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Decolonizing PsychologyGlobalization, Social Justice, and Indian Youth Identities$
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Sunil Bhatia

Print publication date: 2017

Print ISBN-13: 9780199964727

Published to Oxford Scholarship Online: September 2017

DOI: 10.1093/oso/9780199964727.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2020. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 28 October 2020

Psychology and the Neoliberal Self

Psychology and the Neoliberal Self

Global Culture and the “New Colonial” Subjects

(p.39) Chapter 3 Psychology and the Neoliberal Self
Decolonizing Psychology

Sunil Bhatia

Oxford University Press

This chapter investigates how neoliberal globalization is not just an economic concept or an economic condition; rather, it brings with it shifts in the spheres of culture psychology and identity. It specifically analyzes how personality and assessment tests and cross-cultural workshops on identity and difference that are primarily developed from Euro-American psychology are utilized in the Indian information technology and call center industry. The cross-cultural framework developed primarily by Western psychologists provided the most important tools, concepts, and vocabularies to understand “culture” in cultural sensitivity workshops and extended training seminars held for offshore companies, such as in India. These workshops promoted highly reified ideas about culture in which Indian work culture was viewed as inefficient, hierarchical, feudal, and indirect, whereas European culture was framed as egalitarian, professional, assertive, and non-hierarchical. This chapter reveals how neoliberal psychological discourses of self, identity, and happiness are becoming a mainstay of Indian culture and society.

Keywords:   cross-cultural psychology, psychological tests, corporations, conception of self, conception of identity, global culture, neoliberal globalization

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