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Global Culture

Posted by denicephillips , 23 August 2019 · 349 views

Cultural diversity became one of the most common changes in the modern world and in topic ideas for business essays. In business, cultural differences can play an essential role and bring both advantages and disadvantages. In this essay, the main issue will be surrounded by cultural significance of Brazilians and differences among Brazilian and American cultures. Understanding the cultural values of the country helps entrepreneurs to choose the right strategy and conduct in the markets.

Cross-cultural psychology studies influence culture in terms of a person's behavior. Besides, biological tendencies and experience have huge influence on behavior. The culture is defined as a set of behavior, symbols, and the relation to large groups within society. Usually, the culture connects one generation with another. The relation of culture stereotypes, beliefs (moral, religious, political, and ideological), knowledge, and values (theoretical and empirical) include opinions and offers.

Brazilian culture influences the whole world and has its own significances. The main language in Brazil is Portuguese, and almost 100% of Brazilians speak this language. The country is multicultural, and the nation has as mixed and indigenous ethnicity as in Europe or in Africa. However, some racist issues still exist, and people with darker skin can face discrimination. According to communication, Brazilians appreciate body language as well as eye contact, which is very important for them. Women usually kiss each other's cheeks while men shake their hands. The main values in Brazilian culture are football, dancing, and family. Carnival of samba and football became a part of the nation’s mentality and today, for example, tourism is dedicated to these issues. Interpersonal relationships and family values are vital for Brazilians.Therefore, they like watching Brazilian movies and TV shows.

Despite the United States and Brazil are located close to each other, there are various cultural differences among their cultural values. First, the main influence is climate conditions. Brazil is a southern country, and this issue has great impact on cultural values. In Brazilian culture, people have fewer restrictions in sexual behavior as compared to Americans. For example, Brazilians care a lot about their bodies, and sexuality plays one of the most essential roles in their culture. It is possible to see these traditions in their carnivals. Brazilians, in comparison to Americans, are less focused on money and career achievements. In the United States, there is a cultural shift to working and earning money, which became the main values of this country.

According to Hofstede's four dimensions, it is possible to make the analysis of Brazil. Geert Hofstede is a Dutch psychologist and anthropologist who devoted himself to the study of culture. One of his most significant achievements is the development of the measurement culture theory providing a systematic basis for assessing differences between countries and cultures. The theory is based upon the idea that the cost can be allocated to the six dimensions of culture.

Individualism versus collectivism is defined as "The degree to which people are grouped". Stress is placed on personal success and individual rights. Culture, for which individualism is specific, makes achieving personal goals more important. In collective societies, public welfare objectives are placed above personal goals. According to this, it is possible to see that Brazil has individual features, but collectivism is still more relevant to Brazil. In comparison to this country, the United Sates has a very high individual index as ‘self-made’ and individual culture is a symbol of the nation there. This significance comes from past. Moreover, it is possible to see that most of the American citizens were immigrants from other countries from the history of America. The main goal of these people was achieving success in a new country and escape from their government. They were willing to get freedom, so individualism is the part of American culture.

Index prevents uncertainty with the idea that: "Tolerant society is free from uncertainty and rejection". This dimension describes public reaction to unfamiliar situations, unforeseen events, and pressure changes. People in cultures with high uncertainty avoidance are less tolerant to changes, and they are trying to minimize the occurrence of the unknown, the establishment of strict rules, standards, and/or laws. Society with a low index is more open to change and use less strict rules, laws, and customs. In Brazil, the economic index is high, but many people live below the poverty line. According to this dimension, Brazilians are open to changes and various difficulties such as crisis. However, Brazilians have strong heritage and save their cultural values.

Brazilians have higher score in this dimension, as their life level is lower than Americans', and their trust towards government is not high, so they need to obey some rules and regulations imposed by the government and be more flexible towards future. In USA, there is a trust towards its government, and any dramatic changes can cause considerable reactions as it was after 9/11; people now have much lower trust limit towards their government and are less confident about their future.

Masculinity vs. femininity can be described as "Distribution of emotional roles between men and women". This aspect characterizes the level of importance of traditionally male values such as aggression, ambitions, power, and materialism. It also includes traditionally female values such as relationships and quality of life in the field of culture. In male cultures, distinctions between gender roles are more dramatic, and people are inclined to rivalry and goal achievement. In female cultures, men and women have the same values emphasized by modesty and care. In Brazil, both women and men are equal; however, man is a head of the family, and he must be responsible for caring about all the members of his family. Both women and men in Brazil are free in their career achievements and expressions. Furthermore, this dimension is similar to individualism and shows the ‘ego’ of the nation. To compare Brazil to the US, American people have much higher rate of masculinity, as they are career and success driven people focused on materialistic values. Masculinity can also be defined as ‘will to win’, and, in American mentality, values of success and career goals are more spread than in Brazil.

Long-term orientation against short-term orientation. This measurement describes the time horizon of society. The short-term focused societies appreciate traditional methods by devoting much time to development of the relations and considering time as a vicious circle. It means that the past and the future are connected, and it cannot be made today but can be made tomorrow. The contrary, long-term focused societies attach bigger significance for the future, which time is considered to be a vector, and people are inclined to look forward more than to be interested in their present or past. Such societies are focused on achievements of the objectives and highly appreciate results. Brazilians appreciate their cultural heritage, traditions, and the past. For example, it is possible to visit Brazilian carnival, which is still one of the most popular events in Brazil originating from the past traditions. This aspect within American society is much lower, as the nation is more focused on its present and future. For instance, nowadays, less people visit churches in America. This country always respected its traditions, but its main values are still success and materialism that require more future and present orientation.

Indulgence towards desires and restraint. This dimension characterizes the ability of culture to satisfy momentary requirements and personal desires of the society members. In societies where restraint is valued, satisfaction of personal desires is not encouraged. In Brazil, personal desires play essential role. People in Brazil are passionate and emotional; they appreciate family values and interpersonal relationships. Both countries have high rate in this issue; however, Americans have higher rate. Their mentality is to "Work hard and play hard".

For entrepreneurs, Brazil can be an extremely positive destination. Firstly, it is famous touristic destination, and this issue is vital for business, as developed tourism can bring more potential customers. Secondly, Brazilian cultural values are similar to western ones, and business etiquette does not have many differences. Brazil is extremely welcome to opening facilities because the country has developed tourism, good climate, and its own brand that can be attractive for potential customers. The cultural significance also has positive impact since Brazilians are open for everything new; they enjoy life and appreciate entertainment. To sum up, the main advantage of starting the business in Brazil lies in the fact that this is a tourist-developed destination; it has good climate, culture which is close to western, emergency of the new markets in the country. In addition to this, there is a developed infrastructure in the country. Moreover, because of developed cultural events, there is a high number of tourists in the country. The main disadvantage is high crime rate and political instability. Brazil, along with its capital Rio, has one of the highest crime rates in the world with its corrupted government. Thus, it poses a threat to opening business there.

Culture is defined as a set of behaviors, symbols, and attitudes of the big social groups. Brazilians have mixed ethnicity such as in Europe and Africa. While comparing Brazilian culture with the American one, it is possible to see that Americans are more focused on their career goals and are more down-to-earth.

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