individualism is an example of a cultural norm while collectivism is an example of a cultural value.
Cultural values are ideas about what is good, just, fair, and fair. But sociologists disagree about how to conceptualize values. Conflict theory focuses on how values differ between groups within a culture, whereas functionalism focuses on shared values within a culture. For example, American sociologist Robert K. Merton suggested that the most important values in American society are wealth, success, power, and prestige.
Functional sociologist Talcott Parsons said Americans share the common values of an "American work ethic" that encourages hard work. Other sociologists have identified common American values such as achievement, material success, problem-solving, belief in science and technology, democracy, patriotism, charity, freedom, equality and justice, individualism, responsibility, and accountability.
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