introduction and overview - scloa

Laura Swash, Feb 2014 1

Sociocultural Level of Analysis- An overview


SCLO

A

Principles

Methods

Topics

Theories

Ethics

Lear

ning

Out

com

es


Principles


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.


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


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


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


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.


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.


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

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?

14


Do you have questions?

introduction and overview - scloa

Education

conformity laura swash

principles laura swash

behaviour laura swash

social learning theory

vicarious learning laura

social animals

conformity cultural

research studies