Cultural Intelligence, Its Importance and Cross Cultural Communication
Cultural Intelligence is also known as CQ is an emerging concept of the twenty -first century. The concept has referred to the process of increasing capability to work in diverse settings (Das, 2019). Modern day business brought several challenges with it. One of the most prevalent challenges is an organization’s or individual’s ability to work in different cultural settings. Globalisation has opened borders for businesses. Several companies are working across the world, which led them to interact between cultures (TANWILAI & Dumrongsiry, 2019).
In defining culture Ojo (2021), states, culture “Is the sum of the total beliefs, rules, techniques, institutions, and artefacts that characterise human population”. There are some elements of culture such as language, values, attitude, custom, and norms (Ojo, 2021). Cultural intelligence means adapting the elements of the cultures. This report shall analyse McDonald’s most recent advertisement in Singapore to explain the importance of cultural intelligence and the way cross-cultural communication affected the Multinational Corporation (MNC).
McDonald Case Study
McDonald’s ad of May 2021,“Tonight. Are you in? McDonald’s. For the night-in crowd.”
McDonald’s has grabbed the shift in trend after the pandemic. In the post pandemic era, people’s lives had been shifted in Singapore. Society has become accustomed to cocooning or staying at home culture. A consumer study on the Singapore setting indicates that around 79% people of this culture are enjoying their home with delicious foods during the pandemic (Bapna, 2021).
McDonald’s ad states a new take-away service, which would allow people to take food for their beloved ones and enjoy it at home. The video shows different types of home settings where people are watching movies with their loved ones, having fun with close friends, or spending time alone. McDonald’s foods are making their stay more exciting. Thereby, the advertisement has tried to state that staying in-home can be very cherishing.
Application of Hofstede’s Cultural Dimension
McDonald’s is a USA based company. The fast-food chain started expanding their business globally. McDonald’s Singapore is a part of the expansion. The Hofstede model has given an insight of comparison between two cultures, the United States and Singapore. The understanding of cultural differences among two nations will help to know how cross-cultural communication impacted the MNC. In other words, the comparison will find the influence behind McDonald’s, “Tonight. Are you in? McDonald’s. For the night-in crowd” advertisement.
Figure 1
Hofstede Insight: Singapore versus United States (Hofstede Insights, 2021)
The insight is showing some key cultural differences between the United States and Singapore.
Individualism versus Collectivism
The USA has a 91 score in the individualism category. On the contrary the score of 20 indicates that the society does not match with Western trends. High score means the members of society look after themselves first, then their family, and then their immediate relationships. On the other hand, Singapore’s collectivist approach has created an interdependent structure. Society relies on each other to exist. In collective society people rely on groups. The members of the society like to serve the larger members in exchange of loyalty.
Masculinity versus Femininity
USA has 62 score and Singapore has 48 score in the category. The score of the USA refers to the society being more masculine. The score of 48 indicates Singapore has moderate status in the category. The high score refers to the cultural attitude regarding gender. In masculine society men are compared with achievement and women with care for others. In feminine society, male and female beliefs are not so distinguished.
Both genders have thoughts of achievement and quality of life in feminine society. In other words, power is important in masculine society and nurture is important in feminine society (Sochor, 2020). Singapore, with a moderate score shows its balanced approach regarding power and nurture. Nurture means taking care of others and having sympathy. Thereby, it can be said the country’s culture does not consist of power only. There is a tendency to nurture others, which indicates the culture is ‘we’ centred.
Uncertainty Avoidance
There is a huge gap between two countries in this category. The high score in the category refers to the member of the country feeling anxious or threatened for their future. The high scoring societies resist new ideas. So, USA with a huge score of 46 is showing its high anxiety to the ambiguity of the society. On the contrary, low-scoring cultures like to accept new ideas. The low-scoring countries do not try to control their future. So, they feel less anxious or threatened with uncertainty. Singapore with just the score of 8 indicates its nature of accepting new ideas.
Discussion
The Hofstede model application has discussed three aspects to link-up with the advertisement. The chosen ad has connection with the three dimensions of culture.
Collectivism
The previous section has found the country’s inclination on collectivist attitude. The belief of the members of the society is ‘we’ centred. The ad consists of different groups of people. There are two boys, two girls, and groups. In addition, the song says, “you are not alone” (McDSG, 2021). The tag line indicates that the advertisement has captured the ‘we’ culture of the country. The performers in the video are watching movies, partying, spending leisure time with friends, and having fun in little groups.
The portrayal gives the sense of culture. People in the country like to lead life together. So, by portraying friends and beloved ones in the video and singing the song, “You are not alone” the ad grabs the collectivist attitude of the culture.
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Masculinity and Femininity
The insight has shown Singapore’s balanced approach between power and nurture. The term nurture is associated with others. Thereby, it can be said, the culture has an inclination to think of others. The advertisement has shown people are buying McDonald’s foods for their friends and family members. Customers are using the takeaway facility to carry the foods home and eat with friends. The notion indicates the feeling for others.
In addition, many performers of the ad are taking food for their friends. There are more than four members in a friend group of the ad. The more members mean the group does not consist of nearest ones only. Thereby, the ad has captured the essence of culture where people like to spend time among many people. In other words, taking food for many friends represents the culture’s ‘we’ centred values.
Uncertainty Avoidance
Singapore has a very low score in the category, which means the country accepts new ideas. After the pandemic, staying at home became a new trend. The survey on Singaporean people has shown around 79% people started liking cocoon culture after the pandemic (Bapna, 2021). The ad highlights the company’s new take away service. The company’s shift to a new service represents its understanding of the culture of a specific region.
Conclusion
The report has found the importance of cultural importance. In modern day, businesses are crossing borders and dealing with diverse people. Cultural intelligence means gaining the ability to interact with diverse cultures. McDonald’s has published an advertisement in 2021. The ad represents the company’s integration of cultural intelligence. McDonald’s is a USA based company. The country is highly different in culture than Singapore. The USA is an individualistic society.
On the contrary, Singapore is a collective society. The latest ad of McDonald’s has emphasised on the togetherness. The ad shows people are enjoying time at home with friends and family members. Thereby, the ad has portrayed the sense of ‘we’, which represents the MNC’s cultural intelligence. In addition, the ad has captured the focus on a larger group of people, which is very different from US culture. The change portrays how cross-cultural communication forced McDonald’s to take new direction in their beliefs and values.
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