Identification of the problem and rationale
Terms like "American culture," "Vietnamese culture," and "Japanese culture" are commonly used in everyday life and research, suggesting that each country possesses a singular, uniform culture shared by most of its population This assumption often arises in intercultural interactions, as illustrated by a recorded conversation between two Hanoikids members—students serving as free tour guides in Hanoi—and their American guests, which was conducted to collect data for this research.
American 1 (A1): Russians, they’re not that nice They're really cold
Hanoikids 1 (H1): Yes, as cold as their weather
A1: And then Vietnamese are as warm as their weather
H1: Yeah, so Africans are the most… the friendliest in the world
A1: Uhm I think so We've been there a few months, they're very friendly
H1: I went to the south, Nha Trang and Phan Thiet That's the place in Vietnam where there're many Russian tourists
H1: Because they have a straight flight from Russia to the city
H1: So for Russians - they're really beautiful but they're not that friendly, uhm, so I went there, not during the summer vacation - I just took some days off
After my travels, we organized a tourism presentation where we conducted a survey to gather feedback from tourists When we approached them for their insights, we also asked if they would be willing to participate in a recording.
H1: Yeah, they just give me a really very cold expression so… they're just like mafia A1: It feels like mafia
H2: Russians are like mafia? Because when listening to mafia, we just like think of Italians
A1: But Russians are also really pretty
A2: But of course they're cold
H1: You know, Vietnamese really like Russians because they helped us a lot during the war, they do
H1: Yeah, until now, like people from my parents' generation
H1: They really like Russians My dad, when he went to Russia, how to say, he said that they really welcome, was really welcomed there He really likes Russians
H2: Yeah, different from the younger generation They suffered from something bad, like World War II
H1: Like US war, so they shared the same pain Oh, and we have something like, English or British are really cold They're really cold
In England, the pervasive fog creates an illusion of distance, making people seem reserved and cold However, this perception is misleading, as their lack of visibility prevents genuine connection As noted by H Nguyen and M Nguyen in a personal communication on June 19, 2016, the fog obscures interactions, leading to misunderstandings about the warmth of English social behavior.
Cultural stereotypes often lead to generic assumptions about countries, such as the belief that "England is always foggy" or that "Russians are exceptionally attractive." These perceptions extend to personality traits as well, with views that Russians are "cold" and the British are "reserved." Such assumptions suggest a false sense of homogeneity, implying that individuals from the same country or culture share identical characteristics and identities.
Individuals are not solely defined by their geographic origins; rather, their personal values are significantly influenced by their cultural backgrounds and environments Additionally, international and intercultural experiences play a crucial role in shaping their beliefs and values, highlighting the complex interplay between location, culture, and personal development.
This research investigates three distinct groups: English-speaking U.S residents, Vietnamese individuals from Lao Cai province, and members of the Hanoikids club in Hanoi, who provide free tour guiding services for foreign visitors.
Aims of the study
This paper aims to explore the commonly held belief in intercultural communications that individuals from the same country or culture possess a greater similarity in identity compared to those from different backgrounds.
In today's globalized world, the accessibility of diverse information, foreign music, literature, and films, combined with advancements in transportation, has significantly increased the frequency of intercultural exchanges As a result, individuals with extensive intercultural exposure can develop knowledge and values that differ markedly from their own nationality or culture, often aligning more closely with those of a foreign culture.
This paper aims to investigate whether intercultural exposure leads to consistent outcomes among individuals within the same group, specifically examining if it causes each person to become more aligned with a particular culture.
This research aims to explore the extent to which individuals from different nations share common cultural values and how these shared values influence their underlying cultural assumptions or schemata Additionally, it examines the effects of exposure to international and intercultural situations on individuals, highlighting the potential impact on their perspectives and interactions.
Scope of the study
The research focuses on three groups: thirty-two Americans, thirty-four Hanoikids members—Vietnamese students with high international interaction frequency—and thirty-two Vietnamese students with low international interaction frequency The aim is to compare the degree of similarity between the two Vietnamese groups and the American group, which represents a culture often viewed as contrasting to Vietnamese values The United States is selected for this study due to its significant global influence and its status as a major destination for Hanoikids, alongside Australia, Singapore, and Canada, making it likely that Hanoikids members are particularly impacted by American culture.
Methodology
The study utilizes Associative Group Analysis to examine cultural background knowledge, serving as a key indicator of the underlying cultural assumptions within each group This interdisciplinary method combines psychology and linguistics, making it particularly relevant for intercultural studies A detailed description of the methodology and procedures will be provided in Chapter II.
THEORETICAL BACKGROUND
Literature review
According to Ryan (2010), individuals from various nations adopt distinct values and beliefs that set them apart from one another, forming the essence of culture This culture serves as the binding force that enables individuals to interact effectively and harmoniously (p 215).
While scholars have yet to agree on a precise definition of culture, recent perspectives emphasize that it pertains to specific groups rather than entire nations Nieto (1999) defines culture as "the ever-changing values, traditions, social and political relationships, and worldview created, shared and transformed by a group of people" (p.48), a viewpoint echoed by Moeller & Nugent (2014), who also recognize culture as a dynamic entity.
To excel in intercultural environments, individuals must develop a unique set of skills known as intercultural competence, as highlighted by scholars like Byram (1997) and Deardorff (2006) This competence broadly refers to the ability to engage appropriately with individuals from cultures different from one's own (Sinicrope et al., 2012).
An exact definition for this concept has so far been elusive, but one of the more recent viewpoints by Arasaratnam (2009), similar to the model by Chen & Starosta
According to a 1996 study, competence encompasses three key dimensions: Cognitive, which refers to cognitive complexity; Affective, which involves affective empathy; and Behavioral, which pertains to both intercultural and interpersonal interactions This framework aligns with established models of human competence in cognitive psychology, albeit under varying terminologies, emphasizing the importance of knowledge in these areas.
(cognitive), motivation (affective) and skills (behavioral) dating back to the 1950s’ works of Bloom (1956) and Havighurst (1957)
This research examines the cognitive aspects of intercultural competence, focusing on the knowledge and attitudes regarding shared concepts among different cultural groups Specifically, it analyzes the schemata of one American group and two Vietnamese groups, highlighting the differences and similarities in their understanding.
1.1.2 Schema and underlying cultural assumptions
Schemata, as described by Nishida (1999), are organized collections of past experiences that guide our behaviors in familiar situations Coined by psychologist Bartlett (1932), the term refers to the prior knowledge that influences our reactions to new stimuli Individuals develop cultural schemata by retaining information that frequently arises in interactions within their culture Without these cultural frameworks, navigating unfamiliar situations can be challenging (Malcolm & Sharifian, 2000) This research highlights the significance of underlying cultural assumptions in the concept of schema.
The research analyzes the cultural assumptions of three groups, focusing on the similarities and differences in schemata between two Vietnamese groups and an American group By comparing these schemata, the study aims to identify whether individuals within the same nation or culture share common cognitive frameworks, and whether these frameworks align more closely with each other than with those from a different culture.
Previous Studies
Matveev and Merz (2014) highlighted the diverse range of intercultural competence assessment tools used across various disciplines and contexts Some tools specifically evaluate individual performance, focusing on communication skills (McCroskey, 1982) or both communication and behavioral performance (Byram, 1997) as indicators of intercultural competence In contrast, other tools emphasize the potential for effective performance in intercultural settings rather than actual performance (Arasaratnam & Doerfel, 2005; Dervin, 2010).
Attitudes and behaviors are easier to observe than implicit cultural perceptions and values, which are more challenging to investigate (Linowes et al., 2000) To address this complexity, Szalay & Deese (1978) created the Associative Group Analysis (AGA), a tool for understanding cultural mental representations This method posits that individuals from the same culture share similar concept associations, allowing for the creation of a mental map that reflects the dominant mindset and beliefs of that culture (Szalay & Deese, 1978; Linowes et al., 2000).
The method has been utilized in various studies, including Kelly & Szalay (1972), which examined the impact of a student exchange program in the United States on Korean students Additionally, Linowes et al (2000) focused on the contrasting thinking patterns of American and Japanese individuals, while Ryan (2006, 2010) provided insights into potential conflicts arising in specific intercultural contexts.
Kelly & Szalay (1972) examined the widely held belief that student exchange programs foster cultural and political understanding Their research involved three groups of fifty students each from the U.S and South Korea, including those who had studied in American colleges and those who had never traveled abroad The study focused on four systemic themes, four social interaction themes, and perceptions of the United States Findings revealed that Korean students who studied in the U.S exhibited slightly stronger positive correlations with American students in systemic themes and demonstrated a significantly more favorable attitude towards the United States, with a 75% positive response compared to just 45% from their peers who remained in South Korea.
A study conducted by Linowes et al (2000) explored the differences in thinking patterns between young Americans and Japanese individuals in the context of international business Utilizing AGA, the research analyzed responses from 100 participants from each nationality.
It then came to the conclusions that the two groups indeed possessed different
According to Linowes et al (2000), Japanese youth exhibit a dominant collectivist mindset, yet they also display signs of vertical conflict and peer rivalry The researchers emphasize that their methodology provides a more comprehensive understanding of cultural perspectives compared to traditional survey methods.
Ryan's research (2006, 2010) investigated how American and Japanese individuals perceive concepts in academic and business settings, without attempting to create a comprehensive cultural framework The 2010 study highlighted that unrecognized, culturally-based schemata can disrupt interactions in cross-cultural environments, leading to perceptual differences and varied interpretations of essential concepts, which may ultimately result in disagreements and conflicts.
In summary, the studies discussed have utilized AGA to gain insights into the comprehension of various cultural concepts, highlighting the significant benefits of this approach over conventional survey methods.
ASSOCIATIVE GROUP ANALYSIS: METHOD AND
Research groups
The research was conducted on three different groups
The study includes a group of thirty-two American respondents who are native English speakers, consisting of eleven males and twenty-one females Their ages range from twenty-one to sixty-six years, with an average age of 32.63 years.
The research group consists of thirty-four native Vietnamese students from Hanoikids Club, a student-run organization in Hanoi that provides tour-guiding services for foreign visitors This experience offers members significant exposure to intercultural environments and enhances their English vocabulary Among the participants, there are four males, twenty-eight females, and two individuals of unspecified gender, with ages ranging from eighteen to twenty-five, and an average age of 23.12.
The Vietnamese group consists of twenty-two university students from Lao Cai province, a mountainous region in Vietnam, who have minimal education in English and limited exposure to intercultural environments This group includes two males and thirty females, with ages ranging from nineteen to twenty, and an average age of 19.41 years.
The Associative Group Analysis method and procedure
To explore the similarities and differences in schemata, or background knowledge, along with the mindsets and attitudes of various groups, the research utilized Associative Group Analysis (AGA).
The Associate Group Analysis (AGA) method, initially created by Szalay and Deese in 1978 to explore cross-cultural perception differences, was later refined by Linowes et al in 2000 for enhanced visual interpretation of these variations The method follows a systematic procedure to analyze and present the findings effectively.
Initially, participants from the first two groups were contacted via email to request their consent to participate in the research by completing a survey Following their acceptance, the survey, which included a consent note, was sent to their email addresses For the final groups, the consent note was also included in the printed survey forms.
Participants completed a two-part survey, starting with a demographic questionnaire to gather basic personal information, international exposure frequency, and English communication proficiency The second part included a list of theme words for free associations Americans and Hanoikids received the theme words in English through an online survey, while the Vietnamese participants were given the Vietnamese equivalents in printed form for ease of response collection This approach addressed geographical distance for the first two groups, while the last group, studying in the same class, faced potential discrepancies in responses due to proximity, allowing for the possibility of copying each other's answers.
Originally, there were nine theme words employed in the research Those were
“Graduation” (“Tốt nghiệp”), “A Good Job” (“Một công việc tốt”), “Ambition” (“Tham vọng”), “Moving out” (“Chuyển ra ở riêng”), “Parents” (“Phụ huynh”),
The selected theme words—“Happiness,” “Freedom,” “LGBT,” “Travel around the world,” and “Friendly”—reflect concepts that resonate with both American and Vietnamese cultures, minimizing the likelihood of misunderstandings among participants These terms encompass both relatable ideas, such as “Parents,” and more abstract notions, ensuring a comprehensive understanding of the themes presented.
The study explores a range of concepts, including tangible milestones like "Graduation" and "A Good Job," alongside abstract ideas such as "Happiness" and "Ambition." It also addresses emerging topics in Vietnamese society, like "LGBT." By examining these variations, the research aims to identify potential deviations in the association patterns among different research groups related to these themes.
Participants in each research group were asked to write down their immediate associations related to a given theme word, with each response assigned a weighted score based on its order of appearance The original scoring system, based on the differential stability of rank place, assigns scores of 6, 5, 4, 3, 3, 3, 3, 2, 2, 1, 1, 1, 1, but this was adapted for the study to a scale of 5, 4, 3, 2, 1, 1 for up to six responses For instance, in response to the theme word "Travel around the world," one participant listed "Exciting, important, essential, education, growth, memories," receiving scores of 5, 4, 3, 2, 1, and 1 respectively This scoring method facilitates quick and effective associations, highlighting the most relevant definitions and attributes associated with the theme word.
The responses were categorized based on their meanings, with each category receiving a weighted score derived from the contained words To enhance classification accuracy, the author consulted multiple dictionaries, including the Oxford Dictionary for Advanced Learners, Collins Cobuilds, and Webster-Miriam, and sought validation from a trusted American acquaintance This process involved analyzing the prominence of each category to understand the attitudes of research group members toward the theme word Ultimately, the final analysis included nine themes, excluding "Friendly," due to the ambiguity of responses associated with that term, which made classification challenging.
After identifying the dominant mindset of each research group for specific theme words, a detailed analysis was conducted to compare their schemata This analysis included a semantograph displaying weighted score distributions of the theme word's meanings and word clouds based on word frequency The evaluation highlights the unique characteristics of each group concerning these concepts, revealing potential differences in perception Such insights can help uncover the underlying cultural values that influence how each group interprets the same concept.
In AGA, each theme word, known as a "stimulus word" (Kelly, 1985), serves as the primary unit of analysis This word acts as a catalyst, prompting research participants to reflect on the concept and explore its associated ideas.
The AGA approach is described as an unstructured research method that reconstructs individuals' subjective images through their spontaneous associations (Linowes et al., 2000) This method is believed to yield more honest and accurate responses compared to traditional surveys (Ryan, 2010) However, it relies on the assumption that respondents can assess their own abilities and provide truthful answers, which is often unrealistic and can lead to inaccuracies in assessment results Ryan (2006) notes that this methodology allows for a more comprehensive content analysis of data than conventional survey instruments.
FINDINGS AND ANALYSIS
Main features of the three groups’ responses for the theme “Graduation” 15 3.2 Main features of the three groups’ responses for the theme “(A) Good Job”
Figure 1.1: Semantograph for the theme “Graduation”
The responses from the three groups regarding the theme of "Graduation" can be categorized into ten distinct areas, with six categories standing out due to their significant response weight These key categories include education, encompassing terms like diploma and learning; feelings associated with graduation, such as relief and excitement; employment, focusing on job opportunities and salary; transition into adulthood and the future; and a sense of accomplishment.
(achievement, success, goal, etc.) and celebration (ceremony, cap, walk, etc.) Among those, the categories of education, celebration and transition are the three
0% 10% 20% 30% 40% 50% 60% 70% unclassified relationship evaluation time employment feelings accomplishment celebration transition education
In a survey, American respondents highlighted VN, HNKs, and US as the most significant factors, contributing 18%, 17%, and 17% to the total weighted score, respectively Meanwhile, Hanoikids members expressed their sentiments towards graduation, employment, and education, which accounted for 31%, 28%, and 19% of their responses The Vietnamese group shared similar sentiments but with varying ratios.
(10, 17 and 59% respectively), and thus, different standings in prominence as well
The differences between the vocabulary used by the American group and the Hanoikids group is also illustrated in the word clouds below
Word cloud 1.1 & 1.2: Word clouds for the theme “Graduation” from
Hanoikids (left) and American respondents (right)
Word clouds are created based on the frequency of words in the response lists from two groups In these visual representations, words that appear more frequently are displayed larger Only two word clouds are generated, one for the American group and one for the Hanoikids group, as both use English The Vietnamese group's responses are in Vietnamese, leading to potential cross-language discrepancies that render comparisons between the word clouds irrelevant.
In the Hanoikids survey, key terms such as "job," "freedom," and "money" emerged prominently, contrasting with the words "college," "success," and "completion" found in the responses from the other group For the Vietnamese participants, these concepts translate to "distinction," "credit," and "job," highlighting differing priorities and values in their perspectives on education and career.
The semantograph and word clouds reveal distinct associations with the theme word "Graduation" among different groups For American respondents, graduation signifies a pivotal life moment and a significant achievement worthy of celebration In contrast, Hanoikids respondents view completing college primarily as a means to secure employment, gain financial independence, and experience personal freedom, often distancing themselves from family influences.
Despite assumptions that Hanoikids respondents and other Vietnamese individuals would share similar associations due to their common nationality, survey results reveal a significant divergence in perspectives While both groups value job opportunities, for the broader Vietnamese population, graduation primarily signifies the attainment of a diploma, highlighting a distinct cultural interpretation of this milestone.
The differences within each category of the three groups are also noteworthy
In the education sector, American respondents primarily associate "Graduation" with the act of schooling, contributing 75% of their total weighted score, with only a single term, "diploma," accounting for 6 points or 9% In contrast, Hanoikids emphasize achievements related to graduation, with seven items totaling 47 points, making up 62% of their weighted score This cultural difference is highlighted further by the Vietnamese group, who link "Graduation" exclusively to accomplishments, achieving a significant weighted score of 183 While American society values the learning process itself, Vietnamese society places a higher importance on obtaining degrees.
Hanoikids members exhibit significantly more negative feelings about graduation, scoring 49 points (39% total weighted score) in contrast to their positive feelings, which scored 58 points (46%) This contrasts sharply with American groups, who show a much more positive outlook, with only 15% expressing negative feelings compared to 83% with positive sentiments.
The Vietnamese group shows a notable contrast in perspectives, with 17% associating graduation with celebration compared to 83% of American respondents Despite a lower weighted score of 15 among Vietnamese participants, the concept of graduation as a celebratory event holds significant importance for Americans, reflected in a weighted score of 65.
The three groups exhibit distinct association patterns regarding the concept of "Graduation," indicating that each group has its own unique schema.
3.2 Main features of the three groups’ responses for the theme “(A) Good Job”
The analysis of responses from three groups regarding the theme "A Good Job" reveals twelve distinct categories, with the four most prominent being financial benefits, emotional rewards, career advancement, and work-life balance Key aspects include financial gains such as salary and benefits, emotional fulfillment through joy and satisfaction, opportunities for career growth, and the importance of holidays and time off.
(work, professional, teaching, etc.) and working conditions/attributes of the job
The primary concerns for both American respondents and Hanoikids revolve around emotional gains, working conditions, and benefits, albeit in a different order of importance For Americans, emotional gains are the highest priority, accounting for a 23% total weighted score, followed by benefits at 17% and working conditions at 16% In contrast, benefits are the foremost concern for Hanoikids, highlighting the varying priorities between the two groups.
In a comparison of priorities, Hanoikids respondents emphasized personal fulfillment (26%), favorable working conditions (21%), and emotional benefits (12%) This indicates some alignment with the Vietnamese group, which prioritized contributions to others (24%), career advancement (21%), and the perception of job quality (14%).
Figure 2.1: Semantograph for the theme “A Good Job”
The semantograph reveals that the categorical weighted score distribution among the three groups shows minimal agreement on the association with the theme word, indicating that they conceptualize the idea from distinctly different perspectives.
0 0.05 0.1 0.15 0.2 0.25 0.3 unclassified contributions relationships feelings towards the job judgments advancement achievement attributes career working conditions benefits emotional gains
Word cloud 2.1 & 2.2: Word clouds for the theme “A Good Job” from
Hanoikids (left) and American respondents (right)
The word clouds reveal distinct differences in job-related values between Hanoikids and American respondents Hanoikids emphasize material concerns, with terms like salary, money, colleagues, and environment dominating their word cloud In contrast, American respondents prioritize inner satisfaction, highlighting happiness, money, and success The third group’s word cloud features unique terms such as charity, help, happy, wonderful, and teacher, with "teacher" reflecting their educational background The presence of "charity" indicates a societal responsibility to give back, a concept absent in the other lists, while "help" can refer to various forms of assistance within the workplace or from colleagues.
Main features of the three groups’ responses for the theme “Ambition”
The theme of "Ambition" encompasses ten distinct categories, with four exhibiting significantly higher weighted scores These include the desires individuals seek to achieve, such as power, money, and accomplishments; the personal traits characteristic of ambitious individuals, like eagerness, strong will, and competitiveness; societal perceptions of ambition, which involve feelings of challenge, importance, and even dislike; and the motivational factors driving ambition, including concepts like drive, aspiration, and dreams.
Figure 3.1: Semantograph for the theme “Ambition”
The distribution patterns of weighted score are more or less different for each group For the American group, the weighted scores of the categories do not vary much,
0% 20% 40% 60% 80% unclassified feelings advance(ment) actions career effort judgments motivation personal attributes gain
In a comparative analysis of categorical scores, the US shows notable strengths in gains and personal attributes, each accounting for 21%, followed by motivation at 18% Similarly, the Hanoikids group mirrors this trend, with gains leading at 28%, followed by judgments at 16% and personal attributes at 15% In contrast, the Vietnamese group exhibits a significantly higher dispersion in categorical scores, with gains dominating at an impressive 72%, while judgments lag behind at just 10%.
Word cloud 3.1 & 3.2: Word clouds for the theme “Ambition” from Hanoikids
(left) and American respondents (right)
Excluding the unclassified category and the two unique categories for each group—feelings for Hanoikids and efforts for Americans—leaves us with seven items Notably, four of these items have Hanoikids as the median value in the weighted scores across all three groups.
The analysis of word frequency in responses reveals significant insights For Hanoikids, there is a lack of consistency in vocabulary, with "success(ful)" being the most common term, appearing only six times, followed by "rich," "money," and "dream," each mentioned four times In contrast, respondents from the United States frequently use the term "drive."
(eight times), goal (seven times) and succeed (five times) Lastly, money tops the list for the Vietnamese group with thirteen appearances in the response list, outweighing all other items
The analysis of the semantograph and word clouds reveals that the three groups share a similar understanding of the theme word "Ambition." This concept is frequently linked to particular achievements and gains, prompting individuals to reflect on their personal aspirations as well as the ambitions of others.
The interpretation of theme words varies significantly among different groups, particularly evident in less prominent categories and subcategories For instance, U.S residents have a weighted score of 62 for motivation, accounting for 18% of their total score, which is notably higher than Hanoikids at 36 (8%) and Vietnamese at 6 (3%) Additionally, U.S respondents emphasize effort—reflected in their 28 weighted score (8%)—which is unique to their group In the gains category, U.S residents prioritize accomplishments, scoring 82% in that subcategory, while Vietnamese participants focus primarily on financial gains (72%), and Hanoikids exhibit a more balanced concern between financial gains and accomplishments.
A significant 32% of American respondents, along with 42% from other demographics, indicate a strong association between “ambition” and the determination to work hard towards achieving specific goals This trend is further illustrated through visualized word clouds, highlighting the common perception of ambition as a driving force for success.
The Hanoikids group emphasizes the emotional aspects of ambition, such as excitement and stress, rather than solely focusing on traditional perspectives They express a strong interest in various forms of rewards beyond financial gains, including social status, relationships, and power, indicating a desire for social recognition Additionally, they associate ambition with proactive actions, particularly those related to change and progress.
American respondents accounted for 8% of the total weighted score, while the Vietnamese group expressed distinct priorities The Vietnamese group placed a significant emphasis on financial gains, scoring 111 in this area, while also valuing family life, including aspects such as having many children and a happy family, alongside the pursuit of a comfortable lifestyle.
The analysis concludes that there is minimal variation in the schemata regarding the theme word "Ambition" among the research groups However, a significant difference emerges, with the American group focusing more on the process of achieving ambition, while the other two groups prioritize end results, albeit with differing levels of emphasis.
Main features of the three groups’ responses for the theme “Moving out” 25 3.5 Main features of the three groups’ responses for the theme “Parents”
Figure 4.1: Semantograph for the theme “Moving out”
Except for the unclassified items, the terms associated with the act of “Moving out” are categorized into eight categories: what this act stands for, or its significations
Embarking on a new life and moving on can evoke a mix of emotions, from feelings of loneliness and eagerness to underlying worries This significant transition is often met with varied judgments, viewed as a good, interesting, or even inevitable step To successfully navigate this change, essential requirements such as stable income, a job, and consistent work must be in place The moving process involves packing belongings and leaving behind familiar spaces, which can be both exciting and daunting As one settles into a new accommodation—whether an apartment, house, or shared space—practical challenges arise, including meal preparation, cooking, and cleaning Additionally, this shift can affect relationships with family, parents, and partners, highlighting the importance of maintaining connections during this transformative period.
The semantograph reveals a descending order of weighted scores for both Hanoikids and the American group, indicating a shared categorical score structure The top three significant items for both groups include significations, which account for 50% of the total weighted score for Americans and 43% for Hanoikids, followed by feelings at 24% for Americans and 14% for Hanoikids, and judgments.
The analysis reveals that the two groups exhibit similarities in their perceptions of the theme "Moving out," with differences in weighted scores not exceeding 5% for most categories, except for feelings Notably, both groups include the moving process category, which is absent in the Vietnamese responses In contrast, the last group diverges significantly, highlighting their top three categories: significations (34%), judgments (28%), and accommodation (15%), reflecting a distinct mindset.
The word clouds highlight a notable similarity between the American group and Hanoikids, with "independent" emerging as the most common response when participants from both groups were asked to associate words with the concept of moving out This term was mentioned eleven times by respondents from the U.S and twenty times by Hanoikids members, underscoring a shared perspective on the significance of independence in the context of relocation.
Word cloud 4.1 & 4.2: Word clouds for the theme “Moving out” from
Hanoikids (left) and American respondents (right)
The word clouds distinctly highlight the contrasting values between Hanoikids and Americans For Hanoikids, significant terms such as "freedom" (mentioned thirteen times) and "money" (six times) emphasize the strong sense of independence associated with moving out In contrast, Americans focus on themes like "something new" (seven times), "adulthood," and "growing," reflecting their perspective on transitioning into independence.
The transition of moving out is a significant milestone in life, marked by varying levels of excitement and adventure A comparative analysis reveals that the American group associates moving out with greater feelings of freedom (29%) compared to the Hanoikids group (66%), while the Hanoikids express a higher percentage of negative feelings (71% versus 42%) and fewer positive emotions (29% versus 53%) Furthermore, Hanoikids emphasize the hardships and challenges of moving out, with 48% of their judgments reflecting these difficulties, a perspective not shared by their American counterparts Additionally, Hanoikids identify eleven specific issues related to moving out, indicating that they perceive the experience as more problematic and stressful than U.S residents do.
The Vietnamese group prioritizes freedom, mentioning it fifteen times, followed by the concepts of normalcy (eight times) and owning a house (six times) This group's responses reveal a distinct pattern, emphasizing the importance of freedom over independence, with a weighted score of 65 versus 18 They value the ability to act without family control more than the challenges of self-reliance Additionally, they perceive moving out as a normal life transition, often associating it with the necessity of home ownership, a notion that is less favored by the other groups.
Despite seeming distinct from the other two groups, this last group shares a common category with Hanoikids that the Americans overlook: the relational dynamics associated with moving out Hanoikids identify their connections in this context as boyfriend, lover, partner, and parents.
Vietnamese’s are husband and wife, co-habitation and family, which are more strictly related to family relationship
3.5 Main features of the three groups’ responses for the theme “Parents”
The theme of "Parents" can be categorized into five main areas, excluding an unclassified category: personal attributes (such as caring, loving, and supportive), feelings (including love, respect, and irreplaceability), family (encompassing home, mom, and dad), values (like support, sacrifice, and pride), and roles (such as teacher, friend, and stranger) that parents embody in their children's lives Among American respondents, personal attributes received the highest weighted score at 38%, followed by family and feelings, each contributing 19%.
The Hanoikids group shows a strong emphasis on personal attributes, accounting for 47% of their weighted score, followed by feelings at 21% In contrast, the Vietnamese group predominantly connects the theme word with family-related terms (52%) and personal attributes (24%) Notably, the responses from the Vietnamese group are limited to just three of the five categories analyzed.
Figure 5.1: Semantograph for the theme “Parents”
The semantograph reveals a notable similarity in how three groups associate with the theme word "parents." This is expected, as the term relates to individuals who are deeply significant in our lives, prompting associations with family dynamics, parental attributes, emotional connections, and values derived from parents Variations in categorical weighted scores among the groups indicate differing levels of concern for each category Notably, the Vietnamese group shows a stronger emphasis on family-related items, highlighting the immediate and evident connections to parental figures.
0% 10% 20% 30% 40% 50% 60% unclassified roles values taken from family feelings towards personal attributes
VNHNKsUS association, while does not mention in the slightest the categories of values and roles, those needing further association
Word cloud 5.1 & 5.2: Word clouds for the theme “Parents” from Hanoikids
(left) and American respondents (right)
The word clouds illustrate the similarities in word frequency between the two groups For Hanoikids, the most frequently mentioned word is "love," appearing seventeen times, followed by "caring," which appears eight times Similarly, among U.S respondents, "love" is the most common word with eleven occurrences, closely followed by "supportive."
In the analysis of responses from the Vietnamese group, the terms for father and mother were mentioned thirteen times, while the concept of love appeared six times Interestingly, love was consistently positioned first in all instances, indicating a strong association and readiness in the minds of the respondents This highlights the significance of familial connections and the prominence of love in their perceptions.
The subcategorical weighted scores for personal attributes reveal a notable difference among respondents, with American participants not acknowledging negative traits inherited from their parents In contrast, Hanoikids and Vietnamese respondents attribute 21% and 15%, respectively, to such traits in their scores, highlighting characteristics like coldness, nosiness, and cynicism.
However, such differences as the aforementioned are slight It could be said that the three groups demonstrate uniformity in the association of the theme word “Parents”.
Main features of the three groups’ responses for the theme “Happiness”
Figure 6.1: Semantograph for the theme “Happiness”
The theme of "Happiness" encompasses eleven distinct categories, with U.S respondents identifying key elements that contribute to their sense of joy The most significant categories include actions that express happiness, such as smiling, dancing, and singing, accounting for 29% of the weighted score Feelings associated with happiness, like contentment and bliss, represent 18%, while states of being, including freedom and peace, contribute 12% Additionally, relationships with family, friends, and parenthood play a vital role, comprising 10% of the total weighted score.
VNHNKsUS from Hanoikids are similar, yet with slight order alterations: first is also actions
The analysis reveals that the primary focus areas are emotions, relationships, feelings, and states of being, with notable percentages: 31% for emotions, 16% for relationships, 12% for feelings, and 9% for states of being The semantograph indicates a similar pattern between the first two groups, while the last group stands out, particularly with relationships dominating at an impressive 74% total weighted score.
Word cloud 6.1 & 6.2: Word clouds for the theme “Happiness” from
Hanoikids (left) and American respondents (right)
The analysis of word frequencies in the replies from Hanoikids and Americans reveals notable differences in their expressions Hanoikids frequently mention "love" (ten occurrences) and "family" (nine occurrences), while Americans highlight "smile" (eleven occurrences) and "love" (eight occurrences) Interestingly, the word "love" is absent from the Vietnamese responses, where "near the beloved ones" (ở gần người thân) appears ten times, followed by "at home" (ở nhà) with only three mentions.
The analysis of semantographs and word clouds reveals that Hanoikids members closely associate happiness with family relationships, as evidenced by their vocabulary choices Terms such as family, husband, children, wife, parenthood, and home constitute 61% of the weighted score in the relationships category, significantly higher than the 42% observed in the American group This emphasis on familial connections is further highlighted by phrases like "marry my love," "small family," and "friends," although the latter accounts for only 4 out of 99 points in this group's scoring Overall, Hanoikids place a stronger importance on relationships, particularly with loved ones at home.
The American group presents unique characteristics in their word cloud, prominently featuring terms like "smile," "love," and "laughter," all of which signify happiness Unlike the other two groups, they emphasize specific categories such as animals (3% weighted score) and achievements (4%) Notably, references to material possessions, including houses and wealth, are absent in their responses, contrasting with the Hanoikids and Vietnamese groups, which allocate 8% and 4% to this category, respectively.
Main features of the three groups’ responses for the theme “Freedom”
For the theme “Freedom”, the most frequently associated categories for the US are politics (43% total weighted score), states of being (13%) and judgments (11%)
The Hanoikids group emphasizes actions (25%), states of being (19%), and judgments and attributes (12% each), while the Vietnamese group primarily focuses on states of being (58%), judgments (19%), and actions (13%) Notably, the key associations include states of being such as relaxation and efficiency, political themes like human rights, actions like fly and play, and judgments such as privilege and importance This trend highlights the connection between freedom and specific actions or states, with judgments frequently appearing across various thematic responses.
Figure 7.1: Semantograph for the theme “Freedom”
The American group's perception of "Freedom" is significantly more politically oriented than that of other groups, with 43% identifying it as a political theme compared to just 7% and 0% for the others This group views freedom as a justified human right, contributing 38% to the politics category score, and believes it must be earned through struggle, accounting for 27% of their perspective Additionally, the United States serves as a symbol of freedom for them, while freedom of choice also plays a role, representing 7% of their total weighted score.
This also shows in the response list of Hanoikids, but with notably lower significance (7% for politics and 3% for choice), and makes no appearances in the last group’s responses
Unclassified Nature Yearnings Relationships Attributes Choice Emotional associations
Actions Judgments States of being
The differences are also illustrated in the below word clouds
Word cloud 7.1 & 7.2: Word clouds for the theme “Freedom” from Hanoikids
(left) and American respondents (right)
In a comparative analysis of responses, the American group predominantly referenced America/USA/the U.S seven times, followed closely by the term independent, which appeared six times In contrast, the Hanoikids group favored the term independent with eight occurrences, while the Vietnamese group most frequently used the phrase on my own (một mình), appearing thirteen times.
One notable subcategorical difference is that in the category of judgments, the
Hanoikids group shows a clear tendency to indicate that freedom is particularly hard to be earned (luxury, challenge, uncontrolled, etc.) This subcategory takes up
Hanoikids attribute 42% of their judgments to a weighted score reflecting their views on freedom, significantly higher than the 16% for Americans and 0% for Vietnamese They also consider nature as a source of freedom, contributing 6% to their overall score, a perspective not shared by the other groups Overall, Hanoikids perceive freedom as a state achieved through specific actions and independence from others, emphasizing that this state is challenging to attain.
The Vietnamese group emphasizes the importance of privacy over independence, reflecting a shared mindset among its members Notably, they exhibit a stronger desire for freedom, accounting for 7% of their total weighted score, a sentiment that is absent in the other two groups.
Main features of the three groups’ responses for the theme “LGBT”
Figure 8.1: Semantograph for the theme “LGBT”
The semantograph reveals that the responses of Hanoikids and American groups regarding the theme "LGBT" exhibit notable similarities in their categorical weighted scores This trend persists, particularly in their attitudes toward the LGBT community.
Hanoikids outperforms their American counterparts by 8% in categories such as unsure, indifferent, and supportive, with scores of 17% and 9%, respectively In other areas, the differences are minimal, not exceeding 2% Consequently, it's unsurprising that their leading categories reflect similar trends, particularly in terms of identity.
In a recent survey, 25% of U.S respondents and 27% of Hanoikids members identified as part of the LGBT community, highlighting the prominence of regular and queer identities Additionally, attributes commonly associated with LGBTs, such as sensitivity and over-exposure, were noted by 19% of U.S participants and 17% of Hanoikids members.
Attitudes Challenges Political Attributes Identity
The Hanoikids group exhibits a 17% total weighted score in relation to attitudes, while the Vietnamese group shows a significantly higher concern for attitudes and identity, with total weighted scores of 54% and 44%, respectively.
This group has a limited focus, with only 3% of responses categorized as attributes, which primarily addresses surface-level associations related to the theme words This narrow perspective overlooks deeper insights, such as societal factors impacting the LGBT community, the challenges they encounter, and issues of freedom of choice Additionally, the response list comprises just thirteen distinct terms, suggesting a notable uniformity among the respondents.
Word cloud 8.1 & 8.2: Word clouds for the theme “LGBT” from Hanoikids
(left) and American respondents (right)
From the semantograph and the word clouds, it is safe to say that the groups of Americans and Hanoikids share a more or less similar schema on the concept of
The analysis of the word clouds reveals a strong association between the LGBT community and concepts of love and rights, highlighting that they are viewed as regular human beings deserving of the freedom to love However, notable differences emerge in how various groups perceive LGBT identities While a significant portion of responses (25%) reflects a view of LGBT individuals as different or queer, another group, specifically Hanoikids, tends to describe them using terms like weird or abnormal (20%) Although these descriptions do not convey outright hatred, they indicate a level of prejudice towards the LGBT community.
The Vietnamese group exhibits a pronounced level of prejudice, as reflected in their attitudes, which are predominantly negative, accounting for 50% of their weighted score Common negative remarks include terms like "no," "never," "disgusting," and "terrible," with only a slight indication of support reflected in the occasional agreement In contrast, other groups do not display similar negative sentiments.
Main features of the three groups’ responses for the theme “Travel Around
The semantograph reveals significant differences in travel-related concerns among three groups U.S respondents prioritize experiences (20%), learning and exploration (18%), and feelings and judgments (17% each) In contrast, Hanoikids emphasize learning and exploration (17%), experiences (16%), and yearning (13%) The final group focuses primarily on feelings (33%) and places (29%), while also considering financial aspects of travel (15%).
Figure 9.1: Semantograph for the theme “Travel Around the World”
American respondents prioritize global and international perspectives, scoring 7% in this category, while their counterparts show no such emphasis Additionally, significant differences emerge in the areas of love and freedom among the groups.
Vietnamese is the only group which does not have replies belonging to those categories Subcategory-wise, in the group of concerns, the Hanoikids and
Vietnamese groups display considerably larger concerns for finance (eight points –
44% categorical weighted score for the U.S., forty-two – 84%, and twenty-nine – 88% for Hanoikids and Vietnamese respectively)
Yearning Freedom Concerns Global/international
Word cloud 9.1 & 9.2: Word clouds for the theme “Travel Around the World” from Hanoikids (left) and American respondents (right)
Analyzing word clouds reveals diverse perspectives, with Hanoikids highlighting "money," "free," and "dream" as top responses, each appearing six to nine times In contrast, Americans prioritize "exciting" and "learn(ing)," both mentioned six times, while Vietnamese respondents emphasize "go abroad" and "fun," with "go abroad" appearing ten times and "fun" nine times.
The analysis reveals that the three groups perceive global travel differently U.S residents view it as an exciting opportunity for exploration and freedom In contrast, Hanoikids members share a similar enthusiasm but express more concern about financial aspects and a stronger desire to travel Meanwhile, the surveyed Vietnamese primarily convey their excitement about the prospect of traveling abroad, seeking an escape from their daily lives.
Finding Summary and Discussion
For all nine themes, the weighted score per respondent order does not change: Hanoikids’ takes the top, succeeded by the Americans’, and the Vietnamese’s takes the last place
Table 1.1: Numbers of words and total weighted scores of the three groups for each theme word
The analysis reveals that the weighted scores of both the Hanoikids and American groups show minimal fluctuation, with scores ranging from 10.9 to 12.2 for Americans and 12.5 to 13.5 for Hanoikids, both within a narrow range of 1.3 points In contrast, the Vietnamese group exhibits a significantly larger variation, with scores spanning from 4.2 to 9.9, a difference of 5.7 points This indicates that the level of association is more variable among the Vietnamese respondents, who tend to score higher on less abstract items, such as "Parents."
“Graducation” and “A good job”) while substantially lower in more abstract items (“Happiness”, “Freedom”, “Ambition”) or relatively foreign/recently introduced
Ambition U.S HNKs VN Graduation U.S HNKs VN A good job U.S HNKs VN
Number of words 61 93 22 Number of words 57 82 18 Number of words 62 60 25
Parents U.S HNKs VN Happiness U.S HNKs VN Freedom U.S HNKs VN
Number of words 63 80 28 Number of words 56 87 16 Number of words 60 99 18
U.S HNKs VN LGBT U.S HNKs VN Moving out U.S HNKs VN
Number of words 63 76 24 Number of words 58 79 13 Number of words 44 80 20
11.6 13.4 7.7 concepts, at least to the Vietnam society (“LGBT”, “Moving out” and “Travel around the world”), while the same pattern does not seem to occur to the two remaining groups
The vocabulary diversity among different groups varies significantly, with Hanoikids showcasing the highest diversity at an average of 81.8 words per theme, followed by Americans at 58.2, and the Vietnamese group at only 20.4 This indicates a higher uniformity in responses from the Vietnamese group, potentially influenced by their survey method; unlike the other groups who used an online survey independently, the Vietnamese participants completed a paper form in close proximity, which may have led to answer copying.
The analysis of the nine proposed themes reveals distinct characteristics among the three groups surveyed U.S residents tend to emphasize achievements and advancements in their associations, while Hanoikids focus more on materialistic elements, frequently using terms like "money," "rich," and "expensive." In contrast, the Vietnamese group shows a strong inclination towards family relationships, even in contexts not directly related, such as discussing "a good job." Although these traits are present in other groups, they are significantly less pronounced, highlighting the unique priorities and thought patterns of each demographic.
The analysis reveals distinct differences in association patterns among three groups, with minimal resemblance between Hanoikids, Americans, and Vietnamese Notably, Hanoikids share concerns about family relationships and academic degrees with the Vietnamese, likely due to their closer age demographics, averaging 19.41 for Vietnamese and 23.12 for Hanoikids, compared to 32.63 for Americans This age proximity suggests that both groups are still in college or recently graduated, fostering a strong connection to family and academic aspirations Additionally, while Hanoikids and Americans both support the LGBT community, this alignment may stem from factors beyond cultural influence, such as Hanoikids' improved English skills and urban living, which grant them access to more LGBT resources and experiences In contrast, American support for the LGBT community has historical roots, reflecting a long-standing cultural acceptance that dates back to the 1970s.
While there are some minor and inconsistent similarities, Hanoikids does not serve as a clear link between American and Vietnamese groups The observed similarities are primarily demographic rather than cultural, and they are infrequent and not particularly significant Hanoikids achieves a moderate score in this context.
The concept of "attributes" or "feelings" highlights that while the significance of association may lie in the middle, it can also present contradictions between different groups, as both positive and negative associations coexist within the same category Hanoikids, as previously mentioned, possess unique priorities and associations specific to their group, making them not merely a transitional entity between the other two groups but rather a distinctive group with its own characteristics that cannot be simply derived by aligning with the other two.
In-group responses to various themes reveal a diverse range of opinions, often showcasing both negative and positive judgments within the same group This complexity highlights the multifaceted nature of group dynamics and individual perspectives.
Americans express mixed views on "happiness," with some describing it as good or essential, while others label it as overrated or commercialized Similarly, within the Vietnamese community, there are contrasting opinions on the LGBT community, ranging from acceptance and support to feelings of disgust and disapproval.
The analysis reveals that, contrary to the assumption that individuals from a specific culture share uniform thoughts and behaviors, there exists significant complexity and diversity in their mindsets While culture undeniably influences individuals, it is just one of many factors shaping their beliefs, behaviors, and priorities Exposure to intercultural experiences does not lead to homogeneous outcomes; instead, the impact varies based on individual and environmental factors Cultures should be viewed as multifaceted, influenced by demographic traits, personal characteristics, and life experiences, which together create unique outcomes for each person Consequently, individuals often embody multiple cultural values simultaneously, resulting in distinct manifestations of culture within each individual.