Values are tied to culture, they do not operate in isolation. Values are critical, primarily because they compel our actions. In this regard, it is necessary for us to examine the concept of values within the context of culture. To do this, I propose the studying and understanding of intercultural communication.

One of the greatest agents in our world today is change. We are able to analyze change in different cultures by studying the values that drive these cultures. Some cultures are oriented to the past. This means that they value their experiences which make them largely reluctant to change. Some cultures are oriented to the present; interested in everyday living and welcomes change as it gradually occurs. Other cultures support an orientation to the future. These cultures regard change optimistically since it sees possibilities for improvement from both the past and present.