Sociocultural Level of Analysis

Learning outcomes Sociocultural Level of Analysis

4.1 Sociocultural level of analysis: sociocultural cognition p. 101-110

Introduction: intro to the sociocultural level of analysis (PowerPoint)

Second powerpoint: sociocultural cognition 4.1

Assessing Attitudes toward groups:


Jane Elliott – Brown Eyes vs. Blue Eyes

Stereotype Threat

4.2 Sociocultural level of analysis: social and cultural norms p. 111-127

Recognize yourself?

Social Learning Theory

PowerPoint about Social Learning Theory (SLT):

social and cultural norms 4.2 SLT

Research about SLT: Eating behaviours and attitudes following prolonged exposure to television among ethnic Fijian adolescent girls

Social Media Concequenses found in the news:

One million Swedes suffer Facebook ‘angst’

Published: 5 Mar 12 09:05 CET | Double click on a word to get a translation

Not checking Facebook regularly causes angst and concern for around one million of the 4.5 million Swedes who use the social media site, a new study has found.

“Facebook is unconsciously habit forming,” Leif Denti, a doctoral candidate at the University of Gothenburg, told the Dagens Nyheter (DN) newspaper.

Denti was part of a research team from the university that partnered with the Valentin&Byhr advertising agency to interview 1,000 Swedes ages 14 to 74 about how they use Facebook.

The study revealed that Swedish women spend an average of 81 minutes per day on Facebook, whereas men average about 64 minutes.

Women were also found to feel worse the more time they devoted to their Facebook pages, something researchers theorized stemmed from the women comparing themselves to others’ seemingly idyllic lives.

“People gladly publish pictures of themselves when they are happy, which creates an illusion of happiness because you don’t see those people in their real lives when they aren’t happy,” Denti told DN, likening the phenomenon to comparing oneself with images the grace the covers of fashion magazines.

Researchers also theorized that part of the connection between happiness and Facebook may be because it attracts users who are less happy to begin with – although they emphasized that more research is needed before drawing any definitive conclusions.

The team also wants to explore why men publish provocative material on Facebook to a much greater extent than women.

“That one in four people say they feel down if they can’t log into Facebook regularly, that they feel out of the loop, feels a bit like a wake-up call,” researcher Ida Nilsson told DN.

The Local/dl (


Social Influence conformity

Compliance Techniques: – used in advertising and marketing

Social influence compliance

Advertise and Persuade activity

Guess the compliance techniques used in these ads:

Cultural dimensions: please see the handout with descriptions and information about all five. Remember that individualism vs. collectivism is ONE dimension and you need to know two.

“Culture is the collective programming of the mind distinguishing the members of one group or category of people from others”

Professor Geert Hofstede conducted one of the most comprehensive studies of how values in the workplace are influenced by culture. He analyzed a large data base of employee values scores collected by IBM between 1967 and 1973 covering more than 70 countries, from which he first used the 40 largest only and afterwards extended the analysis to 50 countries and 3 regions. Subsequent studies validating the earlier results have included commercial airline pilots and students in 23 countries, civil service managers in 14 counties, ‘up-market’ consumers in 15 countries and ‘elites’ in 19 countries.
In the 2010 edition of the book “Cultures and Organizations: Software of the Mind”, scores on the dimensions are listed for 76 countries, partly based on replications and extensions of the IBM study on different international populations.

Dimensions of National Culture
The values that distinguished countries from each other could be grouped statistically into four clusters. These four groups became the Hofstede dimensions of national culture:

  • Power Distance (PDI)
  • Individualism versus Collectivism (IDV)
  • Masculinity versus Femininity (MAS)
  • Uncertainty Avoidance (UAI)

Emic and Etic examples can be found in abnormal psychology:

For an emic (culture specific) example  watch the video (about a culture-bound syndrome called Hikikomori)

Shutting Themselves In

Published: January 15, 2006

One morning when he was 15, Takeshi shut the door to his bedroom, and for the next four years he did not come out. He didn’t go to school. He didn’t have a job. He didn’t have friends. Month after month, he spent 23 hours a day in a room no bigger than a king-size mattress, where he ate dumplings, rice and other leftovers that his mother had cooked, watched TV game shows and listened to Radiohead and Nirvana. “Anything,” he said, “that was dark and sounded desperate.” to read the whole article, go to:

Your Etic examples can be found in the handout – depression and schizophrenia (universal)

4.3 An integrative approach to prejudice and discrimination p. 128-135

Check out this article, which relates to all three level of analyses:

Swedish parents keep 2-year-old’s gender secret

Swedish parents keep gender secret


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