跨文化商务交际Chapter_4_Contrasting_Cultural_Values.ppt

2.2 Individualism vs. Collectivism This pair is the most widely researched. Individualism does not mean 个人主义 or 自私自利. Maybe a better translation would be 个体主义. It is neutral in meaning, not derogatory. Here it is used as a philosophical term, against collectivism. But in Chinese, individualism often equals with selfishness. 个体主义-集体主义这一价值维度是衡量个人与集体联系是松散还是紧密的标准。 个体主义文化强调的是自我和个人的成就，与集体、社会的关系松散，相互依赖程度弱。个体主义指数值较高的有北美、欧洲和大洋洲。 集体主义文化强调社区或集体的和谐，与集体、社会联系紧密，相互依赖度强，并区分圈内人和圈外人。集体主义指数较高的有亚洲和拉丁美洲。 个体主义-集体主义维度描述一个特定的社会里个人与集体的关系，反映人们生活在一起的方式，它相应地体现在各种各样的价值观、态度和行为上。 Individualism indicates the extent to which a society is a loosely knit social framework in which people are supposed to take care of only of themselves and their immediate families. There is more emphasis on “I” than on “we”. According to Hofstede’s study of IBM, the U.S. ranked number 1 in individualism worldwide, followed by Australia, Great Britain, Canada, and the Netherlands. Characteristics of Individualistic Culture Others behavior is explained by personal traits. Ones success is attributed to his own ability. Self is defined as individual entity. One knows more about self than others. Achievement is made for ones own sake. Personal goals are over group goals. Self-assuredness is valued. Autonomy and independence is valued. Dependence on others is avoided. One bears casual connections to many groups. Task completion is important. One has few obligations to others. Confrontation is acceptable. The Display of Individualism in American Culture The ideal of the individual is deeply rooted in the social, politcal, and economic institutions. Family ties tend to be relatively unimportant. The physical layout of the typical American house, designed to maximize individual space, clearly reflects the emphasis placed on individualism and personal privacy. The concept of individualism is instilled from an early age in the United States by constant encouragement of children to become self-sufficient. Collectivism emph