The Title of this research is ‘The Portrayal of Individualism: A study on Marvel Movies IRON MAN 1 (2008) and IRON MAN 2 (2010)’. In this chapter introduction is made on the Research Background, Research Problem, Research Objectives, Research Questions, Research Significance, Research Scope, Definition of Terms and Conclusion.
Research Background
This segment is to briefly introduce the Marvel Movies, IRON MAN 1 and 2, Individualism, and some manifestations of individualism. Individualism is one of the major dimension of researcher develop a study on culture. Several of research had developed to comparing individualism and collectivism.
Individualism
Western country, especially United States of American, is encouraging individualism as socializing climates. We can found a word from ‘United States Declaration of Independence’. In its second sentence:
“We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights that among these are Life, Liberty and the pursuit of Happiness.” (Constitution society 2012)
United States of American major ideology is everyone has the equal right and they have freedom to do what they want without force by other people. The liberty in the second sentences of ‘United states Declaration of Independence’ clearly state central idea of individualism: freedom as an individual. (Constitution society 2012)
Individualistic societies are described as emphasizing independence, freedom, and personal assertiveness as socializing climates in which a person’s self-esteem develops (Kagitcibasi, 1996; Triandis, 1989; 1995). A Western view of self-awareness is based on the idea that one’s “private self’ resides within each person consistent with such cultural themes as the separateness and distinctiveness of each person (Gecas & Burke,1995).Western country encouraging freedom of action, refraining from severe restrictiveness, and encouraging self-confidence for exploratory behaviour. Individualism is the moral stance, political philosophy, ideology, or social outlook that stresses “the moral worth of the individual”. Individualists promote the exercise of one’s goals and desires and so value independence and self-reliance while opposing external interference upon one’s own interests by society or institutions such as the government.
Triandis (2000) states that cultural pattern of individualism is A) sample the individual self is conceived as independent of in-groups B) give priority to personal goals. C) Use attitudes much more than norms as determinants of their social behavior. D) Pay attention only to their own needs and abandon interpersonal relationships that are not optimally beneficial to them.
Triandis (1994) has suggested that individualism emerges in societies that are both complex and loose. For example, Hollywood stars live in a culture that is both complex and loose. This speculation has not been tested rigorously but the data seem to hang together reasonably well. He also use Japan as an example that the complex Japan nowadays is less collectivist than 19th century. He also mentioned that modern, industrial-urban, fast-changing cultures tend to be individualist.
Hofstede (1991) work was one of the earliest attempts to use extensive statistical data to examine cultural values. In carrying out his research, Hofstede ultimately surveyed more than one hundred thousand managers in a multinational organization, from fifty countries and three geographical regions. Each country was assigned rank 1 through 50 in each his studies, include individualism versus collectivism.
Andersen (2003) stated that individualistic cultures emphasize personal rights and responsibilities, privacy, voicing one’s own opinion, freedom, innovation, and self-expression. Triandis (1995) also discuss individualism with 4 points. First, the individual is the single most important unit in any social setting. Second, independence rather than interdependence is stressed. Third, individual achievement is rewarded. Lastly, the uniqueness of each individual is of paramount value. Goleman (1990) highlight that people’s personal goals take priority over their allegiance to groups like the family or the employer. The loyalty of individualists to a given group is very weak; they feel they belong to many groups and are apt to change their membership as it suits them, switching churches, for example, or leaving one employer for another.
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Triandis (2001) writes that emphasize is placed on individuals goals over group goals. The self is promoted because each person is viewed as uniquely endowed and possessing distinctive talent and potential. Individuals are encouraged to pursue and develop their abilities and aptitudes. People taught to be creative, self-reliant, and assertive in many individualism cultures. Triandis emphasize on individual is emotionally disconnected from in groups such as the family because individual be taught to be independent. Social controls more on the personal guilt than on shame of other social norms or conformity. Individualist will belong to many groups but they not actually tie with it. Many groups that individualist belong to is to enhance self-worth, for example, self-help group, therapy group, or occupational group.
In the Geert Hofstede research on Dimensionalizing Cultures: The Hofstede Model in Context (Neulips 2009) discusses the Differences between collectivist and individualist societies, in the table portrayal the individualism in 10 degree which is: Everyone is supposed to take care of him and his immediate family only, “I”-consciousness, Right of Privacy, Speaking one’s mind is healthy, Others classified as individuals, personal opinion expected: one person one vote, Transgression of norms leads to guilt feelings, Languages in which the world “I” is indispensable, purpose of education is learning how to learn, Task prevails over relationship. It is worth noting Kashima (1998) mentioned Individualist cultures have languages that require the use of “I” and”You”. English is a good example. It would be difficult to write a letter in English without using “I” and “You”. Top ranked country in the individualism country mostly using English. (Hofstede, 2001)
Markus and Kitayama (1991) introduced the concepts of independent self and interdependent self to distinguish between the different kinds of self found in cutures. They suggest that people in individualistic cultures such as western generally will have an independent self. People in collectivist cultures such as eastern have an interdependent self. The independent self is an autonomous entity with clear boundaries between self and others. Internal attributes, such as thought, feeling and abilities, are stable and largely invulnerable by social context. The behavior of the independent self is governed and constituted primarily according to one’s inner and dispositional characteristics.
Based on Fiske, Kitayama, Markus and Nisbett (1998), The independent person is 1) bounded, stable, autonomous 2) has personal attributes that guide action 3)is achievement-oriented 4)formulates personal goals 5)define life by successful goal achievement 6)is responsible for own behavior 7)is competitive 8)strives to feel good about the self. According to Feldman (2001), western are more apt to experience emotions that are related to their view of themselves as independent, unconnected individuals. People living in independent cultures see achievement in terms of personal gains, viewing themselves as better or worse achievers than others. They compare their salaries and their grades with those of their peers, and they seek and receive individual rewards for good performance. The self-concepts of people in independent cultures, then, are based on personal, individual successes and failures.
Oyserman, Coon, and Kemmelmeier (2002) summarize behavioral traits that have been shown to be associated with individualism. individualism is 1) optimism, 2) high self-esteem, 3) Lower social anxiety, 4) Emotional expression, 5) Satisfaction with self, 6) Satisfaction with freedom, 7) Direct communication style, 8) Lower relational commitment, 9) Preference to work alone, 10) Ease of interacting with strangers.
According to Naomi and Mark (2005), American Movie always content ideology of their nation culture. Individualism as a part of American culture, it is exists in most of the American Movies. This argument obviously been emphasize in action movies, especially in those superhero movies, this research will examine two of the superhero movies, IRON MAN 1 (2008) and IRON MAN 2 (2010) to find out the portrayal of individualism.
MARVEL MOVIES
According to Marvel Studios official website (MARVEL OFFICIAL WEBSITE 2012), originally Marvel Films (1993-1996), is an American television and motion picture studio based in Manhattan Beach, California. Marvel Studios is a subsidiary of Marvel Entertainment, a self-contained part of The Walt Disney Company conglomerate.
Since 2008, the studio has released six produced films – Iron Man (2008), The Incredible Hulk (2008), Iron Man 2 (2010), Thor (2011), Captain America: The First Avenger (2011), and Marvel’s The Avengers (2012) – with shared timeline, cast and characters, making up the Marvel Cinematic Universe. (MARVEL OFFICIAL WEBSITE 2012)
The Marvel Movies is very influential to public of today, their productions are well known by most people in most place. Marvel Movies always have outstanding box office in various countries from west to east, inadvertently the values of those movies instill to audience around the world especially the youth generations. We can notice that the Marvel Movie did share the main value of US culture which is Individualism. And it becomes stronger in the portrayal of the character.
IRON MAN
Here is his introduction “before the Iron Mask” from Marvel official Website. Anthony “Tony” Stark was born to Howard Anthony Stark and Maria Collins Carbonell Stark, owners of the prominent US firm, Stark Industries. As a boy, Tony was fascinated with building and controlling machines. At the age of 15 Tony entered the undergraduate electrical engineering program at the Massachusetts Institute of Technology (MIT), and graduated with two master’s degrees by age 19. Tony went to work for Stark Industries, but showed more interest in living a reckless playboy lifestyle than using his engineering skills. At the age of 21, Tony inherited Stark Enterprises when his parents were killed in a car accident secretly orchestrated by rival corporation Republic Oil (later ROXXON). Still lacking in business acumen, Tony promoted secretary Virginia “Pepper” Potts to be his executive assistant and left the majority of his workload on her so that he could avoid what he saw as a burden. (MARVEL OFFICIAL WEBSITE 2012)
MOVIE IRON MAN 1 (2008)
According to Marvel official website (MARVEL OFFICIAL WEBSITE 2012).Tony Stark is well-known as a playboy and genius which led the defence contractor Stark Industries after his father was death. The moment after Stark demonstrated the new missile called “Jericho” in Afghanistan; he is ambushed by the terrorist group, the Ten Rings and then imprisoned in a cave.
As Stark get seriously injured from the ambush, the fellow captive Yinsen save his life by installed an electromagnet into Stark’s chest so that can avoid the shrapnel which wounded his body to reach into his heart and cause him die. Raza, leader of Ten Rings, guarantees will set Stark free once Stark help them to build Jericho missile. However, Stark and Yinsen know that Raza will not release them eventually. Thus, in order to power Stark’s electromagnet, they secretly to construct a powerful electric generator named an arc reactor and a suit of armor for escape. Unfortunately, the Ten Rings discovered what they doing and Yinsen died because want to help Stark’s suit powers up.
Stark successful escape from the cave and flies away until his suit is destroyed and he crash in the desert. Once Stark get back to his country, he announces to public that the company will not produce weapons anymore although Tony’s father old partner, Obadiah Stane has try to persuade him to do not do so. Stark continues to improve his suit and arc reactor. Stark knows that Yinsen’s village, Gulmira will be attack by the Ten Rings using his company weapons. Stark wears up the new armor and flies to save Yinsen’s village.
On the way flying back home, Stark is chase by two F-22 Raptor fighter jets. To get rid of their shot, Stark tells his secret identity to his friend, Rhodes. The Ten Rings found the pieces of armor suit and meet with Stane. However, Stane used his sonic device to subdue Raza and killed all of them. By applying reverse engineering method, Stane capable produce a new suit from the wreckage.
Potts, who sent by Stark to hack into Stane’s office, has found the evidences about Stane supplying weapons to terrorists and employed the Ten Rings to kill Stark. Since Stane’s scientists unable to build an arc reactor, Stane attacks Stark by using a sonic device and take away his arc reactor. Luckily, Stark managed to plug in back his original reactor. Due to the original reactor cannot run his suit at full capacity, Stark lures Stane to the top of the Stark Industries building and guides Potts to overload the large arc reactor there. The huge electrical surge that knocks Stane unconscious, make him and his armor to fall into the exploding reactor, killing him. When Stark demands to explain the Stane’s death at a press conference, Stark announces that he is Iron Man. From this kind of action, it can be shown that Stark consist of strong individualism. It is because he cares a lot of his personal achievements, as he produced a powerful armor suit.
MOVIE IRON MAN 2 (2010)
According to Marvel official website (MARVEL OFFICIAL WEBSITE 2012).The news regards Stark Industries CEO, Tony Stark revealed himself as Iron Man had spread to Russia. While Anton Vanko is pass away, his son, Ivan Vanko starts to used the prototype given by his father to build an arc reactor which alike with Stark. In order to carry on his father legacy Stark strives to re-organize the Stark Expo in Flushing Meadows.
Meanwhile, Stark utilizes his armor to ensure world peace. When the senator Stern wants him to hand in the Iron Man technology to the government, Stark rejects, because he thinks that all the business rival around the world can’t duplicate his work, it is unique and considered as his property. Based on Stark’s statement, it can be seen that he is a self-centered person and doesn’t care who will afraid his armor threaten worldwide peace. Stark feels depressed when unable to find the new element to replace the palladium core in the arc reactor which can slowly poisoning him. Stark decide to keep his plight and substitutes Potts, who Stark Industries CEO with Natalie. By using an arc reactor as powering whip-like weapon, Vanko attacks Stark at the racing field. Starks able to subdued Vanko and get to know that he is the son of his father’s old partner. Vanko tells his desire to revenge on Stark family.
Justin Hammer, rival defense contractor, rescues Vanko and hires him to complete a line of armored. Due to intervene from Stark, Rhodes wears up Stark’s Mark II armor to fight with him. The battle end up huge explosion while both fire repulsor beam and Rhodes returns the armor to the military. From Nick Fury, director of SHIELD, Stark knows that his father formed a SHIELD and disclosure Natalie as undercover agent. Stark discovers an encrypted message from his father’s old material which given by Fury and finally found the new element to replace the palladium.
Hammer demonstrates Vanko’s armored drones and led by Rhodes, who wearing complete weaponries version of the Mark II armor. Stark flies with his new armor to stop Rhodes, however, all drones include Rhodes’s armor is control by Vanko used to attack Stark. Hammer is then arrested by Hogan and Romanoff try to catch Vanko but let him escapes. Besides, Romanoff allows Rhodes to control back his Mark II armor. Vanko is totally defected when Stark and Rhodes use fire repulsor rays at each other and create a huge explosion.
Vanko activates self-destruct mechanism on his suit along with all his drones, obviously killing himself as well. Stark capable to saves Potts before the drones going to explode. At the end, Stark promises to work as consultant if senator’s Stern awards Rhodes and him with medals for bravely, although Stern not willing to do so.
Research Problem
As state in the research background, studies have shown individualism level of people increasing with the growing of science and technology. Individualism is prevalent in most of development country. To address this phenomenon, scholars conduct numbers of research toward individualism from different perspectives. As most research found, generally western country practicing individualism while eastern country practicing collectivism. Malaysia as an eastern and developing country it stands in a subtle position. Historical factor make Malaysia one of the special existing country in the world which absorb multi culture. There have lack of studies of individualism in Malaysia context.
Compare with other developed country, Malaysia also lack of studies in teenager and youth behavior and thinking. Malaysia has lack of study to investigating humanity. It may one of the reason scholars in Malaysia unable to grasp the evolution of social behavior.
By conducting this research, the study will first aims to study the portrayal of individualism in the Marvel Movie. Through the study of the films, the research can help to continue investigate perception of youth toward the movie. The understanding of youth’s perception toward the portrayal of individualism is not to manipulate or influence the youth’s behavior. The research may be able to give people a clearer picture to individualism among youth in Malaysia.
Research Objectives
1. To examine the portrayal of individualism of Tony Stark, the main character in the Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010).
2. To find out the perception of youth toward Tony Stark, the main character in the Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010)
Research Questions
1. How was the main character portrayed in Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010)?
2. What is the perception of youth toward Tony Stark, the main character in the Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010) after they watched?
1.5 Research Significance
Film Industry has been producing quite a number of individualism movies. However, those movies will publish under different genres. Normally individualism can be found in action movie and superhero movie. People may confuse to differentiate the type of films and they are actually lack of awareness to identify individualism in the movie.
This research able to carried out so that we can help people to understand the behavior of individualism own by Marvel Movie Character, it can also call awareness of public toward individualism in media content. The objective of this research is not to change people perception but at least giving people a chance to have a clear picture toward individualism.
1.6 Research Scope
This research is done among Youth of Malaysia. The target audience limited to Malaysians who are 18 – 25 years old. Other than that, our target audiences focus to Malaysians who are currently staying in Klang Valley Area. Also, movies that study research on are only restricted to IRON MAN 1 (2008) and IRON MAN 2 (2010).
1.7 Definition of Terms
1.7.1 Portrayal
Conceptual Definition
A depiction of someone or something in a work of art or literature; a picture: A realistic portrayal of war. (Oxford Dictionaries 2010).A description of someone or something in a particular way; a representation: the media portrayal of immigration. An instance of an actor playing a part in a movie or play; a performance: his portrayal of the title character.
Operational Definition
The first objective of the research is to find out the portrayal of individualism. Therefore, to find out behavior shown by the character in the movie which demonstrate individualism. This research will define portrayal as how the movies figure the characteristic of individualism.
1.7.2 Individualism
Conceptual Definition
The habit or principle of being independent and self-reliant: a culture that celebrates individualism and wealth. (Oxford Dictionaries 2010) Self-centered feeling or conduct: egoism. A social theory favoring freedom of action for individuals over collective or state control: encouragement has been given to individualism, free enterprise, and the pursuit of profit. Individualism described bas emphasizing independence, freedom, and personal assertiveness as socializing climates in which a person’s self-esteem develops (Kagitcibasi, 1996; Triandis, 1989; 1995).
Operational Definition
In the research it will be use to explain those behavior displayed individualism: self-motivation, autonomy, freedom, and personal assertiveness, independent thinking and Self-actualization.
1.8 Conclusion
Marvel Movies is achieving excellent result in the worldwide. Marvel Movies almost be a guarantee of box office. It reaches most people of most places in the world. In unconsciously, the value in the movie actually influence how the people thinking, especially among children and youth. Contrast to public heard lot words about young generation now are egoism, lack of collaboration. Even without any evidence, the researcher believes it is some negative interpreting of individualism. But it is attracting to examine the portrayal of individualism in the action movie, especially from the Superhero movie. IRON MAN as one of the outstanding box office Superhero Movies, The research takes it as an example to examine portrayal of individualism. Hope the research can figure out the hypothesis or at least, attract more profession to do further research.
2.0 Literature Review
Introduction
This chapter reviews some of journals which discuss about individualism and dimensions of individualism. It also refers to some related discussion on culture, other explanation of individualism with terms independent culture. The similar research of individualism on media been mentioned to compare too.
2.1 Review of Previous Journals
In this part will discuss about the previous journal. The purpose of review the previous journal is to compare the studies that conduct by others scholars to improve the investigation for further study and to reduce the mislead of research questions
2.1.1 Self-Interest & Self-Values Expression
James M. Baldwin’s Dictionary of Philosophy and Psychology (1902) defines “Individualism” in terms of political philosophy as the doctrine that the pursuit of self-interests and the exercise of individual initiative should be little or not at all restrained by the state and that the functions of government should be reduced to the lowest possible terms. As we notice that, people should be liberally practising in his works with lowest or not at all levels of restraints of the environment.
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Based on the study of the Chen, Chen and Meindl (1998), the researchers had presented the cooperation mechanisms by culturally shaped motives in the culture of individualism and collectivism. Firstly, the super-ordinate goal of the individualism is goal interdependence. Goal sharing is collectivist’s super-ordinate goal. Secondly, the group identity of individualism is self enhancement, collectivism presumed the group identity as the group complements. Thirdly, cognition based is belonging to the trust associated with the individualism. On the opposite sides, affect based is along with the collectivism’s trust. Fourthly, accountability of the individualism is individual based but the collectivism is group based. Fifthly, the way to communicate of individualism is partial channel. On the other hand, collectivists use the full channel to communicate. Lastly, individualists and collectivists are also believed in equity based for the reward distribution. The research studied the cooperation mechanisms by culturally shaped motives in the culture of individualism and collectivism analysis correctly the advantages and disadvantages with people either they want to working alone or group working, although the contexts always have the good and bad conditions in it. Last but not least, self-interest might be explains people rather than accepts the individualism (self-based) is their only interest to pursuit or lives in collective society (group-based) also can be an interest of them.
Accordingly, Nayef RF (2008) has been stress that humankinds generally assumed self-interest is the most important things of life. In Nayef’s theory of human nature, which he has been termed human behaves as “Emotional Amoral Egoism”. After that, Nayef has argued that emotional self-interest primarily governed the human behaviour that can be focus initially on survival, achievement and domination. These facets of human nature are genetically coded survival instinct’s product modified by the totality of the environment and expressed as neurochemically-mediated emotions and actions. Reason, reflection and conscious morality are comparatively rare. The human mind is consequently a predisposed tabula rasa, for the purpose of survival and the environment, which is resulting from both an in-built genetic code. Therefore, once human’s basic needs been filled, they will be measured self-benefits on them. This may results the greater consequences between the individual and society. For example, Bill Gates has created Microsoft software afterward, billions of people have been benefits by this, relatively the globally business and economic markets were growth because of this.
In Nayef’s studied work (2008), he has been researched the most of the mankind are motivated by emotional self-interest and have the potential to be either moral or immoral. The conditions of circumstances will be determine the survival value of human being’s moral compass in that being highly moral in an immoral environment may be detrimental to one’s survival and vice versa. Indeed, people apparently seeking the gratification and “feel good” of the reason, they will behave altruistically to serves self-interest at some level. Obviously, individualism could be doing well in collectivist society on today’s era.
Nayef (2008) state that emphasized individuals is impossible completely escaped by the collectivist society although they were believed in individualism. This insight has profound implications for the re-ordering of governance mechanisms at all levels with a strong emphasis on the role of society and the global system in maximising the benefits of Professor Nayef term measured self-interest, when he has minimising its excesses. This is because human beings cannot be left to their own devices to do the “right thing”. The reformation offers the best opportunities of facilitating political and moral cooperation through the establishment of stringent normative frameworks and governance structures, which is best fulfilling the potential of human beings to exist and evolve in peace, security, prosperity and possible serenity.
Kagitcibasi (1997, 2005) and Schwartz (2004), according to them, by contrast, set the limits of the notion of individualism to autonomy and criticize the merging of autonomy and selfishness into individualism. In fact, both authors argue that individual autonomy can be altruistic, going together with social relatedness and concern for others. (Kagitcibasi 1997 & 2005; Schwartz 2004). According to the Etzioni (1993), this understanding mirrors the notion of a “communitarian spirit” in social philosophy, which defines as communitarian a social responsibility form of individualism, it is also explained the combined emphasis on individual autonomy and solidarity with others. Empirically, Schwartz (2007) finds self-direction and stimulation to be close individual-level correlates of participation in collective actions among European countries. The researcher also finds that country-level scores of self-direction and stimulation correlate closely with Inglehart and Welzel’s self-expression values index. (Schwartz 2007). Therefore, it could evidently research more about the evidences of individualisms are correlates with the collectivist’s society. And, this is feasible and trustable for research the individualisms due to the findings.
According to Christian Welzel (2009), the researcher pointed out the works from Schwartz (1992, 2007) developed an instrument to measure the most basic human values. Values are defined as “trans-situational goals” that people pursue in their lives. Referring to the goals of power, achievement, hedonism, stimulation, self-direction, universalism, benevolence, tradition, conformity, and security, Schwartz identifies 10 quasi-universal values. In short, 8 of the 10 Schwartz values have been shown to reflect two overarching polarities (Fontaine, Poortinga, Delbeke, & Schwartz, 2008; Schwartz & Boehnke, 2004; Spini, 2003). Based on the Schwartz characterization of polarity of the values, this is shows that the humankinds achieve to their goals whereas the goals of benevolence and universalism describe general concerns that environment. People had adequately enhancing themselves meanwhile what they do also can bring about the benefits to society.
Based on the study of Welzel (2009), the researcher has been studied that the power is important to this person to be rich; to have a lot of money and expensive things. Self-Direction is important to this person to think up new ideas and be creative; to do things one’s own way. Hedonism is important to this person to have a good time; to “spoil” oneself. Security is important to this person; to avoid anything that might be dangerous. Achievement is being very successful is important to this person; to have people recognize one’s achievements. Benevolence is important to this person to help the people nearby; to care for their well-being. Conformity is important to this person to always behave properly; to avoid doing anything people would say is wrong. Adventure and taking risks are important to this person; to have an exciting life. Tradition is important to this person; to follow the customs handed down by one’s religion or family. Universalism is important to this person; to care for nature. (Welzel, C 2009)
Christian Welzel (2009), the researcher has been studied the Schwartz’s Values Spaces, the analysis on the basis of Schwartz-transformed value items after standardizing these items for their country means is shows that the power was finding as -0.8 in egoism/altruism and .0.0 in individualism/collectivism, the achievement that will be – 0.3 in egoism/altruism and 0.3 in individualism/collectivism. Next, the benevolence were finding as 0.4 in egoism/altruism and -0.1in individualism/collectivism, the universalism were considered as 0.3 in egoism/altruism and 0.0 in individualism/collectivism. Furthermore, the security that will be 0.0 in egoism/altruism and -0.8 in individualism/collectivism, the conformity were considered as 0.3 in egoism/altruism and -0.5 in individualism/collectivism. In a nutshell, the stimulation was finding as -0.3 in egoism/altruism and considered as 0.7 in individualism/collectivism. The self-direction was considered as 0.0 in egoism/altruism and was considered as 0.5 in individualism/collectivism.
On the opposite sides, Welzel (2009) researched the analysis on the basis of Schwartz-tran
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