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People's self image is defined in terms of I or we Individualism vs Collectivism

The fundamental issue addressed by this dimension is the degree of interdependence a society maintains among its members. The high side of this dimension, called Individualism, can be defined as a preference for a loosely-knit social framework in which individuals are expected to take care of only themselves and their immediate families. Its opposite, Collectivism, represents a preference for a tightly-knit framework in society in which individuals can expect their relatives or members of a particular in group to look after them in exchange for unquestioning loyalty.

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