How to be a world citizen
In an age of globalisation, multinational corporations and increasing reliance on telecommunications, the question is
often posed – are we, as a society, becoming one homogeneous group?
The answer, according to the University of Otago’s School of Business JA Valentine Scholar Emeritus Professor Geert
Hofstede, is a resounding “no”.
“Not at all. What we are finding is that with the increase of global telecommunications and interaction, people are
valuing cultural individuality more than ever. It is an important skill now for people to know their own cultural values
so that they may interact with people from other cultures who have different values and expectations.”
Prof Hofstede will discuss cultural values at an open lecture next Thursday entitled: How to be a world citizen:
intercultural communication for the 21st century.
The lecture will explore the effect of cultural values on politics, consumer behaviour, leadership, economic
development, the environment, corruption, human rights, religion and sexuality.
Prof Hofstede is arguably the world’s leading expert on culture and intercultural communication. A native of the
Netherlands, he co-founded and directed the Institute of Research on Intercultural Cooperation at Tilburg University.
He is revered in academic and professional circles for his comprehensive study of how values in the workplace are
influenced by culture. The study, conducted between 1967 and 1973, involved the analysis of a database of employee
values from more than 70 countries.
Prof Hofstede developed the Values Survey Module, identifying first four, then later five main factors which
differentiate cultures: power distance, individualism, masculinity, uncertainty avoidance and long-term orientation. His
model is widely used internationally.
His personal studies into global communities stem from his work lecturing around the world and serving as consultant to
national and international business and governmental organisations.
Holding a Masters degree in Mechanical Engineering and a PhD in Social Psychology, Prof Hofstede worked in international
business companies in roles varying from production worker to Director of Human Resources before embarking on his
academic career.
He retired in 1993 and is an Emeritus Professor of Organisational Anthropology and International Management at
Maastricht University in the Netherlands.
How to be a world citizen: intercultural communication for the 21st century promises to entertain audiences with Prof
Hofstede incorporating story-telling, paintings, audience participation and cartoons to engage the audience with
cultural values.
How to be a world citizen: intercultural communication for the 21st century Thursday 14 April, 5.30 pm Castle 1,
University of Otago