Although the phenomenon of stigma is global, its manifestation and impact are culturally bound. This chapter examines some of the culturally salient factors that have been investigated empirically in understanding cross-cultural differences between relatively group-oriented cultures situated in East Asia (e.g., Hong Kong, Taiwan, Japan) with cultures that are relatively more individual-oriented such as countries in Europe and North America (e.g., United States, Canada, United Kingdom). These factors include supernatural beliefs, face concern, and conformity. The internalization process of stigma is also discussed within the cultural context in order to account for possible nuances in the experience of stigma. Recent directions in stigma research such as affiliate stigma and self-stigma process are introduced to highlight the importance of emic approach in the understanding of stigma within specific cultural context.

This chapter explores what is meant by the complex concept of culture. It takes culture to encompass a range of patterns (including values, attitudes, beliefs, behavioural norms, schemas, role conceptualisation) that are common (i.e. generally shared) across members of a social group.We argue that there are three key notions associated with culture and its impact: cultural group memberships, cultural group identities and cultural patterning. In this chapter, we explore each of these elements and touch on the ways in which they may affect interaction. There are five main sections to the chapter: conceptualising culture; culture and social groups; culture and cultural patterning: fundamental issues; cultural patterning: perspectives; cultural patterning: cultural schemas and norms. The chapters in Parts II and III of the book explore in detail the impact of these various elements on intercultural interaction.