Social Relations

Collectivist
Individualist

Value their membership in their group
more, consider these relatioships to be
stable and long lasting and so are less
willing to serve their membership.
Seek jobs that will enhance their
relationships with other people.
Satisfaction with work depends on the
quality of their relationships with their
coworkers.
Relational and self-sacrificing.
Choose jobs that are personally
fullfilling and that offer them
opportunities for advancement.
Stress their superiority over
others on attributes that pertain to
autonomy and independence.

!change and communal Relations
Collectivist
Individualist

Associated with the

exchange of resources

Monitor their inputs into

the group,strive to
maximize the rewards they
personally

ill not offer help without

having benefits in return.

!ocused on sharing
communal resources

Concerned with what their

group receives than with
their own personal
outcomes.

!eel disappointed if other

members insist on
reciprotaing any help given.

Reciprocity
Individualist
Collectivist

"avor an evenly
balanced, one for one
e!change.
#nteractions tend to be
guided by norm of
reciprocity.
$ot concerned with equality
of allocations or reciprocity
%embers does not have to
give something in order to get
something in return.

Social &bligations
-'ollaboration in the group

(ean (acques Rousseau term for

assurance is the social contract, which
he believed individuals intuitively accept
when they enter into cooperative
arrangements with others.
Individualist
Collectivist
#ndividualist tend to be self-
serving or egocentric-they
strive to e!tact all resources
they can whil minimi)ing their
contribution
'ollectivist group-serving or
sociocentric-they stive to
increase the well-being of the
community as a whole

Social &bligations
Individualist
Collectivist

*re guided by personal

attittudes and preferences

*re compliant
&bligated by social contract, to have
respect for those who hold positions of
authority and avoid disargreement.
%utually obligates each member.
'ompromise to conflict
+hey carry out their duties within their
groups and the successful fullfillment
of their roles and responsibilities is the
primary source of self-satisfaction
*lan "iske suggest a system of
authority rankings because
stratification and rank distinctions
motivate people to perform duties in
leadership roles and other crucial ut
demanding positions.
"ollow social norms when making
choices

Social Self

+he idea of self as private and highly

personali)ed is more characteristic of an
individialistic outlook, 'ollective identity view,
some portion of the group becomes represented
in each member, so that their individual selves
share some qualities in common.

+he personal identity is the -me. of the self, and

the social identity is the -we.

Individualists

Collectivists
Social Self

Social relations "ocus on establishibg and
maintaining relationships that yield
personal rewards with few costs,
concern with others
Social &bligations #ndividuals act to promote their own
interests before considering the
needs of others, satisfaction comes
from personal triumphs in
competition with others.
%embers are obliged to
cooperate with others in the
pursuit if shared goals, concern
for group success, behavior is
guided by group norms an roles
Social #dentity +he independent self is based on
one/s personal, idiosyncratic
characteristics, each self is
autonomous and unique
+he interdependent self is based
on group level relationships,
roles and social identities rather
than on individual personal
qualities.
'ommon attributes of #ndividualism and 'ollectivism
#ndividualism 'ollectivism

#ndependents and #nterdependents
#ndependents #nterdependents
Are emotionally detached
from their groups.
"ut their own goals above
the goal of the group
#hey value e$uality,
social justice and self%
reliance.
"ut groups& goals and
needs above their own
'espectful of other
member of their groups
and value membership.

#ndividuation in 0roup

(ne measure of the tendency to set oneself apart

from other people% the )ndividuation Scale%as*
people to indicate their willingness to engage in
attention getting behavior, such as self%disclosure
and nonconformity.

&ptimal 1istinctiveness

%arily 2rewer/s optimal distinctiveness theory

suggest, most people probaly have at least 3
fundamental needs4
-the need to be assimilated by the group
-the need to connect to friends and loved ones
-the need for autonomy and differentiation.

*chieving a sense of uniqueness is as

important as satisfying the need to belong

Variation in collectivism

'ultural 1ifferences
English Speaking
countries and Western
European countries tend
to be more
individualistic than
Asian, Eastern
European, African and
middle Eastern
countries.
Research conducted by +wenge
suggest that individuals maybe
shifting in more individualistic
direction.
#nterdependents individuals in
individualistic countries tend to
join more groups, but
independent individuals in
collectivist cultures -feel
oppressed by their culture and
seek to leave it.

5ersonal #dentity to Social #dentity
6ow does a group become
part of one/s social identity7
8hat impact does this acceptance
of the group into one/s identity
have on one/s self-concept and self-esteem7

Social identity theory4 the basics
Social #dentity +heory, developed 6enri +ajfel,
(ohn +urner, 6ogg and their colleagues traces
the development of a collective identity back to
two key processes4

'ategori)ation

#dentification

Social identity and self categorisation
theory

"ocuses on group and intergroup processes

Self is conceptualised as a collection of

identities, social identity theory focuses on the
social aspects of identity

+hese social identities shape intergroup

perceptions, attitudes and behaviour

Social identity and self categorisation
theory

"ocuses on group and intergroup processes

Self is conceptualised as a collection of

identities, social identity theory focuses on the
social aspects of identity

+hese social identities shape intergroup

perceptions, attitudes and behaviour

Self-'ategori)ation

#ndividuals classify themselves into categories

Self-stereotying occurs when individuals apply

to the prototypes of those categories to
themselves.

#dentification

#dentification involves bonding with and taking

on the characteriestics of one/s groups.

8hen people identify strongly with a group,

self-descriptions become increasingly
depersonali)ed as they include fewer
idiosyncratic elements and more characteristic
that are common to the group.

#dentification and categori)ation become more

likely when outgroups are salient and when
people are members of smaller groups.

Personal Identity to Social Identity
Personal Identity to Social
Identity
+he sense of self changes as the group is, literally, included in the self.
#ncreasing identification is indicated by circles where the self and the
group overlap to a greater degree.

%otivation and Social #dentity

valuating the Self

%ichael 6ogg 9:;;<= suggests that at least two basic motives influence the
8ay social categori)ation and identification process combine to shape
&ne/s sense of self.
-%aintain their self-worth by thinking well of their groups
-self-understanding, a core motive for most people.
8hen individuals joins group their self-concept becomes connected to that
0roup and the value of that group influences their feelings of personal worth.
Social identity theory provides key insight into a host of psychological and
interpersonal processes including collectivism, perceptions of the
outgroup,presumptions of ingroup permeability, tolerance of deviance
withing the group, increased satisfaction with the group and feelings of
solidarity.

5rotecting the 'ollective Self

+end to e!aggerate the differences between their

group and other groups

Ingroup-outgroup bias- +o look more favorably

on the ingroup.
'ontributes to self-esteem and emotional well-
being of group members
Social identity theory posits that people are
motivated to maintain or enhance their feelings
of self-worth and because members/ self-
esteem is linked to their groups, their feelings of
self-worth can be enhanced by stressing the
relative superiority of their groups to other
groups

5rotecting the 5ersonal Self

1eny the accuracy of negative individuali)ed

information relative to negative group
information and they more readily claim
positive feedback when it focuses on them
rather than on their group.

5eople will turn away from a group that

continues to threaten their personal self-
esteem

&ften shift allegiances,leave the group

Individual mobility-'hange in allegiance

*ctivity Session

0ive your group a name based on your personalities
>. 8hat type of group are you in7
:. 8hat do you have in common with other people in your group7
3.8hat are the good things about being in a group like this7
Summarise how feeling a sense of belonging and then how feeling
they do not belong can impacts on us