Читать книгу The Communication Playbook - Teri Kwal Gamble - Страница 92

The cultural dimension of individualism versus collectivism reveals how people define themselves in their relationships with others.

Individualistic cultures, such as those of Great Britain, the United States, Canada, France, and Germany, stress individual goals, whereas collectivistic cultures, represented by many Arab, African, Asian, and Latin American countries, give precedence to group goals. Individualistic cultures cultivate individual initiative and achievement, while collectivistic cultures tend to nurture group influences. This means that, whereas the “I” may be most important in individualistic cultures, the “we” is the dominant force in collectivistic ones. In collectivistic cultures, the individual is expected to fit into the group; in individualistic cultures, emphasis is placed on developing the sense of self.