Values are significant elements of every society across the world. Cultural values define a society or an individual and also help to monitor changes that occur within a community. Values also influence the attitudes and behavior patterns of individuals belonging to a particular cultural group. Several values characterize most societies across the world. However, a cross-cultural analysis indicates that different cultures across the globe differ in their tolerance of some values. Conformity and benevolence are some of the values that vary in their application across cultures.
Conformity is a social value that requires individuals to restrain behaviors that are against the social expectations of society (Schwartz, 2012). Individuals strive to behave in a socially acceptable manner to ensure adequate social interaction among members of the community. Self-discipline, politeness, and a sense of responsibility help the members of the society to inhibit inclinations to harm others. Benevolence, on the other hand, promotes supportive social behavior in society (Schwartz, 2012). It is a social value that ensures the welfare of each member of a cultural group. The social expectation is to show voluntary concern for other people in society.
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Expression of Conformity and Benevolence across Cultures
In an individualistic culture such as North America; more emphasis is placed on individual satisfaction than on conformity to the needs of other people in the society. A good example is where children are allowed to choose what they want to do in college according to their interests ( Carducci, 2012). The expectations of the parents for their children are given minimal consideration in the choice made. In such a culture, placing personal goals ahead of collective goals is a culturally acceptable social behavior (Bond, & Smith, 1996).
Also, in an individualistic society, the sense of being responsible for others wellbeing is limited. For instance, emotional expressions in the culture are more personalized that in a collective culture. Statements such as ‘I did a great job’ are common in this culture. This goes against the value of benevolence which is upheld in a collective society.
In a collectivistic culture such as Japan and China, personal identification with a group such as family is emphasized. Conformity to the group expectations is considered to be a cultural value that identifies an individual with society. Individuals are, therefore expected to conform to social values and roles ( Carducci, 2012). For instance, a college student is more likely to pursue a career that fulfills the parent’s expectations. Benevolence is also expressed in a significant way is collective societies. Individuals are more likely to feel a sense of pride in helping others achieve their goals. For instance, teamwork and individual contribution to ensuring the success of the group are valued more in the culture. Personal achievement comes second to group success.
Social relations are likely to be enhanced in a collective cultural setup than in an individualistic society. In an individualistic culture, an individual is viewed as separate from society. Personal achievement helps to define the identity of an individual (Bond, & Smith, 1996). The social cognition of an individual is thus tied upon individual achievements.
On the other hand, a collective society links social cognition and identity to group membership. Collective decisions and accomplishments are considered to be crucial to the success of society. Benevolence and conformity are thus promoted. A collective culture also promotes the avoidance and restrain of behaviors that may hinder coexistence in society. In an individualistic culture, the satisfaction of self and self-indulgence does not allow conformity.
References
Bond, R., & Smith, P. B. (1996). Culture and conformity: A meta-analysis of studies using Asch's (1952b, 1956) line judgment task. Psychological bulletin, 119(1), 111.
Carducci, B. J. (2012). Expressions of the self in individualistic vs. collective cultures: A cross-cultural-perspective teaching module. Psychology Learning & Teaching, 11(3), 413-417.
Schwartz, S. H. (2012). An overview of the Schwartz theory of basic values. Online readings in Psychology and Culture, 2(1), 11.
