Values vary by culture. While dominant cultural values in U.S. society include achievement and success, equal opportunity, material comfort, and democracy (see above), surveys of several Asian societies²⁰ reveal such values as a spirit of harmony, humility toward one’s superiors, awe of nature, and a desire for prosperity. In Mexico, group loyalty, cyclical time, and fatalism, among others, are cultural values. Becoming familiar with differences, as well as points of sameness, in values will help you to anticipate and appeal to those of your audience members.

Cross-cultural scholars offer numerous models that compare and contrast differing values and associated behavioral patterns among various cultures. One that has been particularly helpful to public speakers is Geert Hofstede’s value dimensions model.

Hofstede’s Value-Dimensions Model: Cultural Values and National Differences

Researchers have shown that as with individuals, nations differ in the values held by the majority of their members. Cross-cultural scholar Geert Hofstede has identified five major “value dimensions,” or “broad preferences for one state of affairs over another, usually held unconsciously,” as being significant across all cultures, but in widely varying degrees; he then ranks fifty countries in terms of how they compare on these dimensions.²¹

Individualism versus Collectivism

The individualism versus collectivism dimension refers to how people define themselves in relation to others. Individualistic cultures tend to emphasize the needs of the individual rather than those of the group, upholding such values as individual achievement and decision making. In collectivist cultures, by contrast, personal identity, needs, and desires are viewed as secondary to those of the larger group. Audience members who share collectivist values may believe that the wishes of parents and the family group must come before their own. The United States, Australia, Great Britain, and Canada rank highest on individualism. Ecuador, Venezuela, Peru, Taiwan, and Pakistan rank highest in collectivist characteristics.

Uncertainty Avoidance

Uncertainty avoidance refers to the extent to which people in a given culture feel threatened by ambiguity. High-uncertainty avoidance cultures tend to structure life more rigidly and formally for their members, while low-uncertainty avoidance cultures are more accepting of uncertainty in life and therefore allow more variation in individual behavior. Among the nations Hofstede investigated, Greece, Portugal, Guatemala, Peru, Belgium, and Japan rank among the highest in uncertainty avoidance; Singapore, Jamaica, Hong Kong, and the Scandinavian nations of Denmark, Norway, Sweden, and Finland rank among the lowest. Out of a score of 100, the United States scored 46, placing it near the middle of the uncertainty-avoidance value dimension.

Power Distance

Power distance is the extent to which people in a given culture see inequality and authority as normal. Cultures with high levels of power distance tend to be more rigidly organized along hierarchical lines, with greater emphasis placed on honoring authority. Those with low levels of power distance place a higher value on social equality. Some very high power distance countries include Malaysia, the Philippines, Indonesia, India, and the Arab nations of Egypt, Iraq, Kuwait, Lebanon, Libya, and Saudi Arabia; the Scandinavian nations, New Zealand, and Israel rank lowest, favoring the most equality among persons of different social levels. The United States ranks somewhat above the midpoint range on the power distance dimension, indicating that social rank is a fairly important value in the culture.

Masculinity versus Femininity

The masculinity and femininity dimension refers to the degree to which a culture values traits that are associated with traditional or stereotypical views of masculinity or femininity. Traditional masculine traits include ambition, assertiveness, and competitiveness. Feminine traits stress nurturance and cooperation. Ireland, the Philippines, Greece, and South Africa ranks among the highest in masculinity, while the Scandinavian nations rank highest in femininity. With a score of 62 out of 100, the United States weights toward masculinity.

Long- versus Short-Term Time Orientation

The time orientation dimension refers to the degree to which a culture values behavior that is directed to future rewards, such as perseverance and thrift, versus behavior that is directed toward the present, such as expecting quick results. China, Hong Kong, Taiwan, and South Korea ranked highest in long-term orientation, while Canada, Great Britain, the United States, Germany, and Australia rank highest in short-term orientation.

Bear in mind that the cultural patterns identified by Hofstede reflect those of the dominant culture; they do not necessarily reflect the behaviors of all the groups living within a society. Although individualism characterizes the dominant culture of the United States, for example, various co-cultures—such as Hispanic Americans, Native Americans, and (to varying degrees) African Americans—have been described as collectivist in nature. To find out individual country rankings and compare your home culture with another culture, see www.geert-hofstede.com/hofstede_dimensions.php.

Focus on Universal Values

As much as possible, it is important to try to determine the attitudes, beliefs, and values of audience members. At the same time, you can focus on certain values that, if not universally shared, are probably universally aspired to in the human heart. These include love, truthfulness, fairness, unity, tolerance, responsibility, and respect for life.²²