Risky business of bridging cultures without bruising egos

When Cultures Collide, managing successfully across cultures; By Richard D Lewis; Nicholas Brealey Publishing, London, 2000; Paperback 462 pages; US$19.95

MELBOURNE (JP): In this era of global mobility and increasing international business activity, the title When Cultures Collide needs very little explanation.

Many, in fact, have experienced collisions of cultures first- hand. Some have been amused, others traumatized, and many experience a heightened awareness of their own cultures.

In Indonesia, we tend to regard ourselves as fairly tolerant of other people, so we are often surprised that we can cause friction in our interactions with people of other cultures. Naturally the tendency is to blame the other for being too uptight.

Richard Lewis explains in his book, When Cultures Collide, how the lack of awareness of the ways of other cultures can cause stress, tension and unnecessary conflicts, when groups from different cultures meet.

While the book seems to have been written mostly for people who are, or aspire to be, involved in international business activities, it also can be useful for others such as international aid workers, officials of government and non- government organizations, or individuals visiting another country.

Lewis discusses general behavioral characteristics of peoples from more than 45 countries, capturing the basic temperament of the inhabitants by highlighting core elements forming their broader philosophies and driving their behavioral manifestations. He identifies idiosyncratic areas where clashes may occur and areas of similarity between different cultures.

When we assess someone from a different culture, the appraisal is done from our own cultural standpoint. As Lewis puts it, "We smile at foreign eccentricity, congratulating ourselves on our normalcy". This attitude is harmless when the interactions are superficial and inconsequential. However, when one is negotiating million dollar contracts, planning development aid, or forming deeper personal relationships, one must understand the reality behind the appearance.

Whether we like it or not, each of us has been subject to cultural conditioning, making us behave in particular ways, influencing our view of normal and abnormal, of right and wrong; and in our more formal settings, what is legal and illegal.

Even between cultures as seemingly close as Indonesia and the Philippines, the United Kingdom and the USA, Japan and China, there are differences enough to clashes, or at least generate resentment that could jeopardize a negotiation or relationship.

Lewis describes for instance, the different communication methods of Britons and Americans. The Briton begins with an assumption of reasonableness, understating his position for effect, using humor to achieve a degree of harmony, and expects to provide clarity. The American, on the other hand, wishing to complete the business as soon as possible, puts all his cards on the table right from the start, spelling out his terms and demands, and if challenged, confronts and provokes to a point just short of a fight, then relents to a degree of concession and conciliation. At the end of the meeting, he expects that everyone can see his points clearly.

Lewis emphasizes language as an important indicator of collective temperaments and values. This of course includes non- verbal language as well.

In Japan for example, Lewis claims there is no mechanism for reported speech. Japanese do not like quoting other people, so they do not expect to hear themselves quoted either. Indonesians do not like saying "no" directly, so it is crucial to learn how to read the non-verbal language in order to avoid confusion.

Some of us who have had interactions with people from a number of different cultures, believe that we intuitively know the characteristics of our own and those of these other cultures. However Lewis' extensive study may throw light on areas outside our experience. For instance, Finns might find it easier to empathize with Japanese than with Americans, because they share a common trait of reserved manners and reluctance to be too open at first meetings. Lewis avoids, as much as possible, lumping together several neighboring countries. The French are different from the Italians - and do not necessarily like each other - the Indonesians are distinct from the Malays and the Filipinos, and the Australians are not the same as the New Zealanders.

It is also interesting to see that in Lewis' study, more cultures rely on social hierarchy and class differences than those which base their values, at least in theory, on egalitarianism.

Moreover, retaining a hierarchical system with class distinctions, apparently, has not impeded their economic development.

When Cultures Collide was written in an uncomplicated, occasionally light, entertaining language. The weakness lies in its unevenness in the depth and width of study of the cultures included. It is obvious Lewis is more comfortable with, and has deeper intuitive knowledge about a number of the cultures he discussed, i.e. the UK, the USA, Japan and Finland. For others, like those of Indonesia, Malaysia, Australia and New Zealand, it is fair to say that he has dug no deeper than the surface.

At the moment Indonesians desiring a copy of the book must visit bookshops in Singapore, such as Borders or Select Books. Hopefully, the book will reach Indonesia soon.

-- Dewi Anggraeni