Exploring the Cultural Differences between Brazil and the United States

Geert Hofstede states that, “culture is more often a source of conflict than of synergy.”  He is talking about the cultural variations that exist throughout the world, and the impact that these cultural differences can have on our interactions, business or otherwise.  Specifically, Hofstede explores five cultural dimensions: Power Distance Index, Individualism, Masculinity, Uncertainty Avoidance Index, and Long Term Orientation. 

Here are the results of Hofstede’s research regarding the United States and Brazil:

It is important when visiting any new place, to be aware of cultural differences, particularly when working there.  According to Hofstede, the power distance index, or “ the extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed unequally” is much higher in Brazil than in the United States.  This does not surprise me too much as I am aware of the huge inequalities between the upper and lower classes in Brazil.  Individuality also was not too surprising as everyone is well aware of the United States being a highly individualistic society and most Latin American cultures being more collectivist in orientation.  Though, it is interesting to note that Brazil's individuality score is much higher than most other Latin American countries.

I did find the results for the final three cultural dimensions: masculinity, uncertainty avoidance index and long term orientation, to be slightly more surprising.

A description of all five cultural dimensions can be found on Hofstede’s website here:

I was not surprised by the designation of the United States as a masculine society as much as I was surprised by Brazil’s characterization of being less so.  I had in my mind a stereotype of the typical machismo Latino man and a woman tied to typical female gender roles.  I was also surprised that the US is considered lower in the Uncertainty Avoidance Index because we do tend to adhere to strict rules and laws, I had thought more than in a country such as Brazil.  I had long considered Latin American countries to embrace uncertainty and to “go with the flow” however, according to Hofstede’s research Brazil is a country that is very risk adverse and strives to control everything in order to eliminate the unexpected.  The results of the final cultural dimension of long term orientation did not surprise me for the United States though it did for Brazil.  However, after doing more research into the country, particularly Curitiba, I can see where the country would be considered high in thrift and perseverance.

I have found exploring these cultural dimensions to be immensely helpful in preparing me for my time in Brazil both in knowing what to expect and in being prepared to work with my Brazilian colleagues.

I believe these cultural dimensions can be useful in the classroom as well.  Our global society demands that students understand the complexities involved in cultural interactions and understand the sort of challenges that can arise in dealing with members of a society culturally different from their own.  I believe it is also valuable for high school students to be aware that there are resources, such as Hofstede’s research into various cultural dimensions, that can be used to gain an understanding and appreciation of the differences across various cultures.