INDIVIDUALISM VERSUS COLLECTIVISM
Our first cultural value dimension is individualism versus collectivism.
Individualism stresses individual goals and the rights of the individual
person. Collectivism focuses on group goals, what is best for the
collective group, and personal relationships.
Individualism values personal independence. Within individualist
cultures, people are more likely to “see themselves as separate from
others, define themselves based on their personal traits, and see their
characteristics as relatively stable and unchanging.”
Collectivism values personal interdependence. In collectivist cultures,
people are more likely to “see themselves as connected to others,
define themselves in terms of relationships with others, and see their
characteristics as more likely to change across different contexts.”
These pervasive cultural differences can influence many aspects of
society, from the way people shop, dress, and learn to how they
conduct business.
For example, workers in a collectivist culture tend to sacrifice their own
happiness for the greater good of the group. Those from individualistic
cultures, on the other hand, may feel that their own well-being and
goals carry greater weight.
An individualist is motivated by personal rewards and benefits.
Individualist persons set personal goals and objectives based on self.
Individualistic workers are very comfortable working with autonomy
and not part of a team.
Individualism focuses on individual rights and concerns, independence,
and personal identity.
An individualist’s sense of self is defined more by who they are on the
“inside,” minimizing the influence of factors, contexts, and people
“outside” the individual. Individualists tend to communicate in direct
styles—they say what they mean, prioritizing that information is
conveyed explicitly and unambiguously.
The collectivist is motivated by group goals. Long-term relationships are
very important. Collectivistic persons easily sacrifice individual benefit
or praise to recognize and honor the team‘s success. In fact, being
singled out and honored as an individual from the rest of the team may
be embarrassing to the collectivistic person.
Collectivism stresses the importance of the community and places great
value on unity, selflessness, and altruism.
A collectivist’s sense of self is defined more by who they are with other
people, or by their membership in a group. Maintaining social harmony,
getting along with others, and meeting social expectations are more
important in collectivist cultures. They tend to communicate in indirect
styles—collectivists imply what they really mean, but might say
otherwise to avoid conflict or embarrassment.