Social Influence (Normative and Informational Influence), Change in Public Attitude, Persuasion, Ethics, G.S Paper 4 UPSC, PCS

Class 11, 12 and 13

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Social Influencing – One person influencing the other to change the latter’s attitude.

So, it changes – Emotions, Opinions, and Behavior

Example – Advertisement by Actors and Actress

Features of Social Influence –

Conscious – Government trying to change behaviour of People about COVID-19

Unconscious – Dhoni’s hairstyle

Varies – Situation to situation and person to person

Public Attitude Vs Private Attitude

Short term Vs Long Term (Fashion and M.S. Swaminathan)

Influence also varies from person to person

Type Of Social Influence –
a) Compliance – Helmet

1. b) Identification – Celebrity
2. c) Internalization – Making something a part of one’s personality (Swami Vivekanand’s tour)

Enablers –

Peer Pressure (E-Voting)

Charisma – Martin Luther King, Hitler

Master –  servant relationship

Context – Beneficial, Rational, Practicable (Public Toilet – Disease, Cultured, Infrastructure)

Presentation (Advertisement)

Types –

1. Normative Influence
2. Informational Influence a) Ambiguous Situation b) Crisis Situations

Principles of Social Influence –

1. Reciprocity (People give back whatever has been given to them)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity

How to change public attitude?{“type”:”block”,”srcClientIds”:[“df31ae7f-7db1-40b3-9d6e-96a9d5f1db35″],”srcRootClientId”:”2d5bafb4-b732-4372-8394-64e34810d262″}

Persuasion –

A persuasion is a form of Social Science. Unlike other social influences, persuasion is a deliberate attempt to condition the attitude (emotions, thoughts, and behavior) of the other person.

Techniques of Persuasion –

1.Logical Arguments (Logical, practical, beneficial)

2.Incentivization of new attitude (Discounts on Online Transaction)

3.Disincentivization  of existing attitude (Population policies)

4.Scare-factor (Cigarette)

5.Repeated Reminders (Prayers)

6.TINA Factor (There is no alternative)

7.Appealing to the psyche (Opting in versus Opting Out, overvaluation of loss, appealing to emotions)

8.Empathy

Persuasion in the Life of a Civil Servant –

a.Public Representatives

b.Employees

c.General Public

d.Superiors

e.Finance Department

f.Private/Corporate Sector

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What is Ethics (Definition Of Ethics and Bio-Ethics (Class 2)

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Chapter 2 – Ethics and Human Interface

Ethics –

Ethics may be defined as the systematic study of human actions from the point of view of their rightfulness or wrongfulness, as means for the attainment of the ultimate happiness.

Set of standards – Placed by Society on itself – Guide of behaviour, choices, and actions

Greek Word – Ethos – Character, habit, customs, ways of behaviour, etc.

Note – Morality can be individual.

– Ethics is neither religion nor law.

– Guilty of thinking (Emanuel Kant)

Why Ethics – Ethical and Moral Principles help to attain what is best for one.

Nutrition and morality

 

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Bio – Ethics

Beginning of Life Issues

Abortion

Right of the Unborn Child

Stem Cell Research
Human Cloning and Designer Babies

End of Life Issues

Euthanasia (India)

Suicide (Mental Healthcare Act, 2017)

Randomized Clinical Trials

Beneficiaries of Research

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