Empirical study of the subjective meanings of culture between American and Chinese

Subjective culture is a group's characteristic way of perceiving its social environment. This study analyzes cultural meanings through free verbal association derived from the Associative Group Analysis technique. More than one hundred important and relevant stimulus words were identified. Respondents were asked to list all the ideas associated with each stimulus word. The purpose is to find out the differences and similarities in the subjective meaning of selected words among American, Hong Kong and PRC Chinese. The research results provide empirical data on the understanding of culture-specific meanings of words. It is cultural experience that produces the unique distribution of association in a particular word. The spontaneously emerging response clusters offer deep insights into what is salient and what is dominant in the group's subjective meanings of selected themes.The authors are from The Chinese University of Hong Kong.