Philip Morris
Development of A Yams Value System, A Discussion
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- MARKETING RESEARCH PMAI/CENTRAL FILES
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- Bond, M.
- Farley
- Hofstede, G.
- Kahn
- Kuan
- Lau
- Lee, K.Y.
- Li, K.
- Maslow
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- Schwartz, S.
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- Yang, K.
- Yinyang
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- 2504025974/2504026021/Regional 930000 Mlb Image Study ( Yams) - II
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- Hong Kong Society
- Hong Kong Yams
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- 2504025979/5995
Related Documents: - Date Loaded
- 05 Jun 1998
- UCSF Legacy ID
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a
There is however a surprising lack of tolerance in Asia,for anyone who is
different. While some individual rights are respected such as the freedoms
discussed, in a society where achievement and reward are ernphasised, many find
it difficult to conceptualise that fundamental rights should exist for doing nothing.
In this regard, many Chinese see rights as a priveledge and a reward for
conformity to community standards (witness the lack of tolerance of mental
illness).
Personal Macy and Fatalism
Jn traditional agrarian societies characterised by relative scarcity, a fatalistic
outlook on life and a general lack of any belief in one's ability to change one's
environemnt and lifestyle are common. Indeed in traditional China and most of
Asia, many lived a rather naiserable existence.
Under Confucian ideology while there was some opportunity for upward mobility
through the ability of tlte state to provide everyone access to possible self
improvement through "education", the open and dynamic socio-economic
opportunities of Hong Kong, Taiwan and Singapore (as well as those in Korea
and Japan for that matter) have tended_ to reduce the dependence on fate
especially among the young, This is not to say that many people do not belive in
luck, except hat more than ever, more are inclined to attribute economic success
to individualistic variables such as hardwork and foresight as opposed to fate,
although the Confucian ethic is also a key factor.
This Is of course related to self-determination, which is divided between
economics and politics. There is no doubt that modern Asians desire economic
self-determination but until recently there would appear to have been very little
motivation for political efficacy.
There is some debate over whether this apathy towards politics is a function of a
general inaccessibility to government or a general demonstration of a preference
for conflict aversion and desire for a collective society (non-rock-the-boat-ism). As
was noted earlier, economic success has promoted soical stability in this way as
people have tolerated politics as there standards of living has impoved (as long as
it was not too intrusive). Recent disputes in China related to the economic
slowdown, show that political demonstration and frustration at a lack of personal
efficacy can emerge under conditions of relative hardship.
However, in modern Asia it is clear that the predominat desire is economic
stability, and it is often as not, that democratically elected governments have
looted and the autocrats who have broght peace, prosperity and equality. This is
why undesirable (in Western terms) governments have remained stable and are
likely to remain so.
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Traditional Relationships
Of aJ_1 the relationships that exist in Chinese and other societies it is the family.
Traditionally for the Confucian Chinese, the basic social virtue of filial piety (love
and respect for parents) was fundamental to a stable hierachial order becasue it
was considered the right attitude to authority. As a result "instant, exact and
complete obedience" is the ideal and is reflected in conformity of society as well
as within the family.
For the Chinese, familism is a key value and while the concept of the extended
family may be changing there remains a commitment to kinship relation.5 and the
maintenance of a stable and happy family environment. This family unit is self-
supporting and resources are often shared. Tbis entails looking after parents when
they are older, or others when they are in need etc.
In many ways, this inward looking dependence on the family unit is a very natural
consequence of traditional Asian lifestyles, Indeed, "blood is thicker than water" is
especially tnte among societies with relatively low goegraphical mobility and the
absence of any government sponsored social support.
TTIL RESULTING VALUE SYSTEM
As a consequence of this review, two resulting value system dynamics were
developed for the Chinese society in Hong Kong - one for the general society as a
whole and then the other for the YAMS group which clearly emphasised less
traditional values related to personal restraint and balance (such as Yinyang),
remained politically ambivalent and yet sought stability and were clearly caught
up in the Hong Kong "money culture".
From this review the main dimensions of this value sytem were defined to be:
Power Attitudes Despite domestic politics becoming more accessible,
political power remains the domain of a priviledged
few. Chinese deference to power systems and
hierachial structure remains it is just that in Hong
Kong economic power may be more real than political
power. With 1997 approaching power attitudes are
changing (political efficacy vs apathy)
Collectivism This reflects many traditional Chinese values including
the concept of face and conflict uncertainty/avoidance.
This also incorporates Schwartz's Chinese value of
societal harmony as well as dimensions related to
popularity, acceptance and personal attributes.
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Traditional Relationships This includes the natural Chinese value of maintaining
tight kinship ties as well as values related to
friendship. Many also retain traditional views over
family structures, the role of male provider etc
Personal Wellbeing/ An important concept for many Chinese, this is not so
much a concern among younger YAMS although many
do not view the world in terms of spiritualistic
dimensions. Values related to Schwartz's concept of
virtues interpersonal behaviour also appear such as
helpfulness, honest, reliable etc.
Acheivement/Prosperity
Self-Direction
As discussed earlier, the "money culture" that pervades
Hong Kong society is well established as is the key
motivation to move ahead, accumulate wealth be
successful etc,
As discussed personal freedom is important to people
in Hong Kong and probably more important to
YAMS, Related to this is the desire for success and
the independence in lifestyle this brings.
Hedonism A result of Hong Kong's economic miracle life is now
comfortable and people like to enjoy their wealth.
While leisure time is valuable, work and family still
dominate the Hong Kong scene but may like to enjoy
the company of their friends and have a good time.
This value system will be used throughout this project. Overall, the key differences
between Hong Kong and a modern Chinese society such as that which exists in
the PRC are therefore clear and fundamental:
Its high degree of modernisation, industrialisation and urbanisation
(environment) as well as high degree of personal and individual autonomy;
its dominance by market forces and laissez-faire philosophies;
the erosion of tradition and adapted changes in family structures;
the lack of a moralising and controlling economic and political elite;
the high-standard of living and international influence;
the rapidity of social change and its political and economic dependence
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With regards to the YAMS group, while their value system is comprised of the
same basic "value dimensions", the main difference is the extent to which the
more tradit{onal eagaliatriata values are supported among the Hong Kong YAMS.
With no institutionalised and powerful custodians of the Confucian enthic (outside
the family), there is not the single minded pursuit of such values. Confucian and
traditional values do however remain mainly due to social customs and family
socialisation according to Lau and Khan (1988) but only in some areas. YAMS
are also more fun oriented but not so concerned about their own spirituality or
politics. Key materialist value motivations strong however.
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