Geert Hofstede August 2014 Origin of the terms “individualism” and “collectivism”
• Both terms were used in the 19th century for political
ideologies, strongly value-laden • In a 1920s publication they were presented as opposites • In the 1960s “individualism” emerged also in personality psychology, “collectivism” did not • Hofstede chose “individualism versus collectivism” as a dimension of differences between national societies, already described under different names by sociologists Individualism/Collectivism as a societal culture dimension
• Individualism: A society in which the ties between
individuals are loose: everyone is expected to look after self and immediate family only • Collectivism: A society in which individuals from birth onwards are part of strong in-groups Collectivist societies Individualist societies • “We” identity • “I” identity • Exclusionism: others • Universalism: others classified classified as in- or outgroup as individuals • Competition between • Competition between “tribes” individuals • Relations before task • Task before relations • High-context communication • Low-context communication (many things are obvious) (everything must be specified) • In-group harmony must be • Confrontations can be healthy maintained Measuring the position of a society on the Ind/Col dimension
• A society’s position between individualism and collectivism
can only be measured relative to other societies • This position is expressed in an Individualism Index score (IDV) • IDV values have been plotted on a scale from 0 to 100; scores close to 0 stand for the most collectivist, scores close to 100 for the most individualist society Some Individualism Index (IDV) scores, out of 76 High Low 91 USA 51 Spain 90 Australia 48 India 89 Britain 46 Japan 80 Netherlands 39 Russia 74 Denmark 38 Arab ctrs 71 France 30 Mexico 67 Germany 20 China Some examples of what these IDV scores correlate with Collectivist societies Individualist societies • Lower per capita GNI (poorer) • Higher per capita GNI (richer) • Less press freedom • More press freedom • Human Rights less respected • Human Rights more respected • Lower divorce rates • Higher divorce rates • Older husbands, younger • Smaller age differences wives between spouses • Slower pace of life • Faster pace of life • Use of the word “I” avoided • Frequent use of the word “I” • Use of social media guided by • Active search in social media in-group Individualism versus Power Distance • The Power Distance and Individualism/Collectivism scores are negatively correlated: low PDI societies score more often individualist, more high PDI societies score collectivist • However, this is mainly an effect of national wealth or poverty: IDV is positively, PDI negatively correlated with wealth • If we compare rich with rich and poor with poor societies, the negative correlation between IDV and PDI almost disappears • So Hofstede treats these as two separate dimensions • In the USA, some authors distinguish “horizontal” and “vertical” individualism. This is a combination of IDV and PDI Do IDV scores change over time ? • Like power distance values, individualism versus collectivism values are transferred from generation to generation • Research by Sjoerd Beugelsdijk comparing answers to the same questions by two successive generations 30 years apart shows a modest worldwide shift towards individualism • However, the position of countries relative to each other remained the same; and this is what the scores are based on • Like in the case of power distance, country differences expressed in the IDV scores tend to be rooted in history • So, these scores too can be assumed to be stable over time