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- Communication Science
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- University Of South Africa (Unisa)
Written assignments for Communication Science Year 2
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COM 2603:INTERCULTURAL,
DEVELOPMENT AND
HEALTH COMMUNICATION
ASSIGNMENT: 01
, COM 2603 ASSIGNMEN: 01
1) INTRODUCTION
2) SECTION 1 - INTERCULTURAL COMMUNICATION
QUESTION 1 HOFSTEDE’S VALUE DIMENSIONS
1.1 Power Distance
According to Hofstede (in Martin, Nakayama, van Rheede van Oudtshoorn and Schutte
2013: 81), power distance is a technique used by members of a particular culture to deal
with inequalities within that culture. There are two types, namely, high and low power
distance. High power distance cultures regard power as fundamental with respect for
authority figures, while low power distance cultures prefer legitimate power. They
believe that power should be used during exceptional instances. Low power distance
societies further believe that a hierarchy of less power is better. Hofstede (in Martin et
al 2013: 81-82) stated that power distance is learnt from an early age in families.
1.2 Masculinity/Femininity
Refers to how gender specific roles are valued and how different cultures see masculine
roles in reference to ambition and achievement whilst feminine roles are represented by
quality of life and nurturance. Society in some countries prefer a masculine orientation
or role, preferring certain roles, such as breadwinners, to be fulfilled by men while roles
such as teaching be fulfilled by women. Countries that prefer a feminine orientation
portray gender equality and believe in a high quality of life for everyone (Martin et al
2013: 82).
1.3 Uncertainty Avoidance
Uncertainty avoidance is the magnitude people will go through to avoid feeling uncertain
or threatened by unknown situations. Members who belong to high uncertainty-
avoidance cultures tend to be aggressive or compulsive while members who belong to
low uncertainty-avoidance are tolerant of uncertainty and have lower stress levels and
1
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