However, in an age of increased media globalisation, it is argued that the individualist-collectivist distinction no longer applies. The traditional argument is that individualist countries value individuals and independence, whilst collectivist cultures value society and the needs of the group. However, Takano and Osaka found 14 out of 15 studies that compare the US and Japan found no evidence of individualism or collectivism - describing the distinction as lazy and simplistic. This suggests cultural bias in research may be less of an issue in more recent psychological research.