3. Time orientation

The cultural differences in valuing time (Kluckhohn & Strodtbeck, 1961; Hall, 1983) have a significant influence on intercultural communication. In the Western monochromic time system, people and human relations are time dependent. People follow procedures and undertake only one task at any time, for example, they interact only with one or a few individuals at one time. They believe time is a commodity and that interruptions are not acceptable. For example, Euroamericans focus their attention first on one thing and then move on to something else. In a polychronic time system (Spanish-speaking cultures in Central and South America, Eastern cultures), human relations do not depend on time. Although people do several things at the same time, they always have time to talk to friends and relatives. They believe appointments can be broken and deadlines do not have to be met. Families and friends are more important to them.

Western societies perceive time in linear–spatial terms; they believe there is a past, a present, and a future. Societies that are past-oriented (Eastern societies, China, Great Britain, Native Americans) focus on the wisdom of older generations, worship ancestors and have strong family traditions. Traditions and the past guide their conversations and decision-making. Experiences are understood only by reference to past traditions. They also attach relatively small importance to time schedules and punctuality. They perceive time as circular rather than linear (e.g., Indonesian) or limitless. Presentoriented societies (Philippines and many Central and South American countries) treat the present and current experiences as most important. People take pleasures in conversations with friends. Future-oriented societies (Euroamericans) believe that tomorrow is in their own hands. They are project-oriented, make long-term plans, and sacrifice current pleasures for the sake of the future. They do not have much time for families and friends.