Communication Between Cultures

Individualism/Collectivism

The cultural dimensions of individualism and collectivism were previously mentioned

in Chapters 2 and 3. Here, the values receive a more comprehensive examination.

The subject of countless studies and research projects, individualism versus collectiv-

ism (individual orientation vs. group orientation), might well be considered one of

the most fundamental concepts used to help understand and explain social life. The

two values produce variations in family structures, how classroom activities are con-

ducted, the way organizations manage work groups, and even how people conduct

social relations. The individualism/collectivism continuum can be defined with the

following:“Collectivistic cultures emphasize community, collaboration, shared inter-

ests, harmony, tradition, the public good, and maintaining face. Individualistic cul-

tures emphasize personal rights and responsibilities, privacy, voicing one’s own

opinion, freedom, innovation, and self-expression.”^52 This synopsis should prepare

you for a more focused look at the two dimensions.

Individualism. Having already touched on individualism in the examination of Ameri-

can cultural values, here some of its components are identified. First, the individual is

the single most important unit in any social setting. Second, independence rather

than interdependence is stressed. Third, individual achievement is rewarded. Lastly,

the uniqueness of each individual is of paramount value.^53 A person’s rights and pri-

vacy prevail over group considerations in an individualistic culture.^54 Individualists

are likely to belong to many groups but retain only weak ties, changing membership

when desired. Hofstede’s findings (see Table 6.4) indicate that Western democracies

have a strong tendency toward individualism.

Collective cultures

value the group as the

important social unit.

Courtesy of Edwin McDaniel

Hofstede’s Value Dimensions 223

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