SECTION
PSYCHOLOGY SOCIO-ECONOMIC DEVELOPMENT
gfo si
'C re io
unit un it
refe refers rs to
nd ho
geno genous us
se
so ia rela rela io -shi -shi
eigh eighbo bo rhoo rhoods ds in rb
as ar
s,
so er
thin thin
ic
th part partic icip ipan ants ts
so ia soli solida dari rity ty
ng
bers bers
comm communi unity ty level. level. Henc Hence, e, co mu muni nity ty psyc psycho holo logy gy enco encomp mpas asse se
an
fiel fields ds of psyc psycho holo logy gy rela relate te
comm commun unit ity. y. Hist Histor oric ical ally ly th conc concep ep orig origin inat ated ed in reac reacti tion on to th ho hosp spit ital aliz izat atio io menta menta health health pro proble blems. ms. tr
ti
enta enta
psyc psycho holo logi gist st
ro ra
isor isor
star starte te
(C P)w
development.
wa foun foun
rs in co
that that in
th
tate tate
s. Fr
in comm commun unit itie ie
pr gr
mode mo de of trea treati ting ng
enta enta heal health th prob proble le s, ho hosp spit ital aliz izat atio io
nity nity base base supp suppor or syst syst
cond conduc ucti ting ng inte interv rven enti tion on
st rt
an case case of
to th role role of th
this this be in in
for' for' solv solvin in
desi design gn
om un unit it
othe othe soci social al prob proble lems ms
by econ econom omis ists ts
tout tout
fail failed ed mi mise sera rabl bly. y. Sinc Sinc then then many many psyc psycho holo logi gist st have have been been invo involv lved ed in prov provid idin in
fath father er of Indi Indi 's co
nity nity
sy ho holo lo
ve ent, ent,
ad
clas classi si
naly nalysi si
th
in hi bo book ok
Psyc1/O Psyc1/Ologt logt Applied Applied "Ind "India ia
illa illa
to Soci Socioo-Ec Econ onom omic ic
in
rans ransit itio io
Deue De uelo lopm pmeu eu
_i279
19 9).He 9).He easo easo ed th
th Indi Indi
on
ists ists
ho
sign sign
sin inha inha infa infact ct even even drew drew io
need need-s -str truc uctu ture re of vill villag ager er by usin usin vari variou ou
ll
this
ia rele releva va
easu easure ress-fo fo asse assess ssin in need need
to
nity nity
ehav ehavio iour ur is
sych sych logy logy
envi enviro ronm nmen ent. t. Henc Hence, e,
al-a al-ada dapt ptiv iv
Clin Clinic ical al psyc psycho holo logi gist st ofte ofte conc concen entr trat at on th Pers Person on fact factor or (P-f (P-fac acto tor) r) to corr correc ec
alad aladap aptiv tiv
ha io
prod produc uc of inte intera ract ctio io
is resu result lt
im rope rope
betw betwee ee
rs
pers person on an
-env -envir ir nm
fit. fit.
psycliologists tors tors xist xist
at
th
orre orre
th
-f
tors tors by
spit spit li atio atio
facto factors) rs) ca be made made mo more re acco accomm mmod odat atin ing. g. In de rigi rigi envi enviro ronm nmen enta ta cond condit itio ions ns Fo exam exampl ple, e,
ny
nt
enta enta prob proble le
ta
th en iron iron ar
robl robl
nt pp
an
om un unit it
ofte ofte
resu result lt in
li
la
ptiv ptiv
ha i<
beli believ eves es that that prop proper er .p .per erso sonn-en envi viro ronm nmen en fi need need to be achi achiev eved ed to trea trea ir
ty
ause ause
or prev preval alen en amon amon lowe lowe
iv
pe tati tati ns by fa il
fa tors tors (E
il
r.
enta enta diso disord rder ers. s.
iv
id
hile hile
it
menta menta pro proble blems ms fi ld st di rw l, i)
prov prov
that that co
it
base base
inte inte ve ti ns
re effe effe ti
th
06
ti nt an
li
th ir
ilie ilie
il
re
le to ov rrid rrid
th
tigm tigm tisi tising ng
ff
ts of inst instit it tion tion li
ti n.
ie
ii )Co iv
re
tuti tuti
he en tr ti
oppo op port rtun unit itie ie
of
ta
lt
serv servic ic
ld
ls in re se ec
se
ny pe pl
fo trea treatm tmen ent. t. This avai availa labi bilit lity, y, acce access ssib ibili ility ty
affo afford rdab abil ilit it
acce accept ptab abil ilit it
an
asse assess ss ent. ent. (W O, 20 2001 01). ).
Appl Applie ie
280j_
ia
lo
Deve Develop lopme ment nt mean mean planned social social chang change. e. ec
sych sychol olog og
se
on
ists ists
li
th
is
valu valu bi se
no ic pl nn nnin in
nc
prog progre ress ssiv iv
us
so ia
by
no ists ists
ha ge is po poss ssib ible le
ld
nc
ps
holo ho lo ists ists
re
th
is no
or valu valu ne tr
te
so ia ch
ge ov
ts indi indivi vi ua fo
el pm tr
se b~fi b~fi
ng is soug sought ht
like like
hi
s, indi indivi vi uals uals
t. th
't
nt olle olle
a c v e a ge ge n to th hile hile th do inan inan ideo ideolo logy gy of deve develo lopm pmen en belie believe ve that that tech techno nolo logy gy driv drives es fast fast in
in
oder od erni niza zati tion on
im
otiv otivat atio iona na ener energy gy driv drives es indi indivi vidu dual al beha behavi viou our. r. Bu then then what what abou abou coll collec ecti tive ve beha behavi viou ou like like soci social al
ovem ov emen ents ts
Thes Thes coll collec ecti tive ve beha behavi viou ours rs (i.e (i.e soci social al acti action on ar driv driven en by soci social al ener energy gy
te a)
ti
.Sin .Sin
xper xp erie ienc nc of extr extrem em soci social al defi defici cit, t, tc
ffic ffic
i. .,
li
th
it is
ia le
-
ocia ocia
be
ffic ffic
'i. ., ispo isposi siti ti
ed in grou groups ps ri nt io
of
to
to take take init initia iati ti
rg
sily sily
el ps in su
is rd
tr diti diti na
ti
su
agin agin
io
st
an
soci social al ener energy gy it is used used
tr
itio itio
roup roups. s. i.
tc th
li io
ou
nd olle olle ti itie ities. s. ocia ocia
ll or
of so ia
ndia nd ia
in trad tradit itio iona na
in ritu ritu ls foll foll
in sh
de
tl
nd nc
be
soci social al acti action on rath rather er than than
effec effectiv tivelyca elyca social social pro proble blems ms lik dru
ia in
is
ne's ne's an
li
se insp inspit it
oder od er
ow th
li
of th
soci social al acti action on
abuse abuse alcoho alcoholism lism fertili fertility ty behavi behaviour our an
stra stra
rese rese
of
hink hink ho
envir environ onme menta nta
if
prob proble le
ro
th ir
nity nity
redirected,
So what what is i.
ha nell nell
to
ds
rogr rogr ssiv ssiv
so ia
tr diti diti na symbo symboIs Is
ultu ultu es to
le
obil ob iliz iz th rura rura
de
r.
le de
ould ou ld
rati rati so iety iety
t,
dh us
rd
ti n. solv solvin in
ow to do this this so ia
op lati lati tr
itio itio
ro le
of In ia th sy
ol
bili bili in nd to
rd ul
ople op le de
lo
si nt
or th nati nation on
indu indu ritu ritu ls to
bili bili
Ps c1LO c1LOlo logJ gJ Appl Applie ie
to So io Econ Econom omic ic
Deve De velo lopm pm nt
_j_281
Gita. ti
fo
io
le ti
ie
is,
channelize it
impl im plem emen en deve develo lopm pmen en scie scienc nces es fo th villa village ge Co-o Co-ope pera rativ tives es an Panc Pancha haya yats ts work work succ succes essi sive vely ly re re
ty fact fact rs th
io
it
ic
re
it
id
rein reinfo forc rc an su tain tain this this syst system em
Pare Pareek ek (197 (1970) 0).P .Pro rof. f. Pare Pareek ek clai clai
re
rs th
ch syst system em as been been ro osed osed
that that beha behavi viou ou (B is
io
th
ta rof. rof.
ai (V
iv
in
ta
Motivation
Soci So cial al Syst System em --~
<----
Be~ou, Reinforcing
in rc
Expe Expect ctan ancy cy
is
in th
rein rein rc
soci social al syst system em bu also also leve leve of expe expect ctan ancy cy an mo moti tiva vati tion onal al patt patter erns ns Thes Thes chil chil rear rearin in prac practi tice ces, s, th scho school ol syst system em an
echa echani nism sm incl includ ud
othe othe institutions of social socializa izatio tion. n. By social socializa izatio tion, n,
expectancy is atte attern rn
ar
inst instit it ti
ce tu lizi lizi
th
aliz aliz
an
om
ro tini tinize ze
nity nity as
syst system em help help
ls li in tu
in
an
ex ecta ecta cy an
indi indi idua idua
ehav ehavio io
ltim ltimat atel el
in sy te
th fact fact rs that that resi resi
links the s oc oc iiaa l s ys ys te te m to i nd nd iu iu id id u a
f.
tiva tivati ti
in un erst erstan an in
to in ivid ivid al th
ehav ehavio io r.
ar chan chan e-re e-resi sist stan ant, t, li
is
el ca
'c lt re
p r oc oc es es se se s se over ov erty ty', ',
Appl Applie ie
282j_
impe im pedi di ents ents to deve develo lopm pmen en an
econ econom omic ic grow growth th an
inst instit itut utio iona nali lize ze
Psyc Psyc1l 1lOl Olog oglJ lJ
gend gender er diff differ eren ence ce
syst system em Th prim primar ar rein reinfo forc rcin in echa echani nism sm is soci social aliz izat atio io that that help help th indi indivi vidu dual al inte intern rnal aliz iz soci soci lu re ar in ex ecta ectanc ncie ies. s. Ta th as In ia illa illa that that is asic asical ally ly fe al sy te ivid ivided ed into into ario ario aste aste th roce roce so iali iali atio atio elie elie in ar an ag ar inte intern rnal aliz ized ed an in ivid ivid al to ic evel evel fata fatali list stic ic atti attitu tu e. en cial cial scie scient ntis is Ma Webe Webe (1958) do Y O l l r ·work fo runth unth ui expe expect ctin in In!! In!! rein reinjo jorc rcen ente teni ni motivation. il ia lo ts 'wi ta
trib tribes es an th ri
ia
ther ther
ac ra
th
rd rk
in
en In th
ig ly tr ct re
Indi Indi
(1970). it
t. thes thes peop people le al os im impo poss ssib ible le
ri ta (Par (Paree eek, k, 1970). Lo
Ca
'g
Socialization < - - - - - - . . - . - - .
in Achi Achiev evem emen en
pen aney
Powerle Powerlessn ssness ess of Lower Lower castes castes
Beliefin Beliefin Karma Karma
Fatalistic Fatalistic attitude attitude ig
soci societ et
clear
rt
le to amon amon
lass lasses es incl incl
ra
Ps
lO ogtj ogtj
ppli ppli
to
oc
gi
Ec no ic
or
Deve Develo lopm pmen en econ econom omis ists ts an
co
De
opme opme
Ch
ge
unit un it
_j_283
psyc psycho holo logi gist st diff differ er
idel idel in th stra strate tegi gies es that that they they
comm commun unit it deve develo lopm pmen en prog progra ra me (CDP (CDP an othe othe such such prog progra ra me focu focu si
an es in atti attitu tu
on intr introd oduc ucin in
oder od er
in so rc t'
ivat ivatio io
tech techno nolo logy gy an
In ia's ia's
lack lack
s,
ea
init initia iati ti e,
cial cial
rm
infr infras astr truc uctu ture re As
ss lies lies nter nteres es in
in la
in
ro in
th ir ec
fo plan planne ne
uman um an fa tors tors
oyti oytins nsky ky (195 (1957)ri 7)righ ghtl tl
te
ilit ilitie ie
tech tech ic
ic ta s'
soci social al chan change ge ei focu focu
as
obse ob serv rves es th
sk ll
th
eo e,
we tran transp spla lant nt ov over erni nigh gh
'all
inco inco
ould ou ld have have incr increa ease se
want want to chan change ge
he
an
om un unit it
ti es desp despit it scar scarci city ty of do esti esti capi capita tal' l' (Woy (Woyti tins nsky ky 19 1957 57). ).
Deve Develo lopm pmen en
rogr rogram am
(CDP (CDP fail failed ed beca becaus us it
inte interv rven enti tion on that that seek seeked ed to chan change ge soci societ et by re ards ards an pu puni nish sh ents ents
coll collec ec ivit ivit es
cial cial en rg
'i atel atel
ev lo
as
toptop-do down wn
he spir spirit it of soci social al chan change ge
in co lect lectiv ivis isti ti so ieti ieties es li
In a.
ever ever
·k
c)
he co
term term fo ed
unit un it
trad trad ti
al
at on fter fter
psyc psycho holo logi gist st al es In 'f
vill vill
ir (a trav trav llin llin
e,
an en ca
rt
ar
as im en el il rl
cruc crucia ia agen agen here here is th co om un unit it
unit un it
ts en thei thei
psyc psycho holo logi gist st or th trai traine ne
an
re
au
er
to
ec ed cl im iliz ilized ed th
re
unit un it
le
para parapr prof ofes essi sion onal al in he abse absenc nce. e.
psyc psycho holo logi gist sts, s, du to thei thei stro strong ng back backgr grou ound nd of theo theore reti tica ca rese resear arch ch ca stud stud
need need stru struct ctur ur of th co
that that
an iden identi tify fy vari variou ou need need of th co
th
unit un ity. y. They They prov provid id th
Appl Applie ie
Psyc Psycll llOl Olog oglj lj
(B thro throug ug
moti mo tiva vati tion on
284
Th self self-s -sus usta tain inin in
soci social al syst system em (55) (55) affe affect ct indi indivi vidu dual al beha behavi viou ou
indi indivi vidu dual als. s. Acco Accord rdin in to Pare Pareek ek ther ther ar thre thre fact factor or resp respon onsi sibl bl fo deve develo lopm pmen en (i.e (i.e So Soci cial al ange ange (1 70 70).T ).Thi hi
re rese rese ts by th form formul ul Mchie chieve ve en
OM
Depend Dependenc enc
Extensio Extensio Motivati Motivation on
Motiv Motivati ation on
as been been seen seen that that as by high high leve levels ls of DM an
in tiat tiativ ive, e, fe
otiv otivat atio ion; n; EM
ther ther trad tradit itio iona na soci societ et es Indi Indian an om un unit it es ar char charac acte teri rize ze
indi indivi vidu dual al have have lo
fail failur ur an
ow risk risk ta in
AM an EM \lV\lV-hi hile lech chie ieve ve en
Exte Exte sion sion
ti atio atio
th indi indivi vidu dual al towa toward rd coop cooper erat ativ iv rela relati tion on with with othe others rs In
otiv otivat atio io ha
refe refers rs
coun countr tr
ti es that that rien rien
like like Indi India, a, on indi indivi vidu dual al
motivation. an
trai trai in
sc edul edules es
av
be
devi devi ed on im impr pr ving ving ac ie em nt
otiv otiv tion tion
an
insp inspir ired ed by McCl McClel ella land nd's 's Kaki Kakina nada da expe experi rime ment nt Depe Depend nden ency cy need need ca be decr decrea ease se effe effect ctiv ivel el by
akin akin us of sens sensit itiv ivit it trai traini ning ng wher wherei ei peop people le expe experi ri en
and develo develo int interer-dep depend endenc enc exte exte si
ee
(see (see chap chapte te
an
soci social al effi effica cacy cy
4. Inst Instit itut utio iona na
ca
an
patt patter erns ns of beha behavi viou ou
plac of depe depend nden ence ce (par (paree eek, k, 19 1970 70).P ).Pro rof. f. Pare Pareek ek ob obse serv rves es that that in plac
incr increa ease se se ti
it ne
trai trai in
supe superr- rdin rdinat at
fact factor or un erli erli
on th line line
erif erif's 's
bers bers
ar
peri peri en
als. als.
he
rtan rtance ce of smal smal
ro
as
effe effect ctiv iv
trat trateg eg
Supp Su ppor ort: t:
Afte Afte th fail failur ur of larg largee-sc scal al deve develo lopm pmen enta ta prog progra ra
es like like
om un unit it
Deve Develo lopm pmen en
gove go vern rnme ment nt need need to dece decent ntra rali lize ze po poli licy cy maki making ng an make make th comm commun unit it memb member er part partic icip ipan ants ts soci social al chan change ge roce roce s.
ra as
as evel evel pm pmen ent. t. In on
illa illa e, th
supe superi rior orit it
of bo bott ttom om-u -u
appr approa oach ch
(1
4)co 4)co du duct cted ed
il ager ager to
st dy in tw
ecis ecisio ions ns an
th
illa illa es tc
here here th is ue of th init init ativ ativ
_j_285 Also Also appr approp opri riat at obse ob serv rved ed that that 'man 'man
sens sensit itiv ivit it
towa toward rd
th soci socioo-cu cult ltur ural al mi mili lieu eu is nece necess ssm: m:y.S y.S.c .c Dube Dube ha
prog progra ra me ar reje reject cted ed no beca becaus us th peop people le ar trad tradit itio iona nall ll
mind mi nded ed
cons conser erva vati tive ve or 'pri 'primi miti tive ve', ', bu beca becaus us th inno innova vati tion ons, s, in al thei thei ra ific ificat atio ions ns do no fi into into th to
lt
ti
th
omen om en ar esse essent ntia ia
gent gent of chan change ge
onal on alka ka (197 (1975) 5)ha ha cite cite th th
ll
ty
as of so
il ly il
et they they ar ofte ofte negl neglec ecte te Adiv Adivas as
om
ield ield tu
ho ha
)is
hang hang proc proc ss
acte acte to bani banish sh al oh ohol olis is
il
lo
in th si
su
)fo il
th
th
stat states es Econ Econom omis is Jean Jean Drez Dreze, e, asso associ ciat ated ed with with FOCU FOCUS,be S,beli liev eves es that that it wa beca becaus us of wome women' n' ti ip io
in
in
Th im impo port rt nc sm ll Shik Sh iksh sh Abhi Abhiya ya resp respon onsi sibi bili lity ty of
id
of in
il
omen om en in so ia stit stit te
hang hang is bein bein io ia
incr incr asin asingl gl ls
felt felt an le th
(SSA (SSA talk talk of Moth Mother er-T -Tea each cher er Asso Associ ciat atio ions ns (MTA (MTA an id-d id-d
al to
ic
in
grou groups ps tc.)wi tc.)with th th ho hope pe th
tr
invo involv lved ed in cono cono ic grow growth th an
abou abou entr entrus usti ting ng th
othe others rs
tu
th se
omen om en-b -b se
lk
s,
tr
od rn tech techno nolo logi gieswi eswill ll brin brin abou abou rapi rapi
soci social al ch ng nge: e: techl1o1ogy and Itunumologu.
rura rura
hang hang
Th
Al thes thes prog progra ra
(such (such as Comm Commun unity ity Deve Develop lopme ment nt Prog Progra ramm mme, e, Inte Integr grate ate Rura Rura Deve Develop lopme ment nt Prog Progra ramm mme) e) faile faile
it
i.
to
successive successive economists economists prov provid id
sket sket
feat featur ures es an
to
il
th sa
la
in
of th rura rura
ista ista
th
in this this se ti
n; th rura rura farm farmer er an th vill villag ag entr entrep epre rene neur ur th ir
to otiv otivat atio iona na
atti attitu tude des. s. in
indi indiff ffer eren en to
os
it
ater ateria ia prog progre ress ss (198 (1984) 4) Th perc percei eive ve basi basi need need ar prim primar aril il
shel shelte te (Mut (Mutha ha
a, 19 1982 82).T ).The he hu an in vari variou ou vill villag ages es of Indi Indi ar
grat gratif ific icat atio io than than dela delaye ye grat gratif ific icat atio ion. n. In th mi mids ds of such such char charac acte teri rist stic ic of chan change ge resi resist stan an an si ta
hara haract ct rist ristic ic of such such farm farm rs
ista ista
'e
food food clot clothi hing ng an otiv otivat at
by inst inst nt
situ situat atio ion, n, rese resear arch cher er have have foun foun
that that
chan change ge-p -pro rone ne farm farmer ers? s?
le
hang hang th ir trad tradit itio iona na oc up upat atio ions ns
or
ia
he
re th on
se ho do don' n'
il in dopt do pt inno innova vati tion ons. s. Th
to
don' do n'
Applied
286j_
tr diti dition onal al beli belief ef an low auiare auiarenes nes
of all castes in
real realis isti ti
leve leve
spir spirat atio io
adop adopti tion on betu betuto toio iour ur
young ill ag
.K.S .K.S
be
ao 19 1963 63). ).
if
tr
io
ie
ttit ttitud udes es
Psychologlj
j_
al grou groups ps ar info inform rmal al face face-t -too-fa face ce prim primar ar he
ere' ere'
isco isco ered ered
cond conduc ucte te
by co
th
unit un it
grou groups ps
ense ense that that he role role
psyc psycho holo logi gist st an
al
al grou groups ps were were 'dis 'disco cove vere red' d' fo th
roup roup in
cial cial an
rg niza nizati tion on
orga organi nisa sati tion onal al psyc psycho holo logi gist st in last last fe
acti action on
deca decade de have have
be form formed ed an used used fo effe effect ctiv iv soci social al acti action on an ffec ffec
cial cial hang hang
th feat feat re
at
ak th sm ll ro
oten oten to
fo soci soci
acti action on
are:
rm itig itigat at bo
th
robl roblem em
evel evel
step step ar th
anta anta es
ecis ecisio io
raka rakash sh
ar
al
ci ionionin
spec specif ific ic
In on one, e, deve develo lopm pmen enta ta no her, her, ecis ecisio io
illa illa es
et er futu future re exis exis s.
ny coll coll ctiv ctiv
ac io
en e,
cial cial
ti at on fo
ki g:
olle ollect ctiv ivel el ta en
), tw
xpec xp ecta ta cy
reli reli in ry step step
ro
cert cert in soci social al
arly arly (c
re
ea
ca
ch ro
erei erei
ecis ecisio io
evel evel
acti activi viti ties es were were init initia iate te er ta en
th face face-t -t -f ce rela relati ti
vo un unta tary ry
ar
re
en init initia iati tive ve
ffec ffecti ti
re
ei
sm ll gr
than than deci deci io
take take
by th loca locals ls coll collec ecti tive vely ly thro throug ug rgan rganiz izat atio io
he form former er
s, aken aken
re tu ie smal smal grou groups ps
foun foun
ch
re succ succ ssfu ssfu than than he latt latter er
is in ivid ivid al
ri
soci social aliz izat atio io
st pers persis iste te
ay
ri
ab
cial cial ctio ctio to ar is ot as ly
is lo
ed
as
evia evia t.
ls
ei
an ageage- ld ra tice tice
is
id ly co si
re
egit egitim im te
Appl Applie ie
288
is fact fact
as
ltip ltip
Psyc Psycho holo logt gt
impl im plic icat atio io s:
(b auth author orit itie ie
ca
ot
neta netary ry re ar s; thei thei perf perfor or ance ance
epen epen ence ence-p -pro rone ne lack lack init initia iati tive ve an risk risk-t -tak akin in
as cont contin in en up upon on gr up
av hi
fear fear
fail failur ure. e.
or s.
resu result lt they they show show er lo
beha behavi viou our. r. Sm Smal al grou groups ps help help in incr increa easi sing ng th risk risk-t -tak akin in
pote po tent ntia ia of indi indivi vidu dual als. s.
fe pr ne to take take risk riskie ie deci deci io
to iffu iffusi si
taki taking ng beha behavi viou ou gets gets conv conver erte te groups ps ther ther In grou
is
diff diffus usio io
of re po si ilit ility. y.
into into mo mode dera rate te risk risk-t -tak akin in
ro
ence ence in ro ps th lo
risk risk
beha behavi viou our. r.
of resp respon onsi sibi bili lity ty Deci Decisi sion on beco beco
less less cons conser erva vati tive ve beca becaus us
ro
Individual
Groups
Low Risk-takin Risk-takin behaviour Polari Pol arizin zin effect effect Moderate risk-taking
es fear fear initiatives towards social social action action ig Dyna Dyna ic of grou grou cono cono
deci decisi sion on-m -mak akin in
ehav ehavio iour ur
al gr up
av
ee foun foun
abov above, e, mo mode dera rate te risk risk-t -tak akin in
to be es ecia eciall ll effe effect ctiv iv fo econ econom omic ic evel evel pm pmen ent. t.
beha behavi viou ou deve develo lops ps that that prom promot otes es achi achiev evem emen en orie orient ntat atio ion. n.
seen seen
Psyc Psycho holo logJ gJ
Appl Applie ie
to Soci Socioo-Ec Econ onom omic ic
Deoe De oelo lopm pmeu eu
_i289
AM xt nsio nsio
otiv otiv ti in
brin brin
th
ti atio atio
ll
fo
ev lo in
in
it
nsid nsid rati rati
or om ompa patr trio iots ts
ll
ua ng ll roup roup bein bein us
ve be
in so ia
asso associ ciat atio io (SEW (SEW
popu po pula la ti
ca se of th ir bili bility ty to
to brin brin
bout bo ut
form form smal smal grou groups ps of
to
no ic
iv
eo le ha
so ia
t, to
omen om en fo entr entrep epre rene neur uria ia
th
In ny so ia inte intera ra ti n, so
velo velo
fe
tt
th
vent ventur ures es
re ow
th
th rs
re
le in
th
iv
ondi on diti ti
th
pa
ow
fers fers to
ount ou nt to
ty
ll
fe
ilit ilit so ia
ti
li rg
th
ia
te ti
olle ollect ctiv iv
to
ti
th
io
id
this this
ifie ifie rg
le
unde un de lyin lyin
ttit ttit de
nd
iz io
omin om in to
te
om un unit it
ti is in
le
li
lu s. je iv
le
sett settin in
to
rt er he ha neli neli
ia
in
te
of oo oor, r,
al grou groups ps have have
this so ia
ll roup roup
ls
ll il ty
an e.
th
ti
io
ll
iv te
ta iz
is
th re re thre thre
tuti tuti
jo ty es of lead lead rs ff
istr istric ic
ting ting th
is only only comp compli lian ance ce
nity nity
il to
to in
this
to
s av av io io ur ur '
(e
Psychology
Applied
290j_
s yn yn dr d r om om e
er
la
te
rs
re
le
This is
th
ecau ecause se
ro th
1.
rn
ti
li
le
it
it
th
ra it
la
it
rs in lu
te
ty is it
fe
in lu
ti
re
in tt
of fol follow lowers ers abil abilit itie ie of th comm commun unit ity. y. Whil Whil offi offici cial al us
b o o m -u -u p
a pp pp ro ro ac ac h .
tr istr istr te si
toptop-do down wn appr approa oach ch to soci social al acti action on trad tradit itio iona na
lu
ld rs
ab
argu argu ent, ent, it ca
il
fi
to
th
fi
ls
oi te ls
ro
that that te
li
th
an earl earl
it
it evel evel
enta enta
ro id
id
ffic fficia ials ls se re ards ards to infl influe ue ce be avio avio rs He ce th fabl fabled ed ' fa fa ta ta lili st st i changed!
he ha
ha
w a s d is is c on on ti ti nu nu e d
wa
ho
ro
ro ra
es (s ch es
locals ls wasn wasn't 't a tt tt itit ud ud e ' of loca
he
tr li
ha
wh
io
powe po we to panc pancha haya yats ts ri
ti
rs
infl influe ue ce foll follow ower er
eo
ta
re
iden identi tifi fica cati ti n.
to
ti
of
ls
he foll foll wers wers iden identi tify fy with with th lead leader er they they try to im imit itat at
ic
th
er Of ic al
fi
Examples
ur aucr aucr cy
Tehsildar vill villag ag
coun counci cils ls
Psyc Psycho holo logt gt
Appl Applie ie
ug
Socioo-Ec Econ onom omic ic to Soci
th le
deci decisi sion on-m -mak akin in
ha
Deve De velo lopm pmen en
infl influe uenc nc ov
291
om
it
bers bers sh
proc proces es conc concer erni ning ng soci social al acti action on Grou Grou
ul
deci decisi sion on-m -mak akin in
in lude lude th
ha many many adva advant ntag ages es
more more effe effect ctiv iv deci decisi sion on
very very
in he
than than indi indivi vidu dual al
embe embe take take indi indivi vidu dual al resp respon onsi sibi bili lity ty fo im impl plem emen enta tati tion on of th deci decisi sion on mode modera rate te ri k-ta k-taki king ng beha behavi viou our. r.
il ge
ia have have lo
'pol 'polar ariz izin in re of
is ta in
ot ntia ntia
high high fe
lure lure In grou grou
of
effe effect ct take take plac plac i.e. i.e. deci decisi sion on beco become me less less cons conser erva vati tive ve As
oder od erat at
risk risks. s. An
deci decisi sion on
resu result lt deci decisi sion on take take
oder od erat atee-ri risk sk acti action on ar op opti ti al they they ar bett better er than than lowlow-ri risk sk or high high
risk risk task tasks. s.
it la
ta
fa to
th le
by effo effort rt from from
ithi ithi
inca incapa pabl bl in solv solvin in amelior amelioratin atin
tion tion
sult sult
he om
s.
he le de
to
it
iv
taki taking ng
ic
de is on
isio isio s.
th soci societ ety. y. Exte Extern rnal al forc forces es like like go gove vern rn en po poli lici cies es have have been been foun foun prob proble le
like like AIDS AIDS drug drug addi addict ctio io
social social pro problem blems. s.
is ho howe weve ver, r, foun foun
abou abou soci social al prob proble le s; then then ho scio scio sn
ll
so ia
ca th
oble ob le
an
alco alcoho holi lism sm be ause ause they they re de pl
that that co
unit un itie ie ofte ofte la
prop proper er awar awaren enes es
olle ollect ctiv ivel el ac to re ov th se prob proble le s? Co
is lo
th
to be
to
ou
nity nity
on
unit un it io sn
fo hand handli ling ng soci social al prob proble le s. dr
bu
le to id
ti
th sy
to
of
se
th ir
il
Sis ss
iate iate
Spa
life lifest styl yl cond conduc uciv iv fo heal health th oble ob le
is beli beli
enta enta pati patien en into into
as
le ts
is im imin in tive tive
schi schizo zoph phre reni ni
edia edia is tout touted ed as
or inst inst nc
life life So Some meti time mes, s, comm commun unit ity' y' iour iour
prej prejud udic ices es even even aggr aggrav avat at ic
ur
lthy lthy
prob proble lem. m. sp in
by self self-f -ful ulfi fill llin in prop prophe he y!
pote po tent nt tool tool to crea create te co
th go gove vern rn en of Indi Indi inve invest st heav heavil il
unit un it in co
onsc on scio ious usne ness ss abou abou soci social al prob proble le s. unic un icat atin in
essa essage ge on smal smal fa il
Applied
2921 21.:
rm al
ro essa essa es ar
ri
lo
ucce uccess ssfu fu in crea creati ting ng co
on ci
it fa
ly
te
re
in rm
eo le fo
adve adverti rtise seme ment nt
ie
ness ness
ly
co mu muni nity ty cons consci ciou ousn snes es by ho
it
Psyc11010gtj
as
edia edia Indi Indivi vidu dual al an
the.s the.s bjec bjec
as er
grou grou
al rele rele ance ance
diff differ eren ence ce need need to be cons consid ider ered ed
centr central al proces processi sing ng
th
ssag ssage; e; fo
with with p e p he h e ra ra l c ue ue s
awar awaren enes es ads, ads, sh fa es tw targ target et
ro
s. Pare Pare ts
te nage nagers rs fi
th issu issu pers person onal ally ly rele rele an
accordingly. issu issues es Howe Howeve ver, r, Mc Guir Guir (196 (1968) 8)wa warn rn that that re
re
fe
inim inimal al or extr extrem em fear fear ar no effe effect ctiv ive. e. At lo
to
ti
in
is
denied or repressed. es ag
st av
erat erat
fe
elem elemen ent. t. Th ab
rela relati tion on hi
ca
rela relatio tion: n:
Moderate fear
Degr Degree ee Of awareness social problem
Low fear
evel evel
fear fear
High fear
ex lain lained ed
leve levels ls
ence ence th an in erte erte
Psyc Psycho holo logl gl
ppli pplied ed to Soci Socioo-Ec Econ onom omic ic Deve Develo lopm pmen en
~293
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re V/ ulti ulti atel atel
atta attain ined ed favo favo rabl rabl
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odel od el
ri
soci social al ou outc tcom omes es
bega bega
acti acti
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