Individualism-Collectivism, Holism, and Cognitive Relativism: Overcoming the Problem of Construct Under-specification in Intercultural Communication Research

• In Event: Advances in Communication Theory

Abstract

Studies on individualism-collectivism often reported results contradicting Hofstede’s theory: The expected opposite relationship between individualism and collectivism was not found. We attribute this problem to construct under-specification and inadequate representation of less individualistic cultures in the studies, and argue (1) individualism can represent individualistic nations if it is limited to identity individualism, (2) the opposite end of individualism is not collectivism but holism, more specifically, identity holism,

Authors

• Tae-Seop Lim, University of Wisconsin, Milwaukee

• Jihyun Kim, University of Wisconsin, Milwaukee