Module 3
Module 3
Module 3
Culture has greatly influenced the way individuals behave and view themselves. This is primarily the
reason why across cultures, people have different takes on various things.
Cultural Variations of Self
At the beginning of the 20th century, cultural psychologists began to question the universality of
many psychological constructs (Fiske et. al., 1998). Markus and Kitayama (1991) observed that
Western cultures (i.e.,America) define the self differently from the way Eastern cultures do (i.e., Asian
countries).
When it comes to value endorsement, some cultures value groups and relationships (i.e., family and
friends),while other cultures give more emphasis on individual attributes like personal qualities and
characteristics (Triandis, 1989). Cultures who value groups and relationships are collectivistic, and they
are common in Eastern countries like in Asia (Japan, China, the Philippines, Vietnam, Korea, and
Indonesia). On the other hand, cultures who value individual characteristics more are individualistic like
most of the Western countries (USA and Europeancountries).
Another way of looking at cultural differences is through the social content of the self, the self-
concept in particular. One may construe the self in relation to others, whether as separate from or
connected to others. The self-construal can be independent or interdependent (Markus & Kitayama,
1991). In the independent self, theindividual is the primary unit of consciousness; its goal is to become
independent from others and express one’s unique attributes. The definition of self, therefore, is
anchored on the individual’s personal abilities and characteristics. This is evident among individualistic
cultures. On the other hand, the interdependent self seesoneself as being connected with others. It is
defined according to how one is socially connected with other people, with important groups, and with
social obligations. Relationships with others are very important for those having an interdependent
self-construal, and it is best that one maintains good and meaningful relationships with these
significant others. Moreover, the interdependent self is characterized according to one’s relationship
with closeothers, like family, friends, or a social group. This kind of self-concept is commonly observed
in Eastern societieswhose culture is collectivistic in nature.
The independent/interdependent self- construal concept simply demonstrates how the self actively
responds to the surrounding culture where the self is positioned. Also, it exhibits the adaptability of
the self and the dynamicprocess in which the self constructs itself.
Some Cultural Differences
Way of life
Westerners assert a lot more independence and individualism; they mainly focus on themselves. In
contrast, easterners are more community-oriented.
Punctuality
Westerners are particularly and extremely focused on time. On the other hand, easterners are more
relaxed in comparison
Making Contacts
Westerners tend to have very linear relationships with a few people , whereas Easterners tend to have
more circular relationships in complex, branched-out relationships that reach across many people
Anger/Displeasure
When Westerners are unhappy, their emotions can be easily perceived through body language, facial
expression , and tone. In Easterners , it's a little more difficult to tell how someone is feelking. The
norm is to hide displeasure, especially in front of superiors. Two people may be arguing when in
reality, they are just chatting loudly. In western societies, this loudness is seen as anger.
View of Myself
Westerners think in terms of themselves most importantly. Most Easterners think of themselves as
part of a larger sum
Perception of Beauty
In China and even in the Philippines, the whiter your skin, the more beautiful you are. In Western
countries, the darker your skin, you are deemed beautiful. In Asia, most beauty products contain a
whitening agent for the skin, and women are more likely to cover up on the beach. Meanwhile, in
western countries, skin products produce a golden tan, and they are more likely to sun bath at the
beach.
Handling Problems
Westerns tend to take the most direct approach. Problem solving in the East is a bit more complex,
and it may involve an indirect approach.
Life of the Elderly
Senior in Eastern Societies tend to stay at home to raise the grandchildren. In Western societies, there
is more emphasis on independence on how they live their lives. Majority in the Western community
are often on their own by their own choice. It is uncommon to hear of parents living with their
children.
The Boss
In the East , bosses have greater authority. Subordinates are quick to defer to superiors. A different
view prevails in the West. Subordinates & superiors emphasize interdependence and former can
contradict the latter.