Of the many contrast cultural models that have been developed by cross-cultural scholars, three are particularly useful in looking at Saudi Arabian society: the models of Edward Hall, Geert Hofstede, and Ferdinand Tonnies. It is important to remember that these contrast cultural models are not separate and distinct categories, that a culture is either one or the other. Instead they should be seen as different poles on a long continuum, where a culture falls somewhere along that line.
In Edward Hall’s conception of high-context and low-context cultures, Saudi Arabia falls closest to the high-context end. This means that the significance of a message is contained more in the context than in the message itself. Meaning is found in tone of voice, the eyes, and body language. For example, eyes are very important to Arab communication, which is why it is rude to wear sunglasses when talking to others. In low-context cultures the message would be contained in the actual content of the message.
This has several implications for communications campaigns in Saudi Arabia. First, visual campaigns with lots of images will appeal to audiences because of the high-context nature of the culture (especially taking into account the lower literacy rate of the country). Second, personal interaction such as speeches would be more effective than mass media campaigns even if it reaches fewer people because of the cultural importance of personal relationships. Finally, message text in a campaign can be more implicit than they would be in a similar campaign in the U.S. or another low-context culture.
Another aspect of culture described by Hall is sense of time. Saudi Arabia is polychonic, meaning that time is viewed in a holistic way. Saudis are comfortable doing many things at once. This is in contrast to a monochronic view that sees time as linear, and segmented. Saudis have hold several appointments at the same time. They also may not see time as lost or gained. Here, the implication is that campaigns for time saving devices or that emphasize the importance of time may not be very successful.
Geert Hofstede conceived a contrast cultural model with four characteristics: power distance, individualism, masculinity, and uncertainty avoidance.1 Applying this model to Saudi Arabia, it appears that Saudis tend to have high power distance, high collectivism, high masculinity, and average uncertainty avoidance.
Saudi Arabia has a high power distance. Hoftstede defines power distance as the “extent to which the less powerful person in a society accepts inequality in power and considers it as normal."2 Saudi children are taught to respect their elders. Community leaders, especially religious leaders, command respect and authority within the society. Members of the community tend to respect and defer to people of greater power or status. Campaigns that suggested disrespect towards leaders or family would be unacceptable. It would be far more effective to use messages that suggest the importance of respect.
In an individualist culture people look after their own interests and the interests of their immediate family.3 A collectivist society sees a person as a member of one or several in groups from which he cannot detach himself.4 Saudi Arabia is primarily a collectivist culture. Family and clan are the most important unit of society and a primary source of identity. People often yield to their own desires for the sake of the community. Meals and recreation are communal, not individual activities.
Because of its collectivist orientation, a successful communications campaign in Saudi Arabia would primarily address the family instead of an individual, or would perhaps seek to address family leaders or elders. Messages like “Just do it” would probably not be very successful in Saudi Arabia since it has very individualist overtones.
Saudi Arabia is also a more masculine culture, meaning gender roles are more strictly adhered to and men are expected to be dominant. Gender roles are very clearly defined in Saudi Arabia and tend to be adhered to. Women and men each have family and societal functions that they routinely follow.
Uncertainty avoidance “defines the extent to which people within a culture are made nervous by situations that they consider to be unstructured, unclear, or unpredictable.”5 On the uncertainty avoidance scale Saudi Arabia ranks in the middle. That is, they are not made nervous by situations that they perceive as unclear or unpredictable. At The same time, neither are they completely comfortable with such situations.
Ferdinand Tonnies created a cultural contrast model that defined societies as more rural or more urban.6 Rural society in this model is described as a homogenous, traditionalist community focused population with ascribed roles.7 Urban society in this conception is seen as individualist with a heterogeneous population and earned societal roles.8
On Tonnies’ scale, Saudi Arabia is more rural. The population is homogenous. The roles within society are ascribed rather than earned and strict rules govern behavior. Again, it is also more collectivist. Most parts of Saudi society are also very traditionalist. The implications for this are that appealing to the populations with new, flashy campaigns for the latest invention- technology items for example- would not be well-received by this traditionalist society. A campaign appealing to traditional values and ethics would be a far better bet.
Saudi Arabia’s unique culture has many important implications for communications campaigns. It is important to remember the aspects of this society when designing and implementing any such campaign. What might be an excellent campaign in the U.S. or France could fail or even be offensive in Saudi Arabia without adequate cultural knowledge.
REFERENCES (see resources page for additional information)
(1) Hoftstede, "The Cultural Relativity of the Quality of Life Concept," 139.
(2) Ibid.
(3) Ibid.
(4) Ibid.
(5) Ibid.
(6) Tonnies, "On Gemeinschaft and Gesellschaft," 66.
(7) Ibid., 68-70.
(8) Ibid.
by Julianna Evett April 20, 2005
Created for International Public Relations, Professor R.S. Zaharna, American University