Lecture - Applied Social Psychology.ppt

PS31C APPLIED SOCIAL

PSYCHOLOGY

Lecturer: Sophia S. Morgan

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Outline of Lectures – What is Applied Social Psychology?

The following topic areas will be covered over the first 3-4 weeks of classes.

Disciplinary Framework Elements/FeaturesTheoretical FrameworkIssues and challenges in applicationPsychology & Culture

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APPLIED SOCIAL PSYCHOLOGY

What is Applied Social Psychology?

Applied social psychology is

“Social psychological research and practice in real world settings directed towards the understanding of human social behaviour and the amelioration of social problems”

Fisher, 1980

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“All science must be applied science, the goal of which is to lighten the toil of everyday life” Galileo

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Disciplinary Framework

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Establishing the Foundation

Applied Social

Psychology

Sociology

Psychology

Social Psychology

Psycho-Socio-Cultural Framework

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“In the colonial world the emotional sensitivity of the natives is kept on the surface of the skin like an open sore …”

Frantz Fanon (1965, pg. 56)

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Self/Identity

Small Group organisation & Interaction

Social Structures/Collective Power

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Sociology

The study of social institutions and systems

The study of groupsThe study of societyThe study of social lifeThe study of social interaction and

processesThe study of social development

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Sociology

Gender & Family

Education Community &Urban Life

Ethnicity, Race, Cultures

Class & Stratification

SystemsDeviance

Some of the areas we study in Sociology are:

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Sociology

The study of extensive power relationships – Extensive in two ways

a. Time dimension

b. In a geographic and geopolitical sense.

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Sociology

Important sociological questionIs there a set of ideas that are essential for living and meeting

the challenges of the planetary society?

Values identified by V.S. Naipaul Do unto others as you would have

them do to you; The liberalist creed – the pursuit of

happiness is defined in terms of the individual and the context of everyday life.

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Psychology

A definition of psychology would include:

Scientific study of mental & physiological processes

Scientific study of human behaviour

Study of individual differences

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Psychology

Personality

IntelligenceMotivation

Learning &Conditioning

PsychologicalDevelopment

Memory

Some of the areas we study in psychology are

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PsychologyEncompasses physiological, personality,

pathological and unconscious issues

It is the science of mental processes and the effects on behaviour

Behaviour therefore has a strong biological basis – unconscious, unreflexive and uncontrollable

This conceptualization of behaviour affords different pathways to change, such as long-term chemical and therapeutic interventions.

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Social Psychology - Definition

Social Psychology – “the scientific attempt to understand and explain how the thoughts, feelings, and behaviours of individuals are influenced by the actual, imagined or implied presence of other human beings” Fiske 2004.

Behaviour is dealt with in a limited and defined context – Focus on the small group

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Social Psychology

Attitude &Behaviour

Attribution

Social Identity &Group

Processes

InterpersonalRelations

Self

SocialCognition

Some of the areas we study in social psychology are:

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Social Psychology Also..

Helps to explain individuals’ behaviours (usually those that are voluntaristic) and interaction

An understanding of the voluntaristic nature of human behaviour helps to pave the way for the interventions of applied social psychology

Brings social and psychological features together as relevant to the analysis of processes.

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Comparing Related Disciplines

Field Level of Cause Level of Effects

Sociology Social Structure, Groups

Groups

Social Psychology

Groups, Individuals Individual affect, cognition & behaviour

Clinical Psychology

Individual Disorders Individual emotional distress

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Basic vs Applied Research

Aspect Basic Applied

Purpose

Activity

Context

Methodologies

Participants

Source: Oskamp & Schultz (1998) Applied Social Psychology

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Applied social psychology is

“Social psychological research and practice in real world settings directed towards the understanding of human social behaviour and the amelioration of social problems”

Fisher, 1980

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Applied social psychology encompasses the “applications of social psychology methods, theories, principles or research findings to the understanding or solution of social problems.” Oscamp and Schultz 1998.

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Some Broad Areas of Applied “Social” Psychology

Health

Organizations

The Environment

Communities

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Issue vs Problem

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Applied Social Psychology

Emphasis on issues and/or social problems

It involves interventions and changing social behaviours

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Did we say…Changing social behaviour?

We’ve got our work cut out for us!

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Features/Elements

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FEATURES OF APPLIED SOCIAL PSYCHOLOGY

Problem orientation –Identify a social problem and find

the solution to the problemDesign a study to learn more about

the problemAnalyze available data (theories,

principles, research finding) in order to design intervention

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Value Orientation

The specification of an issues as a social problem requires a value judgment – a personal analysis by the investigator

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Value Orientation Cont’d

Value judgements are “practical evaluations of the unsatisfactory or satisfactory character of phenomena subject to our influence”

(Max Weber 1949)

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Social utility - Practical theories are important if we

want to solve social problems – Kurt Lewin – the knowledge and methods utilized must be useful in solving the problem

In resolving a social problem ,focus must be made on specific aspects of the problem that would yield the most impact.

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Focus on social situations

Applied social psychologist are concerned with a “situational” analysis of a problem/issues in contrast to other approaches that tend to stress psychological or personality factors

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A broad approachMacro level analysis – taking

account of the wide range of variables that might influence the problem

Variety of research methods should be applied.

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Field settingsResearch is carried out in the

natural settings where people live – not in an “artificial” atmosphere of most lab experiments.

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Features of the applied approach

Practical considerations

Time constraintsCost-benefits comparisonsPolitical feasibility

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Fisher’s seven (7) “touchstones” of Applied Social Psychology1. Central focus on multi-level

analysis of social problems2. Continuous integration of theory,

research and practice3. Development of middle-range

theories stressing the reciprocal interaction of the person and the environment

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Fisher’s seven (7) “touchstones” of Applied Social Psychology4. The application of a variety of

complementary research methods5. The expansion of practice expertise

partly through interdisciplinary collaboration

6. The adherence to a clearly articulated humanistic value base and a professional code of ethics

7. A commitment to a continuous professional development and role versatility.

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Ecological Levels of Analysis(From Community Psychology)

Russian Nesting Dolls

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Ecological Levels of Analysis

Individual

Microsystems

.

Organizations

Localities

Macro-systems

Individuals

Microsystems

Russian Nesting Doll Bromfenbrenner, 1979

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General roles of the applied social psychologist

Scientist/practitioner blendAcademic/Non academic

Applied Researcher Programme development Programme evaluation Human relations trainerConsultant & change agent Social Activist

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Skills of the applied social psychologistStatisticsPsychometricsResearch – programme

assessment & EvaluationProgramme developmentInterpersonal and group skills eg.

negotiation, mediation, conflict management

Consulting

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Theoretical Framework

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Theory in Applied Social Psychology

“Practical” people operate, whether they know it or not,

on the basis of principles that were first suggested and later verified by theorists

Oskamp & Schultz (p 9)

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Theory in Applied Social PsychologyTheories are “intellectual tools for

organising data in such a way that one can make inferences or logical transitions from one set of data to another … they also serve as guides to the investigation, explanation, organisation and discovery of matters of observable facts”

Deutch & Krauss (1965)In Hill (2006)

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Theory in Applied Social PsychologyTheories serve to:Provide a basis for and guide our

research processGive an understanding of a

particular phenomenonHelp us to predict situations and

events

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Theory in Applied Social Psychology

Should we make a distinction between theories and principles?

“a psychological principle is a statement of an underlying cause for a psychological event”

Oskamp & Schultz

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Theory in Applied Social PsychologyApplying theory

“How does applied social psychologists use theory?”

Theory emerges in research and practice or are brought to bear on the finding of studies as a way of explanation (Fisher)

Theory is used to guide practices and research in the resolution of social problems

Theory developed in a lab setting is ‘tested’ in social situation “taking the theory out for a walk model”

See Hill (2006) Theory in Applied Social Psychology

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*Characteristics of Social Psychological TheoriesScope – This refers to the extent

the theory seeks to explain human behaviour as a whole, rather than some or one aspect of human behaviour. Social psychological theories tend to be mid-level or mini-theories, (rather than macro theories)

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* Characteristics of Social Psychological TheoriesRange – Does the theory predict

the behaviours of only a specific group of people or all human?

Testability – Can the theory be refuted or disproved?

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BROAD THEORETICAL BASESSelf and personalityMotivationLearning and Behavioural TheoriesSocial learning and social influenceSocial CognitionPersuasion , attitude & behaviour

ChangeGroups and inter-group processesTheories of organizational behaviourSocial structure and development

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Personality/Self/Identity These theories are

concerned with the active individual who has a sense of continuous being and identity

- Personality – individual differences

- Self – The part of us that we are consciously aware of, and that distinguishes us from each other

- Identity – “who am I”

Self Personality

Social Identity Theory

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Motivation

The activation of behaviourGiving direction to behaviour and

behavioural persistenceFords formula: Motivation = Goals

+ Emotions + Personal Agency Beliefs

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Motivation

Basic Human Motives (measures of personal motives)

Need for Approval Authoritarianism AchievementConsistency

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Behavioural Learning Theories

“learning – relatively permanent change in behaviour”

Classical Conditioning TheoryOperant Conditioning Theory Positive and negative reinforcement

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Social Learning and Social Influence

Social modeling (Bandura 1977)Theories of exchange (Kelly and Thibaut

1978)

Social Influence refers to how individual’s thoughts, feelings and behaviour can be affected or changed by others – refer to normative influence theories & research

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Social Cognition

Social cognition deals with the cultural shaping of psychological factors and processes

Theories capture the broad areas of

- attitudes

- attribution

- impression formation

- social judgment etc

Cognitive DissonanceTheory

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Persuasion, Attitude & Behaviour Change

These theories look at communication processes and influences – examples;

Yale model of persuasive communicationTheory of reasoned action/Theory of planned

behaviourElaboration likelihood modelTranstheoretical Model – Stage theory of Behaviour

changeHealth Belief Model

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Groups and inter-group processes

Interpersonal Dynamics

Group Dynamics

Inter-group relations

Groupthink

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Theories of organisational behaviour

These theories generally look at the complex nature of organisations

Systems theory (katz & Khan)Organisational culture (Schein

1985)

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Social structure and development

Exploration of macro-social influences on individual or personality characteristics

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Social Psychological Principles …..Some ExamplesApproach-avoidance conflictFoot-in-the-door & Door-in-the-facePublic commitmentExpectations

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Issues and Challenges in Applied Social

Psychology

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Issues and challenges in applied social psychologyIs social psychology really applicable? -

utilisation of theory

Applied vs Theoretical conflict

Should applied social psychology use experimental research methods?

Evidence & Generalisability Unintended consequencesEthical Issues

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Issues and challenges in applied social psychologyMuch of the work in applied social

psychology lacks serious theoretical analysis (Hill 2006)

Applied social psychology needs to utilise more middle-range theories

Why is there a split between applied and theoretical social psychology?

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Issues and challenges in applied social psychologyWhat research methods are best?Large scale, multivariate,

correlational studies vs experimental

More emphasis on field studiesApproach must allow for evidence

and generalisability

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Issues and challenges in applied social psychologyHow can we minimise unintended

consequences?

Unintended consequences raise ethical issues

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Issues and challenges in applied social psychology

Examples of ethical guidelines for psychologists

CompetenceIntegrityProfessional and scientific responsibilityRespect for peoples rights and dignityConcern for others welfareSocial Responsibility

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Issues and challenges in applied social psychologyEthical issues cont’dAvoid harmful consequencesInformed consentInvasion of privacyDeceptionDebrief

http://www.apa.org/ethics/code/index.aspx

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Psychology & CulturePsychology & Culture

“If you are attending a college where you do not have friends

and acquaintances whose cultural backgrounds contrast with yours, you are one of a small (and dying) breed!”

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Psychology & CultureWhat is culture?

“…the many complex ways in which people of the world live, and which they tend to pass along to their offspring. It includes just about everything, from stuff people own, make buy or trade, to family structure, to how live decisions are made, how one plays with toys, to the position people assume when they say their prayers…” (Lonner & Malpass 1994)

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Psychology & Culture

Psychology is culture-bound and culture-blind (Lonner & Malpass 1994)

Why is this so?

Western (European-American) rootsDesire to simplify events and behaviour

in the interest of psychological orderIgnorance of culturally-related literature

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The term culture is an non-explanatory label … the meaning is in the details

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Orientations to the Study of Culture Universalism – All humans, at base,

are the same, therefore a generalized approach can be taken

Relativism – people must be studied only with the context of their own culture

Absolutism – All human behaviour is essentially the same, therefore studying culture is unnecessary

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Orientations to the Study of Culture

Collectivism vs Individualism

Individualism – an ideology that places greater emphasis on the individual and less on the group

Collectivism – an ideology that suppresses individualism and promotes group orientation and behaviour

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Geez, I’m hungry …. Seems like the professor doesn’t realize the time. But I could never leave

the lecture now! I couldn’tdisturb the Professor

at all!!!!!

Geez, I’m hungry …. Seems theprofessor lost track of time.I want to leave now! I know whatI’ll do … I’ll just sneak out at the back of the room..

Geez, I’m hungry ….Seems like the professor has no respect for my time!Darn! I’ll just have to point out the time to her!

Professor (pointing to Watch on hand) It’s time To break! It’s our lunch

Time!

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Collectivism vs Individualism (Triandis)

Differences may be evidenced in:a. Attitudes – interdependence vs independence

b. Goals – personal vs group goals in conflict situations

c. Values – Security obedience, duty, in-group harmony, hierarchy & personalised relationships vs pleasure, winning the competition, achievement, freedom, autonomy and fair exchange

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Collectivism vs Individualism (Triandis)

Differences may be evidenced in:d. Calamities – exclusion from in-group vs

conformity to or dependence on in-group

e. Social behaviour – precedence of vertical relationships vs precedence of horizontal relationships

f. Notions of the self – embedded in a collective vs autonomous entities

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How easy it is to acquire Japanese citizenship? Hmmm…

“There is a very rare and low chance of any NON-Japanese ever acquiring Japanese citizenship. And many Japanese people would never give up their Japanese citizenship. My husband has been in the US for 14 years and refuses to be naturalized because he only wants his Japanese citizenship even though he has no intention of returning to Japan... weird, I know.

Though you will never probably face racism in Japan, it's a pretty racist country against outsiders. They believe they are a very supreme country, no doubt they are a very nice country, but they want it to be "pure." You should see how racist they are towards each other for skin tone, eye shape, nose shape any other body flaw. My friends from Aichi are dark-skinned and they are belittled for not being pale.

Being a Japanese-American would be the worst in my opinion. Even though you are Japanese, you aren't viewed as Japanese in Japan. You're still a foreigner. My poor friend, Naoto, can't speak Japanese fluidly and feels uncomfortable when visiting his father in Japan. He IS fluent in Japanese, but he is slow and pauses when speaking. This is one way a Japanese could give a blow to an ego.

Don't let your head get too big. Visit before moving, because you might like it as much as you think you will.”

Source: Yahoo Answers 78


Some Issues and Concerns The clarity of concepts studiesDeep culture vs cultural glossHow much behaviour is learnt as

opposed to being inherited genetically?

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Video Clip

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End of Presentation

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Lecture - Applied Social Psychology.ppt

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