This article is dedicated to examination of the role of guilt and shame, namely to prevalence one of these emotions in a particular culture as the leading mechanism of social control. The prevalence of guilt or shame as a cultural “dimension” has become one of the first criteria for the division of cultures into Western and Eastern, and was used by the researchers as a basic postulate for cross-cultural r. Over time, the perception of emotions as the criterion for the division of cultures has been revised. The article traces the history of research on emotions in general, namely the emotions of guilt and shame as social emotions, as well as describes guilt and shame as collective and individual experiences. Analysis is conducted on the role of guilt and shame in methodology of research on social emotions, cross-cultural studies. The author outlines certain methodological problems and contradictions, and assesses the current state of scientific research dedicated to social emotions. The conclusion is made that the research on collective sense of guilt and shame is more advanced from the perspective of cross-cultural psychology and philosophy, as well as the overall methodology of science; it allows shifting from the study of the role of individual emotions in interpersonal (conditioned by collective ties), intergroup and intragroup communication towards the integrated study of emotions associated with interaction of the individual and society, i.e. social experiences.
Conceptual and Methodological Problems in Cross-Cultural Health Research