A Social Psychology Evaluation - Essay Example

Great discoveries and achievements invariably involve the cooperation of many minds. - Alexander Graham Bell Introduction The 21st century is a time of advancing technology and sharing of knowledge, and the cultivation of a learning culture serves to challenge all forms of prejudice, as well as to broaden tolerance and support the values of a "civilized," pluralist and inclusive society. This socio-cultural attitude toward social Others functions to constrain the likelihood of social exclusion and poverty. However, this approach also embraces the "new gospel of multiculturalism" which upholds that nations are made up of groups that can be differentiated by their heritage that is inherently linked to their diverse identities (Singh, p. 1). So that discourse appears to be shifting from integration to separatism. It is argued in this paper that greater social cohesion requires less social divisions within and across nations, so as to contribute to richer international understandings. Firstly, Survivor: Cook Island will be reviewed with regard to its "unique" challenge for this, its 13th series. As well, issues of individualism and collectivism within cultures will be touched on. Secondly, theories of attitudinal change and prejudice will be discussed in relation to Survivor. Finally, a conclusion shall synthesize the main points of the paper, to support the view that reality shows (alongside other media) take the opportunity to promote inclusiveness and integration to achieve greater social cohesion. Survivor: Cook Islands The controversy over CBSs 'Survivor: Cook Islands', to premier in the USA in six months, is due to its decision to divide teams initially according to their ethnic group. The reasoning papers to be that previous shows have differentiated groups' dependant on age and gender, setting a precedent for ethnicity (realityblurred.com). This year's 13th episode of Survivor will host the most ethnically diverse set of players to date: The 20 players will initially be divided into four groups based on their race - Hispanic-American, African-American, Asian-American and Anglo-American. The tribes will merge at some point later in the game. In the last seven seasons, out of 122 contestants; 106 were White (86.9%), 9 Black (7.4%), 3 Hispanic/Latino (2.5%), 3 Asian/Pacific Islander (2.5%), and 1 Native American (0.8%) (asianmedia.net). Jeff Probst, the compare for the show says the decision for ethnic groups was based on audience feedback that the program was lacking in ethnic diversity. So, the decision was the chosen strategy to remedy a gap as perceived by a target market. However, Probst does not comment on what other alternatives were available as a method to divide contestants into groups, or how the selection of the ethnic strategy was made (i.e., by management, producers, target market focus groups). Probst states, "It's a social experiment, and this adds another layer to the experiment" (smh.com.au). However, senior management at GEICO, Mitsubishi, Target, and Verizon have made it known to the media that they intent to avoid the program, and will not be advertising on the show. This echoes the actions of another ten global companies; Soup, Coca-Cola, Diamler Chrysler (Dodge, Chrysler, Jeep), Ford Motor Company, General Motors, Home Depot, Johnson & Johnson, Procter & Gamble, and Toyota Motor Corporation (asianmediawatch.net). It has also been argued that the show provides support for racist attitudes; e.g., "If the Whites win, they will feel pride. If they lose, they will feel resentment towards those who won. It's win-win for us" (asianmediawatch.net). As noted by columnist Alfred P. Doblin, racially-motivated violence in the news highlights that North America could do without a reality show that celebrates ethnic segregation. "We live in a racially divided society. That's not entertainment; that's America," comments Doblin (asianmediawatch.net). And, instead of a nation composed of individuals making their own free choices, America increasingly sees itself as composed of groups more or less indelible in their ethnic character (Singh, 1996). Cultural Patterns CBS argues that ethnic groupings will add diversity to the competition (cbs.com). However, it is contented that they ignore the fact that across the ethnic groups, only one practices an individualistic culture, whilst the others are more likely to have been socialized within a collectivist culture. An individualist culture, such as that of Anglo-Americans, encourages independence of thought and action, self-responsibility, self-preservation, and "survival of the fittest" (Shamir, 1999). In contrast collectivist cultures encourage obligations to an extended family, consideration of family honor or "face," a duty to care and protect those with whom they share social networks, and a desire to develop the community as a whole, rather than esteem individuals (Shamir, 1999). These two expressions of culture have been found to impact on many facets of an individual's thinking, because their values are grounded in their past experiences within their culture. For example, it has been found that social cleavages can account for voting patterns (Shamir, 1999). For a show such as Survivor, contestants of collective cultures may have a psychological advantage during tribal votes. Theories of Attitudinal Change and Prejudice Attitudinal Change An attitude is an enduring assessment of others, objects or ideas Smith & Mackie, 2000). They can be based on affective, cognitive or behavioral elements. When an attitude is explicit when an individual consciously supports it; whereas an implicit attitude is involuntary, uncontrollable and often unconscious. Cognitive dissonance theory states that attitudes can change when a person engages in counter-attitudinal advocacy for low external justification. In this case, a person justifies their behavior and aligns their attitudes with their behavior. With regard to Survivor, it is argued that CBS justifies their decision as meeting target market needs, and have aligned their attitudes with a segregated approach. Persuasive communication can also change attitudes, and it is contended that Survivor's use of its message and content (i.e., a tropical island with young healthy and beautiful castaways) is persuasive in communicating a message of ethnic segregation (Smith & Mackie, 2000). According to the elaboration likelihood model, a person can be persuaded more by the strength of the argument and when surface characteristics such as attractiveness are present. Attitude change can be long lasting and resistant to further change when a central route to persuasion is used (i.e., when they have both the motivation and the ability to pay close attention to the arguments). As with Survivor, the target audience is likely to desire to be a contestant, and is motivated to support the show. Research shows that regular exposure to media messages transmit cultural stereotypes, and to influence audience attitudes. Hence, the target audience is at risk of adopting segregation attitudes. Prejudice Prejudice is a widespread phenomenon, present in all societies of the world (Smith & Mackie, 2000). Social psychologists define prejudice as a hostile or negative attitude toward a distinguishable group of people based solely on their group membership. A stereotype is the cognitive component of the prejudiced attitude; it is defined as a generalization about a group whereby identical characteristics are assigned to virtually all members, regardless of actual variation among the members. Discrimination, the behavioral component of the prejudiced attitude, is an unjustified negative or harmful action toward members of a group based on their membership in that group. Aspects of social life can bring about prejudice: the way we think, the way we assign meaning or make attributions, the way we allocate resources, and the way we conform to social rules (Smith & Mackie, 2000). The processes of social cognition are important in the creation and maintenance of stereotypes and prejudice. Categorization of people into groups leads to the perception of in-groups and out-groups. In-group bias means that we will treat members of our own group more positively than members of the out-group (Aronson, Wildonson). The most important way to reduce prejudice is through contact-bringing in-group and out-group members together (Smith & Mackie, 2000). Contact situations must include the following six conditions: mutual interdependence; a common goal; equal status; informal, interpersonal contact; multiple contacts; and social norms of equality. It is contended that if CBS truly aims to support diversity and equality then they will cease the stereotypical and derogatory portrayal of minorities in their primetime programming (i.e., on Survivor) (huffingtonpost.com). Social commentators have advocated that audiences need to avoid the show and not be "race-baited" into watching the show, and perhaps finding their attitudes towards pluralism being blurred or compromised. " The American public must not allow Viacom/CBS to profit from using America's race relations as a marketing ploy for profit" (huffingtonpost.com). Conclusion CBSs choice to ethnically divide groups initially for their Survivor: Cook Islands show next year brings to had issues of individualistic and collectivist cultures, attitudinal changes and prejudice. CBS argues that ethnic groupings will add diversity to the competition. For a show such as Survivor, contestants of collective cultures may have a psychological advantage during tribal votes. Also, the target audience is at risk of adopting segregation attitudes. The most important way to reduce prejudice is through contact-bringing in-group and out-group members together, so the choice of CBS is declared here to be a poor decision. References asiamedia.net (2006) GEICO, Mitsubishi, Target, Verizon will not advertise on 'Survivor' http://www.asianmediawatch.net/survivor/ (Accessed November 6th, 2006). cbs.com (2006) Survivor 13. http://www.asianmediawatch.net/survivor/ (Accessed November 6th, 2006). huffingtonpost.com (2006) Survivor's race vs. race theme on CBS: Craven, backward and sick. http://www.huffingtonpost.com/russell-shaw/survivors-race-vs-rac_b_29089.html (Accessed November 6th, 2006). realityblurred.com (2006) Survivor Cook Islands tribes rumoured to be separated in a new way. http://www.realityblurred.com/realitytv/archives/survivor_cook_islands/2006_Aug_21_tribe_split (Accessed November 6th, 2006). Shamir, M. (1999) Collective identity and electoral competition in Israel. American Political Science Review, Vol. 93, No. 2: 265-277. Singh, N. N. (2005) Cultural diversity in the 21st century: BeyondE pluribus unum. Journal of Child and Family Studies, Vol 5, No. 2: 121-136. smh.com.au (2006) Survivor race turns racial. http://www.smh.com.au/news/tv--radio/survivor-race-turns-racial/2006/08/24/1156012647057.html (Accessed November 6th, 2006). Smith, E. R. & Mackie, D. M. (2000) Social Psychology. Psychology Press, Philadelphia. Read More