AI IN BUSINESS AND SOCIETY

What is Society?

Society is a group of individuals that are subject to a common system of political authority and have a distinct identiy from other groups

Why people form Society?

To seek stability, continuity, security and predictability often by defending or creating spatial belonging, border demarcations and collective memories anchored in a particular place

What are the classifications of society?

By level of industrialization

Pre-industrialization

• Hunter Gatherer → Hunt and Forage

• Pastoral → Domesticate animals

• Horticultural → Growing crops

• Agricultural → Farming societies which grew into towns and cities

• Feudal → Strict hierarchical system of power based around land ownership and
  protection

Industrial Society

• Happened during the industrial revolution which gave rise to urban centers which made people move from working the land to acquire more wealth and social standing

• Increase of capitalism

Post Industrial Society

• Information societies where the focus is on the production of information and services

Effects of technology on society

• Caused human progression from hunter gatherer to information society

• Has allowed real-time communication

• Has allowed learning to be interactive, collaborative and self paced

• Allow pay to be hyper realistic

• Large amount of information ready at a high speed

What are social issues?

Any condition or behavior that has negative consequence for a large number of people and is generally recognized as a behavior that needs to be addressed

Objective: Negative consquence for large number of people

Subjective: Must be percieved as a need to be addressed

What are global social issues?

Blueprint to achieve a better and more sustainable future for all

What are the social issue in Singapore?

• Racial and religious harmony

• Inclusivity and social progress

• Social justice and equality

Racial and religious harmony

• Has had several violent incidents that were linked to racial and religious differences

• Maintaining harmony is a siginificant isse today and for the foreseeable future as long as SG is made up of a diverse demography

• Immigrant friendly policies mean there is a constant stream of immigrants who bring along racial and religouse identities from where they came’

SG approach to Racial and Religious harmony

Multicultural Policy

• Emphasizes diversity over assimilation, promoting a cohesive yet pluralistic society.

• Supported by meritocracy to ensure fairness across all groups.

• Examples:

  • Presidential Council for Minority Rights checks for discriminatory laws.

  • Administration of Muslim Law Act (AMLA) gives authority to Muslim institutions.

  • Ethnic-based self-help groups (e.g. Mendaki, Sinda) support minorities.

  • Group Representation Constituency (GRC) ensures minority voices in Parliament.

2. Legal Instruments

• Ensure legal boundaries are respected to protect Singapore’s social fabric.

• Examples:

  • Article 15: Guarantees freedom of religion but not actions that threaten unity.

  • Sedition Act: Criminalizes inciting hostility between races or religions.

  • Internal Security Act: Allows detention for threats to public order.

  • Maintenance of Religious Harmony Act (MHRA): Issues restraining orders on divisive religious leaders and established the Presidential Council for Religious Harmony.

3. Intercultural Interaction

• Aims to build appreciation and understanding through education and community engagement.

• Examples:

  • CCE & Racial Harmony Day teach diversity from young.

  • Community Engagement Programme (CEP) prepares communities for crises.

  • Inter-Religious Organisation (IRO) promotes interfaith cooperation.

  • Inter-Racial and Religious Confidence Circles (IRCCs) tries to engage religious and community

    groups at the neighborhood level

Inclusivity and Social Progress

Civil society organization play a role in promoting inclusivity and social progress

Civil society is defined as voluntary organization whether formally constituted or not that is independent of the state and held together by shared values, interests and purposes

Their goal is to provide social services to the needy and disadvantages or to change policy, legislation or the worldview of the public and the government

Development of Civil Society in Singapore Early Post-Independence Era

• Stability and economic growth were prioritized; civil society was suppressed.

• From the mid-1980s, civil responses began emerging in reaction to state policies:

  • AWARE was formed after the "Great Marriage Debate" to advocate for women's rights.

  • Association of Muslim Professionals emerged to represent Malay interests.

• The government set clear limits on civil society:

  • Professional bodies were warned to avoid political debates.

  • Religion was separated from politics, discouraging faith-based activism.

  • Legal changes (e.g. Legal Profession Act) reinforced these boundaries.

Goh Chok Tong Era: Limited Liberalization

• Civil society was cautiously given more room for expression and volunteerism.

• Goh had a consultative leadership style, but set firm rules:

  • Political criticism was allowed only through formal political channels.

• Key initiatives:

  • Speakers’ Corner (Hong Lim Park) allowed regulated public speech.

  • Nominated Member of Parliament (NMP) scheme included civic voices in Parliament.

  • Emphasis on public consultation in policymaking.

Modern Developments under the Third PM

• Continued liberalization and inclusiveness:

  • Speakers’ Corner expanded for broader uses.

  • Our Singapore Conversation engaged the public in national identity discussions.

Rise of Civil Activism

• Over the last 50 years, activism has flourished across various domains:

  • Social values: LGBT rights, anti-death penalty, marital rape (e.g. NoToRape).

  • Animal welfare: Campaigns against shark fin consumption.

  • Urban planning: Bukit Brown cemetery, Green Corridor, protest against 6.9 million population plan.

• Result: A more inclusive, compassionate society, fostering national identity and civic pride.

Social Justice and Equality

Tommy koh says that Singapore society is both socially just and not socially just

Socially Just:

• There is no discrimination against women in Singapore. Women have achieved equality with men in many areas but under-represented in politics and boards of directors.

• There is no discrimination against persons based on their race, colour, language or religion.

• All Singaporeans have access to employment, housing and healthcare.

• The rule of law is strong, and judiciary is independent and impartial.

• Meritocracy is a pillar of Singapore’s governing philosophy.

• All children have opportunity to attend a good school

Not socially Just:

• Growing inequality of income and wealth

• Not paid a living wage

• Does not have a minimum wage

• Many school children go to school with no pocket money for lunch

Should ideally by like a olive with a small upper and lower class and a large middle class

What is culture?

Group of people sharing a community and culture

Describes the shared values, beliefs, norms, languages, practices and artifacts of these people and includes material and non material elements

Types of Culture

• Material Culture – Physical, tangible objects:

  • Examples: university buildings, seminar rooms (represent education).

• Nonmaterial Culture – Intangible elements like ideas and beliefs:

  • Examples: teaching methods, education standards.

Cultural Universals

• Traits or patterns common to all societies, though expressed differently.

• Examples:

  • Family units (regulate reproduction).

  • Life events: Birth, marriage, funerals.

  • Language, names, and jokes.

Ethnocentrism

Cultural differences are far more prevalent
Refers to the belief that one’s own culture is better than all others

Can lead to disdain or dislike of other cultures and can cause misunderstanding, stereotyping and conflict

Could see another as uneducated, backward or even inferior

Cultural Imperialism

Imposition of one’s own cultural values on another culture

Cultural Relativism

Practice of assessing a culture by its own standard rather than viewing it through the lens of one’s own culture

Requires an open mind, willingness to consider and even adapt to new values, norms and practices

Xenocentrism

Belief that another culture is superior to one’s own

Xenophobia

Irrational fear or hatred of different culture

Values and Beliefs

Values are ideals ,principles and standards a culture holds in high regard. They help people understand what is considered right, good or desirable

Beliefs are convictions people hold true

Values are deeply embedded and guide learning of beliefs

Ideal culture: What a society strives for.

Real culture: What people actually do in practice (often differs from ideals).

Societies use sanctions to enforce values

• Positive sanctions encourage conformity

• Negative sanctions discourage deviance

Social control works without direct enforcement from authority figures

Values can change over time as people evaluate, debate and change collective social beliefs. They can also vary from culture to culture

Norms

What Are Norms?

• Norms are expected behaviors that reflect what a society considers good, right, or important.

• Most people follow them, either consciously or subconsciously.

Types of Norms

1. Formal Norms

• Written and official rules (e.g. laws, employee handbooks, warning signs).

• Enforced by authorities to different degrees:

• E.g. Drink driving (strictly enforced) vs guarding personal items (less formal enforcement).

2. Informal Norms

• Unwritten and casual behaviors learned through observation and socialization.

• Often unspoken but widely followed.

• Can be difficult to grasp for outsiders to the culture.

Subtypes of Norms

Mores ("mor-ays")

• Norms based on morals or ethics of a society.

• Often linked to religion or deeply held beliefs.

• Breaking mores can lead to serious consequences:

  • E.g. Murder violates both legal (formal) and moral (informal) norms.

• Plagiarism is morally and academically unacceptable.

Folkways

• Everyday norms without moral importance.

• Guide casual behavior to maintain social etiquette:

  • E.g. table manners, greeting customs.

• Learned by watching others, helping people function smoothly in daily life.

Cultural Change

Cultural Change Overview

• Culture constantly evolves as new items are introduced into material culture, which then shape nonmaterial culture (ideas, values, norms).

• Technology is a major driver of cultural change, influencing how people think and behave.

Two Main Types of Cultural Change 1. Innovation

• Introduction of something new to a culture.

• Includes both:

  • Discovery (e.g., Newton discovering gravity)

  • Invention (e.g., creating a telescope by combining existing concepts)

• Innovations can:

  • Replace old methods

  • Integrate into current practices

  • Create entirely new ways of doing things

2. Diffusion

• The spreading of cultural elements from one group or society to another.

• Can include ideas, customs, food, fashion, or technology.

  • Examples: Pizza, jeans, Coca-Cola, Korean BBQ, K-pop.

Material vs Nonmaterial Culture

• Material culture (physical objects) spreads more quickly than nonmaterial culture (ideas and beliefs).

• Culture lag is the delay between the appearance of a new material item and the society's acceptance of the related nonmaterial changes.

Hofstede’s Dimensions of Culture

Hofstede describes culture as the collective programming of the mind that distinguishes members of one group from another

Individual variation exists: People within the same national culture can have very different personalities.

Avoid stereotyping: National culture scores are meant to describe general trends, not individuals.

Cultural values are often unconscious: They reflect deep-rooted preferences for certain ways of life over others.

Scores are relative: Cultural dimensions should be understood along a spectrum, not as fixed or absolute truths.

Types of Hofstede’s Dimensions

1.Power Distance

• Definition: The extent to which less powerful individuals accept unequal power distribution.

• High Power Distance: Obedience to authority, respect and fear for elders, subordinates expect to be told what to do.

• Low Power Distance: Emphasis on equality, children treated as equals, subordinates expect to be consulted.

2. Uncertainty Avoidance

• Definition: A society’s tolerance for ambiguity and unstructured situations.

• High Uncertainty Avoidance: Preference for rules, structure, and clear answers; discomfort with uncertainty.

• Low Uncertainty Avoidance: Tolerance for ambiguity and chaos; openness to different views; less emotional pressure for clarity.

3. Individualism vs Collectivism

• Definition: The degree to which individuals are integrated into groups.

• Individualist Societies: Loose ties, focus on personal responsibility and privacy, open self-expression.

• Collectivist Societies: Strong group ties, loyalty to family or community, emphasis on harmony and group identity.

4. Masculinity vs Femininity

• Definition: Distribution of values based on assertiveness (masculinity) vs care and quality of life (femininity).

• Masculine Societies: Competitive, success-oriented, admiration for strength, work over family.

• Feminine Societies: Cooperative, modest, value on caring for others, balance between work and family.

5. Long-Term vs Short-Term Orientation

• Definition: The focus of a culture on future rewards versus past and present values.

• Long-Term Orientation: Emphasizes perseverance, adaptability, thrift, learning from others.

• Short-Term Orientation: Emphasizes tradition, national pride, immediate results, moral absolutes.

6. Indulgence vs Restraint

• Definition: The extent to which a society allows free gratification of desires.

• Indulgent Societies: Personal freedom, leisure, enjoyment of life, sense of control.

• Restrained Societies: Strict social norms, self-discipline, lower importance on personal freedom and leisure, sense of helplessness.

The need to communicate (Symbols)

Humans are constantly trying to make sense of the world around them both consciously and unconsciously.

Symbols including gestures, signs, objects, signals and words which are essential tools for understanding and communication

Convey special meaning that help people interpret experience across a society

Symbols belong to material culture but often carry non-material cultural meanings.

• Example: A wedding ring is a tangible object (material culture) that symbolizes marriage (a non-material concept)

Different cultures have unique symbolic systems, but language is a universal symbolic system across all cultures.

Communication includes not only spoken and written words, but also nonverbal cues like body language, facial expressions, and sign language.

Language and Symbols

System that uses symbols to communicate and transmit culture
Letters, pictograph and hand gestures are all symbols that forms a language
To communicate, people require intimate knowledge not only of the system like the alphabet but also the word that was formed and the meaning of the word

Cultures tend to borrow words to convey a new concept

Language is constantly evolving as societies create and adopt new ideas

Sapir Whorf Hypothesis

Language shapes our perception of reality and behavior

Based on the idea that people experience the world through language and therefore understand their world through the cultural

meanings embedded in their language

States that if a word does not exist in a language then users of that language cannot have the experience

Social Risk for AI in communication

For a technology to be socially acceptable

• Consider the long-term impacts on future generations

• Worry about social cohesion, in particular employment, resource sharing, inclusion and social recognition

• Integrate the imperatives of human rights as well as cultural and ethical values of a community

• Consider global constrains affecting the environment or international relations

RISK FOR AI IN COMMUNICATION:

AI Transparency and Bias

• Transparency refers to how understandable AI systems are at:

  • Algorithm level: AI can process data in ways humans can't follow, leading to hidden biases. Often, codes and datasets are not open to scrutiny.

  • Interaction level: AI adapts to users, shaping interaction and trust.

  • Social level: Users face complex privacy terms; a collective regulatory approach is suggested.

• AI can be intentionally biased (for profit or propaganda) or unintentionally biased (e.g., gender, ethnic, or seniority biases in hiring, health, finance).

Behavior Manipulation by AI

• Manipulation undermines autonomy by influencing thoughts or behavior without consent.

• Social media uses AI to:

  • Create filter bubbles (users only see agreeable content).

  • Use fake accounts or bots to spread misinformation.

  • Engage in content moderation (risk of censorship).

  • Amplify extreme content for engagement.

• Microtargeting delivers highly personalized ads or political messages based on user data, raising ethical concerns.

• Personalized search:

  • Reinforces biases and limits information diversity.

  • Builds detailed user profiles used for manipulation.

Deepfake Technology

• Deepfakes use AI (especially deep learning) to create realistic fake media:

  • Images: Face/body swaps (e.g., aging filters).

  • Audio: Imitated voices or translated text-to-speech.

  • Video: Face swapping or full morphing (e.g., into characters).

  • Lip-syncing combines altered visuals with matching audio.

• AI-generated text can produce long, coherent fake articles.

• Fake news: Deepfakes + AI-generated text mislead the public, exploiting:

  • Validity effect (repetition makes false info seem true).

  • Confirmation bias (people believe info that supports their views).

  • Desirability bias (people believe what pleases them).

  • Bandwagon effect (influence from others' beliefs or actions).