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Summary

Ethics Class 07

## BRIEF DISCUSSION OF THE PREVIOUS CLASS (5:04 P.M.)

## SOCIAL INFLUENCE (5:07 P.M.)

- **Topic Plan**
- (a) Concept
- (b) Background
- (c) Theoretical Perspective
- (d) Mechanism through which social influence is manifested- Conformity, Compliance, and Obedience.
- (e) Persuasion
- **Concept**
- Social Influence is defined as the process by which an individual changes their thoughts, attitudes, and behavior due to his/her interaction with one or more persons directly or indirectly.
- For example,
- (a) COVID caller tunes.
- (b) Political slogans during elections such as, 'Ab ki baar Modi sarkar.'.
- (c) Billboards like, 'Speed thrills but kills.'.
- (d) One can socially influence through their conduct.
- (e) Similarly, social media influencers influence the behaviour of the public through their daily blogs.
- **Background**
- The idea/concept of social influence became a significant area of inquiry post World War II.
- It was during World War II that the social psychologist ==Carl Hovland== was recruited by the US defence forces to bolster the morale of the soldiers to continue fighting against the Japanese forces.
- The role he played in doing so established the significance of social influence.
- **Theoretical Perspective**
- French and Raven held that social influence can be brought about through the application of social power.
- They further held that there are five kinds of social power:
- (a) ==Reward Power==
- Concerning reward power, people have a perception that social agents can give rewards.
- For example, the reward of Rs. 12000 for the construction of household toilets.
- (b) ==Coercive Power==
- People have a perception that a social agent can give punishment.
- Monetary fine on urinating and defecating in the open.
- For example, the fine for the open defecation.
- (c) ==Expert Power==
- The people believe that the social agent is superior because they have special knowledge.
- For example, Doctors create awareness that open defecation may lead to worm infection, which in turn may lead to stunting and wasting.
- (d) ==Referent Power==
- Under this, people identify with the social agent because the agent is charismatic to the people.
- For example, Vidya Balan, Amitabh Bachchan, and the Honourable Prime Minister participated in the campaign to create awareness about the Swacch Bharat.
- (e) ==Legitimate Power==
- People believe that social agent has the legitimate right to influence people's behaviour.
- For example, the District Administration in Kargaon district (M.P.) launched a campaign 'Nanhe Kadam'.
- This campaign targeted children as an agent of change.

## MECHANISMS THROUGH WHICH SOCIAL INFLUENCE IS MANIFESTED (5:44 P.M.)

- **Conformity**
- (a) What is conformity?
- (b) Why do people conform?
- (c) Factors affecting conformity.
- **Compliance**
- (a) What is compliance?
- (b) Principles of compliance.
- (c) Techniques of compliance.
- **Obedience**
- (a) What is obedience?
- (b) Why do people obey?
- (c) Destructive obedience.

## CONFORMITY

- It is defined as the type of social influence in which a person agrees to change both attitude and behavior to fall in line with the existing norms.
- **Why do people conform?**
- (i) ==Normative social influence==
- People need to be liked by those whose acceptance they desire.
- The more importance of the group, the more the adherence to the norms.
- Conformity is ensured because there is a fear of being rejected.
- For example, radicalization, child marriage, and following the norms are the impact of normative social influence.
- (ii) ==Informational Social Influence==
- To be correct in one's judgement/action the people conform to the group.
- The more one is uncertain or lacks expertise, the more one would tend to go with the group.
- For example, Vaccine hesitancy during COVID-19.
- (iii) ==Self-categorization/ In-group tendency==
- When people lack self-efficacy, there is high dependence on the group to trace their identity.
- More the importance of the group the stronger would be conformity.
- **Factors affecting conformity**
- (i) Numerical strength of the group.
- (ii) Unanimity among the group members.
- (iii) Ideological proximity.

## COMPLIANCE (6:07 P.M.)

- It is technically a change in behaviour without any change in attitude.
- People agree to change their behavior without changing their attitude because of the satisfaction they derive after accepting the request.
- **Principles of Compliance**
- Robert Cialdini has given six principles of compliance.
- (i) ==Liking and friendship==
- We comply with the requests of those whom we like.
- For example, the Role of Amitabh Bachchan in polio eradication, a famous sportsperson endorsing various brands, etc.
- (ii) ==Commitment and consistency==
- Once we are committed to our position or action, we are more willing to comply with a request that is consistent with that position.
- For example, Holding administration or political leaders accountable to ensure efficient service delivery.
- (iii) ==Reciprocity==
- We comply with the requests of someone who has provided us with the favor.
- For example, political parties declare job vacancies before the elections.
- (iv) ==Social Validation==
- We comply with the request for action if this action is consistent with what we believe people similar to us are doing.
- For example, the culture of consumerism, voting behavior, etc.
- (v) ==Scarcity==
- People have the tendency to secure the scarce opportunity.
- This technique is often used in marketing.
- For example, shopping deals on the ecommerce website, or limited edition products.
- (vi) ==Authority==
- We show a willingness to comply with the request from someone who has legitimate authority.
- For example, people in uniform, administrative officials, judiciary, etc.
- **Techniques of Compliance (6:40 P.M.)**
- (i) ==Foot in the door==
- It is the procedure of gaining compliance in which we begin with the small request and when it is granted, we increase it to the larger one.
- For example, With respect to the Swacch Bharat, ODF, ODF+, ODF++, Water plus, and finally garbage-free cities.
- Similarly, with respect to the implementation of the Uniform Civil Code.
- (ii) ==Door in the face==
- In this technique, the requestor believes in quoting the large request but when it is refused, they retreat to the smaller one which was desired.
- For example, grants asked by the ministries, salary negotiations, bargaining in the local market, etc.
- (iii) ==That's, not all==
- With respect to the female labor force participation (FLFP):
- *Individual:*
- Ensures financial independence.
- Opportunity for upward mobility.
- Transformation to human capital.
- Reduce alienation.
- *Family:*
- Improve the standard of living.
- Better access to resources for children.
- Better interpersonal relationships.
- *Society:*
- Challenge Patriarchy
- Promote Gender Equality.
- Reduce violence against women.
- *Nation:*
- Demographic dividend.
- Attainment of Sustainable development goals (especially SDG 5).
- Improvement in performance with respect to social indicators.
- Overall economic growth.
- (iv) ==Deadline==
- Targeted people are told that they only have a limited time to take advantage of some offer or opportunity.
- For example, reaping the benefits of the demographic dividend as the working-age population will peak in 2041, and will decline afterward.
- Similarly, preparation to achieve the benefits of longevity dividend.
- (\* Longevity dividend stands for the economic growth potential created due to an increase in life expectancy.)
- (v) ==Playing it hard==
- We ensure compliance by suggesting that the person or object is scarce to obtain.
- For example, convincing the youth to participate actively in politics.
- Similarly, convincing the youth to become job generators instead of job seekers.

## OBEDIENCE (7:15 P.M.)

- It is a type of social influence where an individual accepts orders from others to perform a task.
- **Why do people obey?**
- (i) ==Visible badges==
- For example, decorated uniforms, titles, or beacons on cars.
- (ii) We are socialized to always obey the authority.
- (iii) Proximity with the authority figure.
- Proximity can be physical proximity or ideological proximity.
- (iv) ==Transfer of responsibility==
- Individuals view themselves not in an isolated capacity but as an instrument to carry out the desires of others.
- They no longer perceive themselves as responsible for their actions.
- For example, mob violence, bystander apathy, communal conflicts, etc.
- **Destructive Obedience (Stanley Milgram)**
- In the experiment conducted by Stanley Milgram, there were subjects and confederates, who were separated by the glass wall.
- Subjects were supposed to ask questions from the confederates.
- For every wrong answer, subjects would give shock to the Confederates.
- For every subsequent wrong answer, the intensity of the shock will increase.
- In this experiment, more than 65% of subjects gave a shock as high as 440 volts, and 90% went up to as high as 330 volts.
- The subjects followed the commands because of two factors, transfer of responsibility and socialization to always obey the responsibility.

## THE TOPIC FOR THE NEXT CLASS: PERSUASION