1. Socio-Cultural Analysis Understanding HOW and WHY certain methodology is use

2. What is Socio-Cultural Analysis? Principles that define the sociocultural level of analysis –Humans are social animals with a basic need to belong –Culture influences human behavior –Humans have a social self which reflects their group membership In and out groups How do these research methods help us study the principles

3. Theories of Study Situational and dispositional factors Errors of attribution Social Identity Theory Stereotypes Social Learning theory Conformity Compliance Two cultural dimensions

4. Learning Outcomes Discuss how and why particular research methods are used at the sociocultural level of analysis –How Structure of research Why What do we learn about behavior? Why is this method the best for the aim/hypothesis? Why is this method better than other methods to study the same behavior/theory

5. Challenges to studying culture 1.The problem of methods and samples 2.Problem of interpreting results Language and custom barriers 3.Problem of stereotyping How do you describe differences with out stereotyping? We say “the Asians” or “the Latinos”…are they all the same? 4.Reification of culture Make abstract concrete (simplify) Example: emotion (complex cluster of physical and mental reactions) as a literal object

6. Common methods Used Experiments –Laboratory Experiments –Field experiments –Natural experiments Correlational Studies Case Studies –Based on: Interviews & Archival evidence Participant Observation

7. Methodology Challenges Internal validity –Sampling (randomization) External validity –Replication –Meta-analysis –Cross-cultural studies Emic/Etic distinction –Emic: specific or local –Etic: universal characteristics of society

8. Laboratory Experiments High on internal validity –Threat to ecological validity Why? They are artificial Modern psychology & Social psychology do not emphasize ONE research Examples –Jones & Harris (FAE) –Bargh et al. (Automatic stereotype activation) –Bandura (Social Learning Theory)

9. Field Experiments Field experiments often follow lab experiments –Minimizes weaknesses in lab experiments Triangulation Cross-cultural studies using experiments are not possible –Why? Examples –Palak et al (Compliance) Attempts natural experiments to study culture –NO clear causal statements

10. Correlational Studies Use large-scale surveys Suspicious –Why? Complex mathematical models for factor analysis –Do not study individual behavior –Impact? Results are used as general guides for explaining behavior Example –Hofstede (cultural dimensions)

11. Case Studies Are you really studying what you say you are studying –Asch  social  Was it social? They were strangers Limitations –Can’t be generalized –Method of data collection raises doubts about objectivity Examples –Janis (Group Think) –Esser and Lindoerfer (Group Think)

12. Participant Observation Research infiltrates the setting to be studied and observes its workings from within. –Internal spy