Collective: Loyalty, dedication, and selflessness.
Individual: Competitiveness, originality, achievement.
I think that it tends to be more towards the collective side of the spectrum because an idividualistic society will in the end do what betters themselves the most.
If a student is assigned to write a paper by himself, he might find this difficult because he has always had a group in which to rely on.
I believe the word has a neutral connotation because it basically means someone you know but aren't close personal friends with.
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