Page 508 - Cultures and Organizations

The Evolution of Cultures 473

Cultural Convergence and Divergence
Research about the development of cultural values has shown repeatedly
that there is little evidence of international convergence over time, except
an increase of individualism for countries having become wealthier. Value
differences among nations described by authors centuries ago are still pres-
ent today, in spite of continued close contacts. For the next few hundred
years at least, and probably for millennia afterward, countries will remain
culturally diverse.
Not only will cultural diversity among countries remain with us,
but also it looks as if differences within countries are increasing. Ethnic
groups arrive at a new consciousness of their identity and ask for a politi-
cal recognition of this fact. Of course, these ethnic differences have been
there for generations. What has changed is the intensity of contact among

groups, which has confirmed group members in their own identities. Also,
the spread of information (by international media) regarding how people
live elsewhere in the world has affected minorities, who compare their
situations with the lives of others whom they suppose to be better off.
World news media also spread information about suffering and strife much
wider than ever before. “Ethnic cleansing,” uprisings, and violent repres-
sion are not new inventions, but in the past relatively few people beyond
those directly involved would know about them; now they are visible on
TV screens around the world. This broad dissemination has the effect
of increasing anxiety, particularly in uncertainty- avoiding cultures. Our
sense of morality is awakened to the fate of other groups than our own. It
is not a call for becoming culturally alike, but it is a call for collaboration.
Humans urgently need to become better able to collaborate across differ-
ent moral circles while tolerating symbolic differences among them. For
the longer term, evolutionary thinking provides hope in this respect. Since

technology is continually lowering the costs of collaboration and increas-
ing those of conflict, there is selective pressure toward peaceful coexistence

of moral circles. The way ahead, however, is difficult, and the potential cost

of conflict requires responsible behavior by us all.
The Future of Culture

The combination “cultural evolution” is so little used that a popular text
processor underlines the second word and suggests “cultural revolution”

as an alternative. This example, ironic as it is, flashes on the urgent need