2.5.3 Indvidualism vs. collectivism
Everywhere, questions arise about how much a person has to depend on his/her own
resources in order to achieve a good life, and how much he/she has to depend on a group.
Figure 2.2 gives Hofstede’s findings for this dimension plotted on the horizontal axis, and
for masculinity/femininity plotted on the vertical axis.
The more individualist (and less collectivist) cultures stress individual identity. The
person is expected to achieve for him/herself, and to satisfy his/her own needs. Individual
achievements and rights are respected. Individual decisions are valued above group
decisions, and the individual has a right to thoughts and opinions which differ from
those held by the majority. Social philosophies tend to reflect universalistic concerns with
society, rather than the needs of a particular group or family. In practice, individualism
CANNOT be equated with greed - which arises in any cultural context.
Figure 2.2 Individualism/collectivism × masculinity/femininity
Source: Hofstede (2001, p. 294).