Socialization - Sociology

Socialization

The lifelong social experience through which people develop their potential and seen culture

• integration to society

• both nature and nurture influence who we are

Total institutions

places were residents are separated from the rest of society. They are controlled by people in power.

Desocialization

The process by which people give up old norms, values, attitudes, and behaviors.

Resocialization

The process by which people adopt new norms. values, attitudes, and behaviors.

Anticipating socialization

The process of preparing for new norms, values, attitudes, and behaviors.

Reference group

the group they use to evaluate themselves and form which they acquire attitudes, values, beliefs, and norms

Family

(primary)

• first agents of socialization to teach children the gender roles

• varies through social class

Religion

people who attend religious services—children learn values, morals, and beliefs of their particular religion.

School

• Teacher evaluates his or her students by more objective standards

• Children isolated from working adults

Hidden curriculum

the informal and unofficial aspects of culture that children are taught in preparation for life.

Peer group

composed of individuals of roughly the same age and interests — not controlled by adults

avant garde

the suggestion that this product puts the user ahead of the times

bandwagon

the suggestion that everybody is using the product and that you should too

facts and figures

statistics and objective factual information is used to prove the superiority of the product

heartstrings

heavy emotions are played upon to tug at the viewer’s heart

hidden fears

the suggestion that this product will protect the user from danger

magic ingredients

the suggestion that some almost miraculous discovery makes the product exceptionally effective

patriotism

the suggestion that purchasing this product will show love for your country

plain folks

the suggestion that the product is a practical product of good value for ordinary people.

snob appeal

the suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous life style

sex appeal

e.g victoria’s secret

testimonial

a famous personality is used to endorse the product

wit and humor

customers are attracted to products that divert the audience by giving a viewers a reason to be entertained