

Self (shaded circles) in an all-encompassing concentric system. This is in comparison to individualistic cultures where the motivation may be to stand out and be admired – group adulation.įigure 4.1. Therefore, motivation to change one’s physical appearance for those in collectivistic cultures may be to avoid shame, fit in, and be accepted by the group – group acceptance. For these reasons, those with body types, physical appearances, or physical disabilities that deviate too far from the norm may experience not only their own disappointment but also the disapproval of their family or community. Standing out in a way that reflects poorly on the group, or causes the group to ‘lose face’, frequently leads to intense feelings of shame. Individuals who ascribe to collectivistic values also tend to engage in social comparisons to ensure they are conforming to group norms. Because of fluid personal boundaries, it is not uncommon for individuals to hear comments or even demands regarding their physical appearances, especially from family members.

Even an individual’s physical appearance is often seen as not only a reflection of the individual’s own internal self but also a representation of the family, extended family, and perhaps even the Asian community as a whole. In collectivistic cultures, individuals are seen as embedded within their group identity, and the notion of a separate, autonomous self is deemphasized. Most Asian cultures are predominantly collectivistic in nature. Kawamura, in Encyclopedia of Body Image and Human Appearance, 2012 Collectivism
