CULTURE AND SOCIAL REALITY. THE RELATION BETWEEN INDIVIDUALISM AND HOLISM ON A METHODOLOGICAL LEVEL

Based on his statement E.T. Hall that "culture is communication and communication is culture", it is highlights that all communication is an important cultural moment, a moment that is socialized, acting modeler individuals. Culture and communication can not exist one without the other, a cultural phenomenon that communication works, and a communication mode is a manifestation of culture. The concept of "intercultural communication", although it is a recent relatively, many experts are becoming more interested in this phrase. In the current research regarding intercultural communication have proposed several or variable dimensions on which cultures are different. One of the most important dimension is individualism. Another dimension is holism, a more modern social science is structuralism argues finally that creates the system of meanings individual subjects in which they live, but rather are created by the system within which they live. In addressing the social and cultural world we can say that with methodology can not avoid the following issues: the nature of history, meaning intentionality, objectivity self-descriptions, intelligibility mutual societies different terms of knowledge and the relationship between the natural sciences and social and human sciences. This report individualism - holism works together and is not' excluded, although the problems of social structures and social action by individuals are complex, the predictions are almost impossible, leading to the gap between the natural sciences and social sciences.