Table Of ContentTHE 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.”
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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
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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
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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.
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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
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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?
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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.
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