Communication Between Cultures

U.S. Americans believe that conflicts are best settled by examining problems in a

logical, forthright manner and that personal emotions should be set aside. Indeed,

individuals using ambiguous, vague, or indirect communication run the risk of being

seen as untrustworthy or duplicitous. A person’s ability to openly, directly, and hon-

estly state their position is of such importance that in the United States people attend

“assertiveness training”programs. This is in contrast to the normative communication

behaviors in many Asian nations, where concern for interpersonal relations takes

precedence.^27

Practicality and Efficiency

Practicality and efficiency are also hallmarks of the dominant U.S. culture. Unlike

some Asian cultures, gift giving in the United States is usually kept within the limits

appropriate to the giver’s budget. Garage sales are common in the United States

because U.S. Americans are not embarrassed to buy used items. At a restaurant with

a large group, people often“go Dutch,”with everyone paying for their own meal. It is

easy to see that individuality, independence, and self-reliance are central considera-

tions in the pragmatic attitude evinced by U.S. Americans. Because strong group

ties do not play a major role in U.S. societal activities, there is no need to build inter-

personal relations based on a system of mutual obligations, as is done in many collec-

tivistic cultures. The role of efficiency in the United States can also be seen in the

highly structured use of time, as was discussed earlier. U.S. Americans also tend to

be very rational or logical when working on problems. The phrases“Just give me the

facts”and“Let’s get down to the nitty-gritty”illustrate the importance U.S. Ameri-

cans place on expediency and impartiality when making a decision or a judgment.

Reason, logic, and objectivity take precedence over emotionality, subjectivity, or

sentimentality.

Materialism

Acquiring material possessions is an integral part of life for most Americans, so

much so that“shopping”is sometimes used as a leisure activity and businesses

facilitate purchases by offering easy access to credit cards and installment payment

plans, along with frequent sales. From their perspective, U.S. Americans consider

their materialistic nature“natural and proper,”^28 whichBenderseesasanatural

outgrowth of the nation’s philosophy of equal opportunity for all.^29 In other

words, material well-being and easy access to quality products is not the preserve

of an elite class.

However, U.S. Americans have historically been willing to work hard to realize their

dreams. Thus, acquisition of material possessions, such as a large home, a variety of

clothes for every occasion, convenient personal transportation, and an extensive selec-

tion of foods, is considered just reward for hard work. The preference for a wide choice

of material items is clearly illustrated in a typical U.S. supermarket, which may carry

over 48,000 items.^30 Also, think about

the number of sandwich and condi-

ment choices available at Subway,

the variety of coffee drinks presented

at Starbucks, and the many different

brands, styles, and colors of tennis

shoes available at Foot Locker.

CONSIDER THIS

Consumerism in the United States is supported by the value

placed on materialism.

Kohls’“The Values Americans Live By” 213

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