In this edition, we will explore social norms, what are they, how they are made and how they are different from other collective behaviours. In subsequent editions, we will look at how we can change and influence these norms.
What are Social Norms?
Social norms are informal rules that govern behaviour in groups and societies.
There are a type of collective behaviour. Collective behaviour is of two types:
Completely independent: Doesn’t depend on others and is determined by economic or natural reasons. For instance, habits, moral injunctions. A simple example would be wearing woollen clothes on a cold day.
Interdependent: Other people’s actions and opinions matter to one’s choice. For instance, signalling systems, fads, fashions, and social norms.
A more detailed definition would be:
A social norm is a rule of behaviour such that individuals prefer to conform to it on condition that they believe that
Most people in their reference network conform to it (empirical expectation).
Most people in their reference network believe they ought to conform to it (normative expectation).
A logical way to differentiate between social norms and other collective behaviour:
Credits : C. Bicchieri, Social Norms, Social Change. Penn-UNICEF Lecture,July 2012.
The flowcharts simplifies and helps in differentiating between various collective behaviours.
Life cycle of a Norm
Credits: https://christopherfrantz.org/norm-life-cycle/
Taking an example to explain the creation of norms.
Crossing the road on the footpath instead of anywhere on the road from anywhere.
The first stage is Creation of this social norm i.e that roads should be crossed on zebra crossing, this can be either due a new rule/norm made or the rule/norm already existed but was unknown to the observer.
The second stage is the Transmission. This can happen in two ways:
Passive: Observing other people around you crossing the road via the zebra crossing and following their lead.
Active: Communication by other people to use the zebra crossing or getting some kind of scolding/comments if you don’t use zebra crossing.
Then there is Identification of the norm.
After Identification, Internalisation takes place.
However after some time norms may undergo decay and be Forgotten.
Difference between Laws/Rules and Social Norms
For instance, The city of Indore, rose to become the cleanest city in the country in a short span of few years. Laws and rules already exist against littering and keeping public spaces dirty.
What changed?
The change was a sustained push to bridge the gap between the law and the existing social norm. It was made possible after a large amount of state resources were put into the effort. This included behaviour change campaigns, increased enforcement and penalties and making it as a cleanliness as a normative expectation.
Although, there was a huge opportunity cost attached to this as these limited state resources could be used elsewhere (law and order, healthcare etc.)
A lot of scholars argue that there is a critical junction which when breached leads to internalisation of these social norms and putting a lot of resources at one norm till that junction it becomes internalised is justified. As resources needed to maintain the social norm and prevent it from being forgotten is quite small. So, Indore putting a lot of state capacity to reach this level can be justified in a way.
Studying and understanding social norms will help us bridge the gap between Rules and prevailing norms( what ought to be and what should be). This will help us use our limited state resources optimally.
Read More: 1. Norms in the Wild: How to Diagnose, Measure, and Change Social Norms - Cristina Bicchier (https://books.google.co.in/books/about/Norms_in_the_Wild.html?id=v214DQAAQBAJ&redir_esc=y)
In other news, applications for Graduate Certificate Course for Public Policy( GCPP) at Takshashila Institution is now open. You can check out details here.