SOCIAL INFLUENCE ON POSITIVE YOUTH DEVELOPMENT - ZEHEWA SAWADA A, II B.Sc Psychology (2024 - 2025), MKJC

 

SOCIAL INFLUENCE ON POSITIVE YOUTH DEVELOPMENT 

DEFINING SOCIAL INFLUENCE

What is social influence? At the most basic level, social influence “comprises the processes whereby people directly or indirectly influence the thoughts, feelings, and actions of others” (Turner, 1991, p. 1). When most people think of social influence, images of peers cheering on their friends to drink, do drugs, or engage in risky and reckless behavior likely come to mind.

INTRODUCTION

Social influence is the process by which an individual's thoughts, feelings, and behaviors are altered by the real or imagined presence of others, encompassing conformity, obedience, and compliance, and is a fundamental aspect of social interaction.

SOCIAL NORMS

A social norm is “a generally accepted way of thinking, feeling, or behaving that is endorsed and expected because it is perceived as the right and proper thing to do. It is a rule, value or standard shared by the members of a social group that prescribes appropriate, expected or desirable attitudes and conduct in matters relevant to the group” (Turner, 1991, p. 3). Group norms are further defined as “regularities in attitudes and behavior that characterize a social group and differentiate it from other social groups” (Hogg & Reid, 2006, p. 7)

SOCIAL LEARNING THEORY

Social learning theory provides the basis for how social norms are learned and internalized during adolescence. Although this theory was originally developed to describe criminality and deviant behavior, its propositions can also be applied to positive social learning. Akers and colleagues (Akers, 2001, 2011; Akers, Krohn, Lanza-Kaduce, & Radosevich; 1979) identified four core constructs of social learning: differential association, differential reinforcement, imitation or modeling, and definitions.

SOCIAL IDENTITY THEORY

Group identification is essential for understanding the effects of social norms (Turner, 1991). According to social identity theory, social influence occurs when individuals internalize contextually salient group norms, which set the stage for their self-definition, attitudes, and behavioral regulation (Hogg & Reid, 2006; Tajfel, 1981; Tajfel & Turner, 1979). From a social identity perspective, norms reflect a shared group prototype, which are individuals’ cognitive representations of group norms (Hogg & Reid, 2006).

CONCLUSION

To influence is human. Social influence permeates nearly every aspect of daily life. No single chapter can hope to cover all the ways in which people influence one another. This article has provided an overview of some of the most well known, frequently cited forms of influence.

An important contribution of research on social influence has been to reveal the variety of ways in which people are swayed implicitly, with little or no awareness. Some may find it disconcerting that humans are not that rational after all. We can blink, sway, and nudge one another into doing things. This realization, however, makes learning about social influence more vital than ever.

Blog By

Ms. Zehewa Swada A

II B.Sc Psychology

Marudhar Kesari Jain College for Women (Autonomous)

Vaniyambadi