The first and most important cultural values dimension that shapes our sense of self is the individualistic-collectivistic value pattern. This value reflects our preference for either individual or group achievement.
Individualism essentially refers to an emphasis on the importance of individual identity versus group identity, individual rights over group rights, and individual needs over group needs. Individualism promotes self-efficiency, individual responsibility, self-reliance, and personal autonomy. In individualistic cultures, the ties between individuals are loose. Everyone is expected to look after himself or herself and his or her own immediate family. It is a focus on rights above duties, and basing one's identity on his or her own personal accomplishments. Individualism is more prevalent in loose and complex cultures. Members of individualistic cultures tend to be concerned with separating oneself from others, displaying uniqueness, and resisting influence by others. Communication traits value assertiveness, competition, and "standing up" even when everyone else disagrees. Independent thoughts are acted upon. Top individualist values are freedom, honesty, social recognition, comfort, hedonism, and personal equity.
Nations scoring high in individualism are, for example, the U.S., Austria, Great Britain, Canada, the Netherlands, New Zealand, Italy (Northern), Belgium, Denmark, and Sweden.
On the other hand, collectivism values the importance of "we" versus "I." Collectivism values group rights over individual rights, and in-group needs over individual wants and desires. It promotes relational interdependence, group harmony, and in-group collaborative spirit. In collectivistic societies, from birth, people are integrated into strong, cohesive in-groups, often with extended families, which protect them in exchange for unquestioning loyalty. Its core element is the assumption that groups bind and mutually obligate individuals. It is more prevalent in tight and simple cultures. Those of collectivistic cultures tend to concern themselves with affiliating with close others, maintaining connectedness, and blending the self-other boundary. Members of collectivistic cultures may tend to speak more in terms of "we", and view themselves as part of the greater whole of society, and demonstrate value on cooperation and mutual support. Communication traits include sensitivity to the needs of others, harmonious blending with the group, and respect for group decisions. Decisions are often made after consulting with family and friends. Top collectivistic values are harmony, face saving, equality in the distribution of rewards among peers (in the interest of group harmony) and fulfillment of others' needs.
High collectivistic cultures are, for example, Guatemala, Ecuador, Panama, Venezuela, Colombia, Indonesia, Pakistan, Costa Rica, and Peru.
Notably, the concept of face plays different roles of importance within individualistic and collectivistic cultures. Briefly, face is one's public self-image. In moments of embarrassment, it is said that we lose face. When someone attempts to help minimize our embarrassment, they help restore face. We might avoid certain situations where we risk embarrassment, which is known as saving face. A behavior or communication exchange that threatens our public self-image (as competent, autonomous, and socially appropriate beings) is known as a face-threatening act. Particularly in conflict situations, face-saving strategies are needed because once face is generally being attacked or threatened and needs to be defended and or saved.
The importance placed on saving face varies considerably between individualistic and collectivistic cultures, and much research supports this. Specifically, the concept of face plays a much greater role in more collectivistic cultures. The more collectivistic a culture is, the greater the value placed on preserving face. Thus, face threatening acts will be perceived as more severe in collectivistic cultures than in individualistic ones, in some cultures even being grounds for the death of the offender.
The idea of face is no small matter, and when interacting with individuals from more collectivistic cultures, should certainly be kept in mind.