These qualifications deal with (1) the uniqueness of each individual, (2) the perils of
generalizing, (3) the need for objectivity, (4) the need for compromise, and (5) the
myth that communication is a cure-all.Individual Uniqueness
According to the American philosopher and psychologist William James,“In every
concrete individual, there is a uniqueness that defies formulation.”In a very real
sense, that“formulation”is another way of saying that no two people are (or ever
have been) exactly alike. The reason is simple: Our behavior is shaped by a multitude
of sources, with culture being but one. Put in different terms,we are more than our
cultures. Although all cultures offer people a common frame of reference, people are
not captives of their culture, nor are they subject to all the lessons of that culture. In
fact, it is folly to think of people in terms of being blank slates. As Pinker points out,
“The mind cannot be a blank slate, because blank slates don’t do anything.”^43
Instead, people are thinking, feeling individuals whose biology, environment, history,
and personal experiences interact and play crucial roles in their social collective
behavior. Consequently, the values and behaviors of a particular culture may not be
the values and behaviors of every individual within that culture.
To further clarify the notion of individual uniqueness, reflect for a moment on all
the potential responses that could be generated by the simple phrase“I am going to a
NASCAR race this Saturday.”Depending on the listener’s background, one person
might think that watching cars go around in a circle is boring, another could consider
the event to be environmentally harmful because of the exhaust gases emitted, but
another might respond by saying,“I love the sound of the engines and the smell of
tires burning rubber.”The reason, of course, is that the world does not look the
same to everyone. Just for a moment, think about how the following influences can
shape your worldview, attitude, behavior, etc.: your genetic makeup (i.e., DNA),
social group experiences, language, gender, age, individual and family history, political
affiliation, educational level, perceptions of others, the existing circumstances, the
region and neighborhood where you grew up, your religious experiences, economic
resources, and many other aspects that are at play every moment of your life.
All of these factors (along with culture) coalesce to form your individual personal-
ity. Hooker does an excellent job of drawing attention to the interplay of personality
and culture and the hazards of relying solely on culture when studying intercultural
communication when he writes,
Personality consists of the traits that are unique to an individual human being. It is partly
genetic and partly learned. Because much of personality is acquired, it is strongly influenced
by culture. Yet a very wide range of personalities can develop within a given culture,
whence the danger of placing too much emphasis on“national character.”^44
We have been stressing that although all learned behavior takes place within a
cultural setting, every person has a unique personality. Therefore, you must be cau-
tious and prudent when making cultural generalizations. Throughout this text, you
will be constantly reminded of the following precept: Always keep in mind that cul-
ture is a powerful force in the shaping of human behavior, but remember thatpeople
are more than their cultures.18 CHAPTER 1•Intercultural Communication: A Requirement for the Interdependent Global Society
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