1. How can we understand Anthropology, Psychology and Sociology (APS)?
HSB4M Grade 12
Challenge and Change Course

2. What is Anthropology?
Anthropology is the broad study of humankind around the world and throughout time.
It is concerned with both the biological and the cultural aspects of humans.

3. Images of Anthropology

4. Who recognizes this person?

5. Included in anthropology are four main subdivisions:
•Physical Anthropology
Mechanisms of biological evolution, genetic inheritance, human adaptability and variation, primatology, and the fossil record of human evolution
•Cultural Anthropology
Culture, ethnocentrism, cultural aspects of language and communication, subsistence and other economic patterns, kinship, sex and marriage, socialization, social control, political organization, class, ethnicity, gender, religion, and culture change
•Archaeology
Prehistory and early history of cultures around the world; major trends in cultural evolution; and techniques for finding, excavating, dating, and analyzing material remains of past societies
•Linguistic Anthropology
The human communication process focusing on the importance of socio-cultural influences; nonverbal communication; and the structure, function, and history of languages, dialects, pidgins, and creoles

6. What would be the best way to really get to know another society and its culture? Why?

7. Participation-observation
Anthropologists have learned that the best way to really get to know another society and its culture is to live in it as an active participant rather than simply an observer.
By physically and emotionally participating in the social interaction of the host society it is possible to become accepted as a member.

10. Dian Fossey
Dian Fossey believed that in order to study gorillas effectively she had to immerse herself with them in an effort to get them to accept her presence
She was murdered in her cabin at Karisoke on December 26, Her death is a mystery yet unsolved.

11. Why do we need social scientists?
Don’t they tell us what we already know to be true?

12. Why we need social scientists:
Intuition is believing something to be true because a person’s emotions and logic support it
Intuition is not proof of fact – this is why we need social scientists – they prove or disprove what we BELIEVE to be true
Question: According to your intuition, would introducing the death penalty into a society decrease the murder rate?

13. Look at the image. What is this saying about anthropology
Look at the image. What is this saying about anthropology? What is the anthropological term to describe how cultures define relationships?

14. Anthropology: The Question of Kinship
Kinship is a family relationship based on what is a culture considers a family to be
The family unit can vary depending on the culture in which the family lives
Anthropologists have concluded that human cultures define the concept of marriage in three ways: mating (marriage), birth (descent) and nurturance (adoption)
Most human societies are patrilineal (organized through the father’s line). Examples?

15. Skills and Methods used by Anthropologists
Participation-observation
Collection of statistics
Field interviews
Rigorous compilation of detailed notes
Fieldwork by anthropologists is know as an “ethnography”: the scientific study of human races and cultures

16. Anthropological Schools of Thought
School of thought: when a certain way of interpreting a discipline’s subject matter gains widespread credibility, it is considered to be a ‘school of thought’
Anthropology Schools of Thought 1. Functionalism 2. Structuralism 3. Culturalism

17. Functionalism: -The theoretical school of Functionalism considers a culture as an interrelated whole, not a collection of isolated traits. -The Functionalists examined how a particular cultural phase is interrelated with other aspects of the culture and how it affects the whole system of the society. - Method of functionalism was based on fieldwork and direct observations of societies. Functionalism -according to functionalists, all cultures are set up to deal with the universal problems that human societies face (physical, or psychological needs) -societies must have a set standard of laws and practices to provide stability. These are referred to as social institutions -functionalists investigate the social function of institutions i.e.) what is the purpose? How are they run? Etc. -a fundamental belief is that society is a logical institution and functions in the best interest by the needs of the majority -culture then must be logical ----although a society’s practices may at first seem strange to the outsider, functionalists believe that the role of anthropologists is to explain not judge
Graphic Organizer

18. Structuralism Structuralism assumes that cultural forms are based on common properties of the human mind.
This theory states that humans tend to see things in terms of two forces that are opposite to each other - eg. night and day The goal of Structuralism is to discover universal principles of the human mind underlying each cultural trait and custom. This theoretical school was almost single handedly established by Claude Levi-Strauss Structuralism -according to structuralists, the mind functions on binary opposites…..humans see things in terms of two forces that are opposite to each other i.e night and day -binary opposites differ from society to society and are defined in a particular culture in a way that is logical to its members
i.e. shoes are “good” when you wear them outside but “bad” if you put them on the table -the role of an anthropologist is to understand these rules to interpret the culture

19. Culturalism Technological and economical factors are the most important ones in molding a society – known as materialism Determinism – states that the types of technology and economic methods that are adopted always determine (or act as deciding factors in forming) the type of society that develops Cultural Materialism -according to cultural materialists, technology and economic factors are the most important ones in moulding a society. They also believe that types of technology and economic methods that are adopted always determine the type of society that develops. This is known as determinism.

20. Comparing the Schools of Thought
Functionalism
Structuralism
Cultural Materialism
Similarities
-attempts to understand cultures as a whole
-attempts to understand cultures based on common properties of the human mind
-attempts to understand cultures though technology and economy
Differences
Investigates the social functions of institutions
-seeks out and explains rules that are based on binary opposites (i.e. Day / night; male; females)
-explores members’ decisions regarding human reproduction and economic production
Criticisms
-presents societies as being more stable than they are and downplays the negative results of some practices
-overemphasizes logic and stability in human societies; societies wouldn't die out if they always met the needs of their members
-tries to establish laws that apply to all cultures and their development; observes cultures through biased eyes

21. Social Change
•Refers to changes in the way society is organized, and in the beliefs and practices of the people who live in it
•Change in the social structure and the institutions of society
•Examples?

22. Theories of Social Change
Adaption to social change takes place through three methods: 1) Diffusion- one culture borrows cultural symbols from another
2) Acculturation- prolonged contact between two cultures where they interchange symbols, beliefs and customs
3) Cultural Evolution- cultures evolve according to common patterns

23. Anthropology and Social Change
•Anthropologists regard CULTURES, the focus of their studies as constantly changing organisms
•Key Questions -What are the known basic mechanisms of social change? -What ideas or explanations can we use to describe what causes cultures to change?

24. Four Classifications of Culture
•Anthropologists focus on the process of ENCULTURATION (members of a culture learn and internalize shared ideas, values and beliefs)
•Culture is made up of 4 inter-related parts: 1) Physical Environment 2) Level of Technology 3) Social Organization 4) System of Symbols
Physical Environment: ie. Length of winter in Canada affects how many winter outfits Canadians will buy this fall Level of Technology: Degree of technology available, determines how receptive a culture will be to the need for change Social Organization: How is the culture organized? What is its kinships system? How is labour divided and allocated? Answers to these questions help determine how readily a given culture can change. System of Symbols: all cultures have symbols. Brand name clothing and music are significant symbols of teen culture in Canada. To anthropologists, symbols not only include physical objects, but also gestures, dance trends, hairstyles

25. Three Major Sources of Cultural Change (Anthropology)
1. Invention: new products, ideas and social patterns. Examples?
2. Discovery: finding something that was previously unknown to a culture. Examples?
3. Diffusion: spreading of ideas, methods and tools from one culture to another. Examples?

26. Diffusion theory is also concerned with the rate at which innovations spread. Some people adopt the innovation immediately, while others hold out for a long time and continue using older methods. The rate of adoption depends on many factors. If, for example, a highly respected member of a community adopts an innovation, many more people are likely to follow. If many people give an innovation poor reviews, people are likely to be slow to adopt it.

27. Psychology

28. What is Psychology? Study of how and why humans act as they do
Instead of studying how humans function in cultures or societies, psychology focuses on the individual, and the personal and unique experiences that influence how the individual acts and thinks

30. Types of Psychology Experimental Psychology
The branch of the discipline that sets up experiments to see how individuals act in particular situations
Question - Would you help a complete stranger that was being threatened with violence from another person?

31. The Case of Kitty Genovese
The Case of Kitty Genovese - Kitty was murdered on the street outside her New York City apartment after loud shouting was heard - 38 people witnessed the murder but did nothing to stop it
Psychologists have long been interested in our unwillingness to get involved in uncomfortable situations even if someone’s personal safety is at risk
People have a tendency see themselves as bystanders in such situations rather than as ACTORS
ACTORS are people who become active participants in a situation
The Bystander Effect - Kitty Genovese

32. Kitty Genovese – Bystander Effect

33. An Experiment to test the theory-Bystanders Join In
4 years after Genovese was murdered, two psychologists, John Darley and Bibb Latane, wanted to identify the factors that influence bystanders’ decisions to get involved in public situations
Experiment: What would affect whether or not people would get involved in a Frisbee game with strangers
Conclusions?
Relation to Genovese case?
-3 young women (members of an experimental team – called confederates) -2 women began a Frisbee game in the waiting room at Grand Central Station- the main terminal in NYC -threw the Frisbee to the 3rd confederate -VARIABLE a) she joined game, laughing and smiling b) let the Frisbee fall to the floor and kicked it away, telling the other two that they were silly and behaving dangerously -whether she (third confederate) acted positively or negatively what the most important VARIABLE (factor that had an influence on the experiment’s outcome) in determining the bystander’s response. -The times she responded negatively, no one else in the waiting room joined the game; the times she responded positively, however, 86% of the people in the waiting room joined in. Occasionally, people would come in to the waiting room just to join the game. -Conclusions: where or not we intervene in a situation depends on the cues we get from the participants and to the bystanders. If this conclusion is extended to the Genovese case, it suggest that if just one bystander had joined in to try to help here, others might well have come forward to help as well.

34. Clinical Psychology
CLINICAL PSYCHOLOGY is the branch of the discipline that develops programs for treating individuals suffering from mental illnesses and behavioral disorders
I.e. Psychologists treat dangerous offenders in federal prisons in an attempt to prevent them from reoffending on release

35. Psychological Schools of Thought
Like the other social sciences, psychology
has been divided into a number of schools
of thought:
Psychoanalytic Theory
Behaviouralism
Learning Theory

36. Mini SGA (Small Group Activity) (15 minutes)
Create a small role play / skit on one of the following famous psychologists. Highlight his / her main theories, applications and conclusions to psychology in your skit!
Sigmund Freud p. 19
John B. Watson and Benjamin Spock p.20
Ivan Pavlov p. 20
B.F. Skinner p. 20, 54
Alfred Bandura p. 21
Carl Jung p. 55
Abraham Maslov p. 58
Marion Woodman p. 58

37. Psychoanalytic Theory
The mind is divided into two parts: the conscious (aware of ) and the unconscious (not aware of)
According to psychologists, our unconscious mind has more influence than our conscious mind on our personalities and behavior

38. The Unconscious Mind The Unconscious mind is divided into three parts:
Id – which encourages us to seek physical satisfaction
Superego – prompts us to do the moral thing, not the one that feels best
Ego – the referee between the two and deals with external reality, this is our most conscious self

40. Visible part of the iceberg (spirit or conscious part)
Everything you know and remember
Unconscious parts are things we have learned and experienced but “forgotten”.
Develops based on learning that acting on just ID can give bad results
Created by
Socialization; goes
back and forth
Between ID and EGO
The iceberg Freud explained these concepts by comparing the human spirit to an iceberg. The visible part of the iceberg (spirit) is the conscious part, which consists of everything we know and remember and the thinking processes through which we function. The unconscious part is made up of everything we have ever learned or experienced, including that which has been "forgotten". A part of these forgotten things are really gone, but the largest part of the unconscious has just been shut out, because it would be annoying to be consciously reminded of it
an id, the instinctive incentives and reflexes that the human beings have developed during the last centuries. The only function of the id is to respond to the incentives. The ego develops itself from the id and from the discovery that the behavior of the id can have tedious results. The superego, a result of a person's socialization, is basically just the conscience, which mediates between needs of the id and the ego. When you are getting older, you start to develop more and more values. (superego)
Incentives and reflexes “I want it now”

41. Sigmund Freud 1856-1939 The founder of psychoanalytic theory
He believed our early childhood experiences, usually involving our relationships with parents and family, are stored in our unconscious mind
While we are normally unaware of these memories, they can have a powerful influence on the way we function
Those that live with a general sense of frustration, our behavior may become neurotic, anxious and obsessive This could be treated using dream analysis, hypnosis and individual counseling
Freud felt that individual sexual satisfaction or frustration was the key element in personality development

42. Ever felt like you are not as good as other people at school, work, in your family? What about you low self-esteem?

43. Alfred Adler ( )
Adler believed that difficulties people encounter in gaining self-esteem and recognition, if not overcome by the normal means lead to compensatory behavior and resultant personality disorders which are now widely referred to as an inferiority complex.
“I am not as good as others…”

44. Introvert/Extrovert What do these terms mean?
Are people one OR the other?
What are some indicators of Introverted/Extroverted people?

46. Carl Jung ( )
Responsible for the identification of the Extroverted (outward-looking; outgoing; rely on others for sense of well being) and Introverted (inward-looking; emotionally self sufficient; well being comes from within) personality types.
Worked closely with Freud but split later in their careers
The other aspect of Jung's work which has been very influential is his approach to the analysis of dreams

47. Dream Analysis Activity
The following is a Jungian dream analysis method. The method is based on the belief that objects and people in a dream have a personal meaning to the dreamer, and that the dreamer (not an analyst) is best able to understand his/her own dream.
Often people and objects in our dreams represent parts of ourselves, or ways we would like (or are afraid) to be. For instance, if you dream of your very outgoing friend, Tom, and you feel wonderful in the dream, it might be your unconscious encouraging you to become more outgoing.
Start by recalling a dream you have had, jotting down as many details as you can. (Choose a dream you’ll feel comfortable discussing with others.) Then, working with a small group of students, take turns revealing your dreams while others in the group ask the following sets of questions:

48. 1. What is the setting or settings?
What does each place remind you of or make you think of?
What does it feel like to be in these settings?
What is the mood of the dream (scary, funny, light, peaceful ...)?
How does this mood affect you?
2. Who are the people in the dream? (Discuss each person individually.)
What is the main characteristic of each; what is each person like? (Jung would ask, “What is the essence of each person?”) For example, organized, funny, worldly....?
How do you feel about each person in the dream?
If a person is unknown, what kind of person would you imagine him/her to be given the way s/he looks and acts in the dream?
What is each person doing in the dream?
How do their actions make you feel?
Does a person remind you of anything or anyone in your life?
Is there some part of you that is like this person, or would like to be more like this person, or reacts strongly against him/her?

49. 3. Describe the objects in your dream as you would to someone from another planet. What are they used for? How do they work?
Do you like or dislike them?
Do they remind you of anything, any part of yourself, or anyone in your life?
4.What are the major actions and events in the dream?
How do you react to them in the dream?
How do they make you feel?
Do they remind you of any situations in real life?
5.Considering all the different thoughts that came to mind as you discussed your dream, how do you understand your dream now?

51. Behaviourism
Behaviorists believe that psychologists can predict and control or modify human behavior by identifying the factors that motivate it in the first place
Behaviorists placed particular stress on the early childhood years, and the rules or practices parents use to raise their children
They believe these methods have a huge influence on the character of individuals even into adulthood

52. The founder of behaviorism
Charles B. Watson ( )
Benjamin Spock ( )
The founder of behaviorism
He used animal experiments to determine whether strict of flexible learning patterns are more effective
Wrote book “Psychological Care of the Infant and Child” concluded that children should be brought up using a ‘scientific’, strictly scheduled, rules-based model.
He believed that a permissive approach to child rearing, rather than a strict one, would result in successful, well-adjusted adults.
He encouraged parents to be loving, flexible and supportive
Wrote book “Baby and Child Care”

53. Learning Theory
Learning Theorists agree that humans are born with little instinct but much learning potential
They believe that most human behavior is learned, especially in child and youth
By controlling the way in which humans learn behaviors, society can have a great influence on their ultimate personalities
Believe that children who were brought up in loving families would grow up to become secure and loving adults, but only if parents provided clear and consistent expectations for good behavior, and swift but fair consequences for bad behavior

55. Psychological Questions
Focus on people’s behaviors (what they do) and attitudes (what they think)
Key Questions:
-what must people do to successfully change their behaviors? -what factors make behavior-modification programs successful? -do most people need help changing behavior, or can they be self changers?
Example: Consider an individual who has been convicted three times for driving under the influence. Is it necessary to change a person’s attitude about drinking before he or she will stop drinking and driving?

56. Theory of Attitude Change
Cognitive Dissonance Theory
Six Stages of Change (Behavior Modification) -Pre-contemplation (denial, refusal) -Contemplation (questioning) -Preparation (investigation) -Action (commitment) -Maintenance (transition) -Termination (completion)

57. Theory of Attitude Change- Reflection
Apply Cognitive Dissonance Theory to the following scenario:
A student wants to get better marks in her Math class but is having trouble making a change.
Highlight what she could be thinking, feeling, saying or acting in each stage of CDT
Share with the class

58. B.F. Skinner ( )
Skinner proved that pigeons could be trained to peck at a particular coloured disk to get food rewards
Rats received food rewards for pressing specific levers in a complicated sequence leading many theorists to believe that learning was a STIMULUS-RESPONSE effect
He believed that if the subject is correctly stimulated it will give the appropriate response
Theory of OPERANT CONDITIONING: learning can be programmed by whatever consequences follows a particular behavior

59. Positive and Negative Reinforcement
Positive Reinforcement: Adding a stimulus to increase a certain behaviour or response
Negative Reinforcement : Take away an aversive stimulus to increase certain behaviour or response

61. Examples- Behaviorism
Positive Reinforcement (add stimulus = good response)
Father gives candy to his daughter when she picks up her toys. Look at the frequency of her picking up toys to see if candy is a positive reinforcer
Negative Reinforcement (take way something bad = good response
Turn of distracting music while studying. If your productivity increases, then turning off music is a negative reinforcer.

62. Examples- Behaviorism
Positive Punishment (adding something bad to decrease a behaviour
Mother yells at child when running in the street. If child stops running into the street, yelling is a positive punishment
Negative Punishment (take away something good to decrease behaviour
Teenager sneaks out past curfew. Parents take away cell phone and Xbox. If frequency of coming home increases to before curfew, the removal of the phone is negative punishment

63. Who can explain this diagram?

64. Abraham Maslow ( )
Analysis of human needs organized into a hierarchy ranging from basic survival through to the need for love, security and esteem
Highest level was “self actualization (integration of the self > making the personality whole)
Maslow's theories had most profound impact on industrial psychology (making workplace a satisfying experience by raising morale of workers to improve performance)

65. Case Scenario
You are a manager at a restaurant and part of your business plan is to ensure that Maslow’s Hierarchy of Needs is being met.
Considering all 5 different stages, develop a plan to ensure your workers will be motivated to work well and enjoy their job.
If Maslow's theory holds, there are some important implications for management. There
are opportunities to motivate employees through management style, job design, company
events, and compensation packages, some examples of which follow:
 Physiological needs: Provide lunch breaks, rest breaks, and wages that are
sufficient to purchase the essentials of life.
 Safety Needs: Provide a safe working environment, retirement benefits, and job
security.
 Social Needs: Create a sense of community via team-based projects and social
events.
 Esteem Needs: Recognize achievements to make employees feel appreciated and
valued. Offer job titles that convey the importance of the position.
 Self-Actualization: Provide employees a challenge and the opportunity to reach
their full career potential.
However, not all people are driven by the same needs - at any time different people may
be motivated by entirely different factors. It is important to understand the needs being
pursued by each employee. To motivate an employee, the manager must be able to
recognize the needs level at which the employee is operating, and use those needs as
levers of motivation.

66. Ivan Pavlov ( )
Pavlov’s experiments with dogs showed that is was possible to get a dog to associate the sound of a bell with the imminent arrival of food
At the sound of a bell, the dog would salivate in anticipation

67. Pavlov – Classical Conditioning

68. Alfred Bandura (1925)
Bandura concluded that learning is largely a modeling experience and more complicated than a mere stimulus-response effect
When humans observe behavior – either acceptable or unacceptable – they are more likely to practice it
Experiment- Bobo
Question – What does this mean to us? What applications can be made to today?

69. What is Sociology?
The social science discipline that looks at the development and structure of human society (institutions) and how it works
Sociology is the study of social life, social change, and the social causes and consequences of human behavior. (American Sociological Association)

70. What do sociologists study?
Sociologists investigate the structure of groups, organizations, and societies, and how people interact within these contexts.
All human behavior is social so the subject matter of sociology ranges from the intimate family to the hostile mob; from organized crime to religious cults; from the divisions of race, gender and social class to the shared beliefs of a common culture; and from the sociology of work to the sociology of sports. (ASA)

71. The Roles we Play
We all play certain roles in our society – Social Scientists refer to this as status
Status is the term used to describe our position within an institution
Examples: Principal, teacher, student, boss, employee, athlete, doctor etc.
Is there order to a status hierarchy? Give an example.

72. Hierarchy
Hierarchy is the ranking system used in any particular environment based on authority to power
Each position or role requires a certain type of expertise which is valued by society
In order to distinguish between these roles people are expected to dress and act in a certain way
On any given day we can play many different roles in society – i.e. A parent can drive their kids to school and then go to work and teach their students

73. What are some examples that follow this model
of a hierarchy in today’s world?

74. Rules
Norms
Values
-These are developed by cultures based on their system of values
-Implies harsh consequences
-Example: Laws
Drinking and Driving
Crime
Going to school
Citizenship
These are rules set out for a particular role that are considered standard behaviour
Example: Catholic priests expected to be celibate
-Being in the elevator facing the door
-a system of beliefs carried by people in that particular society
-a set of values are assigned to each role
-if you practice the role, you accept the values
-Example: Cultural values placed on women in different countries

75. Deviance
Deviance – Any behavior that is different from the societal norm. It is deviant because we, as a society, do not accept it
Deviance can range from simple eccentricities to behavior that harms society or is considered disreputable

76. Rehabilitation
Sociology has formed a strong link with the justice system
A fundamental component of modern imprisonment is rehabilitation, or trying to re-educate and re-socialize inmates so that they can grow to accept society’s values and norms

77. Schools of Thought in Sociology
Sociologists have debated among themselves about the real nature of society
As societies change and become more diverse sociologists need to consider cultural diversity when considering sociological issues

78. Structural-Functionalism
According to structural- functionalism, each society should provide its members with the fundamental requirements for functioning
A system must have a way of fulfilling material needs, a system for socializing and educating the young, a way of regulating human reproduction (usually marriage)
Structural-Functionalists do not concern themselves with change but instead with how society works to meet their needs
For example to maintain security for the members of a society, it has military system to defend the members from external threat, and police system to maintain law and order of the society. The systems are the structures of the society and the functions of the systems are to provide security and stability for the society.

79. Neo-Marxism
Based on ideas originally proposed by Karl Marx ( )
Marx believed that economic power led to political power. This is the key to understanding societies
The struggle for economic power means that society is not static but ever-changing – social change is the result of a change made to the economic system

80. Neo-Marxism
Therefore, if we want to understand society, we must understand the economic system in place
Neo-Marxists believe the economic system creates a rich class of owners and a poor class of workers
They also believe that social institutions (churches, schools, prisons etc.) have been created to perpetuate the division between the powerful and the powerless

81. Symbolic Interactionism
Symbolic Interactionists believe humans have complex brains and little instinctive behavior
This means they can interpret for themselves the stimuli they receive in their daily life and attach their own meanings to them
I.e. One person might pursue fame and fortune while a sibling might dedicate his or her life to charitable work in a developing country
It is essentially how we as individuals process and interpret what we observe in society, not society’s institutions, that form the core of our value system

83. Feminist Theory
Feminist Theorists focus on sex and gender issues, believing that women have traditionally been disadvantaged in society because men have discriminated against them
They believe that men have made the decisions in society and that they tend to favour men.

85. Liberal Feminism
Liberal (or “Bourgeois”) Feminism, in which the claim of women for equal rights is seen in the context of a general opposition to various forms of oppression and discrimination
Liberal feminism tends to emphasize social policy to open up professional, better-paid and prestigious jobs to women and the elimination of laws discriminating against the political, property and social rights of women (encyclopedia of Marxism)

86. Marxian Feminism
Marxian Feminists believe that women’s unpaid and undervalued domestic work has made it possible for industrial owners to pay lower wages to male workers.
They also believe that the continuation of lower paid jobs has enabled the dominant class (the capitalists) to retains their control
-Focus of gender

87. Radical Feminism
Radical Feminists believe that their natural child bearing role has led to a systematic oppression by men
They believe they live in a patriarchal society in which men dominate most of the institutions and are so entrenched that women cannot break into it.

89. Socialist Feminism
Socialist Feminists try to separate issues of oppression that are the result of the patriarchy which is a result of capitalism

90. Inclusionism
Inclusionists recognized that conflict could take place in a society between ethnic, racial and religious groups as well as between economic classes
Before WWII, most sociologists took an assimilationist view of race believing the cultural majority would eventually absorb the minority (melting pot) U.S.
In the late 1960s however, changing immigration policies changed all this as large numbers of immigrants moved to places like Canada to live

92. Comparison of Disciplines
Create a chart to show similarities and differences between Anthropology, Psychology and Sociology.
It should look like this:
Discipline
Main Focus
Methods Listed
Anthropology
Psychology
Sociology
Main Focus: What does the discipline believe? Fundamental concepts
Methods – how do they study and draw conclusions for what they believe in

93. Power of Persuasion
Type of communication aimed at a particular audience ( males, youth, age etc)
Directed towards changing another person’s beliefs both in a positive or negative way
Our daily decisions are affected by what we believe – corresponds to what is going on around us
Media technologies (Twitter, FB, TV, Music etc) play a big role in what we see and hear
Skill: Learn how to evaluate style, form, source and medium influence in the choices we make every day

94. Persuasion – Product or Cause
Selling a product:
Vocabulary: Added visuals in case language is not understood
Short sentences
Rate of Speech: Fast
Tone: Pushy, Expect, Excitement
Repetition: Recap phone numbers and package details
Hook: Improvement
Selling a cause:
Vocabulary: Added visuals in case language is not understood
Short sentences
Rate of Speech: Slow
Tone: Thoughtful, Pleading
Repetition: Recap phone numbers and package details
Hook: Guilt, Sympathy

95. Persuasive Language
Words carefully chosen to manipulate, influence and cause change “ if, when, time, change, money..”
Speaking with conviction – they believe in their product!
Disguising – it is very easy to be happy, just follow these steps
Statements: To show action and result
“If you buy this (money), then this will happen... (feelings change, appearance changes, change a life”.

96. Basic structure of an infomercial
Beginning:
Often begins with questions and promises
Example: “Have you ever...” “Do you feel...”
“We’ve got a solution for you...”
Middle
Often includes research statistics, video proof, testimonials
Examples: Studies of the product being used, celebrities, proof of people using the product, written testimonials – “It changed my life!”
End
More testimonials to leave a memorable impression
Payment and contact details (Phone, Web, Type of Payment)

97. Basic structure of an infomercial
Persuasive Techniques
Incentives: something that the person will benefit from when getting the product or contributing to a cause
A reason to view spending as “worth it”
Testimonials: used to convince people with “real” people
Premise: We can trust an average person but not the salesperson!
Deception: Pricing that seems easier to buy the product
Example: “In just four easy payments of $ ”

98. Monroe’s Motivated Sequence
Technique for organizing persuasive speeches to inspire people to take action
1. Attention – from the audience; use stories, examples, statistics, quotes
2. Need –show that a problem you are talking about EXISTS in society and action is needed
3. Satisfaction – the need can be satisfied; provide solutions
4. Visualization – tells the audience what will happen if the solution is used/is not used (visuals and details)
5. Action – Tell the audience what action to do personally to solve the problem ( pay money, order now, etc)
Alan H. Monroe – famous activist and politician in the 1930s, observed and studied human interaction and motivators that affected people’s choices (money and power)
Developed a technique common to most media technologies that are used to sell information

99. Infomercial Examples

100. Infomercial Video Clips
1. Snuggie
2. Slap Chop
**When watching, pick out the information that fulfills persuasive language techniques, structure and Monroe’s Motivated Sequence
**What did you hear and see? (Class Discussion)
**Infomercial Assignment