BASIC AND
APPLIED SOCIAL PSYCHOLOGY, 35:98–108, 2013
Copyright
© Taylor & Francis Group, LLC
ISSN:
0197-3533 print/1532-4834 online
DOI:
10.1080/01973533.2012.746604
Cultural
Differences in Targets of Stigmatization Between
Individual-
and Group-Oriented Cultures
Hyeyoung
Shin
University of Maryland, College Park
John F.
Dovidio and Jaime L. Napier
Yale University
Abstract
This
research investigated cultural differences in stigmatization of out-groups
representing
Goffman’s
distinction between “tribal stigma” and “blemishes of character.” We
hypothesized
that “group-oriented” (vs. individual-oriented) cultures would be more
likely to
stigmatize nonnormative groups, including tribal out-groups (people of a
different
race, immigrants/foreign workers) and out-groups with blemishes of character
(homosexuals,
heavy drinkers, drug addicts), because of higher value of behavioral
conformity
and/or lower value of uniqueness. Country-level analyses with nine individual oriented
and four
group-oriented countries supported our hypotheses and revealed that
the
cultural value of uniqueness played a more influential role than behavioral
conformity.
We discuss implications and
directions for future research.
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