Cultural Differences
Saturday, January 8, 2011
The difference in Western culture and Asian culture plays a huge role in depicting how models are viewed. The definition of Western culture according to a web article describes, “Western culture is a body of knowledge derived from reason. This foundation of reason has made possible a vast accumulation of understanding related to reality or nature, including human nature. This understanding is represented in several core ideals and values, which include individualism, happiness, rights, capitalism, science and technology. Western culture can also be referred to as advanced culture; this is because its ideas and values promote the development and sustainment of advanced civilization." As people became more conscious of a personal identity (individuation), they developed and accepted individualism, that radical idea that the individual is to be valued. While this process occurred around the world in metropolitan cultures, individualism became a dominant value only in the West. Thus, in Western values, individualism and rights are important values for each individual as it represents an identity – usually independent, self-sufficiency and have a mind of her or his own. A person with this identity often has an aura of power and confidence. Hence, this explains the frequent portrayal of Caucasian models in fashion related photography.
Asian culture and values is originated in Confucianism. Humaneness, filial piety, integrity, modesty and education are some of the significant factors of Confucian theory. Unlike Western culture – values individualism, Asian culture emphasis on collectivism. Asians view the society as a whole and put the states above themselves. Family and mutual respect are also very important in Asian culture. Asian values are a set of ideals which include an emphasis on the community rather than individual, the privileging of social order and harmony over individual freedom, an insistence on hard work, a particular emphasis on saving and thriftiness, a respect for political leadership, a belief that government and business need not necessarily be natural adversaries, and an emphasis on family loyalty. Having the understanding of Asian culture in mind, Asian models were thus being portrayed widely in lifestyle ads and family scene related ads.
