine and French stick! Culture is often delimited by a geographical area whereas sub-cultures are delimited by ethnic groups who may coexist within the same country. Sub- cultures also come from the past. Sometimes ethnic groups who are settled in a country are the result of migration. Again, migration is often last many years and generations. [...]

[...] This is one of the reasons why there is racism. Few centuries ago, the White population considered themselves to be superior to the Black people. In addition, the Black population thought that all White population was exploiters. These blames have created rifts between these two populations during centuries. Indeed, there was lack of understanding between them because White people did not understand why Black people rebelled and Blacks did not understand why Whites exploited them. Unfortunately, it is still the case in some countries like in South Africa. [...]

[...] Consequently, these common languages allow members of each ethnic group, with their own habits, to better understand each other. In another case, the United States built itself from many sub-cultures. French, Irish, Mexican, African people have contributed in the creation of this country. They have brought their own culture in the American area. The American sub-cultures have led a culture particular to the United States: wherever individuals come from they are American and they have equal opportunity to succeed in The United-States. It may explain why the foreign people speak about the “American dream”. [...]

[...] Where does culture come from? This question is fundamental to better understand every culture and avoid culture shock. Culture of each group, each society was built in its own past. History is the main source of culture. Acts, events that have happen in the past influence current behaviours. British people are a shining example. They have tradition of monarchy for centuries and they love their Queen! This is one of the reasons why British people are not still accepting to switch their banknotes and coins upon which appear their Queen. [...]

[...] Dictatorship dictates behaviours and thoughts of citizens harshly. Take the case of North Korea where people are not allowed to leave their country. Therefore, in this country there is personality worship and it is anchored in the Korean daily life. People have pictures of Kim Jong-Il in their house and before starting their work they have to venerate their dictator. Culture in society expresses itself in various forms naturally. Each element which takes part of culture is integrated in the daily life. [...]