Coherent Concept of Idiocentrism - Allocentrism in Cultural Traits of Persuasive Communication: An Study through Literary Prospective

The connection of culture and personality are interwoven a wide research has been done in it and researchers are learning new trend from previous research works as well. The role of culture in shaping up an individual’s personality deals under the dimension of idiocentrism and allocentrism. The present study investigates the relationship between individualism- collectivism and idiocentrism and allocentrism among the group and individual in terms of behaviour and personality. The paper talks about the entrenched dogma that persists in the perspectives of independent individual sustaining in the group of collectivism. Again, research need to be done overcoming the structure, streamlining the moral aspect of surviving with nuclear family, the psychological impact on growing generation. The inheritance of empathy and sympathy along with the understanding of an individual the shifting of such things due to factors like chain of slavery, up rootedness, migration, hegemony of west over east and many more reasons still needs to explored adhering trauma one has to go through and suddenly the globalization has shrunk the world , the culture are invited to mingle with food habits, language, dressing, technology and innovation resulting in the formation of a hybrid personality that still beseeching for its identity.