In my previous blog, “Are you Stoic or Expressive?” we explored one of the biggest cultural differences that impacts how patients communicate with healthcare providers, particularly regarding pain, drawing on the research and case studies presented by Geri Ann Galanti in her book, Caring for Patients from Different Cultures. Although Ms. Galanti focuses on healthcare, the cultural concepts presented often apply much more broadly. One cultural dichotomy often at the root of conflict is time orientation.
Time isn’t as linear as one would think when it comes to how different cultures interpret it. Some cultures tend to be “clock time” oriented while others tend to be “activity time” oriented. When people from these very different cultures interact, conflict often ensues. But what do these terms mean?
Clock Time
“Clock time” pretty much means what is says. Time is measured by the clock. If an appointment is at 1 p.m., you show up at 1 p.m. (or even a little early!) or you are considered “late,” and that is “rude.” Traditional Western culture embraces “clock time.”
Activity Time
“Activity Time” is common in countries with economies based on agriculture. In agriculture-focused areas, people tend to be more relaxed about time. The focus is instead on the activities that must be completed. People in traditional agricultural villages in less developed areas of the world may not even own clocks. So, instead of saying, “I’ll meet you for breakfast at 6 a.m.,” they might say, “I’ll meet you for breakfast after the cows have been milked.” Individuals from an activity time culture would not consider their friend late to breakfast for showing up at 7 a.m. They would understand that sometimes the cows just don’t cooperate and it takes longer. 7 a.m. is still “morning,” and that is when you eat breakfast.
The Impact of Clock Time vs. Activity Time
In healthcare in the U.S., appointments are definitely scheduled on “clock time.” Most physicians and clinics will not see a patient who arrives more than 15 minutes late for a 2 p.m. appointment. When individuals from an activity time-oriented culture show up 30 or 45 minutes late, they will undoubtedly be upset to learn the doctor will not see them. 2:45 p.m. is still “afternoon,” right? Medical staff without cultural training often will not understand why the patient is upset. Most native-born Americans cannot conceive of any other possible conception of time. 2 p.m. is always 2 p.m.!
Vocalink Global has experienced this conflict first hand. When Somali refugees began arriving in our service area, the need for Somali interpreting likewise increased. We noticed an interesting trend: a lot of patient “no-call, no-shows” to medical appointments, and (unfortunately) a much higher incidence of interpreters arriving late to appointments.
A little research, including Ms. Galanti’s book, helped us understand the cultural root of this issue. Once we understood the clock time vs. activity time challenge, we could address it directly with our interpreters, and help our clients understand it and develop techniques to overcome it (such as pre-appointment reminder calls and explaining the reason arriving at a specific time is important to let the doctor see all of his/her patients during the day).
But healthcare is certainly not the only area where clock time and activity time cultures might clash. Here are just a few examples:
- Employment: American employers expect employees to arrive at a certain time each day, not “after my morning chores at home are completed.”
- Public transportation: Especially in major urban areas where public transportation is the primary means of travel, time orientation can cause problems. Public transportation (i.e., buses, trains, subway systems, etc.) runs on clock time.
- School: Children need to be in school at a certain time each day. For school systems without a bussing system, children need to be picked up from school at a certain time each day.
- Global business: Even high-level business executives working together across the globe can experience this culture clash when one side thinks nothing of logging in to a web conference 15 minutes late and the other side considers this unprofessional and rude.
Time for a Solution
Understanding variations in culture – including time orientation – is important for comprehensive language solutions.
Looking to engage your multilingual workforce? Just translating English training materials is not nearly as effective as localizing your training materials to resonate on a cultural level.
Want to market your product in a new country? Be certain your message is received in the manner intended by incorporating local cultures and traditions. Using baseball metaphors like “knock it out of the park with XYZ brand,” or “our team bats 1000” probably won’t resonate throughout much of Europe where soccer (sorry … football) is king.
Taking your online business global? Localize your website and mobile app to meet your customers where they are.