Communication Between Cultures

Past Orientation. In past-oriented cultures, history, established religions, and tradition

are extremely important. There is an intense belief that contemporary perceptions of

people and events, decision making, and determinations of truth should be guided by

what happened in the past. Respect for the past is especially evident in most Asian

nations because of their long and eventful histories. According to Westad,“The past

is inscribed in China’s mental terrain in a calligraphy so powerful that it determines

most of its approaches to the present.”^35 There is even a famous Chinese proverb:

“The past is as clear as a mirror, the future as dark as lacquer.”A similar adage from

India advises,“Learn about the future by looking at the past.”Great Britain remains

devoted to tradition, including the maintenance of a monarchy, and continues to

value its historical achievements. France is another culture that can be understood

by exploring its view of the past. As Hall and Hall disclose, the French, on many

levels, venerate the past:

The importance of French history to the average French person can hardly be over-

stated. The French live surrounded by thousands of monuments to their glorious past.

Every quarter in Paris has its historically important statues, buildings, or fountains, daily

reminders of past achievements. French villages have statues to local heroes and impor-

tant political leaders. As a result of this constant immersion in history, the French tend

to see things in their historical contextand relate contemporary events to their

origins.^36

Present Orientation. Present-oriented cultures hold that the here and now carries the

most significance. The future is seen as ambiguous, capricious, and in a sense, beyond

the control of the individual. Because the past is over and the future is unpredictable,

present cultures, such as Filipinos and Latin Americans, enjoy living in the moment.

These cultures tend to be more impulsive and spontaneous than others and often

have a casual, relaxed lifestyle. Mexicans and Mexican Americans believe in living

in the present moment, a view that is also characteristic of the African American

co-culture.^37

Future Orientation. Future-oriented cultures value what is yet to come, and the future is

expected to be grander than the present or past. Change, taking chances, a stress on

youth, and optimism are all hallmarks of cultures that hold this orientation. As noted

when we examined Christianity in Chapter Four, most U.S. Americans, who are con-

stantly thinking about what is ahead, hold this view toward the future. This does not

mean that U.S. Americans have no regard for the past or no thought of the present,

but it is certainly true that many U.S. Americans, in thought or action, tend to have

a short-term, forward-looking perspective. The effect on communication can be seen

in business negotiations between a long-term future-oriented country like China and

a short-term future-oriented nation such as the United States. While the Chinese side

would be looking to establish a relationship that would carry into the future, the U.S.

team would be more focused on the immediate project and have much less concern

for the future.

Activity Orientation

Activity orientation refers to how people of a culture view activity, and Kluckhohn

and Strodtbeck detail three common approaches to activity—being, being-in-becoming,

and doing.

218 CHAPTER 6•Cultural Values: Road Maps for Behavior

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