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Sociocultural Level of Analysis- An overview
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SCLO
A
Principles
Methods
Topics
Theories
Ethics
Lear
ning
Out
com
es
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Principles
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Principles
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Principles
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Principles
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Methods*
• Human beings are social animals and have a basic need to belong
• Culture influences behaviour
• Humans are social animals and have a social self
• People’s views of the world are resistant to change
Experiments: Asch (1956, and others) on conformity.
Overt participant observation: ethnographic studies, such as Margaret Mead’s
Case study : Lovell and Lee on bullying is an example.
Covert participant observation, for example Festinger et al.
*Note that these methods can be interchangeable – I am just showing a strong link between principle and method.
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Topics
WHAT WE DO: Attribution,
social identity, social
representation, stereotyping
THE WIDER CONTEXT:
Cultural norms, cultural
dimensions
WHY WE DO IT: Social Learning,
Social Influence:
compliance and conformity
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Main theories
Attribution theory – we need to explain why.
Social identity theory – “us and them”
Social learning theory – copying role models
Attribution Actor-Observer effectFAE –
situational/dispositional factors
SSB and modesty bias
Social categorization: in-group/out-
group
Self-esteem boosted by in-
group membership
Social representations
(cognitive schema)
Stereotyping
Children especially learn by imitation
Applied to TV and video game violence
Difficult to be sure, because of
extraneous variables and vicarious
learning
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Main theories
Social influence – compliance and conformity
Cultural norms and dimensions – the bigger picture
Compliance as result of direct
pressure
Conformity as a result of indirect pressure
Cultural factors and conformity
Cultural norms – emic and etic
approaches
Cultural dimensions,
based on values and norms.
Individualism/ collectivism
Confucian work dynamism
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Ethics
Informed consent and right to withdraw – yet many of the studies use covert participant observation, so this is not possible.Psychological Stress – when put in a difficult situation through role play (see Zimbardo’s prison experiment)Deception – not being told the whole truth in the informed consent.
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Learning outcomes Levels 1 & 2 (SAQs)
• Outline principles that define the sociocultural level of analysis• Explain how principles that define the sociocultural level of
analysis may be demonstrated in research• Describe the role of situational and dispositional factors in
explaining behaviour.• Explain the formation of stereotypes and their effect on
behaviour.• Explain social learning theory, making reference to two
relevant studies.• Define the terms “culture” and “cultural norms”.• Using one or more examples, explain “emic” and “etic”
concepts.
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Learning Outcomes Level 3 (ERQs)
• Discuss how and why particular research methods are used at the sociocultural level of analysis
• Discuss ethical considerations related to research studies at the sociocultural level of analysis
• Discuss two errors in attributions• Evaluate social identity theory, making reference to
relevant studies.• Discuss the use of compliance techniques• Evaluate research on conformity to group norms• Discuss factors influencing conformity• Examine the role of two cultural dimensions on behaviour
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Application of what you know – use it to make an argument
Particular research methods relevant to the principlesThe role of situational and dispositional factors attribution error in different real-life situations
Evaluate social identity theory intergroup relationships and sports fans Explain the formation of stereotypes and their effect gender stereotypes and illusory correlationExplain social learning theory the controversy over violent video games, mirroring the earlier debate about TV violence and children.Discuss the use of compliance techniques apply to selling, charity fundraisingEvaluate research on conformity to group norms issues of validity and reliability, participant expectations Discuss factors influencing conformity why do some conform and others not?Examine the role of two cultural dimensions on behaviour controversy over ecological fallacy – does culture have the strong effect we think?
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Do you have questions?
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