Department of Mass Communication

Unit-X Code: 5638

Introduction to Social Psychology

Ch. M. Rasheed Sal

2.1 Definition
Social Psychology is the scientific study of the experience and behavior of individuals in relation
to other individuals, group, and cultures.
( Muzafer Sherif 1948 )

2.2 Elaboration of the Key Words of this Definition

Scientific Study: The term Scientific denies the method of approach to which modern social psychology
is committed that is, it employs a three-step process of what is known as the "Scientific method." This
process involves (a) the collection of carefully made observation,(b) the ordered integration of these
observation to permit the statement of general principles describing the logical patterns into which they
fall, and (c) the utilization of these general principles to predict future observation.

Experience and
The Individual
Behavior

Individuals, Dr. Ch. M. Rasheed Sal

2.3 Major Social Psychological Theories
Social psychology attempts to understand the individual behavior by discovering
principles of behavior. To understand a behavior implies that information about
the circumstances surrounding its occurrence or that information about white
occurs has been discovered and that this knowledge can be used to predict or
control the behavior in question. Theories are the set of proposition setting the
relationship between phenomena or variable.

2.4 Psychoanalytic Theory

This theory assumes that every person has a given amount of vital psychic or
mental energy called libido energy. The libido, the source of this psychic energy
and the various channels through which it is expressed, are of utmost importance
to personality development. It claims, the mind is divided into two parts, the
conscious and the unconscious. The mind is like an iceberg, with the conscious
part represented by the portion of the iceberg above the water. That part of the
mind off which the individual is aware includes all the information that can be
recalled from memory, but even is so much smaller than the unconscious.

Dr. Ch. M. Rasheed Sal

2.5 Social Learning Theory
There are a large of number of theories based on the principles basis principles
of social-learning theory but for our purpose we will present the basic
principles of social-learning theory from which the more specific theories have
been derived. Behaviorism is the traditional term used for social learning
theory. Social-learning theory argues that theories of human behavior must be
build on observable events and process, and reject unobservable mentalistic
concepts and processes such as the id, ego, repression, and so on.

This theory does not deny the existence of such processes but argues that,
because they are unobservable, they are useless in explaining human behavior.
Rather, relationships between observable conditions in the individual's
environment and observable behaviors are the subject matter of social-learning
theory. Respondent Behavior Operand
and Classical Behavior and
Conditioning Conditioning

2.5.1 2.5.2
Dr. Ch. M. Rasheed Sal
2.6 Social Exchange Theory
Social Exchange Theory is based on learning theory. This theory explains social
behavior in terms of ht mutual reinforcement people exchange with each other.
It explains how individuals seek to initiate exchanges with others by weighing
the "profit" they would anticipate from potential changes with alternative
partners. Profit is determined in light of the investment a person must have to
be eligible to enter the exchange, the costs he or she has to pay, and the reward
obtained. If investment, say education; and costs, say time expended; are high,
then reward must be high for the exchange to be profitable.

Dr. Ch. M. Rasheed Sal

2.7 Cognitive Theory
Cognitive theories of human behavior stress mental processes, such as
perception, knowledge, ideas, and expectation, as the major determinants
of behavior. The processes of gathering information, giving it meaning,
organizing it into knowledge, and similar mental activities are seen as the
most important component of human behavior. The up-observable nature
of these mantel events has hindered the empirical testing of cognitive
theories. A number of cognitive theories of behavior have been developed,
but we limit our review to the two most widely discussed theories:
Symbolic-interaction and cognitive- consistency theory.

Dr. Ch. M. Rasheed Sal

2.8 Symbolic-interaction Theory
 Symbolic-interaction Theory analyze society by addressing the
subjective meanings that people impost one objects, events, and
behaviors.

 Society is thought to be socially constructed through human

interpretation,

 Individuals act according to their understanding of the meaning of

their own world.

Dr. Ch. M. Rasheed Sal

2.9 Cognitive Consistence Theory
Cognitive consistency is the agreement, coherence, or fit among related
beliefs. It is a fundamental topic in psychology research, with a long history
that has recently returned to prominence. Over almost a century, cognitive
consistency has played an active role in research, if sometimes under such
other labels as coherence, compatibility, congruence, balance, and consonance
(although usually its negative, dissonance).

The diversity of labels was compounded by a dispersal of interest across

several subareas of psychology and across multiple domains of application. If
the phenomenon of cognitive consistency has received multiple labels, all the
paradigms that we review are united by a core overall objective: to understand
how, why, and when human beliefs are influenced by a desire for consistency.

The goal of understanding cognitive consistency has led researchers to employ

methods not previously used or not available until recently, such as those of
neuroscience. 

Dr. Ch. M. Rasheed Sal