Selves emerge in development through intersystemic co-action. To illustrate this position the case of pride, a self-evaluative emotion, is used. It is argued that language and other semi otic vehicles of culture are instrumental in the social mediation of the shared meaning systems that frame the development of self-evaluative emotions. Illustrations from interviews with participants from India and the US suggest similarities as well as differences in the kinds of ideologies, values and myths that are employed to talk about and structure pride experiences. The American individual endorses a system of pride relevant cultural values that is organised around low interdependent themes, which are prominent among Indians. However there are commonalities between the American and the Indian participants too. The themes such as "helping others", "taking care of one's children and family'; "helping those who are in need" and "working hard" were common to both. It is suggested that it might be useful to think of the cultural differences as embedded within similarities.
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