Culture & Self-Expression 1 Culture and Self-Expression

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Culture & Self-Expression 1
Culture and Self-Expression
Heejung S. Kim
Deborah Ko
University of California Santa Barbara

Culture & Self-Expression 2
The right to freedom of expression is justified first of all as the right of an
individual purely in his capacity as an individual. It derives from the widely
accepted premise of Western thought that the proper end of man is the realization
of his character and potentialities as a human being (Thomas Emerson, 1963).
Typing the phrase “express yourself” in the Google web search engine gives a list
of 1,050,000 links. These sites range from blogs to design studios to hotels to dating sites.
Typing the same phrase at Amazon.com yields a list of 467 books. Many of these books
point out the benefits of self-expression (e.g., “Self-Discovery through Self-Expression
(Betensky, 1973)”), and many others aim to teach people how to express themselves
better (e.g., “Clothe Your Spirit: Dressing for Self-Expression (Robin, 1988)”). Self-
expression is a notion that is very commonly and very positively used in contemporary
popular culture in the U.S. Self-expression is a notion that is closely associated with a
horde of positive concepts, such as freedom, creativity, style, courage, self-assurance, and
even healing and spirituality. Thus, individuals are urged to express themselves whenever
possible, and self-expression is expected to be, by and large, good and beneficial. The
freedom to express one’s opinion, the Freedom of Speech, is one of the legally protected
basic human rights in the U.S. This social understanding of self-expression and its
psychological consequences have been supported by scientific evidence as well.
Generally speaking, psychological findings support the idea that self-expression affects
people in positive ways (e.g., Freud, 1920/1966; Pennebaker, 1990).

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Yet, many studies in cultural psychology show that the concept of self varies
greatly across different cultural contexts, and to the extent that the meaning of the self
differs, how people engage in any self-actions, such as self-expression, and their
psychological consequences could differ as well. The specific nature of how people
express themselves and how different forms of expression affect people seem to vary
greatly depending on the assumptions about the self and its relationship in a given socio-
cultural context. Thus, in this chapter, we explore different cultural assumptions about
self-expression and its implications for psychological processes. We define self-
expression as expressing one’s thoughts and feelings, and these expressions can be
accomplished through words, choices or actions. In this present review, we tried to
contextualize the effect of self-expression on specific psychological processes, including
cognitive functioning, preference, self-esteem, and interpersonal relationships.
The Role of Self-Expression in American Psychology
Western culture has often defined the individual as paramount (Markus &
Kitayama, 1991; Triandis, 1989). Therefore, losing this sense of individuality is thought
to have negative consequences, including deindividuation, group think, mob mentality,
and blind obedience (e.g., Buys, 1978). These values of individualism are rooted in
Western intellectual traditions.
Rousseau, the father of Social Contract, believed that man in his purest state was
free of the dregs of society (Rousseau, 1750/1997). In this cultural tradition, man was
meant to reside in this most natural state. Nature embodied the strength of the individual,
his freedom and integrity. He stated that society corrupted this innate goodness and
freewill of individuals and oppressed their self-expression. By focusing on and being true

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to the self in the face of societal pressures, individuals can come closer to the idyllic state
of nature. Through self-integrity and self-reliance, individuals strive to attain happiness
and freedom, and self-expression empowers individuals.
Self-expression allows people to distinguish themselves from others, to reflect
their own beliefs and needs, and validate their own self-concepts. Psychology has aimed
to better understand and enhance the knowledge of the self by studying its manifestations
through actions. Research on choice behaviors has shown that people try to reflect and
enhance an image of individuality, autonomy, and self-empowerment in their choices
(Belk, 1988; Han & Shavitt, 1994). In addition, studies showed that people express their
self-identities through their choices and preferences for objects and opinions (Prentice,
1987; Smith, Bruner, & White, 1956). Individuals favor possessions, attitudes, and values
that embodied personal-identity (Prentice, 1987), and seek to differ from others to assert
and reflect their own uniqueness (Ratner & Kahn, 2002; Snyder & Fromkin, 1977). Belk
(1988) argued that it is the reflection of self through choices that allows one to extend his
or her self to possessions. Choice, in individualist cultures, reflects the inner voice of the
self where an object provides it with a body.
Because self-expression allows people to reflexively present themselves, this act
can be beneficial in revealing insights and new perspectives into the self-concept of
individuals. Most forms of psychotherapy have emphasized the therapeutic effects of
disclosure in order to come to terms with traumatic or highly stressful events. Freud
believed that only through vocal expression could one truly gain perspective into one’s
own psyche (Breuer & Freud, 1957). Suppression of self-expression seems to be
connected to mental illness and psychopathology (Freud, 1923/1961; Pennebaker &

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Beall, 1986). It has also been related to negative stress responses and to many physical
problems such as coronary heart disease (Friedman & Booth-Kewly, 1987; Gross &
Levenson, 1993).
In Western cultures, the dominant belief about speech posits that speaking taps
into the self, and that through speech people express their inner feelings, emotions, and
beliefs that make up their personal identities. Substantial evidence has shown that talking
or writing about stressful events has psychological and physiological benefits. Written
emotional disclosure is associated with improvements in physical health and mood
(Pennebaker, Kiecold-Glaser, & Glaser, 1988; Petrie, Booth, & Pennebaker, 1995;
Smyth, Stone, Hurewitz, & Kaell, 1999). Self-expression through music and art acts as an
alternative form of catharsis and has been used in pain management and substance abuse
groups as healthier outlets for inner conflicts and emotions (Adelman & Castricone,
1986; Bailey, 1986). In sum, self-expression in many forms has been widely used in the
U.S. in order to manage and cope with events and feelings detrimental to the self.
Culture and the Definition of the Self
In order to culturally contextualize the practices and effects of self-expression, it
is important to recognize that the very notion of the self is defined differently across
cultures (Markus & Kitayama, 1991; Markus, Mullally, & Kitayama, 1997; Triandis,
1989). For instance, in individualist cultures, including the U.S., the most commonly held
view of the self is the independent self that defines a person as an entity that is unique,
bounded and fundamentally separate from its social surrounding. Therefore, the core
aspects of the self are those that come from within a person, such as thoughts, values,
preferences, feelings, and beliefs. These internal attributes are considered to provide the

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motives to guide behaviors, and used as the central explanations of people’s behaviors
(Kitayama & Uchida, 2005). In this cultural tradition, thoughts define a person as
exemplified by the famous quote from Descartes (1637/1998), “I think, therefore I am.”
There are, however, other ways of defining the self. In more collectivist cultural
contexts, such as East Asia, the most commonly shared view of the self is the
interdependent self. This view defines the person as a primarily relational entity that is
fundamentally connected and influenced by its social surroundings. In these cultures, it is
the social relationship that defines the self (Markus & Kitayama, 1991; Shweder &
Bourne, 1984; Triandis, 1989). Thus, the basic motives for a person’s behaviors are
sought externally, rather than internally. In these cultures, people assume that social
factors, such as norms, roles, tradition, and a sense of social obligation, guide behaviors
(Fiske et al., 1998; Kitayama & Uchida, 2005). Many cultural teachings, such as
Confucian teaching often concern guidelines for how to successfully fulfill one’s roles
and social obligation.
These different views of the self implicate various psychological processes. For
instance, people from East Asian and European American cultural contexts differ in how
they make causal attributions of behaviors. Morris and Peng (1994) show that those from
East Asian cultures tend to make more situational attributions whereas European
Americans tend to make more internal attributions. Cross-cultural studies also show that
East Asians are less likely to infer corresponding internal attributes from written words
than European Americans (Choi & Nisbett, 1999; Miyamoto & Kitayama, 2002), because
East Asians are more likely to recognize the role of situational influence on others’
behaviors. Moreover, well-being in European American cultural contexts is defined in

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terms of internal beliefs about oneself (hence subjective well-being), and is correlated
with individualism (Diener & Diener, 1995). In a more collectivist culture where
normative and objective judgment of one’s happiness matters more, one’s beliefs about
one’s own happiness were found to be less relevant (Diener & Diener, 1995; Suh, Diener,
Oishi, & Triandis, 1998). These different cultural views on what constitute the core of the
self influence how people consider and practice the act of self-expression in a given
cultural context.
Culture and the Meaning and Practice of Self-Expression
In individualist and collectivist cultural contexts, the perceived importance of
self-expression differs. Emphasis on expression is one of integral aspects of
individualism (Bellah, Madsen, Sullivan, Swidler, & Tipton, 1985). People in
individualist cultural contexts are urged to self-express as it involves asserting “a unique
core of feeling and intuition (Bellah et al., 1985, p. 334)” that makes a person individual.
This emphasis on self-expression is represented in many aspects of individualist cultural
practices and institutions as noted previously. Yet, this cultural emphasis is not strongly
shared in other cultural contexts in which feelings and thoughts are not considered to be
the core of a person. In more collectivist cultures, the practice of expressing one’s
thoughts and feelings is either discouraged or simply considered trivial and
inconsequential, depending on specific situations. In this paper, we discuss how various
acts of expressions take place in different cultural contexts and how those implicate
psychological processes by focusing on two distinct forms of self-expression, choice and
speech.

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Choice and Self-Expression
One way in which expression influences psychological processes is by affecting
choice making. Choice making is an important exercise because of its function as an
expression of the self in American culture (Kim & Drolet, 2003; Kim & Sherman, 2005;
Snibbe & Markus, 2005; Tafarodi, Mehranvar, Panton, & Milne, 2002). Choice is a form
of self-expression, as people can make their preferences and values overt and observable
through choice. Thus, American culture places strong emphasis on choice, and people
value their freedom to choose and care about what they choose.
This consideration of choice as a self-expression in this cultural context leads
people to make particular kinds of choices and use particular choice making strategies in
order to make sure that those choices announce something about themselves. People in
individualist cultures generally seek and value the expression of individuality. For
instance, those from European American cultural contexts tend to express their
uniqueness by choosing objects that represent uniqueness (Kim & Markus, 1999), and
tend to respond more positively to advertisements that emphasize uniqueness and
individuality of objects (Aaker & Schmitt, 2001; Han & Shavitt, 1994; Kim & Markus,
1999). In contrast, people in collectivist cultures often value the notion of standing out
less and do not try to highlight unique aspects of themselves. Thus, they tend to avoid
choosing objects that represents uniqueness, and gravitate toward objects that represent
sameness (Kim & Markus, 1999). They are also likely to respond positively to
advertisements that emphasize group harmony, sharedness, and conformity (Aaker &
Schmitt, 2001; Han & Shavitt, 1994; Kim & Markus, 1999).

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The importance of expressing uniqueness influences not only what people choose
but also how people choose. Previous research conducted primarily with Americans
showed that people often seek variety in their choice making, and this variety-seeking
tendency is related to their desire to appear unique (Ariely & Levav, 2000; Drolet, 2002).
Moreover, further research shows that the variety-seeking tendency is in part due to the
American cultural assumption about choice as an act of expression of internal attributes
of a person. Thus, the same phenomenon does not appear in a cultural context in which
the self is defined in different and less internal ways (Kim & Drolet, 2003). One study
compared Americans and Koreans from collectivist cultural traditions where choice is not
assumed to be an act of self-expression. The results showed that Americans displayed
strong variety seeking in the use of choice rules, whereas Koreans did not show such a
tendency. A second study was conducted to explore the process in which the cultural
difference arises using an experimental method. It examined the effect of primes and
showed that American participants who were primed with ads that used individualist
themes sought variety, but not participants who were primed with ads that used
collectivist themes. A third study tested the idea that choice is assumed to be an act of
self-expression and that the assumption underlies the variety seeking tendency by
experimentally manipulating the level of motivation to self-express. It showed that when
participants had a chance to write down their choices prior to the target choices, and
hence had reduced motivation to self-express, they sought variety less than participants
who did not have a chance to write down their choices. Together, these studies support
the idea that a desire to express individuality leads people to seek changes in their choices

Culture & Self-Expression 10
and that the existence and strength of the desire depends on cultural assumptions about
choice.
There are also cultural differences in how the act of choosing implicates
psychological processes. Studies using the free-choice dissonance research paradigm
show the “spreading alternatives effect” among participants from the U.S. That is, after
making a choice between two objects, people tend to increase liking for the chosen
object, and decrease liking for the rejected object, compared to their liking for the same
objects prior to the choice making (Brehm, 1956; Steele, Spencer, & Lynch, 1993).
However, more recent cultural psychological studies have shown that among people from
Asian cultural contexts, the same act of choice making does not seem to cause the
experience of dissonance, and consequently do not alter their subsequent liking for a
chosen option (Heine & Lehman, 1997; Hoshino-Browne, et al., in press; Kitayama,
Snibbe, Markus, & Suzuki, 2004).
Moreover, even among European Americans, college-educated participants who
care more about expressive aspects of individualism like their chosen object more than
unchosen object whereas choice does not affect preferences of less educated participants
who care more about self-reliance aspect of individualism than self-expression (Snibbe &
Markus, 2005). That is, those from cultural contexts with greater emphasis on self-
expression act as though they become more invested in their chosen object once they
express their liking through choice, whereas those from cultural contexts without such
emphasis were not affected by their choice. In this research paradigm, what is expressed
through choice is one’s preference. For those from cultural contexts where people place
emphasis on their thoughts and feelings, expressing the feeling of liking implicates the

Culture & Self-Expression 11
core aspect of themselves, and therefore puts themselves in a potentially vulnerable
position, and motivates them to justify their choice. In contrast, for those from cultural
contexts where people do not emphasize internal attributes, what is expressed through
choice does not carry much cultural importance, and therefore, does not stir up the same
level of motivation to justify their choice.
Further research aimed to address the role of expression more directly by
experimentally separating expressive choices and non-expressive choices (Kim &
Sherman, 2005). In these studies, East Asian American and European American
participants were asked to make a choice among pens, and half of them were randomly
assigned to indicate their choice by writing down the name of their chosen pen and the
other half were instructed to make a choice but keep their choice only in their mind.
Then, the experimenter ignored the choice of participants, and offered an alternative pen
that was not chosen by participants themselves, and participants were asked to evaluate
the unchosen pen. The results show that this manipulation of expression had a significant
impact on subsequent preference of European Americans as they liked the unchosen pen
less after they expressed their choice than after they did not express their choice. In
contrast, whether a participant expressed the choice or not did not have a significant
impact on East Asian Americans. Moreover, a subsequent study showed that how much a
person is impacted by expression of choice is predicted by what the person views as the
core aspect of the self. That is, those who think that thoughts and feelings are the most
important component of the self tend to justify their choices more. These findings suggest
that self-expression, that is the expression of internal attributes through choice, leads
people from individualist cultural contexts to feel more invested in the choice as it

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implicates themselves, whereas the same act does not have as much psychological
significance to those from collectivist cultural contexts.
As much as the importance of choice, a form of self-expression, differs across
cultures, being denied one’s freedom to choose has different psychological consequences
as well. Having one’s choice usurped even by those who are close to oneself is de-
motivating for European Americans, whereas choice made by a close other is motivating
for East Asian Americans (Iyengar & Lepper, 1999). Taken together, these reviewed
studies on cultural differences in practices and the effect of choice show that perhaps the
reason for the importance of choice in the U.S. is its self-expressive function, and that
freedom of choice is essentially freedom of self-expression.
Speech and Self-Expression
Speech is perhaps an even more representative form of self-expression than
choice, and consequently, speech holds particular importance in the Western cultural
context as a primary means to express one’s internal attributes, as “speaking one’s mind”
is perhaps the most effective way to express one’s thoughts (Kim & Markus, 2002; Kim
& Sherman, 2005). Through speech, individuals in these cultural contexts make their
thoughts and feelings known to others, and in so doing, they let others know who they
are. Along with the freedom of choice, the freedom of speech symbolizes one’s ultimate
freedom to be oneself. Thus, speech enjoys a special privilege in these cultural contexts,
and the freedom of speech is one of the most important rights of individuals in the U.S.
In contrast, speech is not as valued in the East Asian cultural context. Given the
relatively weak connections between what is spoken and the core aspects of the self, the
cultural emphasis on talking in the U.S. cultural context is not shared. Silence is often

Culture & Self-Expression 13
valued above talking and talking is practiced with caution because the potential negative
social implications of talking are more salient in these cultures (Kim & Markus, 2002;
Markus, Kitayama, & Heiman, 1996).
Further, because of this difference in the importance of speech, speech is often
assumed to be a reflection of true thoughts, feelings, and intentions in the U.S., whereas it
is not to be taken at face value in East Asian cultural contexts. Generally speaking,
studies show that what is directly conveyed through speech (i.e., the content of speech)
matters more for European Americans compared to East Asians who tend to focus more
on indirect aspects of speech, such as the context, or non-verbal cues (Holtgraves, 1997;
Kim & Markus, 2002). Using a method that resembles the Stroop task in which emotion
words are presented in a vocal tone that is contradictory to the meaning of the words
(e.g., hearing “enjoy” in an angry tone), participants from the U.S. had greater difficulty
in ignoring the verbal content than participants from Japan and Philipines (Ishii, Reyes, &
Kitayama, 2003; Kitayama & Ishii, 2002). Similarly, European Americans tend to use a
direct communication style that relies less on contextual cues to a greater extent than East
Asians (Hall, 1976; Holtgraves, 1997). Holtgraves’ research (1997) shows that European
Americans tend to use words and phrases in their conversation to reflect their intentions
more directly and literally than East Asians, for whom intentions are indirectly implied
and must be read “between the lines.”
How people from different cultural contexts infer meanings from speech also
differs. Studies show that those from an individualist cultural context assume a closer
connection between a person’s thoughts and speech, compared to those from a
collectivist cultural context. Classic studies in social psychology show that those from the

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U.S. cultural context tend to show robust “correspondence bias (Jones, 1979)” in which
people infer that corresponding thoughts exist when people talk about their ideas, even
when the situational constraints that lead to making such speech are clear. More recent
studies looking at cultural differences in the phenomenon show that East Asians are less
likely to assume corresponding attitudes based on spoken words than European
Americans (Choi & Nisbett, 1998; Miyamoto & Kitayama, 2002).
The cultural difference is found not only in the meaning of speech, but also in the
actual effect of speech on various psychological functioning. Research on cultural
influences on the effect of verbalization on cognitive functioning shows that people differ
in how they are affected by verbalizing their thoughts as a function of cultural
background. A series of studies (Kim, 2002) examined the effect of verbalization (i.e.,
thinking-aloud) on thinking (i.e., cognitive problem solving). In these studies, East Asian
American and European American participants were randomly assigned to either
verbalize their thoughts or stay silent while they were working on a cognitive problem
set. The performance (i.e., the number of items answered correctly) in the verbalization
condition or the silent condition was compared, and the results showed that verbalization
of the problem solving process impaired the performance on a reasoning test for East
Asian Americans, whereas verbalization did not affect the performance of European
Americans (Figure 1).
Cultural differences in the effect of talking appear to be due to the difference in
the degree to which East Asian Americans and European Americans rely on language in
their thinking (Kim, 2002). To understand the underlying mechanism, two studies were
conducted. One study was a self-report study in which participants were asked about the

Culture & Self-Expression 15
extent to which they rely on language in their thinking, and the other study was an
experimental study utilizing an articulatory suppression task (e.g., repeating the alphabet
while working on the problem solving task) that interferes more with verbal thinking than
non-verbal thinking. Results from both studies supported this hypothesis. European
Americans seem to rely on language in their thinking more than East Asian Americans
do. Therefore, verbalization of thinking is perhaps a more complicated task for East
Asian Americans, who have to convert their non-verbal thoughts to words, than for
European Americans, who merely need to vocalize their internal speech. Thus, talking
damages East Asian Americans’ performance on the reasoning test, but not European
Americans’ performance.
Another set of studies (Kim, 2005a) examined the interaction between culture and
the specific nature of cognitive task on the effect of speech on problem solving. In these
studies, the level of difficulty of a cognitive task was manipulated in order to examine the
relative amount of cognitive resource required by verbalization of thoughts. The studies
show that the cultural difference between East Asians/ East Asian Americans and
European Americans is more pronounced when the task is difficult (i.e., when the task
requires more cognitive resources) than when the task is easy. Moreover, this cultural
difference in the level of cognitive resource seems to lead to a cultural difference in how
psychologically taxing verbalization is between East Asian Americans and European
Americans. Measuring the level of the stress hormone, cortisol, in response to
verbalization of thought processes, a study (Kim, 2005b) shows that East Asian
Americans show neuroendocrine responses of a more stressed person, compared to
European Americans.

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Beyond the effect of speech on cognitive processes and biological responses, the
self-expression through speech also has implications for more social processes.
A study (Kim, 2005c) examined the importance of the expressive aspect of self-
affirmative activities utilizing the methods and theory of self-affirmation research
(Sherman & Cohen, 2002; Steele, 1988). This study (Kim, 2005c) examined the effect of
expression (i.e., verbal reading) or silent reflection (i.e., silent thinking) of people’s
personally important values on the extent to which they were self-serving in their social
judgments.
Consistent with the American cultural emphasis on self-expression, for European
Americans, talking about personal values makes them more affirmed (i.e., less self-
serving; Dunning, Leuenberger, & Sherman, 1995), but merely thinking about one’s
values without expressing them actually makes them less affirmed than being in the
control condition. In contrast, for East Asian Americans from a cultural context in which
people are encouraged to be cautious about talking, having to talk about one’s values
seemed to threaten their sense of self as it actually made them more self-serving, whereas
merely reflecting on their values without talking did not (Figure 2). Self-expression
affirms the European Americans perhaps because expressing their important values
clarifies who they are, whereas the same act threatens East Asian Americans probably
because it makes them feel concerned about the interpersonal and social implications of
such acts.
One of the implications of this finding is that the difference in cultural meanings
of speech might lead to differences in how people from different cultures view talking
about one’s thoughts in interpersonal settings. That is, talking about oneself can be seen

Culture & Self-Expression 17
as a form of self-expression for those who are from cultural contexts where people
generally focus on the self, whereas the same act can be seen as a fundamentally social
act with full social and interpersonal consequences for those from cultural contexts where
people more often focus on their social groups.
Culture and Interpersonal Implications of Self-Expression
If the motivation for and effect of self-expression differs across cultures, how
does that affect the patterns of relationships and communication with others? Research
about self-disclosure and social support seeking demonstrates the interpersonal
implications of self-expression and how these are affected by culture.
Talking about oneself with others, the act that is an essential element in self-
disclosure and social support seeking, is fundamentally a social act that has various
relationship consequences. Whereas most people probably would not dispute that such
self-disclosure and social support seeking implicate relationships, the nature of these
impacts and the salience of this concern is to people seem to differ across cultures. That
is, for those from more individualist cultures, people often express their thoughts and
feelings as well as aspects of their personal lives with the goal of letting others know who
they are. Thus, opening up and disclosing personal information means one’s motivation
to enhance interpersonal closeness in individualistic cultures (Hendrick, Hendrick, &
Adler, 1988). In contrast, for those from more collectivist cultures, talking about one’s
feelings and thoughts is more often seen as irrelevant, inappropriate, and disagreeable
(Kim & Markus, 2002) as it can potentially violate conversational norms, or create
disagreements with others. Thus, people in collectivist cultures tend to develop the habit
of paying closer attention to cues from social contexts when disclosing self-relevant

Culture & Self-Expression 18
information and of using more implicit forms of communication, such as non-verbal cues
(Gudykunst & Ting-Toomey, 1988).
It is not clear whether the amount of self-disclosure differs between people from
individualist and collectivist cultures because studies show inconsistent findings,
depending on the specific methodology and cultures of participants (e.g., Ting-Toomey,
1991; Wheeler, Reis, & Bond, 1989). However, it seems clear that there is a difference in
how people convey their thoughts and feelings. A study on culture and intimacy reveals
that people from individualist cultures exercise the “voice approach (Ting-Toomey, 1991,
p. 34)” more often in intimate interpersonal relationships than people from collectivist
cultures who employ less overt expressions of intimacy. In other forms of relationships,
people from individualist cultures more frequently use direct self-disclosure whereas
people from collectivist cultures use more indirect self-disclosure (Gudykunst & Ting-
Toomey, 1988).
Moreover, the amount and content of self-disclosure varies more in collectivist
cultures depending on the context. Wheeler et al. (1989) found that Hong Kong Chinese
respondents disclosed more personal information than European Americans when they
were talking to close members of their in-group. However, the content of disclosure
depended on the nature of the topic. Hong Kong Chinese respondents disclosed less when
the topic could be a burden to the listener and when the need for face-maintenance was
great (Ting-Toomey & Cocroft, 1994; Ting-Toomey & Kurogi, 1998).
Ting-Toomey (1988) proposed that face-negotiation was essential in
communication and there are considerable cultural differences in how it is done. Face
refers to the claim or demand for respect and the interaction between the self and a

Culture & Self-Expression 19
member of another party in threat or assistance. In individualist cultures where the goal
of communication is perceived as an expression and projection of the self and its
independent ideals, people use the face strategy of protecting or enhancing self-image.
On the other hand, in collectivist cultures, where the goal of communication is perceived
more as the reinforcement and fortification of social bonds, people use the face strategy
of mutual- or other-face maintenance.
When an individual encounters a problem that involves the support or aid from
others, how do they use communication in order to draw on social resources? Social
support is defined as information from others that one is loved and cared for, esteemed
and valued, and part of a network of communication and mutual obligations. Social
support may come from a spouse or companion, relatives, friends, co-workers, and
community ties, such as belonging to a church or club. Social support has long been
known to mute the experience of stress, reduce the severity of illness, and speed recovery
from health disorders when they do occur (Seeman, 1996; Taylor, in press).
Social support seeking most often involves explicit expression of the personal
distress from a support seeker, and research on culture and expression suggests that there
are cultural differences in how people exercise and are affected by such an expression.
Studies have shown that European Americans are more likely to ask and receive social
support than Asians and Asian Americans to cope with stressful events (Shin, 2002;
Taylor et al., 2004). A series of studies (Taylor, et al., 2004) showed that, compared to
European Americans, Asians and Asian Americans are less likely to seek social support
as a way to cope with stress. Asian and Asian Americans’ reluctance seems to originate
from a general concern for social consequences of expressing their feelings and problems

Culture & Self-Expression 20
to others, such as losing face, disrupting harmony, and worrying and burdening others.
Subsequent studies (Kim, Sherman, Ko, & Taylor, 2005) specifically address the
effect of priming goals (either self goals or the goals of an ingroup or outgroup) on the
willingness to seek social support and the eventual consequence of social support
seeking. After being primed to think about their personal goals, or the goals of an out-
group goals, Asian American participants were more willing to seek social support than
after being primed with in-group goals or without any priming. In contrast, European
Americans’ responses were impervious to goal priming. Moreover, social support seeking
in dealing with stressors was perceived to be less helpful and even harmful for Asian
Americans, especially after the in-group goals priming, compared to European
Americans. In sum, these results show that social support seeking is a relational
transaction is greatly influenced by the specific nature of relationship for Asian
Americans, whereas for European Americans, it is more of an individual act.
Expression of personal needs through direct communication facilitates utilization
of social resources to achieve personal goals in individualistic cultures but could
challenge social bonds in collectivist cultures. Thus, type of communicative expression
depends upon the cultural weights given to personal goals and social harmony (Markus et
al., 1997). Interpersonal communication accentuates and defines social networks and
intimate relationships, and the way in which individuals communicate with each other
largely affects how they negotiate these social relations. By understanding cultural
variation, we may better understand the nuances of communication and how people a
balance between self-expression and social harmony.

Culture & Self-Expression 21
Rethinking Self-Expression
The goal if this review goes beyond demonstrating cultural differences. We aim to
contextualize the meaning and practices of self-expression to understand why people use
or do not use various forms of self-expression, and why people are affected by self-
expression in the way they are. We also aim to study the psychological effect of self-
expression in a culturally more inclusive manner.
The need to belong, be accepted and be valued by one’s relevant social groups is
considered to be one of the most basic human needs (Baumeister & Leary, 1995; Leary &
Baumeister, 2000). In order to achieve such a goal, people often strive to be seen as a
good member of their social group, although what constitutes “being a good member”
might differ in different cultures (Heine, Lehman, Markus, & Kitayama, 1999; Sedikides,
Gaertner, & Toguchi, 2003). Clearly, how one is projected to and viewed by others (and
by oneself as well) bears psychological importance, and individuals should be motivated
to communicate who they are. Thus, communicating oneself and others’ recognition of
the self has impacts on psychological well-being as well as the sense of self-integrity, and
such a motive probably matters in many cultures. However, psychological investigation
has mostly focused on this motive from an individualistic perspective. The motive of self-
communication in general psychology assumes the self to be an independent agency in
which a person is encouraged to take control and influence one’s environment (Kitayama
& Uchida, 2005; Morling, Kitayama, & Miyamoto, 2002). That is, the act of
“expression” implies that it is a task for oneself to make the self recognizable. Yet, for
those who have a more collectivistic perspective on the self, self may be conveyed
differently in order to fulfill the same motive. It is possible that communication of social

Culture & Self-Expression 22
status, roles and relationships has the same positive effect on those from collectivist
cultures (some initial evidence is shown in Hoshino-Browne et al., in press). Given that,
what is important (and more beneficial than individual expression) for those from
collectivist cultures might be recognition from others. We are not merely saying that self-
communication is not desired in Eastern cultures, but through our review of cultural
disparities in the concept of self (individual and collective), this chapter serves to
highlight how these differences may affect how people communicate who they are.
Therefore, although we focused on cultural differences in this chapter, the general motive
to have oneself socially recognizable may be universally shared. Consequently, much
research is needed to understand the divergent forms of self-communication practiced in
different cultural contexts.
This review also highlights the importance of sociality in self processes. We have
suggested that self “expression” in more collectivist cultures hinges on social recognition
and self definition through others. It seems to be the case that in more individualist
cultures, self-expression generally has a positive psychological impact because of its
socializing function. “Publicizing” the self in any form makes the self recognizable and
observable to people including the self, and this function of expression and its most often
positive effect shows the importance of the social in psychological processes of
individuals. The cultural findings in our review underscore the importance of social
recognition of the self, and acknowledge that “others” or society matter as recognizing
agents as well as constituents of the self whether independent or interdependent. Self-
expression reflects the desire for individuals to negotiate the self in a social world. The

Culture & Self-Expression 23
promise of cultural psychology lies in understanding the complexity of this negotiation
and the values and beliefs that shape it.

Culture & Self-Expression 24
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Culture & Self-Expression 34
Figure 1. Mean number correct as a function of talking and culture
0
2
4
6
8
10
12
14
East Asian American European American
Culture
Number Correct
Not Talking
Talking

Culture & Self-Expression 35
Figure 2. Mean (and SE) self-serving judgment as a function of culture and affirmation
status.
0
1
2
3
4
5
6
7
European American East Asian American
Verbal Expression
No Expression
Control