Research Compendium

100pp. research compendium on Individualism and Collectivism: The effects of opposing cultural values on advertising.

The perspectives of collectivism vs. individualism provide a useful framework to study how culture affects various aspects of mass media. This two schools of thought had created opposing perspectives and views throughout history. The consequences of such cultural variability had resulted in contrasting communication styles specific for different societies around the globe. This research compendium looks into the two opposing philosophies and the effect it has in relation to advertising communication today.

The compendium was designed to house literature findings, personal thoughts, and annotations.