Индивидуализъм/колективизъм и профили на социалната идентичност
Individualism/Collectivism and Social Identity Profiles

Summary/Abstract: On the basis of data collected from national representative surveys the relation between the in-dividualistic/collectivistic orientation and social identity is investigated. Individualism/collectivism is measured with a Bulgarian scale for individualism/collectivism. Social identity is registered by the self-identification of the subjects in various aspects: social strata, political, economic, religious, as well as their European identity .Social identity and individualistic/ collectivistic orientation are discussed with regard to social demographic factors as well as with regard to the dynamics of their change during period of transition. Individualists and collectivists are characterized by specific profiles of social self-identification which differ slightly from one another. Typical of the individualists profile is that they tend to identify themselves with the political opposition, as republicans, not religious, belonging to the social groups of not rich people and to groups standing rather low in the social hierarchy, such as workers, farmers, state officials. In contrast, the collectivists profile defines them as people who identify themselves as having a socialist political orientation, as being monarchists, religious, belonging to the groups of rich people, standing higher in the social hierarchy and connected with the structure of power. Thus, collectivists emerge as a more conservative part of society in the period of transition.

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