3.7 Culture and its link to context

When we talk about context, we refer to a specific setting, environment and circumstances in which an event occurs or something is communicated. From a constructivist perspective, culture is constructed by the members of a collective and people can, depending on the circumstances activate elements from their map of orientation. This also means that people apply, adapt or reconsider their cultural repertoires depending on the specific situation and environment.

Hoffman and Verdooren (2019) refer to an incident in the 1990s when the Dalai Lama toured Europe, meeting leaders and heads of state including the Swedish King. The Dalai Lama approached him by folding his hands in front of his chest and bowing which is the typical ‘namaste’ greeting, while the Swedish king stretched out his hand for a customary handshake. This  obviously produced confusion. When, some days later, the Dalai Lama visited Norway, he was welcomed by the Norwegian king with a ‘Namaste’ greeting. However, the Dalai Lama also had prepared to adjust his greetings and was ready to shake hands, which caused more confusion, but more importantly showed that people apply their cultural repertoire within a given context but also adapt their repertoire according to the context in which they communicate or interact. This adaptation at times takes place unconsciously and at times consciously.

A very good example in this context are expatriates or emigrants. A German manager who lived and worked in Portugal for many years, for example, will have adopted some of the cultural repertoire he experienced while working in the foreign company. This will become part of his 'cultural backpack'. Upon his return to Germany he may unconsciously apply his newly gained experiences and knowledge. This may become especially challenging because his colleagues and friends might expect him to still be the same, and show little understanding for behavioural changes from his side.