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Philip Morris

Development of A Yams Value System, A Discussion

Date: Nov 1993 (est.)
Length: 16 pages
2504025980-2504025995
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Type
REPT, REPORT, OTHER
Attachment
2504025979/2504025995
Area
MARKETING RESEARCH PMAI/CENTRAL FILES
Site
A17
Named Person
Bond, M.
Farley
Hofstede, G.
Kahn
Kuan
Lau
Lee, K.Y.
Li, K.
Maslow
Pearson
Redding
Rokeach
Schwartz, S.
Wong
Yang, K.
Yinyang
Zanna, M.
Zhigang
Request
Stmn/R1-093
Document File
2504025974/2504026021/Regional 930000 Mlb Image Study ( Yams) - II
Named Organization
Academic Press
Chinese Society
Guttman Lingoes
Hong Kong Chinese Univ
Hong Kong Oxford Univ Press
Hong Kong Society
Hong Kong Yams
Legislative Council
Yams Group
Litigation
Stmn/Produced
Characteristic
DRFT, DRAFT
MARG, MARGINALIA
Master ID
2504025979/5995
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Date Loaded
05 Jun 1998
UCSF Legacy ID
tqq19e00

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Page 11: tqq19e00 Log in for more options!
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. ctd agt
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a 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. E1zd asz
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I 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 O7d agZ
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I 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. ~ n I ~ya~~~taCf~s~~ 0.. W4 $a. S'td s9't
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g Adapted Hong Kong Value System Reco~oulstatus I'ol~ical AlmthY F.ducatbu Iwlxrrtaut RwpW Autbar;ty Goat Ariented S©d 5sT Interna t knalirrmmwSecgt
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a Adapted YAMS Value System Rtzpmt Authority PoatJsal Apathy Non=CWh'mtatioruzl Social order Status Quo qrim"tlon 1'opllattty 1t71t10rtatx Fumily Catuzuitn>nlt Ycrso{+at ttelatx,uslslpK (mmr rio geJ rr lfclch Ut1 rm) Malu YrOv{dcr ltcioufa Tmswrtunt Personai well heimg Hedonism ~ R ~~ 1 Relaxstlon Value 1'era0nw 11e1tEW Eqjoy c~.ood t6tv.x t . Vah,c Rocomktavstatus Ed"loa Important Gagl Oriemtad Aihtwu~es Co]kctivist ZYnditional Relaxi4nships Achievement Orientation Prosperity ncgire s,x:cess dc Pmtitue MoneyFoctii rpnandal sfAmcity 0,+M sw;ow Independence c'0d 69x

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