article on cultural values
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Cultural value was assessed by disaggregating it into five components: aesthetic, social, symbolic, spiritual and educational value. As a test of H2, the symbolic and spiritual components were specified as value to the individual himself or herself, and value to others or to society in general. The respondent’s valuation against each cultural value component was measured using Likert-scale methodology to generate numerical ratings of value calibrated on a scale of 1–10 (low to high value).9 Following the standard procedures of this methodology, respondents were asked to indicate their agreement or disagreement with a series of statements, each of which related to one of the dimensions of cultural value specified. Constraints on respondents’ time, their capacity to understand complex statements, and the potential for rapid onset of fatigue placed a limit on the number and detail of the statements that could be included.10 Moreover the translation of theoretical concepts of cultural value into simple statements that captured the essence of each dimension clearly and without ambiguity was a difficult task. Nevertheless a series of intensive pre-survey focus groups followed by pilot testing of the questionnaire enabled refinement of the statements to meet these challenges as effectively as possible.
The statements made about each painting are shown in Table 4.1, together with the particular dimension of cultural value that each was designed to assess. The interpretation of these statements is as follows.
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4 Common Cultural Values In Our Society
Being vs. Doing. ...
Humane Orientation. A culture that values humane orientation emphasizes the importance of viewing others humanely; this includes promoting empathy, altruistic behaviors, and harmony among different races, cultures, and religions. ...
Indulgence vs. Restraint. ...
Individualism vs. Collection
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