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p> Value orientations only represent" good guesses" about why people act the way they do. Statements made or scales constructed are only part of an
"as if" game. That is to say, people act as if they believed in a given set of value. Because the individuals in any cultural group exhibit great variation, any of the orientations suggested might well be found in nearly every culture. It is the general pattern that is sought. Value orientations are important to us as intercultural communicators because often whatever one believes, values, and assumes are the crucial factors in communication.

CONTRASTIVE ORIENTATlONS

Let us take some American cultural patterns that have been identified as crucial in cross-cultural communication and consider what assumptions, values, and attitudes support them. Edward C. Stewart was a pioneer in examining such American behavior in a cross-cultural perspective. His book
- American Cultural Patterns. This book describes dominant characteristics of middle class Americans. Stewart distinguishes between cultural assumptions and values and what he called cultural norms. Cultural norms are explicit a repeatedly invoked by people to describe or justify their actions. They represent instances in which the behavior and the value attached to it seem at odds. Stewart writes, “Because cultural norms are related to behavior as cliches, rituals or as cultural platitudes, they provide inaccurate descriptions of behavior”. He points out that Americans are devoted to the concept of self-reliance but accept social security, borrow money, and expect a little help from their friends. Culture bearers are usually more aware of their cultural norms than their systems of values and assumptions. As Stewart explains, "being fundamental to the individual's outlook, they [the assumptions and values] are likely to be considered as a part of the real world and therefore remain unquestioned".

Table 1, illustrates some of the general value orientations identified with North Americans. The left-hand column indicates what the polar point of the orientational axis might represent. The Contrast American column does not describe any particular culture, but rather represents an opposite orientation. Of course, the American profile is drawn in broad strokes and describes the mainstream culture; ethnic diversity is of necessity blurred in this sweeping treatment.

Thus, with the reservations noted above, it can be said that in the relationship of human beings and nature, Americans assume and thus value and believe in doing something about environmental problems. Nature can and should be changed. In addition, change is right and good and to be encouraged. That toe pace of change has increased to a bewildering point in the United States at the present time presents problems, but, as yet, change has not been seen as particularly detrimental.

Equality of opportunity is linked to individualism, lack of rigid hierarchies informality, and other cultural givens. It is manifested in
American laws regarding social conduct, privacy, and opportunity. This contrasts with an ascriptive social order in which class and birth provide the bases for social control and interaction.

The achievement orientation calls for assessment of personal achievement, a latter-day Horatio Alger (Lee Iacocca) orientation. A future orientation is joined to the positive value accorded change and action.
Directness and openness are contrasted to a more consensus-seeking approach in which group harmony is placed above solving problems.

Cause-and-effect logic joined to a problem-solving orientation and a pragmatic approach to problems defines the much-vaunted scientific method.
Intuition and other approaches to evidence, fact, and "truth" are associated with being orientations and philosophical approaches to knowledge and knowing. Competition and a do-it-yourself approach to life are well served by a future orientation, individualism, and the desire for change.

The statements above simply point out some very general orientations that have driven and, to some degree, still guide North American society.
Change is always in the air. Many have pointed out, as Stewart himself does, that these orientations represent white middle class American values.
They do. They serve the purpose, however, of providing a frame of reference for cross-cultural comparison.

Table 2 offers a contrastive look at some American and Japanese values.

Such culture-specific contrast alerts us to the need to examine our cultural values and assumptions from the perspective of others. As one studies the dimensions of contrast, one cannot help but marvel at the communication that does take place despite such diversity. Okabe, in drawing upon Japanese observations about some well-known American values, reveals a new perspective to us. For example, the bamboo whisk and octopus pot metaphors refer to a reaching out tendency in the United States as opposed to the drawing inward of the Japanese.

Omote means outside and omote / ura combines both the inside and outside world. In the heterogeneous, egalitarian, sasara-type, doing, pushing culture of the United States, there is no distinction between the omote and the ura aspects of culture. In the hierarchical takotsubo-type, being, pulling culture of Japan, a clear-cut distinction should always be made between the omote and the ura dimensions of culture, the former being public, formal, and conventional, and the latter private, informal, and unconventional. The Japanese tend to conceive of the ura world as being more real, more meaningful.

Interpersonal relationships contrast on the basis of the role of the individual and group interaction. Japanese patterns are characterized by formality and complementary relationships that stress the value of dependence or amae. Amae is the key to understanding Japanese society. The concept of amae underlies the Japanese emphasis on the group over the individual, the acceptance of constituted authority, and the stress on particularistic rather than universalistic relationships. In the homogenous, vertical society of Japan the dominant value is conformity to or identity with the group. The Japanese insist upon the insignificance of the individual. Symmetrical relationships focus on the similarities of individuals; complementary relationships exploit differences in age, sex, role and status. There are many ways in which the Japanese publicly acknowledge a social hierarchy-in the use of language, in seating arrangements at social gatherings, in bowing to one another and hundreds of others. Watch Japanese each other and the principles will become quite apparent. Notice who bows lower, who waits for the other to go first, who apologizes more: (1) younger defers to older; (2) female defers to male;
(3) student defers to teacher; (4); the seller's bow is lower than the buyer's; and (6) in a school club or organization where ranks are fixed, the lower ranked is, of course, subordinate. These features of interpersonal relationships lead to an emphasis on the public self in the
United States and on the private self in Japan, Americans being more open in the demonstration of personal feelings and attitudes than the Japanese.

Let us look to this question in detail.

JAPANESE INTERPERSONAL NORMS

Numerous studies by social scientists of national character or culture have appeared in recent years, initially as a response to the need for knowledge of enemy countries in World War II. Most of these studies have is asked a substantive question: what is the nature of the behavior shared by all, or a majority, of the members of a national society? Once this shared behavior is "discovered," its written description becomes an outline of the national culture of that country. This approach has been extensively criticized on the grounds that the behavior of the members of any complex society is so variable that any attempt to describe the shared items results in superficial generalization. Critics have also pointed out that descriptions of national cultures frequently consist of statements of norms only, and do not denote actual behavior.

At this point in the account of our own research it is necessary to raise questions about the nature of national cultures. However, we shall not attempt to claim that our answer to these will be valid for all members of the Japanese nation. We do claim validity for our own subjects and are also willing to guess that much of what we say will apply to the majority of Japanese men who were socialized in prewar and wartime Japan in families of the middle and upper income brackets. We shall not claim that our subjects necessarily behaved in the manner suggested, for the description itself pertains to norms or principles and not to behavior. In a subsequent section we shall provide a description and analysis of the behavior of our subjects with reference to these norms.

This procedure implies the concept of a "cultural model": essentially a highly generalized description of principles, shared by a large number of people and maintained in the form of personal values. To some degree these principles or norms constitute guides or rules for behavior: sometimes followed literally, sometimes not, but always available as a generalized protocol for use by the individual in finding his way through social relationships and in judging the acts of others.

The first half of the model we shall construct pertains to the patterns of interpersonal relations in the two societies, Japan and
America. We recognize that as representatives of the class of modern industrial nations, these two countries have cultures very similar in many respects. The Japanese are, in fact, often called the "Americans of the
Orient," a phrase referring to their industrious orientation toward life and nature; their interest in mass-cultural pursuits like baseball; and their success with capitalist enterprise in a collectivist world.
Similarities in all these areas are a fact— but it is equally apparent that some significant differences have existed in other aspects of social life in the two countries. Among these differences the norms and patterns of interpersonal behavior are probably the greatest. Thus, while a Japanese and an American may share an interest in baseball which brings them closer together that either one might be to a member of some other nation, the two may differ so widely in their habits of behavior in social situations that communication between them may be seriously impeded.

Studies of Japanese social norms have revealed the following general features: articulate codification of the norms; strong tendencies toward a face-to-face, or "primary group" type of intimacy; an emphasis upon hierarchical status positions; concern for the importance of status; elative permanence of status once established; and "behavioral reserve" or discipline. These will be discussed in order.

articulate codification of rules

During the long Tokugawa period of centralized feudalism, Japanese patterns of interpersonal behavior underwent an elaborate institutionalization. The Shogunate attempted to fix the position of each class with respect to the others and established written rules of behavior for its members. The family system had developed historically along patrilineal lines, and during Tokugawa times such patterns of relations between kin were proclaimed as an official social code. After the Meiji
Restoration, the samurai class in control of the nation maintained these formalized rules and even elevated them to the status of an idealized spiritual expression of the Japanese ethos. The reason for this enhancement of the Tokugawa code after the Restoration lay in the need to preserve and strengthen national discipline and unity as a practical policy in industrialization and other aspects of modernization. Thus, Japan moved into her modern era in possession of a system of rules of social behavior based on feudal and familial principles.

It is necessary to note that this system of codified rules was consistently adhered to in actual behavior by only a minority of the population: the samurai and nobility. The remainder of the population followed the rules in part, or only in "public" situations where the pressure for conformity was strong. In the decades subsequent to the
Restoration a generalized version of the code was adopted by the developing business and official classes, and this is the situation which continues to prevail in Japan today (although since the Occupation a considerable liberalization of social behavior can be found in all classes and groups).
Since the student subjects of-the research project were persons from upper- and middle-class groups socialized in prewar and wartime Japan, we can use the gross aspects of this social code as a backdrop for the interpretation of their behavior. The strength and the influence of this code were enhanced further by the fact that up to the period of the Occupation, no large migration to Japan of Westerners had occurred. In this situation relatively few Japanese were presented with the need to learn the modes of interaction of other societies—particularly the more "open" type of the
Western nations. This isolation was intensified during the militarist- nationalist epoch of the 1930s and 1940s, in which the social code was given renewed emphasis as a counter-measure against liberal trends. The codified norms— on or ascribed obligation; giri or contractual obligation; chu or loyalty to one's superior; ninjo or humane sensibility; and enryo or modesty and reserve in the presence of the superior—were incorporated in the school curriculum as ethical doctrine, and exemplified in a multitude of cultural expressions.

primary associative qualities

An important aspect of Japanese social norms may be described in
Western sociological terms as that of "primary association." Emphasis upon personal qualities, obligations between subordinate and superior, and distinctions based on age or sibling birth-order are features suited to the atmosphere of a small, highly interactive social group, like the family or a feudal manor. It goes without saying that in the modern mass society of
Japan these rules have not always been observed, but the fact is that to an extraordinary degree the Japanese have succeeded in organizing present-day society into small, cell-like groupings, in which highly personalized relationships are governed by an explicit code of behavior. Even in impersonal situations, as in labor organizations, rules of primary associative type have been used at least symbolically as models for interaction and responsibility.

hierarchy

If Japanese social norms present an image of society in the character of a primary group, it is at least a hierarchically organized primary group—one in which there are explicit gradations of status from superior to inferior. The family is ideally organized on patrilineal-patriarchal principles, with the father as dominant, the eldest son superordinate to the younger, and so on. Primogeniture was the law of the land until the
Occupation period, and, even though no longer so, it is still followed in a great many cases.

Japanese business firms, government bureaus, and many universities and schools are organized in ways reminiscent of this familial model; or their organization may be more closely related historically to feudal or lord- vassal principles. In such cases the employee and the employer, chief and underling, or teacher and pupil occupy positions which carry with them defined and ascribed rights and duties, in which the superior generally occupies a paternalistic and authoritarian role. The term sensei means teacher, or mentor, but its wide application to people outside of the teaching profession suggests its connotation of benevolent but stern authority and superiority. Likewise the term oyabun ("parent-status" or
"parent-surrogate"), while strictly appropriate only for certain types of economic groups, is often applied to any highly paternalistic superior.

concern for status

All this would imply, of course, very considerable preoccupation with matters of social status. It is necessary or at least desirable for every
Japanese to know his own status in the interaction situation, since it is in status that one finds the cues for reciprocal behavior. To put this in sociological terms, there exists a very close tie between status and role: the role behavior expected of one in a given status position is clearly defined and there are relatively few permitted alternatives or variations from the pattern (when alternatives are present, they, too, are often very clearly defined). Thus the behavior of a person of a given status in a social relationship, can constitute familiar and unmistakable cues for the appropriate behavior of a person of another status.

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