How Much Collectivism Is There in Young Adults’ Collectivism? Vaccination Against COVID-19 in Serbia

Collectivism is consistently correlated with a positive attitude toward COVID-19 vaccination. Nevertheless, qualitative evidence on how collectivism benefits vaccination is scarce. Serbia has been transitioning from a socialist to a neoliberal country for decades now, and its unique ideological context provokes different forms of collectivism. Young adults are usually the ones who represent radical political, non-neoliberal opposition, embracing collectivistic ideas. We selected a group of self-declared collectivists from Serbia and encouraged them to express their attitude toward vaccination. The final sample consisted of 16 narratives (four female), written by 13 vaccinated and three unvaccinated participants. We conducted two types of thematic analyses, resulting in 12 semantic (five collectivistic and seven individualistic) and two latent themes. The results unambiguously showed the presence of individualism in the argumentation of self-declared collectivists, especially those unvaccinated. We proposed the term Neoliberal collectivism to reach a better understanding of young people’s perspectives in the specific socio-political context.