Abstract Social alienation exists in many countries around the world. For example, over the decades, societies have continued to experience marginalization and lower social mobility. Inequalities in education, income, and health highlight the worsening impact of social alienation in the society. Despite the existence of these social ills, western countries perceive social alienation differently from Eastern countries. America and Europe, for example, perceive social alienation as undesirable. Comparatively, Eastern countries accept social alienation as a normal practice. This analysis shows that social alienation is perceptual. Based on this analysis, this paper explains the contextual nature of social alienation by demonstrating that, unlike western countries, countries from the East (notably Asia) have learned to embrace alienation as an acceptable social practice. This view stems from the differences in economic, social, and political structures of western and non-western societies. These structures also inform the existence of social alienation and individualism in contemporary society. Introduction Social alienation refers to the lack of cohesion among groups or individuals. The low level of integration may arise from the lack of common values or beliefs among people (Ilardi, 2009). Social alienation is a growing problem in modern society and it exists in different contexts. Racism and class differentials are the most common denominators for defining social alienation today (Ilardi, 2009). For example, some sociologists (Immanuel, 2011; Ilardi, 2009) believe racism is the most divisive social factor today. However, other researchers, such as Morrison (2006), say class overrides racism as the most divisive factor in modern society. For example, many Americans understand social stratification along three lines – the rich, middle class, and the poor (Immanuel, 2011). Gilbert (2010), a sociologist, for example, uses six criteria for defining human societies – upper class, upper middle class, middle class, lower middle class, working class, and lower working class. He says many societies use such divisions to alienate people (Gilbert, 2010). America leads most countries in practicing social alienation (Immanuel, 2011). Ilardi (2009) quotes a survey from Duke University, which reported that social alienation has worsened in the past two decades. Statistics show that a quarter of the American population feels segregated from the community (Gilbert, 2010). Such people do not have anyone to confide in. Duke University further reports that 50% of Americans do not have a close “confidant,” besides their family members (Ilardi, 2009). Statistics collected in 1985 reveal that this trend has worsened over the years because only 10% of the American population felt isolated at the time (Ilardi, 2009). Social alienation has spread to almost all aspects of society. For example, Ilardi (2009) says social alienation exists even in the highest and most prestigious educational institutions. Although Gilbert (2010) says many people understand the need to eliminate social alienation, non-western societies (notably, Asia) do not have a problem with the practice (Mishra, 2012). For example, social alienation exists as an acceptable social practice in many Asian societies, like China and India (Mishra, 2012). Moreover, such so