In 1983, E. Hall introduced a framework of Monochronic vs Polychronic cultures, which refers to the ways in which people organise their time.
Monochrony is consistent with linear time perception. Time is measurable and almost physical: it can be distributed, saved, given and wasted. Monochronic cultures tend to follow schedules, and are more comfortable performing one activity at a time. All arrangements have to be done timely and efficiently. For example, people gather at a meeting right on time. Coming much earlier isn't common, and showing up late is simply rude. The so-called Swiss precision, German punctuality and North American result-orientation are some examples.
Polychronic cultures focus on the quality of time rather than on its quantity. Quality refers to relationships, communication and the results of activities - often, multiple at once. Precise planning isn't common, and 'delays' are expected. Arriving 'late' is the norm, whereas turning up too 'early' is considered rude.
*When Monochronic and Polychronic cultures met at a bar.*
It was a lovely sunny afternoon in Dominican Republic. I sat at a beachfront bar sipping my juice. The waitress waltzed around the bar, took orders, chatted with customers, giggled with the barman, and whistled to the reggae tunes of the background music.
At the table next to me, sat a family from the USA. They ordered their drinks and settled in to their idyllic surroundings, until, after 20 minutes of waiting, the group started to lose patience. 30 minutes passed and the voices of complaints got louder. After 40 minutes, the tension had reached its peak, when the waitress finally emerged with a tray of long anticipated drinks.
What's the relevance?
Understanding the differences in time perception across cultures will help you drastically improve your cross-cultural competency and communications.
Politeness
The attitude to time is reflected in etiquette.
Say, you're invited to a dinner that starts at 7 p.m. Will you arrive at 7:00 sharp, earlier or later?
In Japan, guests will most likely come 20 minutes earlier to demonstrate their respect to the host. In contrast, in some Latin countries, the time lag between the stated time and the actual start of the event may exceed 30 minutes. And in India it can reach an incredible 2 hours!
Marketing
When marketing internationally or cross-culturally, the message should be tailored to the vision and values of the target audience. For instance, a *linear culture* would appreciate the durability of the product, a *cyclical culture* would value its performance, and a *procedural* one would pay attention to its qualities and usage experience.
Work organisation
A *monochronic* mind may find cooperation with *polychronic* cultures stressful, and complain of their 'dispersed attention' and seeming 'nonchalance' towards schedules. And vice versa, a *polychronic* person may struggle to adhere to a strict and well-planned *monochronic* approach to tasks.
Author: Amina Rakhmankulova
References
Hall, E.T. (1983). The Dance of Life, The Other Dimension of Time, New York: Doubleday
Lewis, R. D. (1996). When cultures collide: Managing successfully across cultures. London: N. Brealey Pub.
Morphy, H. (1999). Australian Aboriginal Concepts of Time. 265.
Verluyten, S. (2012). Intercultural Skills for International Business and International Relations. Leuven, Belgium: Acco.
