Collectivistic Versus Individualistic Cultures

We define a collectivistic culture as one in which the collectivity’s goals are valued over those of the individual. In contrast, an individualistic culture is one in which the individual’s goals are valued over those of the collectivity. Individualism-collectivism is perhaps the most important dimension of cultural differences in behavior across the cultures of the world. Japanese culture is an example of a collectivistic culture. Harmony is very important to the Japanese. The collectivistic nature of Japanese culture is evident when observing a typical business office in Tokyo. More than a dozen employees are packed into an office that in the United States might house two or three individuals. The Japanese workers sit at small desks, facing each other, clustered in the middle of the room. Their boss sits among them. Individual privacy is completely lacking; instead, much informal conversation occurs among the office workers as they help each other with various work-related tasks.

The nature of the self is different in an individualistic versus a collectivistic culture. Culture shapes one’s self, and thus one’s communication, perceptions, and other behavior. In an individualistic culture, the individual perceives himself/herself as independent. In a collectivistic culture, the individual mainly thinks of himself/herself as connected to others. To be independent in one’s thinking or actions would be considered selfish, rude, in poor taste. An individual who is not a good team player is punished for breaking the norm on collectivism. Interaction between individuals with these different perceptions of self can easily result in misinterpreting the other’s behavior.

Obviously, not everyone in a collectivistic culture is equally collectivistic in thinking and behavior, nor are all of the individuals in an individualistic culture equally individualistic. For example, certain Japanese are task oriented rather than relationship oriented; they are very direct in their speaking style, telling it like it is. There is individual variation within both collectivistic and individualistic cultures, even though the average degree to which individuals are collectivistic-oriented is much greater in a collectivistic society like Japan than in an individualistic culture like the United States.