Chapter 5 Socio Cultural Approach

Socio-Cultural Approach to Behaviour

1. Overview

• The socio-cultural approach investigates how social and cultural environments influence individual behaviour and attitudes.

• John Watson (1930) emphasized the power of the environment in shaping who we become, citing the ability to train individuals into various roles based on upbringing.

2. Key Questions

• How does interaction with others affect individual behaviour?

• How do cultural differences influence attitudes and behaviour?

• What is the impact of globalisation on attitudes and behaviours?

3. Principles of the Socio-Cultural Approach

3.1 Social and Cultural Influence

• Behaviour can adjust according to societal norms and expectations.

• Global socio-cultural values increasingly influence individual behaviour, identity, and attitudes.

3.2 Desire for Connection

• Individuals often adjust opinions, values, and behaviours to be accepted by social groups.

• Influences can stem from majority or minority groups, and can include participation norms (reciprocal determinism) and self-efficacy.

4. Research Methods Used in the Socio-Cultural Approach

4.1 Laboratory Experiments

• Establish cause-and-effect relationships, for example,

  • Bargh et al. (1996) demonstrated how stereotypes of elderly individuals influenced walking speed.

4.2 Correlation Studies

• Investigate relationships between pre-existing social factors, such as Lueck and Wilson (2011) on Hispanic migrants and stress.

4.3 Observational Studies

• Utilize natural settings to observe behaviours, such as Tajfel's research on in-group/out-group dynamics.

5. Social Identity Theory (SIT)

5.1 Overview

• Developed by Tajfel and Turner (1979); explains self-concept via group membership.

5.2 Mental Processes in SIT

• Social Categorisation: Division of individuals into in-groups (us) and out-groups (them).

• Social Identification: Adopting norms and attributes of one's in-group.

• Social Comparison: Evaluating one's group against others to boost self-esteem, which may lead to bias and discrimination.

5.3 Application: Tajfel (1970) Study

• Aim: To show bias towards in-group and prejudice towards out-group.

• Method: School boys were grouped arbitrarily, demonstrating bias in resource allocation favouring in-group.

• Conclusion: Even minimal group differentiation can provoke in-group favouritism.

6. Social Cognitive Theory

6.1 Learning Through Observation

• Behaviours and norms learnt through observing others (social learning theory).

• Key Elements: Schemas, attributions, stereotypes, and self-efficacy.

6.2 Bandura's Bobo Doll Study (1965)

• Aim: To demonstrate that children imitate aggressive behaviours observed from models.

• Conclusion: Aggression is learnt through observational learning in children.

7. Cultural Dimensions

7.1 Understanding Culture

• Defined as a set of common beliefs and social practices within a group.

• Dimensions help explain attitudes and behaviours across different cultures:

  • Individualism vs. Collectivism

  • Uncertainty Avoidance

  • Power Distance

  • Masculinity vs. Femininity

  • Long-term vs. Short-term Orientation

  • Indulgence vs. Restraint

8. Globalisation Effects

8.1 Definition of Globalisation

• Interdependence of countries through economical, technological, and cultural exchanges.

• Impact on Identity:

  • Global citizens may adopt a global lifestyle, sometimes at the expense of local culture.

  • Exclusionary responses emerge when local cultures perceive global influences as threats.

8.2 Cultural Response Patterns

• Integrative Reaction: Acceptance of global influences alongside cultural heritage.

• Exclusionary Reaction: Rejection of global influences, with focus on maintaining local values and traditions.

9. Ethical Considerations in Socio-Cultural Research

• Adherring to standard ethical considerations: informed consent, anonymity, deception avoidance, and the right for participants to withdraw.

• Special attention to cultural sensitivities when researching minority groups.

10. Conclusion

• The socio-cultural approach allows deeper understanding of human behaviour through the lens of cultural and societal influences.

• This understanding can lead to more effective interventions and supports across diverse settings.