“It’s a free country…” “I have the right!” “Pull yourself up by your own bootstraps.” These common sayings reflect Americans’ belief in individualism. Bill Perry, in his book “A Look Inside America,” (1) places it as number one in his list of America’s cultural values. Most Americans would agree with that.
Individualism to Americans means the freedom to “choose my own way,” make my own decisions, based on my own criteria, as well as the responsibility to personally accept the consequences of my own choices. This is contrasted with some values from other cultures, which have a group orientation. In other cultures, especially Asian cultures, individuals are not free to make their own choices; they must consult and obey their elders. The needs and considerations of family, clan, and community come first. Individualism is viewed as selfishness and rebellion.
You can easily see individualism in American society in advertising. Billboards and TV commercials are directed at individuals who can decide whether to buy a product or not. There is no advertisement that says, “Ask your parents whether you can have….”