Laura Swash, Feb 2014
1
SCLOA
Methods
Topics
Theories
Learning Outcomes
Principles
Ethics
Laura Swash, Feb 2014
2
Principles
Laura Swash, Feb 2014
3
Principles
Laura Swash, Feb 2014
4
Principles
Laura Swash, Feb 2014
5
Principles
Laura Swash, Feb 2014
6
Methods*
• Human beings are social animals
and have a basic need to belong
Experiments: Asch (1956, and others)
on conformity.
• Culture influences behaviour
Overt participant observation:
ethnographic studies, such as Margaret
Mead’s
• Humans are social animals and
have a social self
• People’s views of the world are
resistant to change
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
Swash, Feband
2014method.
betweenLaura
principle
7
Topics
WHAT WE DO:
Attribution,
social identity,
social
representation,
stereotyping
WHY WE DO IT:
Social Learning,
Social
Influence:
compliance and
conformity
THE WIDER
CONTEXT:
Cultural norms,
cultural
dimensions
Laura Swash, Feb 2014
8
Main theories
Attribution theory – we need to explain why.
Attribution
Actor-Observer effect
FAE –
situational/dispositional
factors
SSB and modesty bias
Social identity theory – “us and them”
Social
categorization:
in-group/outgroup
Self-esteem
boosted by ingroup
membership
Social
representations
(cognitive
schema)
Stereotyping
Social learning theory – copying role models
Children especially
learn by imitation
Applied to TV and
video game violence
Laura Swash, Feb 2014
Difficult to be sure,
because of
extraneous variables
and vicarious
learning
9
Main theories
Social influence – compliance and conformity
Compliance as
result of direct
pressure
Conformity as a
result of indirect
pressure
Cultural factors
and conformity
Cultural norms and dimensions – the bigger picture
Cultural norms
– emic and etic
approaches
Cultural
dimensions,
based on values
and norms.
Individualism/
collectivism
Laura Swash, Feb 2014
Confucian work
dynamism
10
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.
Laura Swash, Feb 2014
11
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.
Laura Swash, Feb 2014
12
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
Laura Swash, Feb 2014
13
Application of what you know – use it to
make an argument
Particular research methods
relevant to the principles
The role of situational and dispositional factors
situations
Evaluate social identity theory
attribution error in different real-life
intergroup relationships and sports
fans
Explain the formation of stereotypes and their effect
gender stereotypes
and illusory correlation
Explain 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
fundraising
Evaluate 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 14
over ecological fallacy – does culture have the strong effect we think?
Laura Swash, Feb 2014
Do you have questions?
Laura Swash, Feb 2014
15