Individualism and

Collectivism

Individualistic cultures (Hofstede) are

societies that value individual
freedom, choice, uniqueness
and independence.
Individualism and
Collectivism

Collectivist cultures (Hofstede) value

the group over the individual.
 A Case Study
"At one of my presentations to a client - a
bank, I made one suggestion that individual
employees who did a good job ought to be
given greater recognition by which I meant
giving them face in front of their colleagues,
not monetary reward. Everyone at the
presentation was horrified. I'm not sure but I
think it's probably just not the Indonesian
way to seek recognition or stand out from the
crowd. This is very different from the
situation in the States."
 A Case Study

The contrast here is a difference between a

more collectivist orientation (the Indonesian
culture) and a more individualist orientation
(the American culture).
Sayings: (Individualistic
or Collectivist Cultures?)

When spider webs unite, they can tie up a lion.

God helps those who help themselves.

The squeaky wheel gets the grease.

The ill-mannered child finds a father wherever

he goes.
 Predictors of
Individualism-Collectivism
Economic development

Socialization

Demographic factors

Context

Climate
The Masculinity-
Femininity Scale
The Masculinity-Femininity Scale (MFS) is
a primary influence of Individualism-
Collectivism.

The MFS is the extent society prefers

assertiveness and achievement or
nurturance and social support.

Hofstede created a masculinity index

(MAS) to assess a cultures relative
location on the masculinity-femininity
dimension.
High MAS cultures:

Eg. Austria, Italy, Japan and Mexico.

These cultures believe in ambition and

achievement. People are judged on the
basis of their performance, and in the right
to display the material goods that have
been acquired.
Low MAS cultures:
Eg. Chile, Norway, Portugal, Thailand.

They believe less in external achievements

and shows of manliness and more in the
importance of life choices that improve
intrinsic aspects of the quality of life, such
as service to others and sympathy for the
unfortunate.
Consequences of
Masculinity-Femininity
Members of high MAS cultures believe
that men should be assertive and women
should be nurturant. Sex roles are clearly
differentiated, and sexual inequality is
regarded as beneficial. The reverse is
true. For highly feminine cultures, men
are far less interested in achievement,
sex roles are far more fluid, and equality
among the sexes is the norm.
Consequences of
Masculinity-Femininity
Eg. Teachers in masculine cultures praise
their best students because academic
performance is rewarded highly. Similarly,
male students in these highly MAS cultures
strife to be competitive, visible, successful
and vocationally-oriented. In feminine
cultures, teachers rarely praise individual
achievements and academic performance
because social accommodation is more
highly regarded.
Consequences of
Masculinity-Femininity

Male students try to cooperate with one another

and develop a sense of solidarity, they try to
behave modestly and properly, they select
subjects because they are intrinsically
interesting rather than vocationally
rewarding.