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Cultural Profile
"The Value-Orientation Model" By Florence Kluckhohn
Through studying a country’s values, which Kluckhohn describes as the “beliefs that shape and define the world we see” we gain insight into how to communicate to a specific society via what matters to them the most. Their cultural and human behaviors provide us with an idea about the best strategies to use in getting our message across in both Monaco's and American society.
H.S.H Prince Rainier III & H.S.H Crown Prince Albert
| CONCEPT | MONACO | AMERICA | IMPLICATIONS |
| Time |
Past Orientated: Values tradition, which is evident through their attitudes and pride about the monarchy. This shows their concern with history, experience and thus the past. |
Future: Have a ‘don’t look back attitude’ and focus on how they can achieve their goals or get ahead in society. The constant question is what are you ‘planning to do next in life’? |
Communication strategies used in Monaco do not have to impact them immediately. However, the royal lineage and tradition should be mentioned. |
| Human Activity |
Doing: Is a society that is focused on seeking the life of luxury through their extreme wealth and is concerned with living life well. |
Doing: Americans are also involved in doing, but in the sense of what can one to do to move forward in life. It is a more competitive idea of who can ‘do’ the most. |
Human activity impacts the type of media used to communicate a message. Those who have a busy lifestyle, would prefer quick info media |
| Relationship to Others |
Difficult to determine: They respect the monarchy and royal lineage, which would reflect their concern with lineage. However one needs to find whether this value of lineage continues into their personal lives. |
Individualistic: American society is primarily focused with bettering themselves and their immediate families and secondly, society. |
Relationships are vital they provide an idea whether the society is concerned with family values or individuals. This way you know how to ‘direct’ your message. |
| Relationship to Nature and Supernatural | Harmony or subjugated with nature: In Monaco they do not try and control natural forces. They are also in harmony with the supernatural as many of their festivities are in relation to Saints and Holy figures. | Man over nature: Americans try to control, predict and prevent natural forces as best as possible. |
The supernatural is an important component of their culture. Also Monaco does not have this need to be ‘in control.’ |
| Innate Human Nature | Mixture of good & evil: The justice system is run by the principal of “fairness & impartially” | Mixture of good & evil: The American has the notion of “innocent until proven guilty” | Human nature, or assumed human nature gives an indication about the way people are viewed and treated in society. It also shows the environment in which you are communicating. |
| Roopa Purohit |
| Class 2004 |