ДО ПРОБЛЕМИ ФОРМУВАННЯ МЕТОДОЛОГІЧНОЇ ГЕТЕРОГЕННОСТІ В ДОСЛІДЖЕННІ КУЛЬТУРНОГО ВИМІРУ "ІНДИВІДУАЛІЗМ-КОЛЕКТИВІЗМ"
The problem formation of methodological heterogeneity in studies of cultural dimensions "Individualism-Collectivism"

Summary/Abstract: This article outlines the main ideological transformation and scientific trends that helped shape the modern approaches to the study of the cultural dimension "individualism – collectivism" on the basis of scientific heterogeneity, interdisciplinarity and pluralism. Special attention is given to the basic approaches to the problem and overcome contradictions in research priority of individual or cultural and social determinants in the study of individualism – collectivism.The main controversy in the study of cultural phenomena that emphasize or individuality or collectivist priorities, prompted the creation of various scientific studies , particularly within the same field of knowledge to which the cultural and science. They often could not reach an agreement, which still determines the formation of the dispositions and values ekspektatsiy in society – people who care about satisfying their interests and needs, and then builds a culture according to his own purpose, which is reflected in the relevant motives, or culture, based on the idea of goal-setting, i.e. joint collective action. So appeal to their analysis seems important aspect not only for conceptual understanding of the phenomenon of individualism and collectivism, but also to justify the need for further research in the growing trend towards interdisciplinarity.In the first phase the formation of research methodology dilemma individualism – collectivism influenced the development of quantitative methods based on traditional ethnology interaction with research technologies demography and sociology. To date, quantitative method in conjunction with an interdisciplinary methodology can be considered the ultimate in cross-cultural studies cultural dilemmas. However, the article pay attention to a number of new features and approaches that influenced the modern methodology of the study. In particular, the proposed Florence Klakhon and Clyde Klakhonom way to systematize values, quantitative (mathematical) methods of survey, analysis of variance among the first to find this kind of research. Proof of the main trends that prevailed in the theoretical and methodological quest began conclusions W. Thomas and F. Znanetskiy in the "Polish Peasant in Europe and America," which proposed to focus on the interdependence of individual, social organization and culture.Suholosnymy be considered and vision of Russian explorer Vladimir Druzhynin that emphasizes that today there is no reason to consider teaching communication "culture – especially the psyche" causal. Correct to talk about their correlation dependence.Important achievements were the works of American social psychologist M. Rokicha , who along with Robert Inhlhardom author believes conceptualization of methodological limits for modern empirical, including comparative, research values, which are now widely used Israeli researcher S. Schwartz.An important methodological premise can be considered the synthesis of functional and symbolic approaches proposed by T. Parsons. Research T. Parsons formed the basis for the proposed E. Shylzom for the study of culture mentally fifth dimension and cultural values.Features collectivism – individualism also studied within the anthropological study of culture direction , interesting findings of which can be found in "Cultural Studies" Russian researcher A. Belik.In addition, research dilemmas collectivism – individualism were and are most common among psychologists (social, ethno-cultural, cross-cultural) and cultural scientists, philosophers, sociologists, economists who study represent a somewhat different perspective.Active inclusion of research collectivism – individualism in textbooks on organizational management and corporate culture indicates an increased interest in these phenomena by managers, managers at various levels, marketers and others, at first glance, quite far from the cultural problems professionals.Among Ukrainian scholars activated interdisciplinary research within economics and management application , indicating interest in the cultural aspects of institutional change. It works Yu. Palyehy, W. Linden, D. Jaransk, V. Korzhenko, G. Pisarenko, T. Gaidai, N. Litvinenko, A. Pylypenko et al.The main methodological value conclusions Ukrainian researchers can assume an understanding of the modern Ukrainian humanities also stresses the need to refocus research in the cultural mainstream.In general, such an understanding of the relevance of psychological approaches in combination with qualitative and quantitative methods of research supports the view of the need to search within cross-cultural studies reasonable balance methods and approaches based on interdisciplinary research, particularly with regard to ambiguous phenomena such as individualism and collectivism.

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