An Interface Between Individualistic and Collectivistic Orientations in Chinese Cultural Values and Social Relations

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Abstract
The construct of individualism and collectivism (I/C) has been criticized for its oversimplification in categorizing cultural values. This study modifies the I/C concept in Chinese terms by connecting the traditional Chinese collectivistic orientation of yi (benevolence, righteousness, morality, faithfulness) and individualistic orientation of li (benefit, utilitarianism, profit). Twenty-eight Chinese nationals were interviewed for the purpose of examining current value orientation and social relations patterns in mainland China. The result indicates an interface between the elements of yi and li in Chinese cultural value orientations with a strong tendency moving toward utilitarian individualism in social relations. The study suggests that the I/C construct becomes culturally specific and meaningful when being connected to a culture's philosophical and rhetorical tradition and when being framed in conceptual terms that are familiar to the people and cultures under study.

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