Etic Approach
Definition
Etic Approach
The etic approach involves studying behaviour from an outside perspective, using standardized methods to compare cultures.
Key Features
- Standardization: Uses uniform procedures and tools across cultures.
- Objectivity: Researchers remain detached, minimizing bias from their own culture.
- Comparative Analysis: Focuses on cross-cultural similarities and differences.
Example
- Hofstede's Cultural Dimensions are an example of an etic approach, by using them as universal standards to compare cultures.
Strengths
- Identifies Universals: Helps uncover behaviours that are consistent across cultures.
- Broad Comparisons: Facilitates comparisons between cultures using standardized methods.
- Generalizability: Findings can be applied to a wider population.
Weaknesses
- Ethnocentrism: Researchers may impose their own cultural norms on other cultures.
- Misinterpretation: Behaviours may be misunderstood without cultural context.
- Lack of Depth: Focuses on surface-level similarities , missing cultural nuances.
Example
Berry (1967) - Conformity Study
Aim : To investigate conformity across cultures.
Method : Participants from individualistic (e.g., Canada) and collectivistic (e.g., Temne in Sierra Leone) cultures completed a line judgment task.
Findings : Collectivistic cultures showed higher conformity.
Conclusion : Cultural dimensions influence behaviour, but the method was standardized across cultures.
Common Mistake
Avoid assuming etic studies are culture-free. All research carries cultural assumptions.
Self review
- Distinguish between the emic and etic approach.
- What research methods would someone use when using an etic approach?
