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