1. Memory of a controversial social event – relation to the individualism-collectivism dimension Elena Paspalanova New Bulgarian University International Council of Psychologists 65th Annual Conference, San Diego, California, USA August 10 – 14, 2007

2. The context of the research: Cultural differences in cognitive processes “…Westerners and Asians literally see different worlds. … Westerners see a world of objects – discrete and unconnected things. … Asians are inclined to see a world of substances – continuous masses of matter. … Westerners have an analytic view focusing on salient objects and their attributes, Easterners have a holistic view focusing on continuities in substances and relationships in the environment.” (R. Nisbett, (2003). The geography of thought.)

3. Some experimental evidence: 1. A pyramid made of cork: “Look at this “dax” (“blicket”) A pyramid made of plastic vs. pieces of cork “Point to the “dax” Americans – the pyramid Japanese – the pieces of cork From two-years-old to adults 2. Memory for words Long list of words on different pictorial background: “social” vs. “non-social” vs. no background Chinese recall more words when presented on social background

4. 3. Holistic view of the events vs. tunnel vision. Recall task 8 animated underwater pictures: - focal fish – larger, brighter, faster moving - slower moving animals - inert objects – rocks, plants, bubbles, etc. Number of references to the focal fish - Americans = Japanese References to the background elements – Japanese made 60% more 1st sentence: Japanese – referred to the environment, e.g. “It looked like a pond.” Americans – referred to the focal object, e.g. “A big fish moving to the left.”

5. Memory of a controversial event: An event that could be understood (perceived) and remembered differently by the opposing groups, which it concerns. The state policy of changing the names of the Turkish population in Bulgaria - extermination of the ethnic differences in Bulgaria - 1984-1989 (revival process; ethnic cleansing) Content of the memories - the most important episodes (moments) of the event (120 Ss – ethnic BG and ethnic TU) Soldiers in the streets, frequent passport controls, midnight checks at homes, prohibition of the usage of Turkish as maternal language, dismissal from work, prohibition of national clothing and religious ceremonies, bomb-attempts at the train stations, arrests, compulsory change of the names (most frequently mentioned).

6. Episodic memory personally experienced event store for kinds of information one includes in his/her life story consists of remembering both the event per se and the experienced emotions when it happened crucial role of the “experiencer” / “rememberer”, or the “self” as an accumulator of episodic experience Are there any other factors, except one’s ethnic origin, which could influence the memories of people, who have experienced to a different extent - witnessed or suffered - the event of “changing the names of ethnic Turks”? Memory of a real social event from the newest history of Bulgaria.

7. Social orientations Express some of the core values and shared believes in a given society or group, which constitute the essence of its “culture”. Individualism - Collectivism Inter-individual differences - as to the extent of holding individualistic or respectively collectivistic values and believes. In both individualistic and collectivistic cultures there are individualists as well as collectivists. (H. Triandis, 1985)

8. Definition of the self-concept Attribution styles Emotional expression Communication styles and conflict resolution Feeling of well-being Social behavior Perception and Memory

9. The question is: Is it possible that individualistic vs. collectivistic orientation, measured at individual level (that is, conceived as an individual characteristic reflecting one’s preferred believes and values) could influence the cognition (memory)? NB – Individualism – collectivism is a cultural dimension ! Individualistic orientation – better memory of details Collectivistic orientation – better memory of relationships (event context)

10. Participants: 589 Ethnic BG - 348 (60%)Ethnic TU - 233 (40%) Males - 256 (46%) Females – 306 (54%) Village – 83 (14%)Town – 494 (86%) Basic – 42 (7%) Secondary – 254 (43%) Higher – 290 (50%)

11. Method 1. Memory of the controversial event (variables): Personal details Event details Surprise Personal emotions’ intensity National importance Personal importance Emotions’ intensity of the other people Media information Sharing information Sharing emotions Having different opinion Being under social pressure

12. Memory of details: - Personal details: “Do you remember what you were doing those days ?” - Event details: “Do you remember or could you give details to describe the event ?” Memory of relationships with other people - Sharing with other people (info and emotions): “Did you discuss, sharing information with the other people (relatives, friends, colleagues, etc.) about this event?”; “Did you sharing emotions with the other people (showed your feelings) about the event?” - Perception of having different opinion from the others and being under social pressure: “Did people (relatives, friends, colleagues, etc.) have opinions different from yours about the significance of the event or its consequences?”; “Did people try to change (influence) your opinion?” (1) Not at all - (5) To great extent

13. 2. Social orientations:Individualism - Collectivism Wealth -1.919 Success -.614 Self-confidence -.378 Cooperation.354 Tradition.416 Order.749 Justice 1.393 Gerganov, E., et al. (1996). Culture-specific approach to the study of individualism-collectivism. European Journal of Social Psychology, 1996, vol. 26, 277-297.

14. Method of quartiles – 3 groups:individualists collectivists balanced

15. MXSxNT-test BG0,37.8933478,48 TU- 0,301,002233p <.001 ES =.70

16. F-values - ethnicity and social orientations as related to the memories Memory of:EthnicitySocial orientations Interaction effect 1 Personal details 51.91.151.91 2 Event details 57.12.03.67 3 Surprise 32.76.03.00 4 Personal emotions’ intensity 51.861.231.13 5 National importance 27.48 (BG)20.94 (Col)9.23 6 Personal importance 59.152.373.00 (p<.08) 7 Emotions’ intensity of the other people 14.29.361.56 8 Media information 1.945.08 (Col).55 9 Sharing information 4.05 (BG)6.26 (Col).69 10 Sharing emotions.2095.73 (Col).989 11 Having different opinion 20.59.222.13 12 Being under social pressure 36.932.571.24 Details (personal and event) 60.45.091.37 Sharing (information and emotions) 1.736.82 (Col).949 Having different opinion and being under social pressure 36.411.402.13

17. BG sample:Individualistic vs. collectivistic orientations are not related to memory TU sample:Collectivistic orientation is related to better memory National importance22,78 Personal importance7,32 Media information4,12 Sharing information5,12 Sharing emotions5,88 Sharing (information and emotions)6,13 Total memory12,36 F-values - social orientations as related to the memories

18. Memory of:BGTU Personal details3,83 (p<.02) 10,94 (p<.000) Event details11,35 (p<.000) Sharing information3,23 (p<.04) Sharing emotions2,37 (p<.09) National importance20,11 (p<.000) Individualists vs. Collectivists vs. Balanced F-values - social orientations as related to the memories

19. BG sample

20. TU sample

21. Conclusions: Collectivists remember better: Sharing (information and emotions) – BG + TU National importance of the event – TU Looking for the news (newspapers, TV programs, radio) – TU Individualists (compared to balanced) remember better: Personal details - TU Event details - TU