individualism

n. A cultural pattern found in cultures that tend to be complex, modern, and tolerant of deviations from cultural norms. It is found by examining data across cultures and is the opposite of collectivism.

This cultural pattern is especially likely to occur among affluent individuals, both across cultures and within culture. It is also very likely to be present among the more educated, widely traveled members of a culture; among those who have been exposed to highly heterogeneous, diverse cultures; among those raised in small families, in situations where there is fast social change, and in an open frontier. Exposure to Hollywood- made media increases individualism, because in such media the emphasis is on pleasure and fun, and rarely on doing one's duty.

People in such cultures tend to think of themselves as independent of their group. They give priority to their personal goals and do what they like to do rather than what they must do.

- HTr

► See also COLLECTIVISM