Deconstructing typologies: Overcoming the limitations of the binary opposition paradigm

Typologies are widely used in the field of intercultural communication to explain cultural differences. Especially the typology ‘individualism versus collectivism’ (I/C) is a central theoretical construct in cross-cultural comparison. But are such typologies really suited for explaining cultural phenomena? Is their explanatory power limited because the theoretical underpinnings are based on a Western mindset? And is using typologies as scientific models appropriate to explain intercultural incidents and uncover cultural patterns from a non-Western view as well? Do such typologies meet the demands of a modern view on the field of intercultural communication? This article casts a critical light on the appropriateness and applicability of typologies. The aim is twofold. The first part examines the limitations of typologies from an East Asian standpoint, bringing out the hidden cultural mindset on which this bipolar construct is built. The second part presents a model meant to contribute to a more profound debate between East Asian and Western views on intercultural communication.