Cultural Shock and Cultural Adjustment

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nIntroduction

nPeople have different ways of expressing their culture depending on their home country or geographical location. The world has a wide range of customs and culture, which affect the process of trade in various locations. In this regard, companies entering new markets or regions are likely to experience cultural shock because people in the host country may have a diverse cultural background as compared to their home country (Minkov 2011). In addition, culture shock has the ability to affect the business strategy applied by a company since it influences the customers values and beliefs towards a certain brand. Consequently, companies must adjust to cultural change since a single business strategy cannot be used across the world due to the differences in ethical and cultural establishments (van der Zee and van Oudenhoven 2013). Research has noted that some of the main challenges of culture shock include language barrier, boredom, homesickness, formulation dependence, skill interdependence and technology gap (Christiansen 2012). Others include generation gap and inability to respond according in new environment. The paper will critically explore the process of cultural shock and cultural adjustment highlighting some potential conflict areas between cultures and strategies for how to approach them.

nLiu, Volcic and Gallois (2014) defined culture shock as individual experiences when he/she visit an environment with a different culture as compared to ones own. Moreover, he suggested it as a private confusion a person encounters when dealing with unacquainted way of life after visiting a new area or country or because of immigration (Liu, Volcic and Gallois 2014). In most cases, culture shock occurs during the transition period after changing ones social environment or form of life (Minkov 2011). Various scholars have pointed out that one of the leading grounds of culture shock encompasses person in a foreign living environment. According to Moran, Harris and Moran (2011), culture shock is beyond being unaware of social norms or encountering different food but it tends to affect businesspersons in foreign countries even after being aware of new culture. Moreover, culture shock is characterized by four distinctive stages, which include adaptation, adjustment, negotiation, and honeymoon. Fortunately, most people are able to undergo through the process of cultural adjustment (Moran, Harris and Moran 2011). This process involves ability to acclimatize in a different environment from an individuals previous one. More notably, an individual may find the new culture as both challenging adventure and exciting process (Tsang, Kazeroony and Ellis 2013). In most cases, people require support in order to have successful transition and experience that is more satisfying.

nU-Curve Cultural Adjustment Model

nThe honeymoon Phase

nThis is the first phase in the process of cultural adjustment. At this stage, businesspersons are normally overpoweringly positive where they become captivated with the food, people and language in their new environment (French 2010). Moreover, their new endeavours seem like their best decision since they are excited to stay and adventure in business. Chirkov (2015) argued that people in this phase are influenced by initial euphoria. Moreover, most people develop romantic feeling towards the new culture new culture. In this regard, persons might fall in love with new local behaviours, pace of life, and new food. During this period, they are captivated by new social norms and customs of the people (Chirkov 2015). They relate passionately with nationals who are courteous to foreigners and those who communicate in their language. Furthermore, people in this stage are greatly interested in cooperation and learning. Similarly, they develop a feeling that they would be able to deal with all matters as they expect not to encounter any challenges in adjusting (Maude 2011).

nThe Culture Shock Phase

nAt the second phase, the freshness of the new culture disappears. Therefore, individual now concentrates principally on the variations between their home cultures and new cultures. In most cases, minor variations create a feeling of huge catastrophes. In addition, an individual becomes excessively stressed up and concerned with the challenges (Christiansen 2012). Similarly, many feel frustrated and helpless due to changes created by new cultural elements. Consequently, it leads to emergence of prejudices and stereotypes as the foreigner forms an impression that the host people are snobbish, unhelpful and cold (French 2010). This stage is characterized by frustrations and anxiety. Additionally, fatigue surfaces as individuals are unable to understand languages, signs and gestures leading to miscommunication (Moran, Harris and Moran 2011). Minor items such as missing the train or losing car keys may be evident which initiate frustrations.

nHickson and Pugh (2014) argued that initial excitement may finally lead to unpleasant sense of anger and anxiety as a person encounters unfavourable events that may be considered as offensive and strange to his/her cultural attitude. The researcher noted that some of the issues that may increase the sense of frustrations include food inaccessibility, traffic safety, variations in public hygiene and language barriers (Hickson and Pugh 2014). In this regard, these factors may increase the feeling of disconnection from the environment. Furthermore, at this stage most person feel homesick and lonely since they have not adjusted to the new surrounding and they engage with individuals whom they are used to. The language barrier may turn out to be one of the major challenges in forming new relationships (French 2010). Therefore, businesspersons must take special consideration on culture-precise linguistic customs, conversation tone, and body language as well as false friends (Moran, Harris and Moran 2011). Various researches has indicated that culture shock affect many employees and entrepreneurs in a foreign country which ultimately affect their business because they are unable to deal with pressure created by new culture (Christiansen 2012).

nThe Adjustment Phase

nThis is the third stage where an individual become more accustomed with new cultural values and logic. At this point, they are able to read cultural cues. More importantly, a person become less lonely and more comfortable and ones starts to appreciate some features of the culture. A research by Guirdham (2011) highlighted that adjustment to new culture takes place gradually. Therefore, foreign individuals slowly gains their sense of humour hence they are able to engage in activities that they were previously resistant from doing. The scholar also noted threat adjustment helps a person to participate into deeper learning (Guirdham 2011). More significantly, they begin to form problem-solving skills for engaging with cultural norms and values. Finally, they start to assent to new ways of life because of positive attitude (Chirkov 2015).

nThe Adaptation Stage

nThe fourth stage involves biculturalism or adaptation of foreigners into a new country. Employees or businesspersons now are able to feel at home. The cultural differences between the home country and the host country no longer influence their lives in a negative manner. In this respect, they have the capacity to work and live efficiently. Nonetheless, Christopher ed. (2012) proposed that although they adapt new cultural aspect, they retain most of their previous culture such as languages and accents. Therefore, this creates biculturalism since an individual is not completely converted (Christopher ed. 2012).

nResearches have indicated that most companies have suffered from cultural differences in different parts of the world. For instance, in China, Nike Company has experienced culture shock leading to resistance after using marketing strategy that goes against the local culture (Tsang, Kazeroony and Ellis 2013). In this case, Nike launched an advert involving two dragons and Kung Fu masters cartoons fighting against James LeBron – An American basketball superstar. The dragons and Kung Fu were overpowered in the fight. Ultimately, the Chinese Administration for Television, Film and Radio stopped the advertisement based on the argument that it offended the Chinese dignity (Ting-Toomey 2012). Furthermore, the public had negative opinion towards the advert since it intimidated their self-esteem. Interestingly, the dragons and Kung Fu masters served as crucial symbols of Chinese customs, traditions and culture (Hickson and Pugh 2014). Therefore, it was wrong for aliens such as James LeBron to defeat their traditional heroes.

nTypes of Adaptation by Craig 1979 Model

nIndividuals experience culture shock because of the differences between their behaviours, scripts, and values. In addition, this can occur depending on the way they engage with a particular culture. According to Craig, three diverse types of adaptations help an individual to work in different cultures across the world. The scholar also noted that the reaction of people normally determine their outcome in their encounter of cross-cultural settings (Rajasekar and Renand 2013). A positive response features trust, acceptance and openness. Consequently, it leads to understanding and rapport. On the other hand, negative reaction features prejudice, fear, suspicion that generates isolation and alienation. The results of a cross-cultural experience include cosmopolitan, encapsulator and absconder (Lewis 2013).

nFirstly, the encapsulators include persons who are always fighting or avoiding the new culture by attempting to establish a minor private world, which features their original or first culture. Moreover, these kinds of people desire to be in a setting that is congruent to their original cultures. Secondly, the absconder refers to the people who are easily absorbed into the new culture (Rajasekar and Renand 2013). Therefore, they have high capacity to adjust to the culture. In most cases, they tend to ignore their original culture since they want to be part of the new society. Similarly, they have minimal interaction with former society and occasionally discard their initial culture. For instance, they adopt new ways of life, and food (Gross 2014).

nThirdly, the cosmopolitan refers to the optimistic and positive individuals. They are normally inquisitive and attracted to their new culture. Moreover, they have a great desire to be learning the new culture although they do not intend to overlook their original culture. Interestingly, they enjoy being part of both the old and new culture (Rajasekar and Renand 2013). Craig noted that these types of people have the capacity to adjust to both the new and original cultures. Additionally, they have the power to maintain a zone of stability in the process of culture change.

nDifferences between the two Models

nThe Craig Model on culture shock is different from the U Curve of Cultural Adjustment because it assumes that adaptation of new culture takes three distinct approaches. In addition, this model suggests that culture adaptation does not involve linear course among all people (Gross 2014). It appreciates the fact that people have diverse tastes and preferences in terms of embracing new culture. Furthermore, this model is different from the U Curve model because it describes the reactions that human beings have in a new culture (Gross 2014).

nFactors that affect the Intensity of Culture Shock

nPredictors of Intensity of Culture Shock

nAccording to Mumford, various factors influence the degree of culture shock among people in new culture. Some of these factors include culture distance, degree of prejudice, language fluency, age and marital status. First, the cultural distance affects the ability of an individual to cope up with new culture. According to Peltokorpi and Froese (2012) cultural distance is the extent to which ideas, perceptions, attitudes, worldviews and cultural norms vary between countries. This can be caused by geographical distance between the home country and the host country (Peltokorpi and Froese 2012). For instance, a person who visits a country that very close to the home country is likely to experience lower degree of cultural shock as compared to an individual who is in a far country (Rajasekar and Renand 2013). This is because countries in the same geographical area have few cultural differences as opposed to those in geographical locations.

nWith regard to fluency of language, people are normally affected by cultural shock because communication affects integration, social support, and access to vital programs. For instance, an individual who has lower fluency of foreign language would find it difficult to mingle with host community (Yu and Shen 2012). In this regard, he/she suffers from isolation hence the effects of cultural shock are more severe as compared to a person with strong language fluency. Degree of prejudice is also likely to affect the extent of cultural shock. In most cases, level of prejudices among the host communities to outsiders can affect the degree of cultural shock. In such instances, most individuals are greatly affected by culture shock due to prejudices (Lewis 2013). However, when prejudices are hidden, the outsiders have lower level of culture shock.

nAge has a significant effect on the extent of cultural shock. For instance, a mature person has low level of culture shock as compared to young people. Research indicated that young individuals are more likely to experience more effects of cultural differences as compared to the mature persons (Peltokorpi and Froese 2012). Finally, marital status plays an important role in the ability of a person to adapting in a new culture. For instance, a person who settles in a new culture with his/her spouse is less likely to experience high degree of culture shock. A spouse helps in the process of adaptation and settling as well as mitigating the effects of cultural differences (Peltokorpi and Froese 2012). On the contrary, an individual without a spouse is more likely to encounter challenges in the process of cultural adaptation and settling.

nHofstedes Cultural Dimensions Theory

nCultural dimensions theory by Hofstede suggests that global companies must develop a multicultural communication in order to facilitate process of culture adjustment. The theory also explains the cultural impacts in a community on the members values. On the process of culture shock and adjustment, the theory proposes that a company should develop communication based on the cultural background of the consumers (Guirdham 2011). In this respect, Cultural Dimensions Theory recommends that global managers should understand cultural differences since a certain message or action may be tolerable in a certain culture but it may be unpleasant in another (French 2010).

nCultural Dimension theory is composed of six cultural scopes which include Power distance, uncertainty avoidance, individualism vs. collectivism etc. power distance score, describe the magnitude to which the poor and less powers members in the community anticipate and agree that power distribution occurs unfairly (Christopher ed. 2012). Avoidance of uncertainty explains the degree to which person in a community do not accept uncertainty and ambiguity. Thirdly, collectivism vs. individualism concentrates on whether certain individuals prefer to take care of them or like to work collectively in the community (Tsang, Kazeroony and Ellis 2013). Fourthly, femininity vs. masculinity describes the view and beliefs of a community based on the role of male and females. Fifth, short-term vs. long-term orientation explain the role of community towards unconditional truth and virtue. Short-term orientation promoted development of unconditional truth while long-term promoted establishment of virtue in the community (Hickson and Pugh 2014). The final dimension explains restraint vs. indulgence, which attempts to understand the extent to which people have regulation and control over their desires or impulses.

nStrategies for Approaching Culture Shock

nVarious strategies can be used to minimize the effects of cultural stress in a new country and can be used to facilitate cultural adjustment. Some of these strategies include personal support, social support and physical supports (van der Zee and van Oudenhoven 2013). Personal supports involve development of ways of feeling and thinking. In this respect, individuals should be advised to understand the phases of culture shock and cultural adjustment. They should also be advised to explore their reactions and situations, as they are encouraged to remain flexible (Chirkov 2015). Significantly, persons should be asked to be tolerable and anticipate things to change in a new country. They must also conduct investigations in order to establish facts about the culture of a new country.

nSocial support from family, friends, staff and companys management is essential in the coping with culture shock. An individual should maintain contact with close friends and families in the host and home countries who can offer both emotional and psychological support. The visitor should also attempts to make many local friends (Lin, Chen and Song 2012). Research has indicated that friends are specialists in their own culture hence they have the capacity to explain all the issues (Tsang, Kazeroony and Ellis 2013). Friends can also offer much needed guidance, which promote adaptation. Furthermore, employees in a foreign country should get enough rest and healthy food. It is recommendable that employees in a new country must exercise regularly to remain physically fit. A person should be engaged in the local community (Christiansen 2012). A person may suffer from the culture shock when they feel more of a foreigner hence participation in the local communitys activities helps to promote cultural adjustment. It is advisable to volunteer in projects that involve many community members because they help to understand cultural aspects. Similarly, they should engage in local sporting activities or join a team (Guirdham 2011). Lastly, participating in the major festivals activities offers an opportunity to interact with people and learn new customs, norms, body language and conversation tones of the local people.

nConclusion

nCultural factors such as values, attitudes, symbols and religious belief affect individuals in foreign countries. The process of cultural adjustment explains the stages that a person in a foreign country undergoes before he/she adapts. The four phases of this process include adaptation, adjustment, culture shock and honeymoon (van der Zee and van Oudenhoven 2013). Cultural dimensions theory suggest that an individual working in a multinational company such as Nike must establish multicultural communication in order to acclimatize in the new environment (Hickson and Pugh 2014). Some of the strategies used help an individual handle cultural stress include seeking social support from friends and relatives. In addition, they should engage in local activities such as sporting and festivals so that they can interact and learn new cultural values.

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