COMMENTARY ON ‘CULTURE AND THE SELF: IMPLICATIONS FOR COGNITION, EMOTION, AND MOTIVATION’

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In their article “Culture and the Self: Implications for Cognition, Emotion, and Motivation”, Markus and Kitayama (1991) question the universality of notion of self as a “complete, whole, autonomous” (p.246) entity that is separate from others and the social contexts surrounding it' and propose that like many other concepts in psychology, it has a more complex and variable reality. They contend that anecdotes such as, in America, “the squeaky wheel gets the grease” and in Japan, “the nail that sticks up gets pounded down” are indicative of striking cross-cultural differences in construction of the self, others, and the interdependence of the two. In particular, they draw a distinction between two views of self — an independent view of self and an interdependent view of self — and argue that each of these divergent construals of self have a set of clearly defined consequences for cognition, motivation, and emotion.

According to their theory, the independent construal of self is best exemplified by the North American and West European cultures, where the person is looked upon as a “b...

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