The Portrayal Of Individualism Sociology Essay

Published Date: 23 Mar 2015

The Title of this research is 'The Portrayal of Individualism: A study on Marvel Movies IRON MAN 1 (2008) and IRON MAN 2 (2010)'. In this chapter introduction is made on the Research Background, Research Problem, Research Objectives, Research Questions, Research Significance, Research Scope, Definition of Terms and Conclusion.

Research Background

This segment is to briefly introduce the Marvel Movies, IRON MAN 1 and 2, Individualism, and some manifestations of individualism. Individualism is one of the major dimension of researcher develop a study on culture. Several of research had developed to comparing individualism and collectivism.

Individualism

Western country, especially United States of American, is encouraging individualism as socializing climates. We can found a word from 'United States Declaration of Independence'. In its second sentence:

"We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights that among these are Life, Liberty and the pursuit of Happiness." (Constitution society 2012)

United States of American major ideology is everyone has the equal right and they have freedom to do what they want without force by other people. The liberty in the second sentences of 'United states Declaration of Independence' clearly state central idea of individualism: freedom as an individual. (Constitution society 2012)

Individualistic societies are described as emphasizing independence, freedom, and personal assertiveness as socializing climates in which a person's self-esteem develops (Kagitcibasi, 1996; Triandis, 1989; 1995). A Western view of self-awareness is based on the idea that one's "private self' resides within each person consistent with such cultural themes as the separateness and distinctiveness of each person (Gecas & Burke,1995).Western country encouraging freedom of action, refraining from severe restrictiveness, and encouraging self-confidence for exploratory behaviour. Individualism is the moral stance, political philosophy, ideology, or social outlook that stresses "the moral worth of the individual". Individualists promote the exercise of one's goals and desires and so value independence and self-reliance while opposing external interference upon one's own interests by society or institutions such as the government.

Triandis (2000) states that cultural pattern of individualism is A) sample the individual self is conceived as independent of in-groups B) give priority to personal goals. C) Use attitudes much more than norms as determinants of their social behavior. D) Pay attention only to their own needs and abandon interpersonal relationships that are not optimally beneficial to them.

Triandis (1994) has suggested that individualism emerges in societies that are both complex and loose. For example, Hollywood stars live in a culture that is both complex and loose. This speculation has not been tested rigorously but the data seem to hang together reasonably well. He also use Japan as an example that the complex Japan nowadays is less collectivist than 19th century. He also mentioned that modern, industrial-urban, fast-changing cultures tend to be individualist.

Hofstede (1991) work was one of the earliest attempts to use extensive statistical data to examine cultural values. In carrying out his research, Hofstede ultimately surveyed more than one hundred thousand managers in a multinational organization, from fifty countries and three geographical regions. Each country was assigned rank 1 through 50 in each his studies, include individualism versus collectivism.

Andersen (2003) stated that individualistic cultures emphasize personal rights and responsibilities, privacy, voicing one's own opinion, freedom, innovation, and self-expression. Triandis (1995) also discuss individualism with 4 points. First, the individual is the single most important unit in any social setting. Second, independence rather than interdependence is stressed. Third, individual achievement is rewarded. Lastly, the uniqueness of each individual is of paramount value. Goleman (1990) highlight that people's personal goals take priority over their allegiance to groups like the family or the employer. The loyalty of individualists to a given group is very weak; they feel they belong to many groups and are apt to change their membership as it suits them, switching churches, for example, or leaving one employer for another.

Triandis (2001) writes that emphasize is placed on individuals goals over group goals. The self is promoted because each person is viewed as uniquely endowed and possessing distinctive talent and potential. Individuals are encouraged to pursue and develop their abilities and aptitudes. People taught to be creative, self-reliant, and assertive in many individualism cultures. Triandis emphasize on individual is emotionally disconnected from in groups such as the family because individual be taught to be independent. Social controls more on the personal guilt than on shame of other social norms or conformity. Individualist will belong to many groups but they not actually tie with it. Many groups that individualist belong to is to enhance self-worth, for example, self-help group, therapy group, or occupational group.

In the Geert Hofstede research on Dimensionalizing Cultures: The Hofstede Model in Context (Neulips 2009) discusses the Differences between collectivist and individualist societies, in the table portrayal the individualism in 10 degree which is: Everyone is supposed to take care of him and his immediate family only, "I"-consciousness, Right of Privacy, Speaking one's mind is healthy, Others classified as individuals, personal opinion expected: one person one vote, Transgression of norms leads to guilt feelings, Languages in which the world "I" is indispensable, purpose of education is learning how to learn, Task prevails over relationship. It is worth noting Kashima (1998) mentioned Individualist cultures have languages that require the use of "I" and"You". English is a good example. It would be difficult to write a letter in English without using "I" and "You". Top ranked country in the individualism country mostly using English. (Hofstede, 2001)

Markus and Kitayama (1991) introduced the concepts of independent self and interdependent self to distinguish between the different kinds of self found in cutures. They suggest that people in individualistic cultures such as western generally will have an independent self. People in collectivist cultures such as eastern have an interdependent self. The independent self is an autonomous entity with clear boundaries between self and others. Internal attributes, such as thought, feeling and abilities, are stable and largely invulnerable by social context. The behavior of the independent self is governed and constituted primarily according to one's inner and dispositional characteristics.

Based on Fiske, Kitayama, Markus and Nisbett (1998), The independent person is 1) bounded, stable, autonomous 2) has personal attributes that guide action 3)is achievement-oriented 4)formulates personal goals 5)define life by successful goal achievement 6)is responsible for own behavior 7)is competitive 8)strives to feel good about the self. According to Feldman (2001), western are more apt to experience emotions that are related to their view of themselves as independent, unconnected individuals. People living in independent cultures see achievement in terms of personal gains, viewing themselves as better or worse achievers than others. They compare their salaries and their grades with those of their peers, and they seek and receive individual rewards for good performance. The self-concepts of people in independent cultures, then, are based on personal, individual successes and failures.

Oyserman, Coon, and Kemmelmeier (2002) summarize behavioral traits that have been shown to be associated with individualism. individualism is 1) optimism, 2) high self-esteem, 3) Lower social anxiety, 4) Emotional expression, 5) Satisfaction with self, 6) Satisfaction with freedom, 7) Direct communication style, 8) Lower relational commitment, 9) Preference to work alone, 10) Ease of interacting with strangers.

According to Naomi and Mark (2005), American Movie always content ideology of their nation culture. Individualism as a part of American culture, it is exists in most of the American Movies. This argument obviously been emphasize in action movies, especially in those superhero movies, this research will examine two of the superhero movies, IRON MAN 1 (2008) and IRON MAN 2 (2010) to find out the portrayal of individualism.

MARVEL MOVIES

According to Marvel Studios official website (MARVEL OFFICIAL WEBSITE 2012), originally Marvel Films (1993-1996), is an American television and motion picture studio based in Manhattan Beach, California. Marvel Studios is a subsidiary of Marvel Entertainment, a self-contained part of The Walt Disney Company conglomerate.

Since 2008, the studio has released six produced films - Iron Man (2008), The Incredible Hulk (2008), Iron Man 2 (2010), Thor (2011), Captain America: The First Avenger (2011), and Marvel's The Avengers (2012) - with shared timeline, cast and characters, making up the Marvel Cinematic Universe. (MARVEL OFFICIAL WEBSITE 2012)

The Marvel Movies is very influential to public of today, their productions are well known by most people in most place. Marvel Movies always have outstanding box office in various countries from west to east, inadvertently the values of those movies instill to audience around the world especially the youth generations. We can notice that the Marvel Movie did share the main value of US culture which is Individualism. And it becomes stronger in the portrayal of the character.

IRON MAN

Here is his introduction "before the Iron Mask" from Marvel official Website. Anthony "Tony" Stark was born to Howard Anthony Stark and Maria Collins Carbonell Stark, owners of the prominent US firm, Stark Industries. As a boy, Tony was fascinated with building and controlling machines. At the age of 15 Tony entered the undergraduate electrical engineering program at the Massachusetts Institute of Technology (MIT), and graduated with two master's degrees by age 19. Tony went to work for Stark Industries, but showed more interest in living a reckless playboy lifestyle than using his engineering skills. At the age of 21, Tony inherited Stark Enterprises when his parents were killed in a car accident secretly orchestrated by rival corporation Republic Oil (later ROXXON). Still lacking in business acumen, Tony promoted secretary Virginia "Pepper" Potts to be his executive assistant and left the majority of his workload on her so that he could avoid what he saw as a burden. (MARVEL OFFICIAL WEBSITE 2012)

MOVIE IRON MAN 1 (2008)

According to Marvel official website (MARVEL OFFICIAL WEBSITE 2012).Tony Stark is well-known as a playboy and genius which led the defence contractor Stark Industries after his father was death. The moment after Stark demonstrated the new missile called "Jericho" in Afghanistan; he is ambushed by the terrorist group, the Ten Rings and then imprisoned in a cave.

As Stark get seriously injured from the ambush, the fellow captive Yinsen save his life by installed an electromagnet into Stark's chest so that can avoid the shrapnel which wounded his body to reach into his heart and cause him die. Raza, leader of Ten Rings, guarantees will set Stark free once Stark help them to build Jericho missile. However, Stark and Yinsen know that Raza will not release them eventually. Thus, in order to power Stark's electromagnet, they secretly to construct a powerful electric generator named an arc reactor and a suit of armor for escape. Unfortunately, the Ten Rings discovered what they doing and Yinsen died because want to help Stark's suit powers up.

Stark successful escape from the cave and flies away until his suit is destroyed and he crash in the desert. Once Stark get back to his country, he announces to public that the company will not produce weapons anymore although Tony's father old partner, Obadiah Stane has try to persuade him to do not do so. Stark continues to improve his suit and arc reactor. Stark knows that Yinsen's village, Gulmira will be attack by the Ten Rings using his company weapons. Stark wears up the new armor and flies to save Yinsen's village.

On the way flying back home, Stark is chase by two F-22 Raptor fighter jets. To get rid of their shot, Stark tells his secret identity to his friend, Rhodes. The Ten Rings found the pieces of armor suit and meet with Stane. However, Stane used his sonic device to subdue Raza and killed all of them. By applying reverse engineering method, Stane capable produce a new suit from the wreckage.

Potts, who sent by Stark to hack into Stane's office, has found the evidences about Stane supplying weapons to terrorists and employed the Ten Rings to kill Stark. Since Stane's scientists unable to build an arc reactor, Stane attacks Stark by using a sonic device and take away his arc reactor. Luckily, Stark managed to plug in back his original reactor. Due to the original reactor cannot run his suit at full capacity, Stark lures Stane to the top of the Stark Industries building and guides Potts to overload the large arc reactor there. The huge electrical surge that knocks Stane unconscious, make him and his armor to fall into the exploding reactor, killing him. When Stark demands to explain the Stane's death at a press conference, Stark announces that he is Iron Man. From this kind of action, it can be shown that Stark consist of strong individualism. It is because he cares a lot of his personal achievements, as he produced a powerful armor suit.

MOVIE IRON MAN 2 (2010)

According to Marvel official website (MARVEL OFFICIAL WEBSITE 2012).The news regards Stark Industries CEO, Tony Stark revealed himself as Iron Man had spread to Russia. While Anton Vanko is pass away, his son, Ivan Vanko starts to used the prototype given by his father to build an arc reactor which alike with Stark. In order to carry on his father legacy Stark strives to re-organize the Stark Expo in Flushing Meadows.

Meanwhile, Stark utilizes his armor to ensure world peace. When the senator Stern wants him to hand in the Iron Man technology to the government, Stark rejects, because he thinks that all the business rival around the world can't duplicate his work, it is unique and considered as his property. Based on Stark's statement, it can be seen that he is a self-centered person and doesn't care who will afraid his armor threaten worldwide peace. Stark feels depressed when unable to find the new element to replace the palladium core in the arc reactor which can slowly poisoning him. Stark decide to keep his plight and substitutes Potts, who Stark Industries CEO with Natalie. By using an arc reactor as powering whip-like weapon, Vanko attacks Stark at the racing field. Starks able to subdued Vanko and get to know that he is the son of his father's old partner. Vanko tells his desire to revenge on Stark family.

Justin Hammer, rival defense contractor, rescues Vanko and hires him to complete a line of armored. Due to intervene from Stark, Rhodes wears up Stark's Mark II armor to fight with him. The battle end up huge explosion while both fire repulsor beam and Rhodes returns the armor to the military. From Nick Fury, director of SHIELD, Stark knows that his father formed a SHIELD and disclosure Natalie as undercover agent. Stark discovers an encrypted message from his father's old material which given by Fury and finally found the new element to replace the palladium.

Hammer demonstrates Vanko's armored drones and led by Rhodes, who wearing complete weaponries version of the Mark II armor. Stark flies with his new armor to stop Rhodes, however, all drones include Rhodes's armor is control by Vanko used to attack Stark. Hammer is then arrested by Hogan and Romanoff try to catch Vanko but let him escapes. Besides, Romanoff allows Rhodes to control back his Mark II armor. Vanko is totally defected when Stark and Rhodes use fire repulsor rays at each other and create a huge explosion.

Vanko activates self-destruct mechanism on his suit along with all his drones, obviously killing himself as well. Stark capable to saves Potts before the drones going to explode. At the end, Stark promises to work as consultant if senator's Stern awards Rhodes and him with medals for bravely, although Stern not willing to do so.

Research Problem

As state in the research background, studies have shown individualism level of people increasing with the growing of science and technology. Individualism is prevalent in most of development country. To address this phenomenon, scholars conduct numbers of research toward individualism from different perspectives. As most research found, generally western country practicing individualism while eastern country practicing collectivism. Malaysia as an eastern and developing country it stands in a subtle position. Historical factor make Malaysia one of the special existing country in the world which absorb multi culture. There have lack of studies of individualism in Malaysia context.

Compare with other developed country, Malaysia also lack of studies in teenager and youth behavior and thinking. Malaysia has lack of study to investigating humanity. It may one of the reason scholars in Malaysia unable to grasp the evolution of social behavior.

By conducting this research, the study will first aims to study the portrayal of individualism in the Marvel Movie. Through the study of the films, the research can help to continue investigate perception of youth toward the movie. The understanding of youth's perception toward the portrayal of individualism is not to manipulate or influence the youth's behavior. The research may be able to give people a clearer picture to individualism among youth in Malaysia.

Research Objectives

1. To examine the portrayal of individualism of Tony Stark, the main character in the Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010).

2. To find out the perception of youth toward Tony Stark, the main character in the Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010)

Research Questions

1. How was the main character portrayed in Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010)?

2. What is the perception of youth toward Tony Stark, the main character in the Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010) after they watched?

1.5 Research Significance

Film Industry has been producing quite a number of individualism movies. However, those movies will publish under different genres. Normally individualism can be found in action movie and superhero movie. People may confuse to differentiate the type of films and they are actually lack of awareness to identify individualism in the movie.

This research able to carried out so that we can help people to understand the behavior of individualism own by Marvel Movie Character, it can also call awareness of public toward individualism in media content. The objective of this research is not to change people perception but at least giving people a chance to have a clear picture toward individualism.

1.6 Research Scope

This research is done among Youth of Malaysia. The target audience limited to Malaysians who are 18 - 25 years old. Other than that, our target audiences focus to Malaysians who are currently staying in Klang Valley Area. Also, movies that study research on are only restricted to IRON MAN 1 (2008) and IRON MAN 2 (2010).

1.7 Definition of Terms

1.7.1 Portrayal

Conceptual Definition

A depiction of someone or something in a work of art or literature; a picture: A realistic portrayal of war. (Oxford Dictionaries 2010).A description of someone or something in a particular way; a representation: the media portrayal of immigration. An instance of an actor playing a part in a movie or play; a performance: his portrayal of the title character.

Operational Definition

The first objective of the research is to find out the portrayal of individualism. Therefore, to find out behavior shown by the character in the movie which demonstrate individualism. This research will define portrayal as how the movies figure the characteristic of individualism.

1.7.2 Individualism

Conceptual Definition

The habit or principle of being independent and self-reliant: a culture that celebrates individualism and wealth. (Oxford Dictionaries 2010) Self-centered feeling or conduct: egoism. A social theory favoring freedom of action for individuals over collective or state control: encouragement has been given to individualism, free enterprise, and the pursuit of profit. Individualism described bas emphasizing independence, freedom, and personal assertiveness as socializing climates in which a person's self-esteem develops (Kagitcibasi, 1996; Triandis, 1989; 1995).

Operational Definition

In the research it will be use to explain those behavior displayed individualism: self-motivation, autonomy, freedom, and personal assertiveness, independent thinking and Self-actualization.

1.8 Conclusion

Marvel Movies is achieving excellent result in the worldwide. Marvel Movies almost be a guarantee of box office. It reaches most people of most places in the world. In unconsciously, the value in the movie actually influence how the people thinking, especially among children and youth. Contrast to public heard lot words about young generation now are egoism, lack of collaboration. Even without any evidence, the researcher believes it is some negative interpreting of individualism. But it is attracting to examine the portrayal of individualism in the action movie, especially from the Superhero movie. IRON MAN as one of the outstanding box office Superhero Movies, The research takes it as an example to examine portrayal of individualism. Hope the research can figure out the hypothesis or at least, attract more profession to do further research.

2.0 Literature Review

Introduction

This chapter reviews some of journals which discuss about individualism and dimensions of individualism. It also refers to some related discussion on culture, other explanation of individualism with terms independent culture. The similar research of individualism on media been mentioned to compare too.

2.1 Review of Previous Journals

In this part will discuss about the previous journal. The purpose of review the previous journal is to compare the studies that conduct by others scholars to improve the investigation for further study and to reduce the mislead of research questions

2.1.1 Self-Interest & Self-Values Expression

James M. Baldwin's Dictionary of Philosophy and Psychology (1902) defines "Individualism" in terms of political philosophy as the doctrine that the pursuit of self-interests and the exercise of individual initiative should be little or not at all restrained by the state and that the functions of government should be reduced to the lowest possible terms. As we notice that, people should be liberally practising in his works with lowest or not at all levels of restraints of the environment.

Based on the study of the Chen, Chen and Meindl (1998), the researchers had presented the cooperation mechanisms by culturally shaped motives in the culture of individualism and collectivism. Firstly, the super-ordinate goal of the individualism is goal interdependence. Goal sharing is collectivist's super-ordinate goal. Secondly, the group identity of individualism is self enhancement, collectivism presumed the group identity as the group complements. Thirdly, cognition based is belonging to the trust associated with the individualism. On the opposite sides, affect based is along with the collectivism's trust. Fourthly, accountability of the individualism is individual based but the collectivism is group based. Fifthly, the way to communicate of individualism is partial channel. On the other hand, collectivists use the full channel to communicate. Lastly, individualists and collectivists are also believed in equity based for the reward distribution. The research studied the cooperation mechanisms by culturally shaped motives in the culture of individualism and collectivism analysis correctly the advantages and disadvantages with people either they want to working alone or group working, although the contexts always have the good and bad conditions in it. Last but not least, self-interest might be explains people rather than accepts the individualism (self-based) is their only interest to pursuit or lives in collective society (group-based) also can be an interest of them.

Accordingly, Nayef RF (2008) has been stress that humankinds generally assumed self-interest is the most important things of life. In Nayef's theory of human nature, which he has been termed human behaves as "Emotional Amoral Egoism". After that, Nayef has argued that emotional self-interest primarily governed the human behaviour that can be focus initially on survival, achievement and domination. These facets of human nature are genetically coded survival instinct's product modified by the totality of the environment and expressed as neurochemically-mediated emotions and actions. Reason, reflection and conscious morality are comparatively rare. The human mind is consequently a predisposed tabula rasa, for the purpose of survival and the environment, which is resulting from both an in-built genetic code. Therefore, once human's basic needs been filled, they will be measured self-benefits on them. This may results the greater consequences between the individual and society. For example, Bill Gates has created Microsoft software afterward, billions of people have been benefits by this, relatively the globally business and economic markets were growth because of this.

In Nayef's studied work (2008), he has been researched the most of the mankind are motivated by emotional self-interest and have the potential to be either moral or immoral. The conditions of circumstances will be determine the survival value of human being's moral compass in that being highly moral in an immoral environment may be detrimental to one's survival and vice versa. Indeed, people apparently seeking the gratification and "feel good" of the reason, they will behave altruistically to serves self-interest at some level. Obviously, individualism could be doing well in collectivist society on today's era.

Nayef (2008) state that emphasized individuals is impossible completely escaped by the collectivist society although they were believed in individualism. This insight has profound implications for the re-ordering of governance mechanisms at all levels with a strong emphasis on the role of society and the global system in maximising the benefits of Professor Nayef term measured self-interest, when he has minimising its excesses. This is because human beings cannot be left to their own devices to do the "right thing". The reformation offers the best opportunities of facilitating political and moral cooperation through the establishment of stringent normative frameworks and governance structures, which is best fulfilling the potential of human beings to exist and evolve in peace, security, prosperity and possible serenity.

Kagitcibasi (1997, 2005) and Schwartz (2004), according to them, by contrast, set the limits of the notion of individualism to autonomy and criticize the merging of autonomy and selfishness into individualism. In fact, both authors argue that individual autonomy can be altruistic, going together with social relatedness and concern for others. (Kagitcibasi 1997 & 2005; Schwartz 2004). According to the Etzioni (1993), this understanding mirrors the notion of a "communitarian spirit" in social philosophy, which defines as communitarian a social responsibility form of individualism, it is also explained the combined emphasis on individual autonomy and solidarity with others. Empirically, Schwartz (2007) finds self-direction and stimulation to be close individual-level correlates of participation in collective actions among European countries. The researcher also finds that country-level scores of self-direction and stimulation correlate closely with Inglehart and Welzel's self-expression values index. (Schwartz 2007). Therefore, it could evidently research more about the evidences of individualisms are correlates with the collectivist's society. And, this is feasible and trustable for research the individualisms due to the findings.

According to Christian Welzel (2009), the researcher pointed out the works from Schwartz (1992, 2007) developed an instrument to measure the most basic human values. Values are defined as "trans-situational goals" that people pursue in their lives. Referring to the goals of power, achievement, hedonism, stimulation, self-direction, universalism, benevolence, tradition, conformity, and security, Schwartz identifies 10 quasi-universal values. In short, 8 of the 10 Schwartz values have been shown to reflect two overarching polarities (Fontaine, Poortinga, Delbeke, & Schwartz, 2008; Schwartz & Boehnke, 2004; Spini, 2003). Based on the Schwartz characterization of polarity of the values, this is shows that the humankinds achieve to their goals whereas the goals of benevolence and universalism describe general concerns that environment. People had adequately enhancing themselves meanwhile what they do also can bring about the benefits to society.

Based on the study of Welzel (2009), the researcher has been studied that the power is important to this person to be rich; to have a lot of money and expensive things. Self-Direction is important to this person to think up new ideas and be creative; to do things one's own way. Hedonism is important to this person to have a good time; to "spoil" oneself. Security is important to this person; to avoid anything that might be dangerous. Achievement is being very successful is important to this person; to have people recognize one's achievements. Benevolence is important to this person to help the people nearby; to care for their well-being. Conformity is important to this person to always behave properly; to avoid doing anything people would say is wrong. Adventure and taking risks are important to this person; to have an exciting life. Tradition is important to this person; to follow the customs handed down by one's religion or family. Universalism is important to this person; to care for nature. (Welzel, C 2009)

Christian Welzel (2009), the researcher has been studied the Schwartz's Values Spaces, the analysis on the basis of Schwartz-transformed value items after standardizing these items for their country means is shows that the power was finding as -0.8 in egoism/altruism and .0.0 in individualism/collectivism, the achievement that will be - 0.3 in egoism/altruism and 0.3 in individualism/collectivism. Next, the benevolence were finding as 0.4 in egoism/altruism and -0.1in individualism/collectivism, the universalism were considered as 0.3 in egoism/altruism and 0.0 in individualism/collectivism. Furthermore, the security that will be 0.0 in egoism/altruism and -0.8 in individualism/collectivism, the conformity were considered as 0.3 in egoism/altruism and -0.5 in individualism/collectivism. In a nutshell, the stimulation was finding as -0.3 in egoism/altruism and considered as 0.7 in individualism/collectivism. The self-direction was considered as 0.0 in egoism/altruism and was considered as 0.5 in individualism/collectivism.

On the opposite sides, Welzel (2009) researched the analysis on the basis of Schwartz-transformed value items after standardizing these items for their global means is shows that the power was finding as -0.3 in egoism/altruism and 0.1 in individualism/collectivism, the achievement that will be - 0.5 in egoism/altruism and 0.1 in individualism/collectivism. Next, the benevolence were finding as 0.4 in egoism/altruism and -0.1in individualism/collectivism, the universalism were considered as 0.3 in egoism/altruism and 0.0 in individualism/collectivism. Furthermore, the security that will be 0.1 in egoism/altruism and -0.6 in individualism/collectivism, the conformity were considered as 0.4 in egoism/altruism and -0.4 in individualism/collectivism. In a nutshell, the stimulation was finding as -0.3 in egoism/altruism and was considered as 0.6 on individualism/collectivism; the self-direction was considered as 0.0 in egoism/altruism and was considered as 0.4 in individualism/collectivism. (Welzel, C 2009)

According to the statement of the Delhey, Newton, & Welzel, the researchers has studied the social capital in theories, the trust-relationship between the people is considered a peace facilitator and voluntary collective action. And, when it comes to action that bridges group boundaries, trust in people in general, as opposed to trust in particular people, is considered of key importance. (Delhey, Newton, & Welzel,).Thus, there are huge boundaries between the ordinary people and genius, jealousy, misunderstanding, conflict of gap between the ordinaries people and super-intelligent people. Therefore, I believe that correlation trust among them is priority task of individualism need to be achieving it.

2.1.2. The correlations amongst the vertical/horizontal of individualism/collectivism

Based on the study, the table 1 shows the simple correlations among the four I-CS scales and the overall mean endorsement of all 32 items. The partial correlation's usage is similar to Schwartz (1994) controlling for response styles' subtraction method. Firstly, the correlations' pattern changed dramatically from simple to partial correlations. This finding demonstrates that the results do not show whether simple or partial correlations are valid, although the demonstrations of controlling for overall item endorsement influences the pattern of correlations. The second important finding is that different scales show different correlations with the overall mean. Collectivism scales were highly correlated with the overall mean, which are consistent with previous findings of an acquiescence bias in more conservational cultures (Hofstede 1980; Schwartz 1994; Smith 2004).

According to the findings that conducted by the Schimmack, Oishi and Diener (2005), the table 1 shows that the correlations among Individualism-Collectivism Scales (N= 40 Nations). Firstly, the correlations between the horizontal individualism and vertical-individualism were finding as -.46. Secondly, the correlations between the horizontal individualism and horizontal-collectivism that will be -.18. Thirdly, the correlations between the horizontal-individualism and vertical-collectivism are considered as -.16. Next, the correlations between the vertical-individualism and horizontal-individualism were finding as -.15, the correlations between the vertical-individualism and horizontal-collectivism that will be -.64, the correlations between the vertical-individualism and vertical-collectivism were consider as -.20. (Oishi 2005).

Furthermore, the correlations between the horizontal-collectivism and horizontal-individualism were finding as .39, the correlations between the horizontal-collectivism and vertical-individualism that will be .32, the correlations between the horizontal-collectivism and vertical-collectivism were considers as .80. Then, the correlations between the vertical-collectivism and horizontal-collectivism were finding as .42, the correlations between the vertical-collectivism and vertical-individualism that will be .32, the correlations between the vertical-collectivism and horizontal-collectivism were considers as .80. Finally, the ICX (the mean endorsement of all 32 items) of horizontal-individualism were finding as .51, the ICX of vertical-individualism that will be .42, the ICX of horizontal-collectivism were considers as .90, the ICX of vertical-collectivism were conclude as .93. (Oishi 2005).

Based on Hofstede (2001), and numerous others whom experiments by the researchers, support the importance of individualism for understanding cultural differences and it refines the meaning of this construct. Individualism is best defined as a stronger emphasis on independence and on internal experiences in making judgments and decisions. However, development is theoretically not equalized with individualism, which is not the same as valuing choice and independence by the Affluence or the ability to making decision on the time. According to the Ingelhart (1997) demonstrated the changes in social attitudes is produced by the changes in affluence. With increasing affluence, Rather than obliterating the conceptual distinction between development and individualism, it seems more important to study how the features of society (e.g., democracy, observance of human rights, & affluence) influence individuals' personality, values, and emotional experiences, societies tend to become less materialistic and more post-materialistic.

2.1.3. Individualism on advertisements of Americans and Chinese

According to the Richards and Curran (2002) defined advertising as a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. (Richards.J & Curran.C 2002). After that, we realised that an advertisements could be open/restraint to broadcast to the public depends on which countries of they are broadcasting, if the advertisement that had sensitive issues were broadcast on America TV station, it might be fine to broadcast to public because America's censorship is openness because of the first amendment of United States Institution (freedom of Speech). On the opposite sides, according to the Chan & Chan (2005), it point out that there might be allows to broadcasting on China's TV stations. Although it is hard for the Chinese government to control the advertising industry, there are still more censorships of advertisements in China than many other countries (Chan & Chan 2005). The degree of censorships usually varies from TV station to TV station, but advertisers are expected to ensure that their ads are "conductive to good physical and mental health and complied with social morality, thus fitting with the government's spiritual civilization program". (Chan & Chan 2005). Therefore, we had realised that the ways of media censorship it's could be different because of values are different among the individualism's country (USA) and collectivism's country (China).

According to Hofstede's study, which included 40 countries, the United States scored the highest in individualism, but in the Chinese cultures, for examples like Hong Kong and Taiwan, they had scored higher on collectivism. Although Hofstede (1984) study shows that Chinese culture incorporates more collectivistic values, recent studies have shown that China's culture is greatly influenced by Western values. (Hofstede 1984). Zhang and Shavitt (2003) found that when the television advertisements targeting the general public placed less emphasis on individualistic values than magazine ads, the magazine advertisements targeting on the younger generation that purposely stressed modernity and individualistic values.

Based on the study of the Triandis & Gelfand (1998), the table 4 shows that the competition were scored high by individualists, low on family integrity, emotional distance from in-groups were relatively high, somehow they were high on hedonism but low on interdependence, low on sociability but high on self-reliance. On the other hand, collectivists scored high on family integrity and scored low on competition, low on emotional distance from in-group and hedonism but high on sociability. On the competition and hedonism, Vertical Individualism was related to score high, meanwhile vertical collectivists scored high on family integrity. At the same time, horizontal individualists scored high on self-reliance and horizontal collectivists cored high on family integrity and sociability but low on emotional distance from in-groups.

According to the studied work from Hofstede (2001) said that cultures are extremely stable over time. The culture change comes from the outside, in the form of forces of nature or forces of human beings such as the trade, conquest, economical or political dominance, and technological breakthroughs (Hofstede 2001). Then, based on the works of Zhang and Shavitt (2003), they found out the younger generations in China have made a gradual shift to become more individualistic than the older generation, although the economical and technological changes in China after the open door policy. (Zhang & Shavitt 2003). In today's era, following the globalization massively growing up and practical in the world, the boundaries among the countries decrease by the advanced transportations and internet systems. Therefore, some collectivism's countries will be change to the individualism because of the culture change and technology improvements.

According to the Sun and Wang (2010) found in their research that the younger Chinese generations (14-34 year-old) have been shifted to modern values (individualism and secular orientation) from their traditional values (collectivism and ideology orientation), mostly due to their own life experiences in the recent social transformation process. (Sun and Wang 2010). Also, younger people aged 19-34 are the most secular Chinese among all generations. Ralston's (1999) study shows that younger managers in China incorporate have more individualistic values in their management style. (Ralston 1999). In additional, Moore (2005) focused on the use of slang terms among the younger generations in China to compare their view of their lives and their parents' lives. It has proved that the freedom is highly associated with individualistic values, than the collectivism values. This is because results show that younger generations in China view themselves as having more freedom than their parents. (Moore 2005).

Accordingly to the Koeman (2007) study involved five different cultures, Dutch, Flemish, American, Turkish, and Chinese. The study reported that there is a trend towards globalization in commercials, especially in the value of hedonism. He argued, however, that globalization does not equal Americanization, because the Dutch and the Flemish commercials promoted stronger individualistic values in certain areas, such as achievement and self-direction than the American commercials, thus Westernization should not be over-generalized to mean simply American. In the past, we are always stereotyping the individualism were along with the America, But, we can notice that Europe countries also have the individualism's value in practising of their politics, economics, cultures and media. Following the times passing to forward, the Asian's countries also not conservational to stemming the collectivism only, things was change, world is flat in nowadays by following with the growth of globalizations. Therefore, western countries value was easily influence to others countries by dominance of media such as western advertisements or western movies.

Based on the theory of them, Tsai and Wei-Na (2006) used Triandis horizontal individualism, vertical individualism, horizontal collectivism, and vertical collectivism as the categories of their study of television commercials in the U.S. and China. In this research, vertical individualism, which includes "self fulfilment, self development, benefits to an individual, and competition with others" was dominant in the U.S. television commercials. On the other hand, horizontal individualism, which includes "individuality, independence of audience, uniqueness or originality, and reflection of self-reliance or hedonism" were also found frequently in the U.S. television commercials. Therefore, in movie Ironman I & II, we found out much evidence which emphasize the individuality, independence of audience, uniqueness or originality, and reflection of self-reliance or hedonism. For instances, Tony Stark was a billionaire playboy and he has been creates Ironman as his uniqueness and original identity.

According to research of Cardon (2008) reported that even though Chinese displayed slightly more collectivistic values and Americans more individualistic values, the vertical collectivistic value was rarely displayed in either the U.S. and in China. The findings in these studies strongly contradicted previous research about China's traditional values. Tsai and Wei-Na (2006) concluded that the reason the Chinese commercials were highly individualistic could be the many foreign advertising agencies in China. Also, as more and more investments are coming from the Western countries, the cultural values in commercials can be strongly affected. Therefore, we found out the western media were signifies the values that would be process the significance of western countries in Eastern countries.

Due to the studied of the both researchers, Zhang and Shavitt (2003) conducted a study entitled Cultural Values in Advertisements to The Chinese X-Generation. In this study, the X-generation referred to people aged 18-35. The results suggested that modernity and individualistic values are more dominant in magazine ads and traditional collectivistic values are more dominant in television commercials. Also, the researchers suggested that ads for products that are for personal use would promote more individualistic values while products that are for group use appeal more to collectivistic values in commercials. Zhang and Shavitt (2003) found that both modernity and individualism were the predominant values in Chinese advertising. Moreover, they found that products for personal use do show more individualistic values than products for group use. The means of Individualism, Collectivism in Chinese and American Ads as below, American younger have 85 individualism : 26 collectivism in total of 182. Older American has 82 individualism: 34 collectivism in total of 134. Chinese younger have 51 individualism: 43 Collectivism in total of 136. Older Chinese have only 20 individualism: 36 Collectivism in total of 114.

According to the Siu (2011) of the means of individualism, collectivism, modernity and tradition in Chinese and American ads, the audience group have been divide in four groups which is American Younger, American older, Chinese Younger and Chinese older. The amount of American Younger whom participate the survey groups is 182 people, American Older is 134 people, Chinese younger is 136 people and Chinese Older is 114 people. Results show that the individualism of American Younger is 85, collectivism is 26, modernity is 83 and tradition is 07. Then, the individualism of American Older have the number as 82, collectivism is 34, modernity is 80 and tradition is 09. Compare to the American, the individualism of Chinese Younger is 51, the collectivism is 43, modernity is 37 and tradition is 21. Lastly, the individualism of Chinese Older is 20, the collectivism is 36, modernity is 30 and tradition also is 30.

In short, advertisements in different countries do not change the cultural values, rather, they reflect the cultural values of the country, so that the messages in advertisements can be maximized and not conflict with people values (Petit & Zakon 1962; Sissors 1978). The basic assumption of this study is that China's cultural values have changed since the open door policy. Although cultural values stay stable overtime, "trade, conquest, economical or political dominance, and technological breakthroughs" can change a culture (Hofstede 2001). Nevertheless, Asian countries remain the conservations and collectivism values in the politics, economic, culture, media and society. According to the Table 3, we can see the numbers of Chinese younger has gradually inclined to individualism levels. As a conclusion, the western media has dominant in everywhere.

2.1.4. Individualism on Movies

According to the Xiaohong Wei and Jian Xu (2012), movies are more like a symbol of a culture than an entertainment. When it comes to American movies, a very interesting phenomenon attracts our attention, that is many people swarm into the cinema. They are crazy for the commercial movies, especially those Hollywood movies of America, in which the Spiderman Hovers above our heads and uses his superpower to save those people who are in trouble; the Batman fights with the evil to protect the whole city, and a group of ordinary people try their best to destroy a big asteroid which seems to hit our planet and at last save the whole world. These movies are all characteristic of individual heroism. In the United States you can also find countless mass media examples that stress the importance of individualism as a key American value.

According to Oyserman, Coon & Kemmelmeier (2002), they found that the most relevant feature of individualism, as defined in the majority of the studies they reviewed, was valuing personal independence. And, according to Shulruf, Hattie & Dixon (2005), individualists strive to maintain distinctive personal attitudes and opinions and prefer self-directed behaviour and independence of groups. Individualists tend to see themselves as unique from others.

According to Levison (2002), Shooter is a story of a top Marine sniper, Bob Lee Swagger, one of the world's greatest marksmen and the son of a Congressional Medal of Honoree, a loner living in the Rockies. He's left the military, having been hung out to dry in a secret Ethiopian mission a few years before, when he's recruited by a lisping colonel to help find a way that the President of the US might be assassinated in one of three cities in the next two weeks. He did his work, but the shot was fired notwithstanding and Bob Lee was quickly the fall guy: wounded and hunted by thousands, he went to ground and, aided by tow unlikely allies, searched for the truth and for those who double-crossed him. (Levison 2002). This is a story about telling the individualist practice the values in his work, in immoral environment, people should be liberally to live its own life, the state and government should be lowest the restraints to limits the action of people. This is because it might be stimulate the creative and innovation of people if the people have less constraint by environment.

Actually, based on the both researchers Xiaohong Wei and Jiang Xu (2012), the individualism in American movies has several characteristics. First, most of the heroes are always considered to be the American soldiers, such movies as Pearl Harbor, Rambo, and Independence Day, for those heroes are always strong physically and mentally. Therefore, when referring to individualism in movies, it is easy to pick up their common values, for examples the individualists are more than the specific symbol in the movie to get people attention, it was an embodiment of American culture, such as peace, justice, love, and kindness are the values that individualists always considered about it.

Xu (2003) found that the influence of individual heroism is permeating every field. People who live in this kind of culture are all having a heroic dream in their mind. They do not want others to have a hand in or to meddle in their own personal affairs when they are doing their own work. According to Luks (2006), in their conversation, they prefer to show their own idea, and do not want other people to give suggestions or help. It is not polite to inquire about personal affair, otherwise, it will be considered to be pushing your nose into other people's business. For the education of children, parents and schools are encouraging children to develop their creative abilities instead of shaping them into something or somebody.

According to the analyses, Xiaohong Wei and Jiang Xu (2012) found out they can safely draw a conclusion that in western civilization, the individualism is rooted deeply in their culture. According to Franklin (2001), Americans impossible to consider some sacrifices to keep a viable environment for future generations. If Americans would stop driving their grossly oversized sport utility vehicles, it would be a step in the right direction. The idea that giving up such vehicles might be a "sacrifice" just shows how selfish and irresponsible Americans have become. According to Dewey (1999), he found out that one of the most important factors is that almost every superhero has experienced many adversities which make them stronger than before, as the saying goes the adversity really makes a hero. Therefore, we can see the individualisms on American's movies has emphasized the ethical values and the instinct ability helps people capable to make a difficult decision or solve a hard situation.

In short, accordingly, Xiaohong Wei and Jiang Xu (2012) had found out "the Hollywood movies have earned a lot of money through the magnificent scenes and amazing special effects, meanwhile, American values and spirits are transmitted to the world. Among these movies, we can feel the earthshaking charm of individualism." Therefore, American values and spirits of individualism might have influence the others countries such as China, Korea, Japan, Malaysia and so on. This is because we have all the time to contacts the content or programmers of media of the American, youth will be easily influence by the media.

2.2 Theoretical Framework

The theory that best relates to these researches is Social Learning Theory and social cognitive theory, this theory explain the individualism behaviour of individualism influence by movie.

2.2.1 Social Learning Theory

The social learning theory emphasizes the importance of observing and modelling the behaviours, attitudes, and emotional reactions of others. Thus it focuses on learning by observation and modelling. The theory originally evolved from behaviourism but now includes many of the ideas that cognitivists also hold; as a result it is sometimes called social cognitive learning. (Baran and Davis 2009)

Social learning theory talks about how both environmental and cognitive factors interact to influence human learning and behaviour. It focuses on the learning that occurs within a social context. It considers that people learn from one another, including such concepts as observational learning, imitation, and modelling (Abbott 2007).

According to Baran and Davis (2009).Humans learn from observation, there have been some questions about how much and what kinds of behaviours people learn from the media. Social learning theory can be divided to two which is imitation and identification. Imitation is the direct mechanical reproduction of behaviour, identification is a particular form of imitation in which copying a model. Generalized beyond specific acts, springs from wanting to be and trying to be like the model with respect to some broader quality.

2.2.2 Social Cognitive Theory

Social cognitive theory discuss about things of people experiencing in environment can affect people's behaviours, and that effect is influenced by various personal factors specific to those people and their situations. According to Bandura (1994), social cognitive theory can divide to a) Observational learning. b) Inhibitory effects. c) Disinhibitory effects.

Observational learning mentioned consumer of representations can acquire new patterns of behaviour by simply watching their representations. Inhibitory effects seeing a model in a representation punished for exhibiting certain behaviour decreases the likelihood that observes will make that response. Disinhibitory effects seeing a model rewarded for a prohibited or threatening behaviour, thus increasing the likelihood that the observer will engage in that behaviour.

In explanation of Social learning theory and social cognitive theory, media content can influence people's behaviours. Therefore, it can be seen how values of individualism in the movie influence the audience behaviour.

2.3 Synthesis

There are few key-points can be identified after reviewing the previous research. Firstly, most of the previous researches are also using the social learning theory in their studies regarding the individualism that Hofstede (2001) has researched that its might be influence the countries who believed in collectivism such as China, Korea, Japan or Malaysia's younger were change their minds to practice the individualism. The previous studies also try to find out what are the media consumptions and media effects to influence the youth by the social learning theory. This study would be study the reason of the social learning theory emphasizes the importance of observing and modelling the behaviours, attitudes, and emotional reactions of others. Thus it focuses on learning by observation and modelling. It is the theory has the effects to the eastern people as a result it is sometimes called social cognitive learning.

According to Baran and Davis (2009) Humans learn from observation, there have been some questions about how much and what kinds of behaviours people learn from the media. Social learning theory can divide to two which is imitation and identification. Imitation is the direct mechanical reproduction of behaviour, identification is a particular form of imitation in which copying a model.

Besides that, most of the previous researches also use the Social cognitive theory for their studies because most of their studies are related to the topic of impact of the individualism toward the eastern countries. This theory regarding to the things of people experiencing in environment can affect people's behaviours, and that effect is influenced by various personal factors specific to those people and their situations. Although this study also related to observational learning, inhibitory effects and dis-inhibitory but this study is more focus on the impact of media such as western movie or TV programs toward the eastern countries especially Malaysia, China, Korea and Japan.

According to Bandura (1994), social cognitive theory can divide to 1) Observational learning. 2) Inhibitory effects. 3) Disinhibitory effects. There are the people of representations can be acquire new patterns of behaviour by simply watching the representations on themselves, seeing a model in a representation punished for exhibiting certain behaviour decreases the like livelihood that observes will make that response, or seeing a model rewarded for a prohibited or threatening behaviour, thus increasing the likelihood that the observer will engage in that behaviour. This can be led us to see the media effects vertically or horizontally to influence the people especially is digital media era in nowadays.

Conclusion

Numerous researchers agree that Individualism versus collectivism is one of the most important factors in a culture. With the changes of times, relationship between people being complex and loosen. Individualism generally prevailed in that environment. Undeniable that Portrayal of individualism in media content bring influence to certain people's especially youth generation to be individualist.

Chapter 3 - Methodology

3.1 Introduction

In this chapter will discuss about which method will be conducted in this research, which is content analysis and questionnaire. This chapter will determines and explain the research subjects, research design, materials and procedure of this research. Besides that, a brief introduction of research method, content analysis and questionnaire will be included in the research design segment.

3.2 Research Approach

Babbie (2001, p.92) mentioned three purposes of research a) exploration, explore a certain topic to familiarize the researcher with the topic, especially when it comes to areas yet to be researched or relatively new. b) Description, to describe situations and events. c) Explanation, to explain things and to answer questions of what, where, when, how and why.

According to Wimmer and Dominick (2006), advantages of using quantitative research method is that the use of numbers allows greater precision in reporting results while qualitative techniques can increase a researcher's depth of understanding of the phenomenon under investigation.

This research will conduct questionnaire as quantitative research method to collect larger number information and content analysis as qualitative research method for in deep understanding.

Research Method

To conduct the research, we need to collect data. There are two types of research methods which are:

Qualitative Research Method

Qualitative research involves several methods of data collections such as focus group, field observation in-depth interview and case studies. According to Wimmer and Dominick (2006), qualitative techniques can increase a researcher's depth of understanding of the phenomenon under investigation.

Quantitative Research Method

Quantitative research involves several methods of data collection, such as telephone surveys, mail survey and internet survey. All respondent will be asking the same question which means the questioning is static or standardized. According to Wimmer and Dominick (2006), one of the advantages using quantitative research method is that the use of numbers allows greater precision in reporting results.

Population and Sample

Sample is a subset of the population that is representative of the entire population (Wimmer and Dominick, 2006). There are two types of sampling procedures which are probability and non probability sampling. Probability sampling is a sample selected according to laws of mathematical probability while Non probability sampling is a sample selected without regard to the law of mathematical probability. In this research, probability sampling is more suitable to be used because everyone as our target audience has an equal or known chance of being select for this survey. The sample size in this study is 100 and only focuses on 18-25 years old youth in Klang valley area.

Research Variables

Variables are the phenomena or events that can be measured or manipulated. Wimmer and Dominick (2006) say that variables are classified in terms of their relationship with one another. Variables are important because they link the empirical world with the theoretical. Variables can have more than one value along a continuum. Variables can be divided into two types: independent variables and dependent variables. Independent variables are systematically varied by the researchers while dependent variables are observed and their values presumed to depend on the effects of the independent variables.

In this study, the independent variable is refers to the portrayal of individualism of Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010) while the dependent variable will be the perception of youth toward Tony stark, the main character of Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010).

Research Measurement

Measurement is a procedure in which a researcher assigns numerals to objects, events, or properties according to certain rules (Wimmer and Dominick, 2006). There are several types of measurement scales used to measure the variables. In our research, 2 types of measurement scales are used in the questionnaire. They are Guttman Scaling and Likert Scales.

According to Wimmer & Dominick (2006), Guttman Scaling is based on the idea that items can be arrange along a continuum such as a person who agrees with an item or find an item acceptable may also agrees or find acceptable with other items.

Wimmer & Dominick (2006) stated that Likert scales are common used in mass media industry.