{{The Socio-cultural The Socio-cultural Level of AnalysisLevel of Analysis

Sociocultural psychology is an Sociocultural psychology is an emerging perspective in emerging perspective in psychology that looks at the psychology that looks at the important contributions that the important contributions that the environment and culture makes environment and culture makes to individual development. to individual development.

This theory stresses the This theory stresses the interaction between developing interaction between developing people and the culture in which people and the culture in which they live.they live.

What is Social-cultural Psychology?What is Social-cultural Psychology?

The socio-cultural approach is based on The socio-cultural approach is based on the idea that society and culture shape the idea that society and culture shape cognition. Social customs, beliefs, values, cognition. Social customs, beliefs, values, and language are all part of what shapes a and language are all part of what shapes a person's identity and reality.person's identity and reality.

According to this approach, what a person According to this approach, what a person thinks is based on his or her socio-cultural thinks is based on his or her socio-cultural background.background.

What is Social-cultural What is Social-cultural Psychology?Psychology?

Outline Outline threethree principles that principles that define the Socio-cultural level define the Socio-cultural level of analysisof analysis

Objective 1.1Objective 1.1

Principle 1:Principle 1: Human behavior occurs within a Human behavior occurs within a social or cultural social or cultural context.context.

Principle 1: Principle 1: Social models and or theories Social models and or theories of behavior can be proposed and investigated of behavior can be proposed and investigated scientificallyscientifically

Principle 2:Principle 2: Humans have a tendency to Humans have a tendency to comply or conformcomply or conform to group norms. to group norms.

Principles that Define the Socio-cultural level of Principles that Define the Socio-cultural level of analysisanalysis

Principle 1:Principle 1: Human behavior occurs Human behavior occurs within a within a social or cultural social or cultural context.context.

• In other words, different cultural groups think, feel, and act differently. Studying differences in culture among groups and societies can help us to understand differences in behavior.

• This principle implies that social factors can influence cognition (as suggested by environmental enrichment and mirror neurons) This also suggests that human behavior may change in various social situations.

Principle 2: Principle 2: Social models and or theories Social models and or theories can be proposed and investigated can be proposed and investigated scientificallyscientifically

• In other words, Social and cultural models and or theories can be proposed to give us an understanding of human behavior.

• This principle allows one to propose various theories that can be used to explain human behavior in a social context.

• Examples of social models include Bandura’s Social Learning Theory, and Tajfel’s Social Identity Theory.

Principle 3:Principle 3: Humans have a tendency to Humans have a tendency to comply or conformcomply or conform to group norms. to group norms.

• Psychological research suggest that people will exhibit behavior that appears to appropriate according to the social situation.

• Research also suggests that people often conform or comply to group behaviors.

• Examples include research into conformity, compliance and in-group/out-group behavior.

Explain how two or more principles that Explain how two or more principles that define the SCLOA may be demonstrated in define the SCLOA may be demonstrated in research. research.

Objective 1.2Objective 1.2

Show, in general, how the principle can be Show, in general, how the principle can be applied to research. applied to research.

Describe a Describe a specificspecific study that applies this study that applies this principle.principle.

Provide a brief analysis of the study that Provide a brief analysis of the study that you described and show how the study you described and show how the study supports or displays the principle.supports or displays the principle.

What are you being asked to do?What are you being asked to do?

How can we demonstrate this principle in How can we demonstrate this principle in research?research?

This principle can generally be demonstrated in This principle can generally be demonstrated in research that makes a scientific attempt, through research that makes a scientific attempt, through empirical research, to show correlations between empirical research, to show correlations between cognitions and environmental influences. cognitions and environmental influences.

What study do we already know that can be used What study do we already know that can be used to demonstrate this principle? to demonstrate this principle?

Principle 2:Principle 2: Social models and or theories Social models and or theories can be proposed and investigated can be proposed and investigated scientificallyscientifically

Social learning theorySocial learning theory focuses on the learning focuses on the learning that occurs within a that occurs within a social contextsocial context. It considers . It considers that people learn from one another, including that people learn from one another, including such concepts as observational learning, such concepts as observational learning, imitation, and modeling of other people.imitation, and modeling of other people.

Among others Among others Albert BanduraAlbert Bandura is considered the is considered the leading proponent of this theory. leading proponent of this theory.

Social Learning Theory revisitedSocial Learning Theory revisited

The principle and theory explain how behaviors can be The principle and theory explain how behaviors can be socially learnedsocially learned, at least partly, through , at least partly, through modeling.modeling.

Aggression, as Bandura demonstrated in his research, Aggression, as Bandura demonstrated in his research, can be learned through can be learned through models.models.

His Bobo Doll studies, as previously mentioned, indicated His Bobo Doll studies, as previously mentioned, indicated that children become that children become more aggressive when they more aggressive when they observed aggressive or violent models.observed aggressive or violent models.

This study, along with multiple other social learning This study, along with multiple other social learning research studies, research studies, demonstrate how a mental process demonstrate how a mental process (such as learning) can be (such as learning) can be influenced by the others influenced by the others (i.e. violent or aggressive models).(i.e. violent or aggressive models).

**The study that you choose to use must be explained in The study that you choose to use must be explained in detailed and must explicitly show application of the detailed and must explicitly show application of the principle. principle.

Social Learning Theory revisitedSocial Learning Theory revisited

How can we demonstrate this principle in research?How can we demonstrate this principle in research? This principle can generally be demonstrated in research This principle can generally be demonstrated in research

that empirically observes correlations between social or that empirically observes correlations between social or cultural influences cultural influences (such as cultural norms, etc.) and (such as cultural norms, etc.) and specific cognitions specific cognitions (such as the formation of cultural (such as the formation of cultural schemas) which potentially guide behavior.schemas) which potentially guide behavior.

Note that the term Note that the term behavior behavior includes includes overt behavior overt behavior (such as aggression) as well as (such as aggression) as well as cognitive cognitive functioningfunctioning( such as learning, perception, and memory)( such as learning, perception, and memory)

What study do we already know that can be used to What study do we already know that can be used to demonstrate this principle? demonstrate this principle?

Principle 2:Principle 2: Human behavior occurs within a Human behavior occurs within a social social or cultural or cultural context.context.

Culture can be defined as the Culture can be defined as the norms and values norms and values that that define a society. In an ever more multi-cultural society define a society. In an ever more multi-cultural society there is a need to understand the effect of culture on a there is a need to understand the effect of culture on a personperson’’s behavior, because the study of culture may s behavior, because the study of culture may help us better understand and appreciate cultural help us better understand and appreciate cultural differences. differences.

BartlettBartlett’’s cultural schema research, as previously s cultural schema research, as previously discussed, demonstrates the idea that discussed, demonstrates the idea that cultures impact cultures impact our cognitive functioningour cognitive functioning-in the form of -in the form of cultural cultural schemasschemas-through his -through his War of the Ghost Study (1932)War of the Ghost Study (1932)..

This study, along with multiple other cultural research This study, along with multiple other cultural research studies (such as studies (such as HoftstedeHoftstede’’ss study on study on cultural cultural dimensionsdimensions), ), demonstrate how culture can influence demonstrate how culture can influence our overt and or cognitive behaviors.our overt and or cognitive behaviors.

**The study that you choose to use must be explained in The study that you choose to use must be explained in

detailed and must explicitly show application of the detailed and must explicitly show application of the principle. principle.

Cultural Schemas revisitedCultural Schemas revisited

How can we demonstrate this principle in research?How can we demonstrate this principle in research? This principle can generally be demonstrated in This principle can generally be demonstrated in

research that empirically observes how human behavior research that empirically observes how human behavior may or may not may or may not change within specific cultural or change within specific cultural or environmental contexts.environmental contexts.

As previously stated; the term As previously stated; the term behavior behavior includes overt includes overt behavior as well as cognitive functioning(learning, behavior as well as cognitive functioning(learning, perception, memory)perception, memory)

Principle 3:Principle 3: Humans have a tendency to Humans have a tendency to adapt or conformadapt or conform, to , to some extent, to group and cultural norms. (Milgram, 1974)some extent, to group and cultural norms. (Milgram, 1974)

According to Sabini et al. (2001) one of the most According to Sabini et al. (2001) one of the most important findings in social psychology is the idea that important findings in social psychology is the idea that social situations social situations (meaning behavior is, in part, (meaning behavior is, in part, dependent upon group and cultural norms)dependent upon group and cultural norms) influence influence behavior as much as behavior as much as individual factorsindividual factors. .

The socio-cultural level looks at behavior as The socio-cultural level looks at behavior as dependent dependent upon group or cultural setting they are placed in. upon group or cultural setting they are placed in.

Principle 3:Principle 3: Humans have a tendency to Humans have a tendency to adapt or conformadapt or conform, to , to some extent, to group and cultural norms. (Milgram, 1974)some extent, to group and cultural norms. (Milgram, 1974)

Classic studies demonstrate this principle such as Classic studies demonstrate this principle such as ZimbardoZimbardo’’s Stanford prison experiment s Stanford prison experiment which which investigated the effects of putting investigated the effects of putting ‘‘normalnormal’’ people in people in difficult group situations. difficult group situations.

Volunteers were randomly assigned to either Volunteers were randomly assigned to either prisoner or guard in a prison simulation, and within prisoner or guard in a prison simulation, and within 6 days the experiment had to be suspended as a 6 days the experiment had to be suspended as a result of guard brutality and prisoner rebellion. result of guard brutality and prisoner rebellion.

Zimbardo concludedZimbardo concluded it was it was adaptation to the adaptation to the situation the guards were in situation the guards were in ( eg. empowerment ) ( eg. empowerment ) rather than any negative personality traits that rather than any negative personality traits that explained their brutal behavior. explained their brutal behavior.

Principle 3:Principle 3: Humans have a tendency to Humans have a tendency to adapt or conformadapt or conform, to some , to some extent, to their social situation (group and cultural norms).extent, to their social situation (group and cultural norms).

In the Obedience experiments, ordinary people fulfilled In the Obedience experiments, ordinary people fulfilled orders to administer what appeared to be fatal electric orders to administer what appeared to be fatal electric shocks to a confederate of the experimenter. Milgram shocks to a confederate of the experimenter. Milgram argued it was situational cues (such as the prestigious argued it was situational cues (such as the prestigious setting, and authority of the experimenter) that setting, and authority of the experimenter) that compelled participants to administer dangerous shocks. compelled participants to administer dangerous shocks.

Principle 3:Principle 3: Humans have a tendency to Humans have a tendency to adapt or conformadapt or conform, to some , to some extent, to their social situation (group and cultural norms). extent, to their social situation (group and cultural norms).

Objective 1.3:Objective 1.3:Discuss how and why particular Discuss how and why particular research methods are used at the socio-research methods are used at the socio-cultural level of analysis.cultural level of analysis.

What are you being asked to What are you being asked to do?do?

Explain Explain how how the research method is the research method is usedused

Explain Explain why why the research method is the research method is usedused

Provide an analysis of the importance Provide an analysis of the importance of the particular research method at of the particular research method at this specific level of analysis along with this specific level of analysis along with specific research examples. specific research examples.

Research at the sociocultural Research at the sociocultural levellevel

The principles of the SCLOA act as The principles of the SCLOA act as guidelines for the research at this level. guidelines for the research at this level. Understanding the principles gives one a Understanding the principles gives one a better understanding of how and why each better understanding of how and why each research method is used. research method is used.

In Sociocultural research, the aim is In Sociocultural research, the aim is usually to see how behavior is influenced usually to see how behavior is influenced by social and cultural factors. Though by social and cultural factors. Though experiments are sometimes used, the experiments are sometimes used, the majority of research today is more majority of research today is more qualitativequalitative in nature. in nature.

The leading qualitative method used at the The leading qualitative method used at the socialcutural level of analysis is socialcutural level of analysis is observations. observations.

Research methodsResearch methods

Since social psychologists are studying Since social psychologists are studying behavioral changes due to environmental behavioral changes due to environmental factors, it is important for the behavior of factors, it is important for the behavior of the participants to be as natural as the participants to be as natural as possible. possible.

The leading methods used at the The leading methods used at the socialcutural level of analysis are socialcutural level of analysis are observations, cross-cultural research, and observations, cross-cultural research, and field experiments. field experiments.

Research methodsResearch methods

ExperimentationExperimentation The first method used at the SCLOA is the The first method used at the SCLOA is the

straightforward straightforward experimentexperiment, involving the , involving the standard practice of manipulating quantitative, standard practice of manipulating quantitative, independent variables to generate statistically independent variables to generate statistically analyzable data.analyzable data.

Often times researchers tend to measure changes Often times researchers tend to measure changes in behaviors of participants with or without the in behaviors of participants with or without the presence of others.presence of others.

ExperimentationExperimentation As the 1As the 1stst principle of the SCLOA states, principle of the SCLOA states, Social Social

Psychology is the scientific attempt to understand and Psychology is the scientific attempt to understand and explain how mental processesexplain how mental processes are influenced by others. are influenced by others.

Thus, Thus, experimentationexperimentation is necessary in order to be able to is necessary in order to be able to scientifically have an explanation for social influences on scientifically have an explanation for social influences on mental processes. mental processes.

Early social psychologists (such Milgram, etc. ) carried out Early social psychologists (such Milgram, etc. ) carried out laboratory experiments. It was considered to be the most laboratory experiments. It was considered to be the most scientific way of obtaining data.scientific way of obtaining data.

ExperimentationExperimentation Classic social psychology experiments are widely used and Classic social psychology experiments are widely used and

accepted to expose the key elements of accepted to expose the key elements of aggressive aggressive behaviorbehavior, , prejudice and stereotyping.prejudice and stereotyping.

Experimentation gave early social psychologist, such as Experimentation gave early social psychologist, such as Milgram the ability to isolate these mental processes in order Milgram the ability to isolate these mental processes in order to understand the social causes of the behavior. to understand the social causes of the behavior.

A specific example of experimentation use at the Cognitive A specific example of experimentation use at the Cognitive level of analysis is Milgram’s experiment on level of analysis is Milgram’s experiment on obedience to obedience to authority. authority.

Read more:Read more:http://

www.experiment-resources.com/stanley-milgram-experiment.html

ExperimentationExperimentation Milgram used a control laboratory Milgram used a control laboratory experiment to test principle 3 of experiment to test principle 3 of the social cultural level of analysis.the social cultural level of analysis.

By testing principle 3 By testing principle 3 scientifically, he was also able to scientifically, he was also able to demonstrate principle 2 by demonstrate principle 2 by empirically showing a model for empirically showing a model for compliance in a social context compliance in a social context (more information on Milgram’s (more information on Milgram’s study will be provided in objective study will be provided in objective 1.4)1.4)

Stanley Milgram’s Stanley Milgram’s ExperimentsExperiments

While Milgram’s research raised serious While Milgram’s research raised serious ethical ethical questions questions about the use of human subjects in about the use of human subjects in psychology experiments, his results have also been psychology experiments, his results have also been consistently replicated in further experiments.consistently replicated in further experiments.

His experiments have helped psychologist His experiments have helped psychologist understand the nature of social influence on understand the nature of social influence on individual behavior. individual behavior.

Observational researchObservational research (or field (or field research) is a socialcultural technique that research) is a socialcultural technique that involves the direct or indirect observation involves the direct or indirect observation of phenomena in a natural setting. of phenomena in a natural setting.

This differentiates it from This differentiates it from experimental experimental research research in which a artificial environment in which a artificial environment is created where at least one of the is created where at least one of the variables is manipulated as part of the variables is manipulated as part of the experiment.experiment.

ObservationsObservations

ObservationsObservations

Observational research is a group of Observational research is a group of different research methods where different research methods where researchers try to observe a phenomenon researchers try to observe a phenomenon without too much overt interference.without too much overt interference.

Observational research is heavily used at Observational research is heavily used at the sociocultural level of analysis as a way the sociocultural level of analysis as a way of studying an individual or group of studying an individual or group without without affecting their behavior. affecting their behavior.

ObservationsObservations

It is usually the goal of social psychologists It is usually the goal of social psychologists to “see the world through the eyes of the to “see the world through the eyes of the people being studied”. In order to do this, people being studied”. In order to do this, observations are often used. observations are often used.

Participant Observation Participant Observation is when researchers is when researchers immerse themselves in a social setting for an immerse themselves in a social setting for an extended time and observe behavior. This extended time and observe behavior. This was the aim of Zimbardo in his “Stanford was the aim of Zimbardo in his “Stanford Prison Experiment”.Prison Experiment”.

Example of Observational Example of Observational Research (at the SCLOA)Research (at the SCLOA)

Zimbardo aimed to observe the effect of group Zimbardo aimed to observe the effect of group pressures to conform to group norms. Through the pressures to conform to group norms. Through the observational research method, Zimbardo found observational research method, Zimbardo found support for principle 3.support for principle 3.

According to Zimbardo and his colleagues, the According to Zimbardo and his colleagues, the Stanford Prison Experiment demonstrates the Stanford Prison Experiment demonstrates the powerful role that the situation can play in human powerful role that the situation can play in human behavior.behavior.

Because the guards were placed in a position of Because the guards were placed in a position of power, they began to behave in ways they would power, they began to behave in ways they would not normally act in their everyday lives or in other not normally act in their everyday lives or in other situations. The prisoners, placed in a situation situations. The prisoners, placed in a situation where they had no real control, became passive where they had no real control, became passive and depressed. and depressed.

Example of Example of Observational Research Observational Research (at the SCLOA)(at the SCLOA)

The Stanford Prison Experiment is frequently The Stanford Prison Experiment is frequently cited as an example of unethical research. The cited as an example of unethical research. The experiment could not be replicated by experiment could not be replicated by researchers today because it fails to meet the researchers today because it fails to meet the standards established by numerous ethical codes, standards established by numerous ethical codes, including the Ethics Code of the American including the Ethics Code of the American Psychological Association.Psychological Association.

However these research methods, both However these research methods, both naturalistic observations and controlled naturalistic observations and controlled observations, are still used today at the SCLOA to observations, are still used today at the SCLOA to understand behavior in a social context. understand behavior in a social context.

Observational Research Observational Research (at the SCLOA)(at the SCLOA)

Observations, such as the Stanford Prison Observations, such as the Stanford Prison Experiment, typically combine multiple research Experiment, typically combine multiple research methods including:methods including: InterviewsInterviews Focus GroupsFocus Groups SurverysSurverys

This allows for the researcher to collect rich data that This allows for the researcher to collect rich data that strongly depicts behavior as it occurs naturally (which is strongly depicts behavior as it occurs naturally (which is seen as a strength). seen as a strength).

Evaluation of Observational Evaluation of Observational Research Methods (at the Research Methods (at the SCLOA)SCLOA)

It enables more complex aspects of a persons It enables more complex aspects of a persons experience to be studied. experience to be studied.

It enables one to observe behaviors (naturally) It enables one to observe behaviors (naturally) without the control or artificial feel (like those without the control or artificial feel (like those present with experiments)present with experiments)

We are able to see behaviors as they occur within We are able to see behaviors as they occur within the social or cultural context (even with the social or cultural context (even with controlled obervations, this is applicable)controlled obervations, this is applicable)

Evaluation of Observational Evaluation of Observational Research Methods (at the Research Methods (at the SCLOA)SCLOA)

It generally takes more time to collect the It generally takes more time to collect the data when compared to experiments. data when compared to experiments.

Data analysis is often Data analysis is often time consumingtime consuming. . There are ethical limitations on social There are ethical limitations on social

situations that we can create (Zimbardo’s situations that we can create (Zimbardo’s study can be mentioned)study can be mentioned)

Extra Credit Opportunity!Extra Credit Opportunity! One page written summary of One page written summary of

Leon Festinger’s “When Leon Festinger’s “When Prophecy Fails us”Prophecy Fails us” Outline of his studyOutline of his study Explain the research method used Explain the research method used

and what the findings suggestand what the findings suggest.. Provide a brief reflection of this Provide a brief reflection of this

study. study.

Other research methods specifically Other research methods specifically used at SCLOA (as discussed in your used at SCLOA (as discussed in your IB packet)IB packet) Ethnographic StudiesEthnographic Studies Survey and QuestionnairesSurvey and Questionnaires InterviewsInterviews Cross-cultural studiesCross-cultural studies