Journal of Community & Applied Social Psychology

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Volume 7 Issue 1 (February 1997), Pages 1-101

Individualism/Collectivism and Social Identity (pages 53-64)

Abstract

On the basis of data collected in three representative national surveys carried out in 1990, 1991 and 1993, the relationship between an individualistic/collectivistic orientation and social identity is investigated. Individualism/collectivism is measured using a specially constructed Bulgarian scale. Individualists and collectivists are characterized by specific profiles of social self‐identification which differ only slightly from one another. The characteristic of the individualists' profile is that they tend to identify themselves with the political opposition as being republicans, as not being religious, as being distant from those who are rich and close to those of low social status. In contrast, the collectivists profile themselves as people who identify with a socialist political orientation, as being monarchists, religious, close to those who are rich, as standing higher in the social hierarchy and as connected with the structures of power. In terms of the direction of social transition, collectivists emerge as the more conservative part of Bulgarian society. A strongly European identity is associated with those who score highly on the individualism scale. (© 1997 by John Wiley & Sons, Ltd.)

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