ABSTRACT
In Schwartz’s (1992) analysis of the core elements of culture, achieving coordination with others is postulated as one of three basic challenges that any culture must address. This chapter focuses on one particular aspect of communication, through which cultural groups foster needed harmony and acquiescence among their members, and on identifying what may encourage some cultures to do so more than others. Of course, reaching agreement is not the only goal of a society. In pursuit of the other challenges that are entailed in life, it is often also necessary to assert one’s individuality and difference from others. A second goal for this chapter is to explore the cultural contexts in which this assertiveness becomes a priority. Brewer (1991) has formulated an individual-level theory of “optimal distinctiveness,” focused upon the way in which persons may find a balance between their conflicting motives to stand out and to be included with others. Individual ways of handling this dilemma vary, but cultures have evolved in ways that press individuals toward distinctive definitions of what is an acceptable balance. In some settings, the press is toward overt harmony and compliance with the expectations and opinions of others. In other cultural settings, the press is more toward self-presentation as someone who is confident, distinctive, and therefore to be valued highly.
