Introduction
Cultural narratives are as diverse as people all around the world. Same ideas and inclinations can receive drastically different connotations. What in some societies may be seen as appropriate and expected, in others can be interpreted as completely alien and out of place. This is especially true of the Western cultural narratives, which do not hold universal appeal to everyone. Understanding the premises of Western societies is essential in ascertaining which people do not fit these narratives.
The Concept of Current Western Cultural Narrative
Before delving into the specifics of the common Western themes, it is important to understand what is meant by a cultural narrative in the first place. Initially, a narrative is a story told in a certain manner by an individual or a group of people (Sarkar and Kotler). Considering the effect storytelling has on people, it should be evident that they are easily influenced by collective ideas born within fiction. The more individuals are involved in the distribution of such stories, the larger societies they form. At some point, the combination of narratives and their conveyors creates a culture. Therefore, a cultural narrative is a set of beliefs, ideas, and stories, which constitute a particular society.
Contemporary cultural narratives of the Western world are well-known. For instance, the United States follows a set of ideas known as the American Dream. It is the central cultural narrative on which the foundation of the American society is built (Sarkar and Kotler). Generally, it means living a free life with extensive opportunities for success and prosperity. Recently, another narrative was propagated by Donald Trump, which is “Make America Great Again” (Sarkar and Kotler). It builds upon the American fear of being oppressed and losing power. Overall, the cultural narratives of Western societies attract people who value their freedom, status, and wealth.
Fitting Criteria
When the matter of the Western culture is concerned, certain defining characteristics are usually addressed. A well-known classification by Hofstede distinguishes these societies as highly individualistic. Moreover, Lim argues that excessive emphasis on the interests of an individual leads to high emotional arousal, such as excitement, enthusiasm, delight, and other feelings, which cause a heightened state of senses (106). This is why American orators rely on emotions to connect with the audiences. Western people are drawn to stories of success about individuals with larger-than-life personalities and inhibited expression of feelings. Therefore, the more a person values emotional expression, the better they fit the Western societies.
Another important cultural trait is related to influence and control. While almost every society has domineering personalities at its center, people of the Western world are obsessed with them. Be it jealousy or the desire to match expectations, many Westerners attempt to repeat the success of their favorite historical and social figures (Lim 107). This is the reason why Western cultural narratives revolve around control and power. For example, companies promote themselves and their products as the best, the most efficient, and the most appropriate choice for customers (Sarkar and Kotler). The overarching desire to feel power is a characteristic of bearers of Western narratives.
Western Cultural Narrative Misfits
Understanding who would not fit the context of the Western cultural narratives requires reversing the aforementioned tenets. The West and East are commonly juxtaposed as strikingly different societies. Many Eastern countries are collectivist, which manifests in a much more inhibited expression of emotions. Studies show that in such countries, the “conception of happiness [is] focused on being solemn and reserved” (Liam 107). People who exhibit low emotional arousal find it difficult to follow the eccentric and extroverted narratives of Western societies. Therefore, emotional expression is key to ascertaining whether Western narratives appeal to people.
Control is also viewed differently in the cultural narratives of collectivist societies. It should be noted that these people also have strong reverence for domineering personalities. However, they usually do not strive to control others. Lim writes that “in Eastern culture, adjusting and conforming to other people is considered desirable” (106). Naturally, any narrative that promotes the personal quest for status and power would seem off-putting to people, such as the Chinese. A Western mindset would view conformity as passivity and indecisiveness. As a result, the less a person is willing to control others, the less likely they are to fit Western cultural narratives.
Conclusion
Altogether, it should be evident that Western cultural narratives are highly individualistic, controlling, and emotional. They revolve around personal prosperity and influence. The emphasis on success predetermines high emotional arousal. At the same time, collectivist cultures are distinctively opposed to these inclinations. Their values lie in conformity, emotional control, and contemplation. The differences in societal ideals presuppose the uniqueness of cultures. Therefore, the more collectivist a person is, the less likely they are to fit the Western narrative.
Works Cited
Lim, Nangyeon. “Cultural Differences in Emotion: Differences in Emotional Arousal Level between the East and the West.” Integrative Medicine Research, vol. 5, no. 2, 2016, pp. 105-109.
Sarkar, Christian, and Kotler, Philip. ““Competing on Stories: Marketing and Cultural Narratives” – Christian Sarkar and Philip Kotler.” The Marketing Journal, 2019, Web.