Assignment :Social Psychology
Assignment :Part 1
Introduction to Indian Social Psychology
Social psychology examines how individuals think, feel,
and behave when they are among people. Indian social
psychology is unique in that it is grounded in Indian
culture, religion, traditions, and family values. Whereas
Western psychology emphasizes the individual ("I"), Indian
psychology places more emphasis on the family and the
community ("We").
Indian social psychology has been shaped by ancient
Indian writings such as the Bhagavad Gita, Vedas, and
Upanishads. They discuss values such as Dharma (duty),
Karma (actions and their consequences), and Nishkam
Karma (performing your duty without any reward
anticipation). For instance, in the Bhagavad Gita, Lord
Krishna instructs Arjuna to perform his duty as a warrior
even if it is not easy.
Indian culture places emphasis on family, holidays, and
social harmony. Children are trained to honor their elders,
assist neighbors, and coexist peacefully with others.
Celebrations such as Diwali, Holi, and Eid unite
communities and demonstrate the importance of
togetherness.
Key Concepts in Indian Social Psychology
1. Dharma (Duty):
Dharma is doing the right thing in life based on your role. A
teacher teaching students truthfully or a doctor saving people is
performing their dharma. The Bhagavad Gita forcefully discusses
doing one's duty fearlessly.
2. Sewa (Selfless Service):
Sewa refers to serving others without seeking anything in return.
For instance, serving langar in Gurudwaras or individuals assisting
strangers during floods are acts of sewa.
3. Karma (Action and Result):
Karma implies that every action will have a consequence. This
belief is what makes individuals perform good acts such as assisting
the needy or taking care of animals because they hope to get good
consequences from their good deeds.
4. Family and Relationships:
In India, family is the focal point of life. Individuals respect their
elders and make decisions such as marriage or profession after
family consultations. Joint families, in which several generations
share the same roof, demonstrate the value of relationships.
5. Caste and Social Identity:
The caste system has shaped social roles in India for many
centuries. Although discrimination based on caste is declining, it
continues to impact group identity and social behavior. Social
psychology in India examines how caste influences equality and
relationships.
Two Indian Social Psychologists
1. Ramadhar Singh (May 16, 1945)
Ramadhar Singh is a highly esteemed Indian social
psychologist. He is renowned for his research on prosocial
behavior, fairness, and group decision-making.Theory of
Prosocial Behavior: Singh described that individuals in India
assist others not only for self-interest but due to virtues such
as Dharma and Sewa. For instance, one may provide food or
funds at a festival because it is his/her ethical responsibility.
Fairness and Justice: He researched how fairness and
equality are perceived within Indian groups. In his opinion,
family and community decisions are typically taken to
preserve respect and honor, rather than personal interest.
2. Ashis Nandy ( May 13, 1937)
Ashis Nandy was famous for his research on Indian identity,
culture, and colonialism.
Cultural Psychology: Nandy described that Indians possess a
different thought pattern, which is a combination of
contemporary ideas and traditional methods. For instance,
while young Indians do most of their work in contemporary
offices, they also maintain respect for traditional practices
such as arranged marriages or family ceremonies. Religion
and Politics: Nandy also researched the interplay of religion
and politics on social conduct. His research illuminates how
Indians understand themselves within a community or as
part of the collective whole and not solely as individuals.
Assignment :Part 2
Advertisement Analysis:
Ariel – "Share The Load"
1. Name/Description of the Advertisement:
- The "Ariel – Share The Load" advert is one of a series that asks
why, traditionally, laundry and household chores are
automatically assumed to be the woman's domain. In the advert, a
dad observes his daughter juggling work and domestic chores
while her husband lounges on the sofa. He is guilty for never
assisting his wife and apologizes to his daughter for setting a bad
example. The advert concludes with the words: "Why is laundry
only a woman's job?"
2. Target Audience and Cultural Setting:
- The audience is Indian families, particularly married couples and
middle-class families. The advertisement mimics typical Indian
homes where women do both work and housework. The cultural
background aligns with Indian beliefs where men are typically
breadwinners and women are homemakers. The advertisement
negates this traditional perception and calls on men to share
domestic work such as doing laundry. It targets urban and semiurban families where gender equality is increasingly becoming
significant.
3. Indian Social Psychological Concept Portrayed:
- The advertisement features notions such as Dharma
(responsibility), Gender Roles, and Family Harmony.
• Dharma: It asks whether doing household work is the sole
responsibility of the woman or a joint effort.
• Social Role Theory: Indian culture has assigned roles to men and
women. This advertisement negates those roles and presents that
both are equal partners in family life.
• Family Relationships: The ad depicts that when chores are
shared, respect is gained and a close relationship between the
family members is enhanced.
4. How the Concept is Demonstrated:
• Visuals: The father observes his daughter doing chores when her
husband is lying on the couch, which is a real life situation in most
houses. His regretful expressions depict the message of change.
• Storyline: The father pens a moving letter, apologizing for never
assisting his wife, and hopes his daughter's life could be different.
• Language and Values: The slogan, "Share The Load," and the
question, "Is laundry only a woman's job?" explicitly counter
stereotypes.
• Emotions: The advert is emotive and causes viewers to think
about their own households. It gets fathers, husbands, and sons to
own up.
5. Why is This Ad Effective in the Indian Social Context?
- The ad is effective as it speaks of a genuine concern in Indian
families—unequal domestic work. Most women, even those with
full-time employment, are expected to do all the domestic work.
The ad prompts men to assist and rectify the imbalance, which is
crucial in contemporary India.
*From an Indian social psychology perspective:*
- It shatters stereotypical gender roles by demonstrating that
household chores are not for women alone. It encourages equality
and justice in relationships. It echoes the importance of household
harmony, where the sharing of responsibilities demonstrates
respect and care. The emotional father-daughter plot gives the ad
more impact and memorability. Ariel sustains this message with its
brand by demonstrating that doing laundry together is a simple yet
powerful move towards equality. The campaign turned extremely
popular as it was not merely about detergent – it turned into a
social
Thank you
By - Krishrajsinh Jhala, 24000864
BAHSS