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Sociocultural Level of Analysis Studying the way people relate to others. Attitude Attraction Aggression Group Behavior.

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Presentation on theme: "Sociocultural Level of Analysis Studying the way people relate to others. Attitude Attraction Aggression Group Behavior."— Presentation transcript:

1 Sociocultural Level of Analysis Studying the way people relate to others. Attitude Attraction Aggression Group Behavior

2 Outline the principles that define the sociocultural level of analysis.

3 Principle 1: Human beings are social animals with a basic need to belong. This means that they are motivated to have important relationships with other people. Outline the principles that define the sociocultural level of analysis.

4 Conformity Studies Adjusting one’s behavior or thinking to coincide with a group standard. Outline the principles that define the sociocultural level of analysis.

5 Asch’s Study of Conformity Outline the principles that define the sociocultural level of analysis.

6 Solomon Asch and his Conformity Studies Aim: Investigate the existence of conformity Procedure Subject was placed into a room with 6 confederates and the experimenter. Subject was deceived that the 6 confederates were participants just like them. The subject was placed on the second last seat so they will be the second last to give an answer. Confederates were instructed to answer correctly on some of the cards but answer incorrectly for most. Outline the principles that define the sociocultural level of analysis.

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8 Asch’s Results 75% conformed at least once to the wrong answer 32% conformed to more than half of the wrong answers 24% did not conform at all To strengthen conformity: The group is unanimous The group is at least three people. One admires the group’s status One had made no prior commitment Outline the principles that define the sociocultural level of analysis.

9 Evaluation of Asch Ecological validity: Low, lab conditions. Controlled environment removed confounding variables. Meaningless stimuli. Gender bias, only male participants were used. Culture bias, only population of the US were used. Cannot be generalized to all population. Ethics: Deception, but subjects were debriefed. Outline the principles that define the sociocultural level of analysis.

10 Principle 2: Culture influences human behavior. This means that humans create and shape culture and they are influenced by their culture. Cultural norms provide general prescriptions for behaviors that are expected in a given culture or society. Outline the principles that define the sociocultural level of analysis.

11 What are some of our group norms? At School:At Home: Outline the principles that define the sociocultural level of analysis.

12 Breaking a Group/Social Norm How does it feel to break a group norm? Who feels more uncomfortable…the breaker or the person breaking it? Can you create a new group norm? Outline the principles that define the sociocultural level of analysis.

13 Ok…give me an example that culture influences our behavior. Berry (1967) took the Asch experiment and wanted to see if it worked across cultures. In other words….does culture affect our willingness to conform? Outline the principles that define the sociocultural level of analysis.

14 Berry (1967) Temne in Sierra Leone (Africa) Agricultural economy Based of cooperation Strict child rearing practices focusing on obedience Inuits of Baffin Island (Canada) Hunters and often hunt alone Need to make decisions for themselves Teach self-reliance to their children Who do you think conformed to Asch’s study less? Outline the principles that define the sociocultural level of analysis.

15 Principle 3: Humans have a social self which reflects their group memberships. Group memberships give rise to social identities and comparison with other groups This might lead to bias in information processing like stereotyping and discrimination. Outline the principles that define the sociocultural level of analysis.

16 Social Identity Theory (SIT) Tajfel and Turner (1979) Suggests that group based social identities are based on categorization into groups. Ingroups and outgroups Outline the principles that define the sociocultural level of analysis.

17 Stereotypes, Prejudice and Discrimination Stereotype: Overgeneralized idea about a group of people. Prejudice: Undeserved (usually negative) attitude towards a group of people. Ethnocentrism is an example of a prejudice. Discrimination: An action based on a prejudice. Outline the principles that define the sociocultural level of analysis.

18 Combating Prejudice Contact Theory Contact between hostile groups will reduce animosity if they are made to work towards a superordinate goal. Sherif camp study Outline the principles that define the sociocultural level of analysis.

19 Principle 4: People's view of the world are resistant to change.


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