• Summary
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  • Subject index

What it means to be a self — and a self communicating and being in a particular culture — are key issues interwoven throughout Min-Sun Kim’s impressive text, Non-Western Perspectives on Human Communication. Going beyond cultural descriptions or instructions on adapting to specific cultures, the author interrogates the very core assumptions underlying the study of human communication and challenges longstanding individualistic, Western models on which much intercultural research is based. Kim proposes a non-western way of conceptualizing identity, or the “self” — the cornerstone of cultural research — illuminating how traditional western and non-western views can be blended into a broader, more realistic understanding of cultures and communication. Grounding her work in a thorough knowledge of the literature, she challenges students and researchers alike to reexamine their approach to intercultural study.

Attitude-Behavior Consistency: Cultural Ideal of Individualistic Society?
Attitude-behavior consistency: Cultural ideal of individualistic society?

Suit the action to the word, the word to the action.

— Shakespeare, Hamlet, a Tragedy (III, ii, 20), 1600/1818

Divines do not always practise what they preach.

— Dickens, The Old Curiosity Shop, 1880, ch. 37

Traditionally, social influence research, including the field of persuasion, has been conducted from a limited, monocultural perspective. The current analysis is relevant to one of the central problems in Western social influence literature—the inconsistency between attitude and behavior. The belief in consistency between attitude and behavior has been the focus of an extremely active domain of research concerning social influence. Ever since Gordon Allport (1935) described the attitude concept as the primary building block in the edifice of ...

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