1. Social Structure and Social Interaction
Society and Social Structure
How did society develop?
What holds society together?
Elements of social structure?
Social Interaction of Everyday Life
Status and roles
Social construction of reality*
What social worlds do you live in? 1

2. Lenski: Evolution of Societies
Hunting and gathering: simple tools to hunt animals and gather vegetation
Agricultural: large-scale cultivation using plows harnessed to animals or energy source
Industrial: production of goods using advanced sources of energy to drive large machinery
Postindustrial: technology that supports an information-based economy* 2

3. 1. What Holds Society Together?
Emile Durkheim- (Suicide guy)
Social solidarity - refers to the integration, and degree and type of integration, shown by a society or group. It refers to the ties in a society - social relations - that bind people to one another
Karl Marx
Changes in society are hooked to economic relationships 3

4. Social Structure theory according to Max Webber
Functionalist- Some roles are harder to fill, so they are treated better. (Doctors, Lawyers)
Evolutionary theory- No ONE can master all social aspects, so specialization occurs
Conflict theory- Those in higher status take advantage of the lower. (Karl Marx)*
Vid Soc stratification 4 min 4

5. Social Construction of Reality
Process through which people attach meanings to things and then act on the basis of those meanings
We live in two worlds, the physical world and the world of meanings
Reality is shaped by perceptions, evaluations, interpretations and definitions* 5

6. Social Construction of Reality
2. Three steps in attaching meanings to things:
Categorizing: dividing up physical world into parts or categories (animal)
Naming: Attaching symbols (“X”) to those parts (dog)
Typifying: Characterizing what a typical “X” looks like (German shepherd) 6

16. Social Construction of Reality and Symbolic Interaction
Society viewed as ongoing interaction using symbols and language to convey values and meaning.
3.Social order is possible because of shared meanings What is law? What is Good? What is Love? What is protection?
Shared meanings arise from
interaction and interpretation * 16

17. Social Construction of Reality and your Body Image
Body image in 60% learned (Socialization)
40% is biological (Physical Attraction)
What parts of your body do you have control of?
If you could fix ANY 3 things would they be and why?????
If you have any change other than for health…. This demonstrates that you have been socialized toward body image. * 17

19. Fat, skinny or normal? Ss s
Your perceptions are shaped by society

32. Three Methods of Formal Social Control
Prevention: a) Remove opportunities for deviant acts to occur or b) eliminate their causes.
Fights in the hall…..
Deter deviance with the threat of punishment.
Reform or re-socialize people so they no longer want to deviate.
5,6. What are 2 of the 3 formal methods of formal Social Control?

33. Social Control
Sanctions: Are punishments used to enforce conformity to norms. Carrot and the Stick….
Positive:
Rewards behavior
Parents praise
Teachers react favorably
Employers give raises
Cheers from teammates
Ceremonies
Ribbons
Badges
Trophies
Negative:
Discourage undesired behavior
Punishment or threat of punishment to encourage conformity
Parking ticket threat
Frowns
Ridicule
Rejection
Imprisonment
All encourage conformity to society’s norms.

34. Formal Informal In class?????? Laws “On the spot” Rules Peer pressure
Code of Conduct
Classroom rules
SOPs (like the sign in late sheet)
Informal
“On the spot”
Peer pressure
Threats
Ostracized
Loss of something
Rewards
Signs
In class??????
Name
Look/gesture
Proximity
Call upon

35. Some prevention efforts do NOT focus on perpetrator
7. “Broken Windows” – James Q Wilson
“Broken window” if left uncorrected, soon all will be broken and broken more
Indication that no one cares VID
Cohen and Felson “opportunity” theory
Suitable targets -
Absence of effective guardians
Elephant Story*

36. What is Social Control Formal vs. Informal
8. Collective efforts to ensure conformity to the norms.
Formal vs. Informal
“Informal” subject of considerable discussion to this point VS

37. Advertising U.S. advertising spending exceeds $240 billion per year
Chapter 15
Advertising and Public Relations
Advertising
U.S. advertising spending exceeds $240 billion per year
Industry employs only 284,000
Ad budgets of some firms exceed over $2 billion per year—over $6 million per day!

38. Chapter 15
Advertising and Public Relations
Advertising
$467,462 could buy a single 30-second commercial spot on American Idol,
30-second ad in The Voice $390,000
Super Bowl. This year, it cost up to $3 million to air a 30-second commercial! How much is that per second?
100, Per second*.

39. Advertising’s Societal Role
Does advertising create a materialistic culture or does it simply reflect it?
Critics believe that advertising has the power to shape social trends and the way people think and act
Advertising can potentially shape and mirror values

40. Advertising Ethics Children
One of the most controversial topics in the industry
Children are unable to evaluate advertising messages and make purchasing decisions

41. Advertising Ethics Controversial Products
Though it is acceptable to advertise these products, it is still offensive to some

42. Common Advertising Themes
Chapter 15
Common Advertising Themes
Advertising and Public Relations
Profit
Health
Love or romance
Fear
Admiration
Convenience
Fun and pleasure
Vanity and egotism
Environmental
Consciousness
Product saves, makes, or protects money
Appeals to body-conscious or health seekers
Used in selling cosmetics and perfumes
Social embarrassment, old age, losing health
Reason for use of celebrity spokespeople
Used for fast foods and microwave foods
Key to advertising vacations, beer, parks
Used for expensive or conspicuous items
Centers around environmental protection

43. Major Types of Advertising Media
Chapter 15
Advertising and Public Relations
Major Types of Advertising Media
Newspapers
Magazines
Radio
Television
Outdoor Media
Internet
Alternative Media

44. Examples of Alternative Media
Chapter 15
Advertising and Public Relations
Examples of Alternative Media
Gas station pumps
T-Shirts
Tattoos
On Cars
Movies
Ads in
Movies and Videos
Interactive Kiosks
Computer
Screen Savers
Video Shopping Carts
Fax Machines
On Line
Looksmart
Yahoo!
How easy is it to find out about advertising options on the Internet? Go to Looksmart’s and Yahoo!’s advertiser pages. What kind of information do they require from you?

45. Magic ingredients “Revives and sustains” We want to believe Like diet pills, people know they don’t work, but still 238million is made from unproven products.

48. Patriotism 1974

49. “I’d like to buy the world a Coke”
The Hilltop Ad
“I’d like to buy the world a Coke”

50. Mean Joe Green

51. What are your favorite commercials?

52. Social Control

53. Stanford Prison Experiment
9. What happens when you put good people in an evil place?
Does humanity win over evil, or does evil triumph? We do what we must to survive. Remember “The Shelter”? Lord of the Flies?
Summer of 1971 at Stanford University
Conducted by Dr. Zimbardo and graduate students in psychology

54. Jack Gibbs: Theory of Deterrence
rapid, certain, and severe – rational choice theory
Severe sentences will not deter crimes if people perceive no risk
10. Some crimes more easily deterred than others?
Yes, but it depends on the motives AND if there are Social vs. Psychological causes.
Robbing for money, or the thrill of the crime
Important to distinguish between general and specific deterrence*

55. What about the “War on Terror?”
Terrorist actions a “rational choice?”
Deterrence language from politicians
Show of power and strength “scare” into submission?
11. Can terrorists be deterred?
Yes, but not all. yet… those who sponsor terrorism can.

56. Rehabilitation
Conclusions similar to prevention conclusions: difficult for society to change that which matters most
12. Mixed results. Sometimes yes, but it’s not effective for the majority.
Do we do cults or a movie? Village?

57. What is a “cult?” Definitional considerations:
Difficulty defining cults precisely:
One person’s cult is another person’s religion
Europeans call them “sects”
Singer & Lalich (1995): “a cultic relationship is one in which a person intentionally induces others to become totally or nearly totally dependent on him or her for almost all major life decisions, and inculcates in these followers a belief that he or she has some special talent, gift, or knowledge.”

58. More problems with defining cults
What is the difference between a “cult” and a “social movement,” or an “extremist group” or a “club.”
Which, if any, of the following are cults?
Unification Church (“moonies”)
Church of Scientology
Mormonism
Amish
the Manson family
Masons or Shriners
Militia groups
Hell’s angels
Suicide bombers
Fraternities
Amway
Trekkers and Trekkies
Boy Scouts of America

59. Recruitment techniques: the cult conversion process
How it starts:
Windows of vulnerability: targets are most susceptible during an emotional crisis (divorce, death of loved one, serious illness, etc.)
target’s judgment may be confused, impaired
target is looking for an answer to life’s problems
Befriending the target
Ingratiation strategies (compliments, flattery, especially about sources of insecurity)
Lure of forming a serious or close relationship
Invitation to attend a meeting or retreat
isolation from friends, family
control over environment
Difficult to leave
Deception: withholding the true identify of the group, withholding the purpose of befriending another, etc.

60. Psychological techniques of persuasion
Unconditional positive regard
“love bombing,” group hugs, etc.
Meditation, chanting, and other mind-numbing techniques
Peer group pressure
Pressure to conform, be part of the group
Verbal abuse
Confession
Fear, guilt appeals
Sacrifice; personal, financial
Loyalty tests
Demonizing (doubts are the Devil at work)

61. Physical techniques of persuasion
Repetitive motion (chanting, dancing)
Hallucinations (via hyperventilation, hallucinogens, chanting, etc.)
Body manipulation
Extreme dress codes
Loyalty tests
Physical isolation
Sleep deprivation
Fasting
Control of the person’s time (rigorous schedule, no free time)
Loss of privacy
Constant praying or witnessing of beliefs to the group

62. Omnipresence of cults and cult activities
Some estimates suggest there are over 5000 cults in the U.S. alone (including militia groups, extremist religions, and new age sects)
The new millennium rekindled interest and membership in cults.
Some estimates suggest upwards of 185,000 converts per year
Not all cults are religious or spiritual in nature. Modern cults include large group-awareness trainings, psychotherapy, business, political, and "New Age" groups*

64. Branch Davidians

65. Jim Jones The Peoples Temple

66. Robert Lifton’s 8 marks of mind control
Control of the environment, communication, access to information
Mystical manipulation: the leader gets to reinterpret events and history as she/he sees fit.
Demand for purity: society is corrupt, members must be purified. The desire to become mentally and physically pure makes members susceptible to guilt, fear, and other moral appeals used by the leader.
Cult of confession: control of shame and guilt; members must confess any wrongdoing to the leader, including mental infractions
Sacred science: reliance on dogmatic principles; (opinion treated as fact) the leader has all the answers. Only the leader is privileged to know the absolute truth.
Robert Jay Lifton

67. Loading the language: reliance on thought-restraining phrases and language; serves to isolate members from the outside world and constrict members’ thinking
Doctrine over person: the cause’s doctrine takes precedence over the individual. Members’ character and identity have to be reshaped.
Dispensing of existence: Outsiders are unworthy unless they join the group. Members fear being expelled from the group.

68. Control of the environment, communication, access to information
Mystical manipulation: the leader gets to reinterpret events and history as she/he sees fit.
Demand for purity: society is corrupt, members must be purified. The desire to become mentally and physically pure makes members susceptible to guilt, fear, and other moral appeals used by the leader.
Cult of confession: control of shame and guilt; members must confess any wrongdoing to the leader, including mental infractions
Sacred science: reliance on dogmatic principles; the leader has all the answers. Only the leader is privileged to know the absolute truth.
Loading the language: reliance on thought-restraining phrases and language; serves to isolate members from the outside world and constrict members’ thinking
Doctrine over person: the cause’s doctrine takes precedence over the individual. Members’ character and identity have to be reshaped.
Dispensing of existence: Outsiders are unworthy unless they join the group. Members fear being expelled from the group.

69. Make a Cult!!! Your group will watch the “Cult Instruction” video
Your group will they use one main element of Mind control from the list based on your group number.
Make a poster describing your cult…
1. Name, purpose, What location you would choose, methods of control, rules members must follow, structure/hierarchy and how will it end?