SOCIAL PSYCHOLOGY PORTFOLIO

This paper was written July 20, 2009 for my UFV Online Psych 360 (Social Psychology) course taught by Robin White.

=====================================================================

INTRODUCTION

The purpose of this portfolio is to illustrate various social psychological theories or concepts that can be applied to each article and advertisement within this portfolio, thus allowing a different social psychological perspective for each article and advertisement. Steyn's (2009) article Why the fascists are winning in Europe illustrates that the European Fascist parties have but one goal: world domination. This would explain why the fascist minority parties in the European Parliament take every opportunity to suppress the ruling democratic parties. For example, when a member from the party that has a majority brings up the issue of crime, welfare, or even Islam, members from any one of the fascist parties will stand and scream racist. If these fascist political parties are successful it is possible that they could begin where Hitler left off. As Steyn states, "in bad times, if the political culture forbids respectable politicians from raising certain issues, voters will turn to unrespectable ones." The social psychological concept that best illustrates this article is the theory of planned behaviour.

The theory of planned behaviour (chapter 4) argues that a person's attitude guides their behaviour and their behaviour determines their actions. Planned behaviour can also be referred to as pre-meditative behaviour. The purpose of this Nautica ad is to convince the male viewers that if they purchased the Nautica outwear and Malibu sunglasses and have at least two or three days’ worth of facial hair growth, that the viewer too will like this. And if the viewer looks like this, what girl would ever turn him down for a date? The social psychological concept of physical-attractiveness stereotype best illustrates this ad. The concept of physical-attractiveness stereotyping (chapter 11) argues that physically attractive people have what it takes to get what they want and to succeed at life. This concept further agues that physically attractive people are good, using the phrase "what is beautiful is good." For example the story of Snow White, Cinderella illustrate that what is beautiful is good (p. 364). Even the Wizard of Oz is a good illustration of what is beautiful is good and what is not beautiful is bad.

The purpose of this TD Waterhouse ad is to target families. To convince the target subject that financial investments are an important aspect of family values. The ad does this by illustrating a picture of a father and his child aged son enjoying their time in the family garden. The ad This is where the social psychological concept of persuasion best illustrates this ad. The concept of persuasion (chapter 7) argues that the messenger applies the art of propaganda to persuade the reader that the message is beneficial, and that the reader should capitalize on the message because doing so what make a positive difference in the life of the reader, as well as for those in the reader's life.

Findlay's (2009) article Not jobless, they're funemployed illustrates the mindset of the generation referred to as the Y Gen or the Gen Yers. And although this generation is not a group per sa, meaning a group of five or more member in close proximity, they are still considered a group. Furthermore, each individual that is classified as a Gen Yer have a commonality. They are of the same mindset. In other words, they hold to the same philosophy: pursuing a recreational activity upon graduation rather than pursuing a career that is relevant to their post secondary education. This is where the social psychological concept of groupthink best illustrates this article. The concept of groupthink (chapter 8) argues that members of a group tend to have the same mindset, whether it be morals, values, or beliefs. The group will take on attitude referred to as the superman's syndrome, meaning that the group has a strong belief that no matter what, nothing will harm them. The group may also have another belief, referred to as the airborne syndrome, meaning that the group has an inherent view of morality, ignoring what is right (p. 264).

MacQueen's (2009) article How to fight the gangs illustrates the frustration experienced by the public, victims of crime, politicians, and members of the criminal justice system in the way that the criminal justice system, more specifically, the criminal courts, protects the offenders, more specifically violent offenders involved in organized crime related offenses. This article further illustrates the frustration experienced towards politicians who make nothing more than empty political or campaign promises on dealing with members of the organized crime elements that are involved in violent crimes, such as drive by shootings, or gang assaults in public places where innocent lives are at risk.

It is in this way that the social psychological concept of frustration-aggression best illustrates this article. The concept of the frustration-aggression theory (chapter 10) argues that frustration breeds aggression. For example, if a desired goal is blocked from being achieved, the emotion of frustration is experienced. This then has the potential of leading to an act of aggression (p. 322). In some cases, the aggressive act turns out to be a criminal offense, such as when a husband or wife catch their spouse in the act of adultery in their own bed. However, when it comes to fighting crime, the aggressive act is not a criminal act, and is done in the interest of public safety. Such as when civilians or members of law enforcement agencies make compelling presentations to their Members of Legislative Assembly (MLA), Members of Parliament (MP), or the Prime Minister (PM) himself.

The purpose of the Emirates commercial airline ad, is to lead the viewer to experience pleasant feelings, including sensations of romance to catch the attention of the viewer. The viewer continues reading the text included in this ad. The ad uses buzz words like "believe' and "keep discovering.' The ad further expounds that this particular commercial airline is even environmentally advanced. This ad will have the viewer believing that if the viewer takes this airline they will be doing their part to protect the environment, in other words, they will be led to believe that they are conforming to environmentally sound ideas. The viewer will be overwhelmed with these pleasant, romantical sensations. And why not? After all participating in environmental sound, and friendly ideals and technology will make the world a better and beautiful place, so the ad will have the viewer believe. This is where the social psychological concept of conformity best illustrates this ad. The concept of conformity (chapter 6) argues that its purpose is to make the viewer conform to an ideology, whether it be religious values, environmental values, or institutional values, such as law enforcement, military, educational institutions, or penitentiaries.

Baron's (2009, June 3) article discusses more logical ways in addressing the drug addiction issues of Vancouver's east side. One argument, made by recently retired Vancouver police Constable Al Arsenault, of the famed "Odd Squad" and "Inside the Blue Lens", is to "lock them up until they are clean." Another argument, one that opposes Arsenault's, made by Pivot Legal Society, is "more housing, more treatment and detox." Although both arguments have their merits, the purpose of this portfolio is not to take sides, but to illustrate how social psychology theories or concepts could be applied to the contents within. The social psychological concept of egoistic and altruistic routes to helping best illustrates this article. The concept of egoistic and altruistic routes to helping (chapter 9) argues that when a community witnesses an individual's or group's plight, it motivates the community to step in and help that individual or group.

CONCLUSION

The types of emotions that motivate the community, or individuals, are empathy and experiences of self-distress. The various ways the community or individuals would respond are investing in detox and recovery homes for drug addicts or setting up a trust fund for victims of house fires or theft (such as the theft of a moving van that has the victims belongings).

Montgomery's (2009, March 27) article attempts to illustrate both sides of the coin. On the one side arguments illustrate that drugs, gangs and violence is deeply rooted in the sport of extreme fighting, also known as mixed martial arts whereas the other side of the coin supports this sport and refers the practitioners as professional athletes and martial artists. The social psychological concept of stereotyping best illustrates this article. The concept of stereotyping (chapter 12) argues that prejudicial beliefs about a certain group could give the impression that individuals affiliated with that group are the same. This attitude of stereotyping can apply to both sports group (i.e. extreme fighting), and different racial and ethnic groups (i.e. Blacks, Whites, Chinese, etc.). However, in most cases prejudices can be inaccurate and unrealistic.

REFERENCES

Baron, E. (2009, June 3). Lock them up until they're clean. The Province. pp. A9 - A10.

Emirates Airline advertisement (2009, May). MacLean's, 18, 3.

Findlay, S. (2009, July). Not jobless, they're funemployed. MacLean's 25 & 26, 54-55.

MacQueen, K. (2009, March). How to fight the gangs. MacLean's, 9, 20-26.

Montgomery, C. (2009, March 27). City wants province to referee mma issues. The Province, p. A6.

Nautica advertisement (2009, April). MacLean's, 15, 11.

Steyn, M. (2009, June). Why the fascists are winning in Europe. MacLean's, 23, 28-30.

TD Waterhouse advertisement (2008, October). MacLean's, 42, 31.