ADV20001 Group Assignment - Group 13 Canada Cultural Analysis

2. Table of contents
Introduction……………………………………………………………………………………………..1
Country overview……………………………………………………………………………………..2
Canadian culture……………………………………………………………………………………...3
Sociocultural values important for Canadian culture………………………………..6
Canada and Hofstede’s cultural dimensions……………………………………………..9
Canadian culture and international visitors………………………………………………10
PESTLE analysis of Canada………………………………………………………………………..13
Conclusion………………………………………………………………………………………………..16
References………………………………………………………………………………………………..17

3. 1
Introduction
The purpose of this report is to provide a cultural analysis of Canada to the International Olympic Committee to form part of a proposal for Canada to be the host of the 2024 Summer Olympic Games. This analysis will provide a cultural overview and examine the values, beliefs and customs of Canadian culture. Various aspects that affect or are affected by Canadian culture, such as their treatment of minority groups, will be explored. An assessment of how Canadian culture will translate to international visitors to the country will be conducted. Lastly, an analysis of other non-cultural factors will be conducted in order to give a more well-rounded view of the country.
The Canadian Rockies are an example of the beautiful environment found in Canada.

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Country overview
Canada is the second largest country in the world, after Russia, and has a population of 34.7 million people (BBC News 2013). Almost 90% of the population live within 200km of their shared border with the United States, as the northern regions of the country are wild and uninhabitable (BBC News 2013). Canada is located in the upper part of North America and is bordered largely by ocean (The World Factbook 2014). Canada has a diverse and unique environment, including snowy tundra and forests, and the wilderness is home to wildlife such as seals, bears, moose and beavers (The Commonwealth 2013). Canada has two official languages, English and French which are spoken each of which are spoken more prominently than the other in certain areas of the country. (Canadian Heritage 2013). Canada is one of 53 countries that is part of the Commonwealth, meaning that they see the British monarch as their sovereign head of state (The Commonwealth 2013).
Map of Canada with provinces and territories.

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Canadian culture
Cultural Overview
The environment, economy, technology, politics, religions, art and education of Canada are all aspects of Canada that have come together to form their current culture. Through these Canada has been shaped in a distinctive and unique way, like no other country. As Schafer (2004) mentions in his Culture and Customs of Canada report, “Canada occupies a very specific piece of the world’s geography and Canadians see, act and position themselves in the world differently than people in other parts of the world”. Schafer explains further, “it is impossible to understand Canadian culture without understanding the central circumstances of their life… the northern nature of the country, high degree of creativity of Canadians, the diversity of the population and their multicultural characters.”
Beliefs
In Canada, 75% of citizens are Christian or some sort of religious pluralism. Recently, Canadians have been less open with displaying their Christianity beliefs (Stahl 2007). There immigration of people to the country from areas of the Middle East, Asia and Africa which has increased the Muslim, Buddhist and Hindi religions (Schafer 2004).
Values
Canada has important values that help set it apart from other countries, which according to (Durham Immigration Portal 2010) are “values that are important to Canadians that most feel make the country a very attractive place to live”. Durham explains that these values include freedom, respect for cultural differences and social justice. Canadians value their democracy, they see themselves as a peaceful nation which is further solidified by their peace keeping role around the world. They see themselves as polite people and are known for apologising for the smallest things.
Canada’s laws are based on their democratic values that follow:
1. Equality - They respect everyone’s rights. Everyone has the right to speak out and express ideas that others might disagree with. Governments must treat everyone with equal dignity and respect—two other fundamental Canadian values.
2. Respect for cultural differences - Canada tries to understand and appreciate the cultures, customs and traditions of all Canadians, whether they were born in Canada or came here from another country.

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3. Freedom - Canadians enjoy basic freedoms, such as freedom of thought, freedom of speech, freedom of religion and freedom of peaceful assembly.
4. Peace - They are proud of their non-violent society and the international role as peacekeepers.
5. Law and order - Canada respects democratic decision making and the “rule of law.” They promote due process so that the courts and the police treat everyone fairly and reasonably. They ensure that their elected governments remain accountable to Canadians.
Customs
Canadians partake in many different customs that help to shape their unique culture. Generally their social customs are similar to those of other Western countries, with regards to greetings, communication habits, expected behaviour, eating and visiting (Culture Grams 2008). Canadians celebrate a number of festivals throughout the year, such as maple syrup, apple blossom, winter and aboriginal festivals (Schafer 2004). They also partake in the celebration of Christian holidays like Christmas and Easter, even by those who are not religious due to the commercialisation of the events and these two days are public holidays in the country (Culture Grams 2008).
Canadians partake in many festivals throughout the year to celebrate their culture, such as the Aboriginal Festival pictured here.

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General Attitude of Canadian Citizens
Most Canadians are proud of their shared cultural heritage, which primarily has French, British and other European influences. Die to their pride in their diverse, multicultural population, Canadians encourage all immigrants that come to their country to retain their unique customs and habits (Culture Grams 2008). Atlantic Canadians are often seen as conservative and traditional, the people of Ontario are considered fairly reserved, and formal and western Canadians are more open and friendly. The large urban areas of Canada are fast paced, whereas the rest of Canada is slightly more relaxed. Despite a close relationship with the United States, Canadians often see people from the United States as more aggressive and materialistic than themselves. In general, Canadians admire people who are educated, skilled, modest and polite. Compared to the rest of the world Canadians see themselves as associated with humanitarianism and fairness (Culture Grams 2008).

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Sociocultural values important for Canadian culture
Gender equality and treatment of women
In Canadian culture, gender equality is acknowledged as an essential and important aspect for the country’s economical and societal development (Government of Canada, 2014). It is stated that Canada is “a world leader in the promotion and protection of women’s rights and gender equality” (Government of Canada, 2014). It has national policies in place to ensure the improvement of women’s conditions and equal treatment in every aspect of society (McInturff & Cornish 2014, p.85).
Treatment of immigrants
A significant part of the Canadian population are immigrants, totalling 19% of the population in 2005 (Helley, 2005, p.1). Canada is an open and multicultural country that is welcoming and accepting of individuals of all kinds of decent, which is reflected in Canada’s immigration procedures, including immigration welcoming programs and “quasi-identical” immigrant rights (Helley, 2005, p. 1). Immigrants are welcomed to the country and have access to a variety of visas, jobs, resident permits and other forms of governmental support in order to build a new life.
Canadians come from a diverse range of backgrounds. These people are taking part in a Canadian citizenship ceremony.

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Workforce values
Canada, along with 32 other countries, is part of the Organisation for Economic Co-operation and Development (OECD) which focuses on economic growth. According to the Department of Finance of Canada (2014, p.1), the quality of the workforce is developing significantly with almost 10% growth in employment, as well as the creation over a million new jobs since 2006. “High-wage, high-skilled, full-time and private-sector employment” created most of the new job opportunities, whereas other areas, such as part-time employment, experienced difficulties (Department of Finance of Canada 2014, p.3). The Canadian Government opened up trade and new markets, focused on developing the infrastructure and supported innovation, as well as attracting foreign workers (Department of Finance of Canada, 2014, p.4). Overall, it can be stated that the quality of the Canadian workforce is improving as focus is placed on establishing a vibrant labour market.
Advertising regulations - children, stereotyping and objectification
Advertising in Canada is self-regulated and controlled by The Canadian Code of Advertising Standards. The code is overseen by Advertising Standards Canada (ASC), which also takes in consumer complaints. The code sets out rules for advertising to children, which forbid the exploitation of their inexperience and any ads that can cause physical or mental damage (Canadian Code of Advertising Standards 2012, p. 12). Further, the code also forbids advertisements that show any discrimination based on race, religion or gender (Canadian Code of Advertising Standards 2012, p.14). This means that stereotypical and sexist portrayals of individuals in advertising is prohibited and can be claimed against.

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Lesbian, Gay, Bisexual and Transgender (LGBT) Community
The rights and support for the LGBT community in Canada has increased over the past 50 years. In the 1980s the Canadian Constitution implemented The Canadian Charter of Rights and Freedoms which guarantees equal rights to LGBT individuals (BC Teacher’s Federation 2007). Hence, any discrimination against an individual based on their sexual preferences is prohibited. In 2005, same sex partners were allowed to get married and be seen as official partners. Canadian culture is open to LGBT communities and protects and acknowledges their rights.
Canada is very accepting of its gay community.

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Canada and Hofstede’s cultural dimensions
Canada’s scores based on Hofstede’s Cultural Dimensions.
Geert Hofstede analyses a country’s culture based on five cultural dimensions: power distance, individualism, masculinity/femininity, uncertainty avoidance and long-term/short-term orientation (The Hofstede Centre, n.d.).
Revising Canada’s scores in each dimension it can be determined that Canadian culture is well- balanced in terms of power distance, meaning that there are little class distinctions and good interdependence among individuals. In terms of organizational culture, it outlines that their organisations are loose and managers and chief executives are accessible for all employees.
Canada is a rather individualistic country and therefore has less strong community ties, rather they are more focused on the nuclear family and their well-being.
Furthermore, Canada has a balanced score when it comes to masculinity and femininity, meaning that it focuses on success and achievement, as well as good life quality and nurturing and caring about others. As a result, it has high standards when it comes to performance and has a good balance between work and free-time.
Canadian culture is one that can deal well with uncertainty and is therefore very supportive of innovation and open to change, new cultures and ideas. Lastly, Canada can be described as a culture which values truth and tradition. Canadian culture focuses on results and activities in both the short-term and the future.

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Canadian culture and international visitors
Translation of Canadian culture
Canadian culture is one of acceptance and the friendly nature of those who live in the country is very inviting to those who visit, particularly so in the Western provinces (Culture Grams 2008). The majority of visitors to the country will find interest in the diverse and unique Canadian culture. However, there are some aspects of Canadian culture that may be mildly troublesome for those visiting from places that have greater differences in culture, simply because they are not used to it. Despite this, tourists will likely find themselves easily acclimatised to the Canadian way of living and the culture of the people that call the country home.
Canadians are a welcoming and friendly people which tourists will appreciate when visiting the country.
High and Low Context Cultures
Canadian culture has a great deal of similarities to other countries in the western world. Individuals travelling from these countries, for the most part, find it easy to acclimatise to this Canada’s culture. Canada is a country with a low context culture, as opposed to a high context, which is based on the messages that people communicate to one another (Rutledge 2011). This means that people travelling to Canada from high context cultures may have some small

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difficulties adapting to the communication style of Canadians. The main difference is that in low context cultures, greater emphasis is placed on nonverbal communication, whereas high context cultures rely more on conveying their messages through what they say (Gudykunst & Nishida 1986). Low context cultures are mostly found in Asian countries, therefore tourists coming from nations may have some initial problems communicating with the locals. However, these issues will be nothing so extreme that the individual will have an unpleasant time and they will likely find relief in the general Canadian politeness and friendly nature.
Languages
Another issue with communication may occur with language. Canada has two official languages, English and French, which “are at the core of a country where respect of diversity has been able to take root and grow” (Canadian Heritage 2013). As a result, those travelling from overseas need to ensure they know the primary language of the areas in Canada to which they intend to travel as it will make it easier for them to communicate effectively. According to the most recent data on Canadian language, 67.6% only speak English, while 13.3% only speak French, which means that international English speakers will have an easier time communicating in Canada (Office of the Commissioner of Official Languages 2012). While those who speak French, may find things a slightly more difficult, particularly in the areas of Canada where English is the predominant language spoken.
Cultural, demographic and behavioural acceptance
As examined earlier, Canada is a country that embraces gender equality, meaning that foreign women need not worry about persecution or indecent treatment as they may in other countries. Similarly, those individuals who identify as gay, lesbian, bisexual or transgender will appreciate Canada’s acceptance of these orientations. Also mentioned earlier, Canada’s population is quite religiously diverse and accepting of different faiths, meaning that visitors to the country will be free to practise their religion and will likely find appropriate places of worship to visit, should they desire.
The attire of people in Canada is not restricted; there are no governed or extreme, socially expected dress codes. This means that people are free to wear clothes that they wish, without fear of authoritarian or social retribution, as may be expected in some countries in the Middle East, such as Qatar, where tourists are required to dress modestly (Dearden 2014).
Other cultural factors
Despite some of the cultural similarities between Canada and other western countries, travellers from comparable countries will still find plenty of new culture to enjoy in Canada. Visitors can learn about the rich history of the country through museums and historic sites (Government of Canada 2013). They can also explore Canadian art in galleries or at festivals

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(Government of Canada 2013). Canada also has three main groups of indigenous peoples, First Nations, Inuits and Métis, each with their own unique histories (Aboriginal Affairs and Northern Development Canada 2013). Tourists can learn about these groups who form part of Canada’s rich multiculturalism through art exhibitions and historical archives (Aboriginal Affairs and Northern Development Canada 2013).
Canadians have a love of sport, an essential ingredient for any country interested in being host of the Olympic Games, which tourists in Canada for the event will appreciate when they visit. The official national summer sport of Canada is lacrosse and the national winter sport is ice hockey (The Canadian Legal Information Institute 2014). Aside from the official sports, Canadians engage in a number of others, with the highest participation in golf, swimming, soccer, basketball, and baseball (Statistics Canada 2011).
People travelling to Canada will need to note that tipping commonly takes place in the country. While it may not be as prevalent as in places such as the United States of America, because of fairer pay for workers, it does still occur. Foreigners need to be aware of tip expectations and appropriate amounts which may take some getting used to for those who live in countries where tipping is not customary (Trip Advisor 2014).
Effect of culture on international promotion
Canada’s multiculturalism may be presented in promotional material for the Olympic Games, should it be chosen as the host country. This will make it more relatable to those living internationally and also promote the welcoming and accepting nature of Canadians. On the flip side, when promoting their own country as host nation, some conservative countries may find Canada’s open-mindedness and liberal attitudes slightly off putting, as it does not fall in line with their ideals and beliefs. Additionally, any promotional material for the Olympic Games created within Canada will need to be considerate of other countries by not being culturally offensive or discriminatory.
The promotions, such as advertisements, may be localised to certain markets to fit in line with their cultural expectations. This may involve adjusting colours, removing certain images and most commonly, adjusting the language used in the messages to accommodate an international audience. Sponsorship deals will need to be made with appropriate international brands, as these will have more relevance for international audiences.

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PESTLE analysis of Canada
The following is an analysis of other factors related to Canada using the PESTLE model. This details the political, economic, social, technological, legal and environmental aspects of the country. As this report has already focused on the socio-cultural aspect of the country, only the remaining factors will be explored here.
Political
The Canadian political arena is dominated by the Conservatives (right of centre), the New Democrat Party (official opposition and left of centre) and the Liberals. The conservative governments came to power in 2006 as a minority government after 12 years of liberal rule, before gaining a majority in 2011 elections, removing the threat of political instability (Marketline 2012, p.14). The strong democratic set up of Canada can certainly be seen as strength as this helps create stability within the government.
Canada’s approach concerning foreign relations has resulted in significant trade and investment links and a strong grounding within foreign political affairs. Within Canadian political culture there is a tendency for the government to represent itself as the symbols of core social values and a defined element of strong national identity (Prince 2014, p.346).
Economical
Canada as a country has a very strong banking system and flourishing business environment. The banking system is a very important aspect of the economy as it alone contributes C$7.5bn as taxes, provides employment for around 260,000 people and the financing for 1.2 million small to medium business (Marketline 2013, pg.17). Canada is one of the world’s leading free market economies and a major exporter of petroleum and natural gas, processed and unprocessed minerals, automobiles, manufactured goods such as foods and wood and paper products. Canada is certainly proving to be a favourable destination for foreign investment within the coming years (Marketline 2012, pg.18).

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Canada’s economy is very strong meaning it can easily support the cost of the Olympic Games.
Technological
It has been recognised that Canada does face an innovation gap in regards to technology development. The number of external patent applications and quality of researchers in the nation are low relative to the size of its qualified labour force (Marketline 2012, pg.24). The Olympic Games however could provide a perfect opportunity for the improvement of the country’s technological development. Canada is home to a very sophisticated manufacturing industry, which could easily serve as the base for further development of products (Marketline 2012, pg.24)
Legal
The Canadian legal system has an independent judiciary, which is free from other branches of government. Legislative authority and responsibility are divided between various levels of government (Marketline 2012, pg.27). Canada was ranked 13th in the World Bank’s ease of doing business index for 2012. The country has one of the most flexible labour markets in the world: it operates under employment regulations that enhance employment opportunities and productivity growth in most aspects; the comprehensive legal and regulatory framework provides transparency to the business environment. The regulatory processes are favourable for most foreign investors (Marketline 2012, pg.27).

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Environmental
The Canadian government has created numerous policies to establish mechanisms to meet environmental challenges that come with economic development. The focuses of the Canadian environmental policies have certainly broadened from local and regional issues to challenges faced of a more global nature. Climate change, global biodiversity, ozone layer depletion and the transport of chemicals and hazardous waste are some of the areas that appear on the top of Canada’s environmental agenda (Marketline 2012, pg.30). The Environment Act of Canada is an umbrella act, having different laws for water, air, waste control and preserving the environment. The main environmental issues within Canada come from oil and the tar sands in northern Alberta have decimated the landscape.
Canada focuses on environmental concerns, not just locally, but on a global scale.

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Conclusion
Canada’s welcoming, diverse and unique culture makes it more than suitable as the host of the 2024 Olympic Games. Canadians are a friendly people who value equality, freedom, peace and respect – values that also embody the spirit of the Olympics. Canadians will be more than capable of facilitating the international unity that comes with being the host nation to the iconic event. Furthermore, their pleasant nature and open mindedness will be enjoyed by all international visitors to the country at this time and make their stay even more special. Free from internal turmoil, economically sound and politically stable, Canada is more than worthy for consideration as the host of the Olympics in 2024.

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