PS31C APPLIED SOCIAL PSYCHOLOGY

Lecturer: Sophia S. Morgan

Outline of Lectures What is Applied Social Psychology?

The following topic areas will be covered over the first 3-4 weeks of classes.

Disciplinary Framework Elements/Features Theoretical Framework Issues and challenges in application Psychology & Culture

APPLIED SOCIAL PSYCHOLOGY

What is Applied Social Psychology? Applied social psychology is Social psychological research and practice in real world settings directed towards the understanding of human social behaviour and the amelioration of social problems
Fisher, 1980
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All science must be applied science, the goal of which is to lighten the toil of everyday life Galileo

Disciplinary Framework

Establishing the Foundation

Psycho-Socio-Cultural Framework
Psychology

Applied Social Psychology

Sociology Social Psychology

Psycho-Socio-Cultural Framework
In the colonial world the emotional sensitivity of the natives is kept on the surface of the skin like an open sore Frantz Fanon (1965, pg. 56)

Psycho-Socio-Cultural Framework

Social Structures/Collective Power

Small Group organisation & Interaction

Self/ Identity

Sociology
The study of social institutions and systems The study of groups The study of society The study of social life The study of social interaction and processes The study of social development
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Sociology
Some of the areas we study in Sociology are: Gender & Family

Ethnicity, Race, Cultures

Education

Community & Urban Life

Class & Stratification Systems

Deviance

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Sociology
The study of extensive power relationships Extensive in two ways a. Time dimension b. In a geographic and geopolitical sense.

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Sociology
Important sociological question
Is there a set of ideas that are essential for living and meeting the challenges of the planetary society?

Values identified by V.S. Naipaul Do unto others as you would have them do to you; The liberalist creed the pursuit of happiness is defined in terms of the individual and the context of everyday life.
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Psychology
A definition of psychology would include:

Scientific study of mental & physiological processes Scientific study of human behaviour Study of individual differences
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Psychology
Some of the areas we study in psychology are Learning & Conditioning Personality Psychological Development Memory

Motivation

Intelligence
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Psychology
Encompasses physiological, personality, pathological and unconscious issues It is the science of mental processes and the effects on behaviour Behaviour therefore has a strong biological basis unconscious, unreflexive and uncontrollable This conceptualization of behaviour affords different pathways to change, such as longterm chemical and therapeutic interventions.
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Social Psychology - Definition

Social Psychology the scientific attempt to understand and explain how the thoughts, feelings, and behaviours of individuals are influenced by the actual, imagined or implied presence of other human beings Fiske 2004. Behaviour is dealt with in a limited and defined context Focus on the small group
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Social Psychology
Some of the areas we study in social psychology are: Self Attribution

Social Identity & Group Processes Interpersonal Relations Social Cognition

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Attitude & Behaviour

Social Psychology Also..

Helps to explain individuals behaviours (usually those that are voluntaristic) and interaction An understanding of the voluntaristic nature of human behaviour helps to pave the way for the interventions of applied social psychology Brings social and psychological features together as relevant to the analysis of processes.

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Comparing Related Disciplines

Field
Sociology

Level of Cause
Social Structure, Groups

Level of Effects
Groups

Social Psychology

Groups, Individuals

Individual affect, cognition & behaviour

Clinical Psychology

Individual Disorders

Individual emotional distress

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Basic vs Applied Research

Aspect Purpose Activity Basic Applied

Context
Methodologies Participants
Source: Oskamp & Schultz (1998) Applied Social Psychology

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APPLIED SOCIAL PSYCHOLOGY

Applied social psychology is Social psychological research and practice in real world settings directed towards the understanding of human social behaviour and the amelioration of social problems
Fisher, 1980

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APPLIED SOCIAL PSYCHOLOGY

Applied social psychology encompasses the applications of social psychology methods, theories, principles or research findings to the understanding or solution of social problems. Oscamp and Schultz 1998.

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Some Broad Areas of Applied Social Psychology

Health

Communities
Organizations

The Environment

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APPLIED SOCIAL PSYCHOLOGY

Issue

vs

Problem

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Applied Social Psychology

Emphasis on issues and/or social problems It involves interventions and changing social behaviours

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Did we sayChanging social behaviour?

Weve got our work cut out for us!

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Features/Elements

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FEATURES OF APPLIED SOCIAL PSYCHOLOGY

Problem orientation Identify a social problem and find the solution to the problem Design a study to learn more about the problem Analyze available data (theories, principles, research finding) in order to design intervention
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FEATURES OF APPLIED SOCIAL PSYCHOLOGY

Value Orientation The specification of an issues as a social problem requires a value judgment a personal analysis by the investigator

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FEATURES OF APPLIED SOCIAL PSYCHOLOGY

Value Orientation Contd Value judgements are practical evaluations of the unsatisfactory or satisfactory character of phenomena subject to our influence
(Max Weber 1949)

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FEATURES OF APPLIED SOCIAL PSYCHOLOGY

Social utility Practical theories are important if we want to solve social problems Kurt Lewin the knowledge and methods utilized must be useful in solving the problem
In resolving a social problem ,focus must be made on specific aspects of the problem that would yield the most impact.
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FEATURES OF APPLIED SOCIAL PSYCHOLOGY

Focus on social situations Applied social psychologist are concerned with a situational analysis of a problem/issues in contrast to other approaches that tend to stress psychological or personality factors
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FEATURES OF APPLIED SOCIAL PSYCHOLOGY

A broad approach Macro level analysis taking account of the wide range of variables that might influence the problem

Variety of research methods should be applied.

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FEATURES OF APPLIED SOCIAL PSYCHOLOGY

Field settings Research is carried out in the natural settings where people live not in an artificial atmosphere of most lab experiments.

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Features of the applied approach

Practical considerations Time constraints Cost-benefits comparisons Political feasibility

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Fishers seven (7) touchstones of Applied Social Psychology

1. Central focus on multi-level analysis of social problems 2. Continuous integration of theory, research and practice 3. Development of middle-range theories stressing the reciprocal interaction of the person and the environment

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Fishers seven (7) touchstones of Applied Social Psychology

4. The application of a variety of complementary research methods 5. The expansion of practice expertise partly through interdisciplinary collaboration 6. The adherence to a clearly articulated humanistic value base and a professional code of ethics 7. A commitment to a continuous professional development and role versatility.
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Ecological Levels of Analysis (From Community Psychology) Russian Nesting Dolls

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Ecological Levels of Analysis

.
Macro-systems Localities

Organizations
Microsystems Microsystems Individuals Individual

Russian Nesting Doll Bromfenbrenner, 1979

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General roles of the applied social psychologist

Scientist/practitioner blend Academic/Non academic Applied Researcher Programme development Programme evaluation Human relations trainer Consultant & change agent Social Activist
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Skills of the applied social psychologist

Statistics Psychometrics Research programme assessment & Evaluation Programme development Interpersonal and group skills eg. negotiation, mediation, conflict management Consulting
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Theoretical Framework

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Theory in Applied Social Psychology

Practical people operate, whether they know it or not, on the basis of principles that were first suggested and later verified by theorists Oskamp & Schultz (p 9)

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Theory in Applied Social Psychology

Theories are intellectual tools for organising data in such a way that one can make inferences or logical transitions from one set of data to another they also serve as guides to the investigation, explanation, organisation and discovery of matters of observable facts
Deutch & Krauss (1965) In Hill (2006)
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Theory in Applied Social Psychology

Theories serve to: Provide a basis for and guide our research process Give an understanding of a particular phenomenon Help us to predict situations and events

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Theory in Applied Social Psychology

Should we make a distinction between theories and principles? a psychological principle is a statement of an underlying cause for a psychological event Oskamp & Schultz

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Theory in Applied Social Psychology

Applying theory How does applied social psychologists use theory? Theory emerges in research and practice or are brought to bear on the finding of studies as a way of explanation (Fisher) Theory is used to guide practices and research in the resolution of social problems Theory developed in a lab setting is tested in social situation taking the theory out for a walk model
See Hill (2006) Theory in Applied Social Psychology

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*Characteristics of Social Psychological Theories

Scope This refers to the extent the theory seeks to explain human behaviour as a whole, rather than some or one aspect of human behaviour. Social psychological theories tend to be mid-level or mini-theories, (rather than macro theories)

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* Characteristics of Social Psychological Theories

Range Does the theory predict the behaviours of only a specific group of people or all human? Testability Can the theory be refuted or disproved?

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BROAD THEORETICAL BASES

Self and personality Motivation Learning and Behavioural Theories Social learning and social influence Social Cognition Persuasion , attitude & behaviour Change Groups and inter-group processes Theories of organizational behaviour Social structure and development
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Personality/Self/Identity
These theories are concerned with the active individual who has a sense of continuous being and identity - Personality individual differences - Self The part of us that we are consciously aware of, and that distinguishes us from each other - Identity who am I

Social Identity Theory

Self

Personality
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Motivation
The activation of behaviour Giving direction to behaviour and behavioural persistence Fords formula: Motivation = Goals + Emotions + Personal Agency Beliefs

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Motivation
Basic Human Motives (measures of personal motives) Need for Approval Authoritarianism Achievement Consistency

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Behavioural Learning Theories

learning relatively permanent change in behaviour

Classical Conditioning Theory Operant Conditioning Theory Positive and negative reinforcement

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Social Learning and Social Influence

Social modeling (Bandura 1977) Theories of exchange (Kelly and Thibaut 1978)
Social Influence refers to how individuals thoughts, feelings and behaviour can be affected or changed by others refer to normative influence theories & research

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Social Cognition
Social cognition deals with the cultural shaping of psychological factors and processes Theories capture the broad areas of - attitudes - attribution - impression formation - social judgment etc
Cognitive Dissonance Theory
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Persuasion, Attitude & Behaviour Change

These theories look at communication processes and influences examples; Yale model of persuasive communication Theory of reasoned action/Theory of planned behaviour Elaboration likelihood model Transtheoretical Model Stage theory of Behaviour change Health Belief Model
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 Interpersonal Dynamics Group Dynamics Inter-group relations

Groupthink

Groups and inter-group processes

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Theories of organisational behaviour

These theories generally look at the complex nature of organisations Systems theory (katz & Khan) Organisational culture (Schein 1985)

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Social structure and development

Exploration of macro-social influences on individual or personality characteristics

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Social Psychological Principles ..Some Examples

Approach-avoidance conflict Foot-in-the-door & Door-in-the-face Public commitment Expectations

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Issues and Challenges in Applied Social Psychology

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Issues and challenges in applied social psychology

Is social psychology really applicable? utilisation of theory Applied vs Theoretical conflict Should applied social psychology use experimental research methods?

Evidence & Generalisability Unintended consequences Ethical Issues

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Issues and challenges in applied social psychology

Much of the work in applied social psychology lacks serious theoretical analysis (Hill 2006) Applied social psychology needs to utilise more middle-range theories Why is there a split between applied and theoretical social psychology?
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Issues and challenges in applied social psychology

What research methods are best? Large scale, multivariate, correlational studies vs experimental More emphasis on field studies Approach must allow for evidence and generalisability

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Issues and challenges in applied social psychology

How can we minimise unintended consequences? Unintended consequences raise ethical issues

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Issues and challenges in applied social psychology

Examples of ethical guidelines for psychologists Competence Integrity Professional and scientific responsibility Respect for peoples rights and dignity Concern for others welfare Social Responsibility

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Issues and challenges in applied social psychology

Ethical issues contd Avoid harmful consequences Informed consent Invasion of privacy Deception Debrief
http://www.apa.org/ethics/code/index.aspx
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Psychology & Culture

If you are attending a college where you do not have friends and acquaintances whose cultural backgrounds contrast with yours, you are one of a small (and dying) breed!

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Psychology & Culture

What is culture? the many complex ways in which people of the world live, and which they tend to pass along to their offspring. It includes just about everything, from stuff people own, make buy or trade, to family structure, to how live decisions are made, how one plays with toys, to the position people assume when they say their prayers (Lonner & Malpass 1994)
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Psychology & Culture

Psychology is culture-bound and culture-blind (Lonner & Malpass 1994)
Why is this so?

Western (European-American) roots Desire to simplify events and behaviour in the interest of psychological order Ignorance of culturally-related literature

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Psychology & Culture

The term culture is an nonexplanatory label the meaning is in the details

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Psychology & Culture

Orientations to the Study of Culture Universalism All humans, at base, are the same, therefore a generalized approach can be taken Relativism people must be studied only with the context of their own culture Absolutism All human behaviour is essentially the same, therefore studying culture is unnecessary
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Psychology & Culture

Orientations to the Study of Culture Collectivism vs Individualism
Individualism an ideology that places greater emphasis on the individual and less on the group Collectivism an ideology that suppresses individualism and promotes group orientation and behaviour
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Geez, Im hungry . Seems like the professor doesnt realize the time. But I could never leave the lecture now! I couldnt disturb the Professor at all!!!!!

Geez, Im hungry . Seems the professor lost track of time. I want to leave now! I know what Ill do Ill just sneak out at the back of the room..

Geez, Im hungry . Seems like the professor has no respect for my time! Darn! Ill just have to point out the time to her!
Professor (pointing to Watch on hand) Its time To break! Its our lunch Time!

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Psychology & Culture

Collectivism vs Individualism (Triandis) Differences may be evidenced in: a. Attitudes interdependence vs independence b. Goals personal vs group goals in conflict
situations

c. Values Security obedience, duty, in-group

harmony, hierarchy & personalised relationships vs pleasure, winning the competition, achievement, freedom, autonomy and fair exchange
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Psychology & Culture

Collectivism vs Individualism (Triandis) Differences may be evidenced in: d. Calamities exclusion from in-group vs
conformity to or dependence on in-group

e. Social behaviour precedence of vertical

relationships vs precedence of horizontal relationships

f. Notions of the self embedded in a collective

vs autonomous entities
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How easy it is to acquire Japanese citizenship? Hmmm

There is a very rare and low chance of any NON-Japanese ever acquiring Japanese citizenship. And many Japanese people would never give up their Japanese citizenship. My husband has been in the US for 14 years and refuses to be naturalized because he only wants his Japanese citizenship even though he has no intention of returning to Japan... weird, I know. Though you will never probably face racism in Japan, it's a pretty racist country against outsiders. They believe they are a very supreme country, no doubt they are a very nice country, but they want it to be "pure." You should see how racist they are towards each other for skin tone, eye shape, nose shape any other body flaw. My friends from Aichi are dark-skinned and they are belittled for not being pale. Being a Japanese-American would be the worst in my opinion. Even though you are Japanese, you aren't viewed as Japanese in Japan. You're still a foreigner. My poor friend, Naoto, can't speak Japanese fluidly and feels uncomfortable when visiting his father in Japan. He IS fluent in Japanese, but he is slow and pauses when speaking. This is one way a Japanese could give a blow to an ego. Don't let your head get too big. Visit before moving, because you might like it as much as you think you will.

Source: Yahoo Answers

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Psychology & Culture

Some Issues and Concerns The clarity of concepts studies Deep culture vs cultural gloss How much behaviour is learnt as opposed to being inherited genetically?

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Video Clip

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End of Presentation

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