CULTURAL AWARENESS

-general problems-
Introduction

Most of us grow up in the belief that our way of living is the right way: we are
reinforced in this belief by our parents, other members of our culture that we meet,
and, if we are lucky, images in the media. All of these conspire together to create
this sense of “rightness” which we all feel when surrounded by the objects and
values of our cultures.
As we grow older we become aware of other advantages of a shared culture.
With people of the same culture there is often an ease, a relaxation, a sense of
knowing what to expect, and being able to take so many things for granted. Humour
is easily shared between members of the same culture: explanations tend to be
easier, life is more predictable. We come to expect this as the norm of all human
relations.
This sense of the normal, in itself, can be a considerable problem when
encountering people from other cultures. We don’t just feel that their way is different:
we can easily feel that their way is strange, even wrong. Many of their beliefs may
even seem ludicrous to us, and we are of course unaware of how ludicrous our
beliefs may seem to them. For example, as a British person, I would never dream of
making tea in a coffee pot, no matter how well I cleaned it: I just couldn’t enjoy the
tea. I’d be forever tasting coffee in it, even if you proved to me that there were no
coffee compounds present at all.
Cultural awareness is the science of recognising these sources of inter-
cultural judgment. It is also a range of techniques for anticipating them and
minimising their impact. On this course we will be looking at:

1. Sources of common cultural misunderstanding and clash

2. General principles for overcoming these
3. Specific information on selected cultures
4. Problems with cultural information
5. Tactics for minimising problems
6. Practical issues.
1. Common Areas of Cultural Difficulty
Obviously all cultures are rich, diverse, and cover every aspect of human life: an
analysis of every aspect of any culture would need several books, not just one
handout. However, for practical purposes, in a work or service environment, only a
small number of potential cultural issues will emerge, and it is these that we will look
at here. Important issues include:

1. Value Judgments: Cultures vary in their beliefs about what is acceptable,

good or right.
Example: Among people of my mother’s generation, a person without a job
was frequently seen as little better than a criminal. Most people today would
have a different value judgment about an unemployed person.

2. Politeness/Offence: Different cultures have different standards and areas of

behaviour which they regard as appropriate or required.
Example: In Japanese society, bowing is a sign of respect: in British society it
is regarded as old-fashioned. Other examples could include use of first name
or surname as the principle mode of address, or what it is regarded as polite
to ask someone upon first meeting them (their job? how much they earn?
marital status? All of these are taboo in one culture or another).

3. Respect: Similar to the above: people can have different views about how
respect should be accorded.
Example: Among Tamil people there is often great respect given to a person
on the basis of their age: elders are automatically treated with great respect.
In other societies respect may be given according to caste, ancestry,
occupation, achievement or earnings.

4. Time: This can be a factor in two ways: firstly in terms of acceptable

timekeeping - how late is late? Secondly, different times of the day or year
are sacred to different people.
Example: Most Westerners regard being late by as little as 5 minutes to be
requiring an apology or explanation: it is a great insult to keep someone
waiting. And of course, different cultures have different holidays and festivals.

5. Hygiene: Often linked to judgments about what is good or pure, most cultures
usually have very high and specific expectations concerning hygiene.
Example: Most traditional traveling people hold it to be dirty to bathe in still
water (like a bath) or to let pets in the house: particularly cats, which clean
themselves with their tongues and so are particularly dirty animals.

6. Diet: All cultures have prohibitions about what can and cannot be eaten.
Example: Most British people would never eat dog or horse meat, both of
which are considered a delicacy by some other cultures.
7. Dress: Again, variation in what constitutes acceptable dress, particularly in
mixed-sex company.
Example: In many Russian swimming pools it is not uncommon for adult men
and women to swim naked together, and change in communal areas.
Japanese people, likewise, tend to bathe together in public baths.

8. Self-Presentation: Following on from politeness, all cultures have rules or

accepted practices about how to speak with the voice and the body.
Example: Many body language expressions are culturally specific: especially
hand gestures. Different bodily functions (e.g. spitting) have different levels of
acceptability in different cultures. What is perceived as an aggressive vocal
tone in one culture may be an ordinary way of speaking in another.

9. Interactions Between People: Obviously this is potentially a huge heading,

but it would include issues like when it is acceptable to interrupt or correct
another person, and how much physical contact is acceptable between
persons.
Example: British people rarely correct each other directly if a word is used
improperly: they will usually try to subtly indicate their preference. Many
Indian people regard it as impolite to say no, particularly to a person of higher
caste.

10. Sex Roles: All cultures assign different roles to men and women: most
females and males will have a substantially different upbringing, with different
expectations.
Example: In most Western societies, girl children are more commonly
expected to take on caring roles.
What You Can Do:
Any of the above list could lead to misunderstandings and possible clash between
cultures, all of which will have a bearing on service delivery and customer care. So
what can you do to minimise the effect of culture difference on service users?

1. Research: If you are regularly dealing with members of a particular culture,

you should research that culture, so that you are more aware of what to
expect.
Example: Orthodox Moslems fast from sunup to sundown during Ramadan: it
can be regarded as impolite or at least insensitive to offer food and drink to a
person undergoing this fast.

2. Flexibility: Remembering that there is more than one way of doing things,
and maintaining flexibility where possible.
Example: Very few cultures have such strong rules on timekeeping as
Western culture. If you are working in a multi-cultural environment, a
“surgery” or “queuing” system can be more effective than an appointments
system.

3. Lowest Common Denominator: When in doubt, take the course that will
offend the least number of people.
Example: If you are providing food or refreshments, to be on the safe side
these should be VEGETARIAN (all truly VEGETARIAN foods are also
kosher): this will be at least acceptable to all of your clients, even though
some would prefer meat.

4. Careful on Humour: Humour can be incredibly culture-specific, and is very

open to misinterpretation or even offense by other cultures. And don’t forget:
when you don’t know what people are laughing at, it is easy to imagine that
they are laughing at you.
Example: British mother-in-law jokes, as well as offensively sexist in their own
right, can also be seen as offensive on the grounds that they disrespect elders
or parents.

5. Taking Care: Bring extra awareness into your self-expression when you are
dealing with someone from another culture: be aware of how they seem to be
hearing you and reacting to you.
Example: In many areas of East Africa it is regarded as rude to look directly
at people when speaking to them: in British society it is regarded as rude not
to! A British person should be aware of how their eye contact is being
received, and be prepared to adjust it.

6. Be Aware of Your Body Language: Another form of taking care (see

above). Don’t rely on body language or non-verbal communication to put your
point across. And be aware of personal space!
Example: The closed-finger-and-thumb gesture used by British and American
people to indicate that something is good is used by French people to mean
 that it is worthless.

7. Following Leads: When in doubt, follow the lead set by the other person.
Example: Most people will say how they prefer to be addressed: they will give
their full name, or whatever part of their name they prefer to be known by.

8. Second Guessing: Again, when dealing with someone from a different

culture, don’t be too quick to assume, or take offence. What you see as
offensive, may simply be the other person’s mode of self expression. Take
time to see if offence seems to be the other person’s intention.
Example: In some cultures it is not particularly rude to interrupt: in Southern
British culture it is almost shockingly rude.

9. Highest Common Factor: When in doubt, go for the best: it will please
everyone.
Example: A sufficiently high standard of hygiene will please almost everyone
and offend no-one.

10. No Cultural Comparisons: Cultures are different: they are not absolutely
better or worse than each other. All cultures have their down sides, and it can
be easy (as well as culturally imperialist) to focus on this.
Example: Some of the Jewish kasrat rules for food preparation and
consumption can seem very elaborate to non-Jews, but in practice they are
no more so than almost any set of kitchen hygiene rules: they are simply more
noticeable because they are practiced by a group which, in Britain, is in a
minority.

11. Non-Judgmental Approach: What all of this adds up to is a non-judgmental

approach: a refusal to hold one way of life to be absolutely better or worse
than another.
 CULTURAL AWARENESS
-problems in practice-

Introduction

It can be all very well bearing in mind all of the above, plus specific information on a
particular culture or cultures, but things can still go badly if the information is
wrongfully used. There are five common errors that people use when tackling
cultural issues.

Common Errors

1. Lack of Knowledge: You cannot hope to be familiar with every single aspect
of every single culture that you ever encounter. There will always be areas in
which you will be prone to making mistakes or even making mistakes.

2. Personal Differences: Cultures are not homogenous: every culture shows

tremendous variation from one region to another and from one family to
another. Even within family groups people will express their culture
differently, and make choices about how they wish to live within their society.
Think of your own culture: do you obey every single cultural rule? Or in some
areas are you proud to be a non-conformist?

3. Stereotyping can be as offensive as ignorance: Following on from the

above, you can give as much offence by assuming that all Jews keep kosher,
or all Moslems keep Ramadan, as you can be knowing nothing about it at all
(whereupon at least you won’t make crass assumptions). In the field of
cultural awareness, a little knowledge can be a dangerous thing.

4. You won’t always know: You can’t always tell what culture a person belongs
to unless they explicitly tell you, and even then you won’t know what
subsection or personal variation they belong to.

5. Not all cultural expression is acceptable: Whilst you are supposed to

exercise a non-judgmental approach, you also have to uphold the policies of
the organisation that you represent. If someone decides to express their
cultural beliefs in an offensive way (e.g. unacceptable remarks about women,
or lesbians and gays) you can’t make exceptions on the grounds of culture.
Overcoming Problems:

Here are some general tips for overcoming some of the practice problems:

1. Check With the Person: The person will be the best expert on their culture
and how they express it. They are also likely to be used to outsiders not
understanding it. What they may not be used to is someone who is enquiring,
so that they can get things right, not give offence, and provide an effective
service. So check out what you need to know.

2. At The Back Of Your Mind: Someone once said that cultural awareness
should be at the back of your mind, not the front. Your knowledge should
inform what you do, not rule it. It is useful if you have information or insight
into a culture, but you should not let it stop you from focusing on the client,
how they are expressing themselves here and now and what they seem to
need. If you do this effectively, it will stop you from stereotyping people from
different cultures.

3. Policy Rules: If a person’s actions are in contravention of organisational

policy, and you suspect that this may be for cultural reasons, then you need to
enforce the policy, but with tact, and in a non-judgmental way. Don’t get
drawn into what’s right and what’s wrong: your policy is simply the best way in
which you can deliver your service to the widest number of people: you are
asking people to comply out of consideration and politeness, not because it’s
the only right thing to do.

4. Be Prepared to Make Mistakes: You can’t always get it right: cultural

differences are a potential minefield of misunderstanding and offence. Don’t
get hung up about it. Get used to apologising and making good.

5. Apologise but don’t cringe: Don’t over-compensate by over-apologising. If

you are attempting all of the above and still make a mistake, then it’s not your
fault. You can apologise for being in error, but if your intent was not cultural
imperialism then you don’t have to apologise for it. Just apologise for giving
offence, and be willing to learn from it. Remember, if you didn’t know, it’s not
your fault.
 CULTURAL AWARENESS
-specific groups-

Islam

Islam is a religion which includes the cultures of many other countries, so Muslims
will have some things in common, as Muslims; and other cultural practices which are
specific to the country they are from. Islam is one of the great religions of the world,
based on the teachings of the Prophet, Mohammed, who’s divinely inspired writings
form the holy book of the Muslim people: the Koran, which is said to be the direct
word of God (Allah).

Self-Expression: Will be usually determined by country of origin; however it is

generally customary for members of the opposite sex to avoid eye contact, for
reasons of modesty.

Diet: Pork and pork products are forbidden. All other meat can only be consumed if
it is halal (this means that the name of Allah must be pronounced over the animal as
it is bled to death). Some fish can be eaten, but shellfish is usually avoided. Alcohol
is forbidden. Food should only be eaten or served with the right hand.

Naming Systems: Most Muslims have one or more religious names as well as a
personal name and a family name. Use the name that the person prefers, asking if
necessary: don’t just use the first one - this is usually the religious name and using it
can be disrespectful. Naming systems for married women also may vary, so be
careful to follow the person’s use, or check out if you’re not sure.

Dress: Muslims are generally enjoined to dress modestly: many Muslim women
cover their heads with a veil, or cover their whole body with a long garment.

Important Festivals: There are a number of holy days or Eids, which are important
to Muslims. The one that has the most effect on non-Muslims is Ramadan: a thirty-
day period during which adults fast from dawn to sunset. Orthodox Muslims are also
enjoined to pray several times per day.

Other Notes: Islam is a religion which very strongly preaches the equality of all
people in the eyes of God, and so much emphasis is placed on respect between
persons, irrespective of class or wealth. It is usually a feature of Islamic society for
the sexes to be segregated, sometimes even within the family home.
Jewish

Judaism is one of the oldest religions in the world, and as a religion it is unusual in
the modern world, because it also defines a cultural/racial group: you are a Jew if
your mother was a Jew (the status of people with Jewish fathers and gentile mothers
is open to debate). Again, Judaism is a major world religion, with practitioners in
many countries, so that there will be many cultural variations in custom; however the
list given below is true of most practicing Jews.

Diet: Devout Jews follow the kashrut, or dietary laws. Most people are aware that
Jews don’t eat pork, or any pig products (e.g. bacon and ham), and are forbidden
shellfish. Also forbidden is meat from the hindquarters of the animal, and the animal
must be killed by being bled. The other main dietary rule concerns milk and meat
products, which must not be consumed in the same meal, or prepared using the
same utensils (n.b. this means that regular cheese, which is made with milk and an
enzyme taken from a calf’s stomach, is also unacceptable.

Dress: Different groups of Jews have different customs concerning dress, but most
devout Jewish men will keep their head covered in public at all times. Many women
will similarly wear a scarf or wig.

Physical Contact: Most Hasidic men prefer not to have physical contact with any
woman other than their wives.

Hygiene: Most hygiene issues are covered by the dietary laws, however most
orthodox Jews will also wash before praying, and generally a very high standard of
hygiene is required, with rules about how often washing should take place, clothes
should be cleaned etc.

Important Days: There are a number of special Jewish days: Rosh Hashana,
Hanukkah etc... Two that will affect your service are Pesach (Passover), during
which the dietary laws are more strict, and include not eating food made with yeast
(including vinegar and bread), and the Yom Kippur fast, which for orthodox Jews will
include not taking oral medication. The other day which will affect your service most
directly is the Sabbath. The Sabbath begins from sundown on Friday evening, and
ends at sunset on Saturday. Orthodox Jews are forbidden to work on the Sabbath:
work can include driving a car, cooking, or even pressing an emergency buzzer.
Hinduism:

Hinduism is unlike many of the other religions we will study, as, whilst it is possible to
convert to Hinduism, it is part of the culture of a huge group of people. Hinduism is
probably the oldest religion in the world, and inextricably tied up with the culture and
history of what is now India. It is also a highly complex religion, with many Gods,
demi-gods and heroes (though with a belief in one universal Force behind all of
them), and no founder. Rather, it evolved as a set of beliefs over a very long time.

Diet: Strict Hindus will not eat meat of any kind, as they hold all life to be sacred.
Beef is particularly offensive, as cows are held to be holy creatures that should not
be harmed. Hindus are not forbidden alcohol or intoxicants, but teetotalism is
common and intoxication generally frowned upon.

Dress: Generally Hindu men and women are enjoined to be modest in dress.
Women in particular will not usually wear trousers, as immodest.

Physical Contact: Men usually shake hands (sometimes with a distinctive ‘double
handshake’). It is inappropriate for any man to touch a woman not his wife, or close
family relative. Among people of the same gender, however, touch is pretty
common. Usually Hindu husbands and wives are not physically affectionate in
public.

Hygiene: Most hygiene issues will not affect a housing office, however food
preparation hygiene is very strict, and Hindus are generally reluctant to share eating
or drinking vessels unless they have been carefully washed.

Communication: Many Hindus will not directly say ‘no’ as it could be see as rude,
so ask open questions! There is a distinctive small shake of the head which can be
interpreted by Westerners as negative, but which usually implies some agreement
with what is being said. Any form of aggression is unacceptable, and will end
discussion. If anything is offered (e.g. a tenancy) it should be done with the right
hand or (preferably) both hands: the left hand is unclean. Do not try to enter into
discussion on the doorstep: this is an inauspicious place. People from a Hindu
background may appear inappropriately curious about you, your marital status etc.
This is not rude: it is simply part of the way in which they are used to doing business,
where no-one is a stranger.

Important Days: As with all cultures, there are a number of important days. Some
of these are only celebrated in certain parts of India, others tend to be universal
(pretty much all Hindus celebrate Dirwali, for example). These days, as well as other
monthly fast days, tend to be calculated on a lunar calculator, and so may be on
different days on different years. Hindus have no official Sabbath day, although they
will tend to follow the customs of the country in which they live.
Afro-Caribbean:

The culture of the Caribbean has been strongly influenced by the history of
colonisation and foreign influence in the area, and because so many people of this
region are native English-speakers, it can be easy to forget that there is a distinct
indigenous culture, quite different from that of any coloniser. In particular it is
strongly influenced by the Christian church: churchgoing is still very common
throughout the region. It is also worth bearing in mind that many Afro-Caribbean
people have lived in England for most of their lives, so may have more of an English
cultural identity in terms of expression, food etc.

Diet: There are no particular restrictions on the range of foods to be eaten; in fact if
anything Afro-Caribbean culture is more diverse in its tastes than British culture,
especially in the kinds of meats used (organ meats, cuts such as trotters or tongue,
and different meat animals such as goats and older sheep). It tends to be quite
meat- or fish- based, however, and strongly influenced by African heritage, with a
tendency to stew-and-rice dishes.

Physical Contact: Both men and women will usually shake hands, and will often be
more tactile than, say, people from Southern England. It is unusual for couples to
show physical affection in public, however.

Hygiene: Standards of hygiene tend to be very high, especially with regard to food
preparation and handling.

Age and Gender: Within traditional Afro-Caribbean society, much respect is given
to the elders of the community; people who travel to England are frequently shocked
at the amount of apparent disrespect for older people. Older men and women tend
to be treated respectfully; the latter more so than would be typical in England. This
has led to Afro-Caribbean culture being described as a matriarchy (a culture led by
women) but this is not really so; within society, as in many cultures, men tend to
have the final say, but women are more likely to be listened to and respected,
particularly by the young, than in many Western cultures.

Formality: Afro-Caribbean culture tends to be slightly formal: you would ordinarily

address someone older than you as Mr/Mrs/Ms, rather than their first name, and
people tend to be more formal in their speech with strangers. Due to the strong
Christian influence, there is frequently low toleration of swearing or blaspheming.

Morality: Due, again, to the Church’s influence, personal morality tends to be

strongly Christian, rather than secular, with more emphasis on living according to the
Bible, devotion to marriage and the family etc. than is typical in many Western
societies. The position of lesbians and gays in this culture can be problematic.
West African:

West African culture embraces a large number of nations and cultures, from Senegal
and Gambia on the West Coast, to Nigeria and Cameroon on the South Coast of the
Western Peninsula. Any generalisation must therefore be seen in this light: that
talking about “West African Culture” is a little like talking about Southern European
Culture: the nations of Spain, Greece, Italy and Turkey may well have things in
common, but they must be respected as separate nations with cultures of their own.
Likewise, West Africa is a long-settled region, with an ancient history of kingdoms
and civilisations, and is occupied by a huge variety of cultures and religions. Most
Africans currently living in or visiting England will usually be Nigerian or Ghanaian
however.

Religion: The first complication is religion. There are three types of religion
practiced in West Africa: Christianity in the South, Islam in the North and centre, and
the various native religions of the hundreds of tribal peoples who keep up their old
ways. The recent unfortunate events in Nigeria are testament to the many religious
tensions which exist between these groups. In all groups religion tends to be taken
seriously, and observed strictly.

Diet: West African cookery tends to be highly spiced and very meat-based.
Obviously West African Muslims are likely to be keeping the Muslim dietary laws.
Sweets are rare in this culture, and most West Africans do not have much of a sweet
tooth.

Dress: Most West Africans in this country wear Western dress, though styles vary.

Physical Contact: It has become something of a cliché, but West African cultures
tend to be highly tactile, with much handshaking and a tendency to stand close while
talking. Most well-traveled Africans are aware that British people can have difficulty
with this, and so often tone it down a bit, but you can still find yourself shaking hands
with a Nigerian (especially a Nigerian man) several times during a conversation, not
just at the start and finish.

Hygiene: There tends to be a stronger emphasis on personal hygiene (Southern

Nigerians, for example, are among the cleanest in the world) than environmental
hygiene.

Communication: It is in this area that interactions with other cultures can run in to
problems. Most West Africans tend to speak loudly, particularly compared with
Southern British people, and with a rising tone which is frequently misinterpreted as
aggressive. This interpretation is further supported by the directness of many West
African cultures which leads to them being labeled as arrogant. For example it is not
uncommon for a trainer to be challenged on his/her ability by West African
participants. This is done with no particular rancour; in fact the high status given to
education and training by many West African cultures can make them the most
attentive and assiduous students. Emotion, particularly happiness (West Africans
have LOUD laughs) or anger tend to be more openly expressed than among many
European peoples, which is often misinterpreted as hysteria or aggression.