THE VALUES AMERICANS LIVE BY BYL.ROBERT KOHLS INTRODUCTION MostAmericans would haveadifficulttimetellingyou,specifically,whatthevalues arewhich Americans liveby. Theyhavenevergiven thematteranythought. Even if Americans had considered this question,theywould probably,in theend, decidenottoanswerin terms of adefinitivelistof values. Thereason forthis decision is itself oneveryAmerican value--theirbelief thateveryindividual is so uniquethatthe samelistof values could neverbeapplied toall,oreven most,of theirfellow citizens. Although Americans maythink of themselves as beingmorevaried and unpredictablethan theyactuallyare,itis significantthattheythink theyare. Americans tend tothink theyhavebeen onlyslightlyinfluenced byfamily,church orschools. In the end, each believes, “I personally chosewhich values I wanttolivemyown life by.” Despitethis self-evaluation,aforeign anthropologistcould observeAmericans and producealistof common values which would fitmostAmericans. Thelistof typically American values would stand in sharp contrasttothevalues commonlyheld bythepeople of manyothercountries. We, thestaff of theWashington International Center, havebeen introducing thousands of international visitors tolifein theUnited States formorethan athird of a century. This has caused us totrytolook atAmericans through theeyes of ourvisitors. Wefeel confidentthatthevalues listed in this bookletdescribemost(butnotall) Americans. Furthermore,wecan say thatif theforeign visitorreallyunderstood how deeply ingrained these13values arein Americans, heorshewould then beabletounderstand 95% of American actions --actions which mightotherwiseappearstrange,confusing,or unbelievable when evaluated from the perspective of the foreigner’s own society and its values. Thedifferentbehaviors of apeopleoraculturemakesenseonlywhen seen through thebasicbeliefs, assumptions and values of thatparticulargroup. When you encounteran action,orhearastatementin theUnited States which surprises you,trytoseeitas an expression of oneormoreof thevalues listed in this booklet. Forexample,when you ask Americans fordirections togettoaparticularaddress in theirown city,theymayexplain, in greatdetail,how you can getthereon yourown,butmaynevereven considerwalking twocityblocks with you tolead you totheplace. Someforeign visitors haveinterpreted this sortof action as showing Americans’ “unfriendliness”. We would suggest, instead, thattheself-help concept(valuenumber6on ourlist),is so strongin Americans thatthey firmlybelievethatnoadultwould everwant,even temporarily,tobedependenton another. Also, theirfutureorientation (value8)makes Americans think itis betterto prepareyou tofind otheraddresses on yourown in thefuture. Beforeproceedingtothelistitself,weshould also pointoutthatAmericans seeall of thesevalues as verypositiveones. Theyarenotaware,forexample,thatthepeopleof manyThird World countries view change(value2) negativeorthreatening. In fact,all 13 of these American values are judged by many of the world’s citizens as negative and undesirable. Therefore,itis not enough simplytofamiliarizeyourself with thesevalues. You mustalso, so faras possible,considerthemwithoutthenegativeorderogatory connotation which theymighthaveforyou,based on yourown experienceand cultural identity. Itis importanttostateemphaticallythatourpurposein providingyou with this list of themostimportantAmerican values is nottoconvertyou,theforeign visitor,toour values. We couldn’t achieve that goal even if we wanted to, and we don’twantto. We simplywanttohelp you understand theAmericans with whomyou will berelating --from theirown valuesystemratherthan fromyours. L.RobertKohls, ExecutiveDirector,TheWashington International Center,Washington, D.C.,April 1984 THE VALUES AMERICANS LIVE BY 1. Personal Control OvertheEnvironment Americans nolongerbelievein thepowerof Fate,and theyhavecometolook at people who do as being backward, primitive, or hopelessly naive. To be called “fatalistic” is oneof theworstcriticisms onecan receivein theAmerican context;toan American,it means oneis superstitious and lazy,unwillingtotakeanyinitiativein bringingabout improvements. In theUnited States peopleconsideritnormal and rightthatMan should control Nature,ratherthan theotherwayaround. MoreAmericans find itimpossibletoaccept thattherearesomethings which liebeyond thepowerof humans toachieve. And Americans haveliterallygonetothemoon,becausetheyrefused toacceptearthly limitations. Americans seemtobechallenged,even compelled,todo,byonemeans oranother (and often atgreatcost)whatseven-eighths of theworld is certain cannotbedone. 2. Change In theAmerican mind,changeis seen as an indisputablygood condition. Changeis stronglylinked todevelopment,improvement,progress,and growth. Manyolder,moretraditional cultures considerchangeas adisruptive,destructive force,tobeavoided if atall possible. Instead of change,such societies valuestability, continuity,tradition,and arich and ancientheritage--noneof which arevalued very much in theUnited States. Thesefirsttwovalues --thebelief thatwecan doanythingand thebelief thatany changeis good --togetherwith an American belief in thevirtueof hard work and thebelief thateach individual has aresponsibilitytodothebestheorshecan dohavehelped Americans achieve some great accomplishments. So whether these beliefs are “true” is reallyirrelevant;whatis importantis thatAmericans haveconsidered themtobetrueand haveacted as if theywere,thus, in effect,causingthemtohappen. 3. Timeand its Control Timeis, fortheaverageAmerican,of utmostimportance. Totheforeign visitor, Americans seemtobemoreconcerned with gettingthings accomplished on time(according to apredetermined schedule)than theyarewith developingdeep interpersonal relations. Schedules, fortheAmerican,aremeanttobeplanned and then followed in thesmallest detail. Itmay seemtoyou thatmostAmericans arecompletelycontrolled bythelittle machines theywearon theirwrists, cuttingtheirdiscussions off abruptlytomakeittotheir nextappointmenton time. Americans’ language is filled with references to time, giving a clearindication of how much it is valued. Time is something to be “on,” to be “kept,” “filled,” “saved,” “used,” “spent,” “wasted,” “lost,” “gained,” “planned,” “given,” “made the most of,” even “killed.” 2 Theinternational visitorsoon learns thatitis considered veryrudetobelate--even by10minutes --foran appointmentin theUnited States. (Wheneveritis absolutely impossibletobeon time,you should phoneahead and tell theperson you havebeen unavoidablydetained and will beahalf hour--orwhatever--late.) Timeis so valued in America,becausebyconsideringtimetobeimportantonecan clearly accomplish more than if one “wastes” time and does not keep busy. This philosophyhas proven its worth. Ithas enabled Americans tobeextremelyproductive, and productivityitself is highlyvalued in theUnited States. ManyAmerican proverbs stress thevaluein guardingourtime,usingitwisely,settingand workingtoward specific goals, and even expendingourtimeand energytodayso thatthefruits of ourlabormaybe enjoyed at a later time. (This latter concept is called “delayed gratification.”) 4. Equality/Egalitarianism Equalityis, forAmericans, oneof theirmostcherished values. This conceptis so importantforAmericans thattheyhaveeven given itareligious basis. Theysay all people have been “created equal.” Most Americans believe that God views all humans alike withoutregard tointelligence,physical condition oreconomicstatus. In secularterms this belief is translated intotheassertion thatall peoplehavean equal opportunitytosucceed in life. Americans differin opinion abouthow tomakethis ideal intoareality. Yetvirtually all agreethatequalityis an importantcivicand social goal. Theequalityconceptoften makes Americans seemstrangetoforeign visitors. Seven-eighths of theworld feels quitedifferently. Tothem,rank and status and authorityareseen as much moredesirableconsiderations --even if they personallyhappen to find themselves nearthebottomof thesocial order. Class and authorityseemtogive peoplein thoseothersocieties asenseof securityand certainty. PeopleoutsidetheUnited States consideritreassuringtoknow,frombirth, who theyareand wheretheyfitintothe complex system called “society.” Manyhighly-placed foreign visitors totheUnited States areinsulted bytheway theyaretreated byservicepersonnel (such as waiters in restaurants, clerks in stores, taxi drivers, etc.) Americans havean aversion totreatingpeopleof high position in a deferential manner,and conversely,often treatlowerclass peopleas if theywerevery important. Newcomers totheUnited States should realizethatnoinsultorpersonal indignityis intended bythis lack of deferencetorank orposition in society. Aforeigner should be prepared to be considered “just like anybody else” while in the country. 5. Individualismand Privacy Theindividualismwhich has been developed in thewestern world sincethe Renaissance,beginning in thelate15th century,has taken its mostexaggerated formin 20th centuryUnited States. Here,each individual is seen as completelyand marvelously unique,thatis, totallydifferentfromall otherindividuals and,therefore,particularly precious and wonderful. Americans think theyaremoreindividualisticin theirthoughts and actions than,in fact,theyare. Theyresistbeingthoughtof as representatives of ahomogeneous group, whateverthegroup. Theymay,and do,join groups --in factmany groups --butsomehow believe they’re just a little unique, just a little special, from other members of the same group. And theytend toleavegroups as easilyas theyenterthem. Privacy,theultimateresultof individualismis perhaps even moredifficultforthe foreigner to comprehend. The word “privacy” does not even exist in many languages. If it does, itis likelytohaveastronglynegativeconnotation,suggestingloneliness orisolation fromthegroup. In theUnited States, privacyis notonly seen as averypositivecondition, butitis also viewed as arequirementwhich all humans would find equallynecessary, desirableand satisfying. Itis notuncommon forAmericans tosay --and believe--such 3 statements as “If I don’t have at least half an houradaytomyself,I will gostark raving mad!” Individualism,as itexists in theUnited States, does mean that you will find amuch greatervarietyof opinions (alongwith theabsolutefreedomtoexpress themanywhereand anytime)here. Yet,in spiteof this widerangeof personal opinion,almostall Americans will ultimatelyvoteforoneof thetwomajorpolitical parties. This is whatwas meantby thestatementmadeearlierthatAmericans takepridein creditingthemselves with claiming moreindividualismthan,in fact,theyreallyhave. 6. Self-Help Concept In theUnited States, aperson can takecreditonlyforwhatheorshehas accomplished byhimself orherself. Americans getnocreditwhatsoeverforhavingbeen born intoarich family. (In the United States, that would be considered “an accident of birth.”) Americans pride themselves in having been born poor and, through their own sacrificeand hard work,havingclimbed thedifficultladderof success towhateverlevel theyhaveachieved --all by themselves. TheAmerican social systemhas, of course,madeit possibleforAmericans tomove,relativelyeasily,up thesocial ladder. Takealook in an English-languagedictionaryatthecompositewords thathavethe word “self” as a prefix. In theaveragedesk dictionary,therewill bemorethan 100such words, words likeself-confidence,self-conscious, self-contented,self-control,self-criticism, self-deception,self-defeating,self-denial,self-discipline,self-esteem,self-expression,self- importance,self-improvement,self-interest,self-reliance,self-respect,self-restraint,self- sacrifice--thelistgoes on and on. Theequivalentof thesewords cannotbefound in most otherlanguages. This listis perhaps thebest indication of how seriouslyAmericans take doing things for one’s self. The “self-made man or woman” is still very much the ideal in 20th-centuryAmerica. 7. Competition and FreeEnterprise Americans believethatcompetition brings outthebestin anyindividual. They assertthatitchallenges orforces each person toproducetheverybestthatis humanly possible. Consequently,theforeign visitorwill seecompetition beingfostered in the American homeand in theAmerican classroom,even on theyoungestagelevels. Very youngchildren ,forinstance,areencouraged toanswerquestions forwhich their classmates donotknow theanswers. You mayfind thecompetitivevaluedisagreeable,especiallyif you comefroma societywhich promotes cooperation ratherthan competition. ButmanyU.S.PeaceCorps volunteers teachingin Third World countries found thelack of competitiveness in a classroomsituation equallydistressing. Theysoon learned thatwhattheyhad thoughtto beoneof theuniversal human characteristics represented onlyapeculiarlyAmerican (or Western)value. Americans, valuingcompetition,havedevised an economicsystemtogowith it-- freeenterprise. Americans feel verystronglythatahighlycompetitiveeconomywill bring outthebest in its peopleand ultimately,thatthesocietywhich fosters competition will progress mostrapidly. If you look forit,you will seeevidencein all areas --even in fields as diverseas medicine,thearts, education,and sports --thatfreeenterpriseis theapproach mostoften preferred in America. 8. FutureOrientation Valuingthefutureand theimprovements Americans aresurethefuturewill bring means thattheydevaluethepastand are,toalargeextent,unconscious of thepresent. Even ahappypresentgoes largelyunnoticed because,happyas itmaybe,Americans have traditionallybeen hopeful thatthefuturewould bringeven greaterhappiness. Almostall energyis directed toward realizingthatbetterfuture. Atbest,thepresentcondition is seen 4 as preparatorytoalaterand greaterevent,which will eventuallyculminatein something even moreworthwhile. SinceAmericans havebeen taught(in value#1)tobelievethatMan,and notFate, can and should betheonewhocontrols theenvironment,this has madethemverygood at planningand executingshort-termprojects. This ability,in turn,has caused Americans to beinvited toall corners of theearth toplan and achievethemiracles which theirgoal- settingcan produce. If you comefromaculturesuch as thosein thetraditional Moslemworld,where talkingaboutoractivelyplanningthefutureis felttobefutile,even sinful,activity,you will havenotonlyphilosophical problems with this veryAmerican characteristicbutreligious objections as well. Yetitis somethingyou will havetolearn tolivewith,forall around you Americans will belookingtoward thefutureand whatitwill bring. 9. Action/Work Orientation “Don’t just stand there,” goes a typical bit of American advice, “do something!” This expression is normallyused in acrisis situation,yet,in asense,itdescribes most Americans’ entire waking life, where action --anyaction --is seen tobesuperiorto inaction. Americans routinelyplan and schedulean extremelyactiveday. Anyrelaxation mustbelimited in time,pre-planned, and aimed at “recreating” their ability to work harderand moreproductivelyoncetherecreation is over. Americans believeleisure activities should assume a relatively small portion of one’s total life. Peoplethink thatitis “sinful” to “waste one’s time,” “to sit around doing nothing,” or just to “daydream.” Such a “no nonsense” attitude toward life has created many people who have come to be known as “workaholics,” or people who are addicted totheirwork,whothink constantlyabouttheirjobs and whoarefrustrated if theyarekeptawayfromthem,even duringtheireveninghours and weekends. Theworkaholicsyndrome,in turn,causes Americans toidentifythemselves wholly with theirprofessions. Thefirstquestion oneAmerican will ask anotherAmerican when meeting for the first time is related to his or her work: “What do you do?,” “Where do you work?,” or “Who (what company) are you with?” And when such aperson finallygoes on vacation,even thevacation will becarefully planned,verybusy and active. Americamaybeoneof thefew countries in theworld whereitseems reasonableto speak about the “dignity of human labor,” meaning by that, hard, physical labor. In America,even corporation presidents will engagein physical laborfromtimetotimeand gain,ratherthan lose,respectfromothers forsuch action. 10. Informality If you comefromamoreformal society,you will likelyfind Americans tobe extremelyinformal,and you will probablyfeel,even disrespectful of thosein authority. Americans areoneof themostinformal and casual peoplein theworld,even when compared totheirnearrelative--theWestern European. As oneexampleof this informality,American bosses often urgetheiremployees to call thembytheirfirstnames and even feel uncomfortableif theyarecalled bythetitle “Mr.” or “Mrs.” Dress is anotherareawhereAmerican informalitywill bemostnoticeable,perhaps even shocking. Onecan gotoasymphonyperformance,forexample,in anylarge American citynowadays and find somepeoplein theaudiencedressed in bluejeans and tieless,short-sleeved shirts. 5 Informality is also apparent in Americans’ greetings. The more formal “How are you?” has largely been replaced with an informal “Hi.” This is as likely to be used to one’s superior as to one’s best friend. If you areahighlyplaced official in yourown country,you will probably,atfirst, find such informalitytobeveryunsettling. Americans, on theotherhand,would consider such informalityas acompliment! Certainlyitis notintended as an insultand should not betaken as such. 11. Directness,Openness and Honesty Manyothercountries havedeveloped subtle,sometimes highlyritualistic, ways of informingotherpeopleof unpleasantinformation. Americans, however,havealways preferred thedirectapproach. Theyarelikelytobecompletelyhonestin deliveringtheir negativeevaluations. If you comefromasocietywhich uses theindirectmannerof conveying bad news or uncomplimentary evaluations, you will be shocked at Americans’ bluntness. If you comefromacountrywheresavingfaceis important,beassured that Americans arenottryingtomakeyou losefacewith theirdirectness. Itis importantto realizethatan American would not,in such cases, loseface. Theburden of adjustment,in all cases whileyou arein this country,will beon you. Thereis nowaytosoften theblow of such directness and openness if you arenotused to itexcepttotell you thattherules have changed whileyou arehere. Indeed,Americans aretryingtourgetheirfellow countrymen to becomeeven more open and direct. The large number of “assertiveness” training courses which appeared in theUnited States in thelate1970s reflects such acommitment. Americans consideranythingotherthan themostdirectand open approach tobe dishonestand insincereand will quicklyloseconfidencein and distrustforanyonewho hints atwhatis intended ratherthan sayingitoutright. Anyonewho,in theUnited States, chooses tousean intermediarytodeliverthemessagewill also beconsidered manipulative and untrustworthy. 12. Practicalityand Efficiency Americans haveareputation of beingan extremelyrealistic,practical and efficient people. Thepractical consideration is likelytobegiven highestpriorityin makingany importantdecision in theUnited States. Americans pridethemselves in notbeingvery philosophicallyortheoreticallyoriented. If Americans would even admittohavinga philosophy,itwould probablybethatof pragmatism. Will it make any money? Will it “pay its own way?” What can I gain from this activity? Thesearethekinds of questions which Americans arelikelytoask in their practical pursuit,notsuch questions as: Is itaestheticallypleasing? Will itbeenjoyable?, orWill itadvancethecauseof knowledge? This practical,pragmaticorientation has caused Americans tocontributemore inventions totheworld than anyothercountryin human history. Theloveof “practicality” has also caused Americans to view some professions more favorably than others. Managementand economics, forexample,aremuch morepopularin theUnited States than philosophyoranthropology,law and medicinemorevalued than thearts. Anotherwayin which this favoringof thepractical makes itself feltin theUnited Sates, is a belittling of “emotional” and “subjective” evaluations in favor of “rational” and “objective” assessments. Americans trytoavoid beingtoosentimental in makingtheir decisions. They judge every situation “on its merits.” The popular American “trial-and- error” approach to problem-solvingalso reflects thepractical. This approach suggests listingseveral possiblesolutions toanygiven problem,then tryingthemout,one-by-one,to seewhich is mosteffective. 13. Materialism/Acquisitions 6 Foreigners generallyconsiderAmericans much morematerialisticthan Americans arelikelytoconsiderthemselves. Americans would liketothink thattheirmaterial objects arejustthenatural benefits which always resultfromhard work and serious intent--a reward,theythink,which all peoplecould enjoyweretheyas industrious and hard- workingas Americans. Butbyanystandard,Americans arematerialistic. This means thattheyvalueand collectmorematerial objects than mostpeoplewould everdreamof owning. Italso means theygivehigherprioritytoobtaining,maintainingand protectingtheirmaterial objects than theydoin developingand enjoyinginterpersonal relationships. Themodern American typicallyowns:  oneormorecolortelevision sets,  an electrichairdryer,  an electroniccalculator,  ataperecorderand arecord player,  aclothes-washerand dryer,  avacuumcleaner,  apowered lawn mower(forcuttinggrass),  arefrigerator,astoveand adish-washer,  oneormoreautomobiles,  and atelephone. Manyalso own apersonal computer. SinceAmericans valuenewness and innovation, theysell orthrow awaytheir possessions frequentlyand replacethemwith newerones. Acarmaybekeptforonlytwo orthreeyears, ahouseforfiveorsixbeforetradingitin foranotherone. Summary Now thatwehavediscussed each of these13values separately,if all toobriefly,let us look atthemin listform(on theleft)and then considerthempaired with the counterpartvalues fromamoretraditional country(on theright): U.S.Values Some Other Country’s Values Personal Control overtheEnvironment Fate Change Tradition Timeand Its Control Human Interaction Equality Hierarchy/Rank/Status Individualism/Privacy Group’s Welfare Self-Help BirthrightInheritance Competition Cooperation FutureOrientation PastOrientation Action/Work Orientation “Being” Orientation Informality Formality Directness/Openness/Honesty Indirectness/Ritual/”Face” Practicality/Efficiency Idealism Materialism/Acquisitiveness Spiritualism/Detachment Meridian HouseInternational 1984 Which listmorenearlyrepresents thevalues of yournativecountry? 7 Application Beforeleavingthis discussion of thevalues Americans liveby,considerhow knowledgeof thesevalues explains manythings aboutAmericans. Onecan,forexample,see America’s impressive record of scientific and technological achievementas anatural resultof several of these13values. Firstof all,itwas necessarytobelieve(1)thesethings could beachieved,thatMan does nothavetosimplysitand waitforFatetobestow themornotbestow them,and that Man does havecontrol overhis own environment,if heis willingtotakeit. Othervalues which havecontributed tothis record of achievementinclude(2)an expectation of positive results tocomefromchange(and theacceptanceof an ever-fasterrateof changeas “normal!”; (3) the necessity to schedule and plan one’s time; (6) the self-help concept;(7) competition;(8)futureorientation;(9)action work orientation;(12)practicality;and (13) materialism. You can dothesamesortof exerciseas you considerotheraspects of American societyand analyzethemtoseewhich of the13values described in this bookletapply. Byusingthis approach you will soon begin tounderstand Americans and their actions. And as you come to understand them, they will seem less “strange” than they did atfirst. 8