Using a combined emic-etic approach, the present study investigates similarities and differences in the indigenous personality concepts of ethnocultural groups in South Africa. Semistructured interviews asking for self-and other-descriptions were conducted with 1,027 Blacks, 58 Indians, and 105 Whites, speakers of the country's 11 official languages. A model with 9 broad personality clusters subsuming the Big Five-Conscientiousness, Emotional Stability, Extraversion, Facilitating, Integrity, Intellect, Openness, Relationship Harmony, and Soft-Heartedness (Nel et al., 2012)-was examined. The 9 clusters were found in all groups, yet the groups differed in their use of the model's components: Blacks referred more to social-relational descriptions, specific trait manifestations, and social norms, whereas Whites referred more to personal-growth descriptions and abstract concepts, and Indians had an intermediate pattern. The results suggest that a broad spectrum of personality concepts should be included in the development of common personality models and measurement tools for diverse cultural groups.
Keywords implicit personality concepts, emic-etic approach, indigenous personality modelCross-cultural research on personality is traditionally conducted either from an etic (universalistic) or an emic (culture-specific) perspective (Cheung, Van de Vijver, & Leong, 2011;Church, 2008). In more recent studies, there is a tendency to seek an integration of the two perspectives in an emic-etic framework that recognizes indigenous as well as universal components of personality (Cheung et al., 2011). The present study investigates a recently developed indigenous model of personality for South Africa in an emic-etic framework. This model has been at University of Pretoria on February 12, 2014 jcc.sagepub.com Downloaded from
366Journal of developed from an indigenous perspective to represent the implicit personality concepts of all major cultural groups in South Africa. The salience of the specific elements of this model for different groups has not been addressed so far, although group differences can be expected both as a function of broad factors like individualism-collectivism (Triandis, 1995), autonomy-embeddedness, and egalitarianism-hierarchy values (Schwartz, 2006) and of more specific factors like cultural differences in definitions of intelligence (Serpell, 1993). This study explores the similarities and differences in the salience and composition of implicit personality concepts across three ethnocultural groups in South Africa: Blacks, Indians, and Whites. We first provide a brief overview of the emic-etic approaches to personality. We then sketch the background of personality study in South Africa and describe in detail the indigenous model under investigation.
Emic-Etic Approaches to PersonalityEtic studies of personality are primarily concerned with the cross-cultural replicability of universal personality models (Church, 2001(Church, , 2008 Emic studies, on the other hand, direct their attention to th...