CHAPTER 6
Cultural Values:
Road Maps for Behavior
The basic direction of a society is shaped by its values, which define its ultimate goal.
HENRY KISSINGERValues are not just words; values are what we live by. They’re about the causes that we
champion and the people we fight for.
JOHN KERRYThe values that we hold inform our principles. The principles that we hold inform our actions.
FRANK MATOBOF
rom the preceding chapters you should have acquired an understanding of the
basic components of communication and culture, learned the various ways that
culture is acquired, and examined some of the factors that contribute to culturally
based varied worldviews. That information was intended to create an appreciation
of just how pervasive culture is in guidingdaily social activities and long-term
personal objectives. Factors such as family,history, religion, and cultural identity
influence your decisions on what to think about, what to disregard, and how to
act. It might be something as mundane as what to eat for lunch, whether to sit in
the front or back of a large lecture hall, or which movie to see this evening. Alter-
natively, it can be more consequential, such as influencing your opinion on gun
control, abortion, climate change, or capital punishment. How you think and what
you do about something is generally based on your perception of the world, which is
largely a product of culturally instilled beliefs and values. The things you consider
important are often products of beliefs and values learned since childhood, and
those values are what motivate your behaviors. A preference for individuality, as is
common in the United States, or a more group orientation, such as among Latinos
and Asians, is normally a result of culturally based beliefs and values. This can cre-
ate the perception that personal goals should take precedence over those of the
group (or vice versa), depending on your cultural background.198
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