Individuals from different cultures have different ways when it comes to self-concept. Our culture teaches us how to perceive. Researchers have done an experiment regarding how our cultural lens influences our assessment of reality with the use of binocular-like device (Gamble and Gamble, 2013). During the experiment, Mexicans and Native Americans were shown 10 pairs of photographs, each pair of photograph contains one from U.S. culture and one from Mexican culture. After viewing the photographs through the binocular-like device, both subjects reported that they were able to see pictures similar to their own culture.
The culture we belong to greatly influences the way we perceive ourselves and others. A great example is that if you are in an individualistic culture such as the U.S., you perceive talk as desirable. North Americans are more direct and view people who "doesn't tell it as it is" as vague and cowardly (Gamble and Gamble, 2013). On the other hand, a collectivist culture such as Japan, they place more value into silence rather than talk, that "a person who states the obvious is a show-off" (Gamble and Gamble, 2013, pp 70).
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What is idiocentric and allocentric? Idiocentric refers to the point of view of an individualist person while allocentric refers to the point of view of a collectivist individual (Gamble and Gamble, 2013). North American culture focuses more on to the success of oneself; therefore they fall under the idiocentric idealism. They work to achieve their own personal goals, “Western cultures, the assumption is that your life will be enriched if you are able to define who you are—all of your possible self” (Gamble and Gamble, 2013, pp. 70). North Americans stress self-determination and Independence. In contrast, Asian cultures are more likely to recognize group achievements rather than their own. Collectivist cultures value group work and that everyone should be recognized for the success of the group, "Japanese parents, for example, do not lavish praise on their children because they are concerned that, if they do, the children will end up thinking too much about themselves and not enough about the group" (Gamble and Gamble, 2013, pp. 70). Self is not the prime importance in a collectivist culture, it is rather the group. They link their success to group cooperation and loyalty.
- Gamble, T. & Gamble, M. (2013). Communication Works (11th ed.). New York: McGraw Hill.