Monday, October 29, 2007

Blog Two - What is a cult?

What is a cult? Explore and explain the social psychological aspects of cults.

A cult is a rare but intriguing social phenomenon that the average individual will never experience first hand. Especially within this past decade that surrounded the new millennium their prominence gained substantial attention. The study of cults is a rich subject area and has various applications within sociological and psychological fields. Cults represent a complex combination of socio-psychological features that culminates into a highly controversial and ambiguous notion.

Within the common vernacular a cult is known as an undesirable group of people characterised by outlandish religious beliefs, involved in depraved activities and are led by a charismatic but dangerous leader (Olson, 2006). This public understanding of cults is the result of a number of notorious cases in history that have involved mass suicide, murder, sexual abuse and violence. Although these examples are useful in their own respect they are not an accurate representation of cults as a whole. The extreme behaviour exhibited by groups such as Heavens Gate, Davidson and Solar Temple (Bohm, 2001), have elevated any group labelled as a cult into something inherently evil. These ideas are not useful in any empirical body of work as they mystify the existence of a social arrangement, albeit a sometimes dangerous one, that would normally be easily scrutinised within any other setting (Walsh, 2001). A much more useful and academically-agreed upon meaning of a cult is a group of people in “a religion regarded by the majority culture as spurious or unorthodox” (Richmond, 2004).

The word ‘cult’ itself proves to be severely problematic for cult academics. Olson (2006) believes that the word is so laden with negative presumptions that a new term should be used instead. Olsen (2006) completed a considerably trivial study on the extent to which labelling a group a cult can be detrimental to its perception. He, as well as a number of other experts, has instead been championing the use of the term New Religious Movements (NRMs) to describe cults. This swap is done in an effort to promote objectivity and a perception of professionalism within the study of cults. Furthermore the change in terms also moves away from the seeming oxymoron of a ‘harmless cult’, because if the public perception of cults is as dangerous or harmful, then the study of non-dangerous groups as cults is difficult to reconcile (Olson, 2006).
Despite these logistical problems it is clear that there is a strong need for distinction between different types of cults.

Richmond (2004) refers cults into “destructive” cults or other “benign” cults. The latter harmless type of cult makes up the majority of all cults, this might be attributed to the fact that most cults are indeed deemed to be quite undisruptive or the fact that its requisites are more broadly defined. They are considered to be “a system that gives great devotion to a work, an object, or a person”, so could, in theory, constitute anything from Christianity to Alcoholics Anonymous and even Amex, a brand of pyramid selling scheme (Richmond, 2004). Within this broad definition it is estimated that twenty million Americans are currently involved with cults (Richmond, 2004). This is despite such wide ranging cult activities that are not normally studied as within the realms of that of a cult.

The ‘destructive’ cult elicits stronger public and academic interest as it more abnormal and extreme than its previous counterpart. This cult subsidiary is not described by Richardson (2006) as necessarily being dangerous in a violent or illegal way. It could also just represent those groups which maintain strong control of its members and may only result in negligible abnormal beliefs. But in its most illustrious form could also consist of the aforementioned violent and sexual harm. MacHovec (1992) simply phrases the characteristics of a destructive cult as having “a charismatic leader, an exclusivist group separated from or opposing mainstream or traditional values, isolation of cult members from family, friends, school or career, and deviant behavioral norms and life style”. These features are very commonly attributed to cults across the academic field. Bohm (2001) adds to this by also including “apocalyptic beliefs, assembling arms, defense structures” towards more specifically dangerous cult groups.

The association between cult membership and psychological harm is not as strong as the public, governments and the media perceives (Kirkpatrick, 1988). It has been acknowledged that current and ex-members of cults experience with mental problems is short term and is only dependant upon the amount of time spent away from the group and the availability of support (Walsh & Bor, 1996).

A term used synonymously with cults is brainwashing. It is a pop culture term that is used to describe why someone would be in a cult. It is not used as a technical term in any literature but is often used to challenge popularly held misconceptions about cults. Brainwashing greatly simplifies (Walsh, 2001) the motives of cult members and attributes it to a cognitive event that occurs without any agency by an individual. This belief is categorically incorrect and undervalues the role each individual holds within a cult. Walsh (2001) argues that brainwashing “is not magical; it is an extension of processes well known within social psychology and the psychology used in advertising”, which emphasises a potential to deconstruct brainwashing, and cults for that matter, into individuals aspects that have psychological undercurrents, as well as more general applications to society.

The predisposition and recruitment of individuals to join cults has foundations within psychology. It has been found that are is no correlation between social class and susceptibility to cult membership (Hunter, 1998). Traditionally it has been presumed that lower-income individuals from dysfunctional family units are the most vulnerable. But research suggests that it is not social status but age, emotional stability (Hunter, 1998) and peer groups (Walsh, 2001), that determine the extent of success in cult recruitment. Hunter (1998) highlights adolescents as a predominant group targeted by cult recruiters due to proportionally higher “psychological stress, rootlessness, feelings of emptiness and of being disenfranchised, and identity diffusion and confusion” at this developmental life stage. In a study by Walsh & Bor (1996) it was found that personality traits are also an important signifier for cult vulnerability. They found that ex-cult members of ‘The Family’ “exhibited elevated scores on neuroticism, sociotrophy and autonomy” that persisted long after involvement in the group ceased.

Once an individual has been introduced into a cult, a new set of psychological processes are often utilised within the cult mechanism. Retention of cult members could probably be considered more important than the initial recruitment. This process could be generally defined as socialisation. Studies done on the retention of members focus mainly on belief change, in-grouping and social control. Long & Hadden (1978) identify two different modes of socialisation into cults. The first, controversially named brainwashing, depicts an aggressive change imposed on individuals after entrance into a group. It highlights coercion and control over members as an effective may to adapt to a group. The second type is called drifting and is favoured mainly by sociologists. It interprets religious group initiation as a gradual and seamless process made “through the influence of social relationships”. The author argues that cult socialisation is a practical meshing of the two, despite evidence supporting that they are contradictory modes.

This paper has offered some social psychological aspects of cults contained within a vast academic field. It is difficult to portray the immense ways in which modern psychology can account for the mythologised interpretations of cult activity. Introduction into the study of cults reveals that cults are just different versions of commonplace social interactions that are considered normal and desirable. And that perhaps cults serve as a Petri dish for the examination and deconstruction of the greater society.


References

Bohm, J. & Alison, L. (2001). An exploratory study in methods of distinguishing destructive cults. Psychology, Crime & Law. 7, 2, p.133.

Hunter, E. (1998). Adolescent attraction to cults. Adolescence. 33, 131.

Kirkpatrick, L. A.. (1988). The Conway-Siegelman Data on Religious Cults: Kilbourne's Analysis Reassessed (Again). Journal for the Scientific Study of Religion. 27. 1, p.117.

Long, T. E. & Hadden, J. K.. (1983). Religious Conversion and the Concept of Socialization: Integrating the Brainwashing and Drift Models. Journal for the Scientific Study of Religion. 1, 22, p.1.

MacHovec, F. (1992). Cults: Forensic and Therapeutic Aspects. Behavioral Sciences & the Law. 10, 1, p31.

Olson, P. J. (2006). The Public Perception of “Cults” and “New Religious Movements”. Journal for the Scientific Study of Religion. 45, 1, p.97.

Richmond, L. J. (2004). When Spirituality Goes Awry: Students in Cults. Professional School Counseling. 7, 5.

Walsh, Y. (2001). Deconstructing 'brainwashing' within cults as an aid to counselling psychologists. Counselling Psychology Quarterly. 14, 2.

Walsh, Y. & Bor, R. (1996). Psychological consequences of involvement in a new religious movement or cult. Counselling Psychology Quarterly. 9, 1.








Tuesday, October 2, 2007

Cults?? Don't drink the Kool-Aid!


I'm so glad I snatched up this topic before anyone else!
It will be interesting researching this topic and comparing it to the ideas and perceptions garnered from popular media that I already have about cults.
Of special interest is:
  • the practices and rituals of cults that have a psychological basis.
  • what is the difference between a cult and a religion, and how big the difference is.
  • currently practicing cults in Australia or elsewhere.
  • whether the often-mentioned Scientology 'cult' is actually a cult at all.
  • are cults actually bad??
What do you always wonder about cults?

Tuesday, September 4, 2007

Readability Scores

My interest was peaked after doing the readability scores for my blog. I was amazed at what they measured, but sceptical about how they measured it. Just out of curiousity I decided to delete all the referenced author's names from the main text of my blog, and to run a readibility analysis- it had risen by 7 points!

Friday, August 31, 2007

Blog One Appendices

1. Theory

I think if one was to point out the weakness of
my blog essay it would probably be in its use of theory. Although theoretical literature was used successfully within the text, I think I could have used a more varied selection. It was difficult to find adaptable theories that can be applied to such a strange and unsystematic 'thing' that is public policy. Also providing theory that encompasses and represents such a major area of psychology proved to be hazardous. On a side note, one of my own weaknesses in psychology is indeed definitively differentiating between theory and research.

2. Research

I found the body of research on attitude change, and specifically anti-smoking attitude change, to be plentiful. This, I believe, resulted in the inclusion of many diverse sources in my blog, of substantial value. I could have easily written 3000 words on the topic. The trick was to decide what I couldn't put in! I think identification and understanding of the utilised research was relatively well demonstrated in the blog.

3. Written expression

Flesch Reading Ease = 17.7 to 18-8 (varying score - please see this post for a further discussion)
Flesch-Kincaid Grade Level = 12.0

Word Count = 1337

My attempted strong adherence to APA format is a result of nearly three years of psychology. The blog contained textbook APA in-text referencing and reference list. Although I often find a few mistakes regarding references after assessment submission, it is not from lack of trying.

A concept map was included as required. I have never done one digitally before and it took a lot longer than expected (via MindMiester), but the result looked somewhat professional.

In an effort to maximise readability of my blog I stuck to dark text with Arial Font. [I remember learning in first year that Arial Font was the easiest to read according to a specific psychological study.] Subheadings were used to aid readibility also. After glancing through a couple of blogs earlier in the semester it also occured to me how much nicer it is to read paragraphs that had a blank line inbetween, so I made a special note of doing this as well. Lastly some URL links were also included in-text to encourage further interest.

4. Online engagement

My own online engagement from a personal point of view only occured a couple of weeks in the lead up to the first blog. I have never had a blog before so my low online engagement reflects my adjustment to this new medium. I now realise that online engagement is not as daunting as it sounds and anticipate a high level of engagement for blog two. My blog now contains about six different posts, with only one illiciting comments. Although I did have a look at many of the classes' blogs, I realise now that this was not properly demonstrated as I didn't comment at all.

Blog One - Attitude Change Programs: E.g. Quitline.

What factors determine the success of attitude change programs? Describe theoretical bases and research evidence about key elements underlying attitude change programs. Include examples from a current or recent social change program.

Introduction

Attitude change is a process by which the opinions one has on particular matter is altered through an advertent or inadvertent activity. Of most interest to researchers is the effectiveness of advertent activity undertaken by vested groups in instigating attitude change of individuals. These groups may include advertisers, governments and special interest groups. The success of these parties to promote attitude change is reliant upon many different factors. This paper will provide varying theories and evidence about those factors which best predict attitude change and will further illustrate by contrasting it with the strategies used by the Australian federal government’s anti-smoking television advertisements.

Attitude

Attitude itself is regarded as the opinion one has on an idea or object. Typically an attitude is considered to fall on a sliding scale between favourable and unfavourable, with a neutral attitude appearing in the middle. This basic measure of attitude is flawed in that it does not accept the complex and conflicting processes involved in an attitude formation (Stacy, Bentler & Flay, 1994). The incongruency between attitude and it measures make it difficult to quantify. This fact has been an important criticism of attitude indicators within research.

Another, but perhaps the most important, problematic aspect of attitude is the common presumption that it has a strong link with behaviour. This is the crux of attitude and attitude change programs, that if one can identify and modify an individual’s attitude it will produce behavioural change. Remarkably, psychologists have found this to be categorically incorrect (Ajzen & Fishbein, 1977). Stacy, Bentler & Flay (1994) discuss the seemingly poor relationship between attitude and behaviour. They provide the idea that the cognitive processes that result in behaviour only include attitudes to a small degree. A differentiation is made between the embedded attitudes that shape behaviour in an invisible, unconscious way and the conscious attitudes that individuals communicate and are aware of. Furthermore the best predictor of future behaviour, the authors explain, is in fact past behaviour. This is a pessimistic outlook on the capabilities of public health groups, but one that strikes at the heart of the industry and its intrinsic purpose.

The National Tobacco Campaign

Smoking represents the most preventable cause of health problems and death in Australia. The financial burden per year to the government and tax payers of Australia of smoking has now reached the billions. In response to these issues in 1996 the Australian Federal Government instigated the National Tobacco Campaign with the public front of this campaign named Quitline. This organisation has spearheaded federal laws that have radically restricted the packaging, sale, advertisement and use of tobacco products.

More notoriously, Quitline has also brought about change in anti-smoking television advertisements through the use of graphic images of damaged human body parts affected by smoking. The Australian Department of Health and Ageing website (2007) surprisingly cites this fact as what differentiates between the previous anti-smoking measures and the new ‘shock tactic’ ads as a bid to become more effective. There are more than six different ads confronting different areas of problems associated with smoking, which includes: lung damage, oral abnormalities, artery change, tumours, limb amputations, stroke and one less medically minded that deals with personal excuses for smoking.

Theory and Research Themes in Quitline TV ads

There are elements of psychological attitude change theory and research which can be seen to be apparent or lacking in the Quitline ads. Although, It is not obvious that they subscribe to one particular attitude change guideline. Despite this one piece of literature deemed the program to be psychologically sound and effective (Borland & Balmford, 2003), although the fact this literature was produced through an Australian governmental health subsidiary somewhat weakens its objectiveness.

First off, the self proclaimed radicalness of the shocking images presented in the television ads and their effectiveness is of key interest. The visual representation of the effects of smoking and of course its extreme nature ensure that the advertisements stand out amongst other unrelated and previous campaigns. But it remains to be seen whether this guarantees effective communication and ensuing attitude change. According to Beck & Davis (1978) fear arousal used in attitude change efforts (e.g. the amputation of a foot) is only effective if the attitude concerns an issue of low importance to an individual. Although fear proved less effective on subjects who believe that smoking attitudes are of a higher importance, across both groups of high and low attitude importance, success was enriched by high levels of fear arousal and responses. This study highlights the importance of Quitline in maintaining negative smoking attitudes for non-smokers (low attitude importance), but also points out the failings of fear arousal to address the smoker’s attitude change requirements (high attitude importance).

Three million Australians smoke on a daily basis and whilst in the long term the prevalence of smoking has declined, the smoking rates of specific groups of the population has remained relatively constant. Young people and women are examples of these population groups and provide specific challenges to policy makers and health promoters in terms of tailoring strategies to persuade these specific groups (Wang & Chen, 2006). According to the government website (ADH&A, 2007), the ads are said to target young people and smoking parents in an attempt to bring about a generational attitude change. This is represented in the ads by emphasis on the long term effects of smoking and of the visual ugliness of the effects of smoking to appeal to the more aesthetically minded youth population group.

The relevance to the target audience of the television ads is an important measure of its communicative success. Chang (2006) performed a study with school students in Taiwan determining the degrees of strength of smoking attitudes and the correlated routes of attitude effectiveness. The author found that, to young people, short term health effects of smoking as well as the social ramifications of smoking were of lower importance and were weaker attitudes than the long term health effects of smoking. Secondly, the author found that by targeting the attitudes of the youth that were the weakest will lead to greater attitude change effectiveness. For example, according to this study, TV ads aimed at young people should emphasis the negative social stigma of smoking as well as issues such as decreased fitness and skin aging- unfortunately Quitline’s emphasis is primarily on long-term health problems. Van de Harreveld, van der Pligt & de Vries (1999) concurred with this statement but did not emphasise the age specific element of Chang’s findings. It was found that some effects of smoking were inherently unimportant to smokers: for example short term effects, which similarly were described in the former study as an attitude of weak strength.

As mentioned previously, one of the Quitline ads depicts various people expressing excuses for smoking in an ironic fashion within the context of anti-smoking information. This aims to promote social disfavour with smokers and attempts to establish a desirable in-group and undesirable out-group within society towards smoking. This ad has theoretical merit based upon a study on political engagement by Eggins, Reynolds, Oakes & Mavor (2007). Subjects were artificially placed within a politically active in-group and found an increased attitude towards political participation. It was found that some types of attitude change were dependent on the self identification of an individual within a group. When individuals were willingly placed into a specific group of a different collective attitude and membership in that group is desirable then the individual’s attitude was transformed.

Conclusion

Above are some specific examples of the theoretical basis of the Quitline campaign in regards to the psychological study of attitude change. Although the included research does highlight some major flaws in the communication of anti-smoking messages, it has been clear how easy the application of available research can be. Firstly, this paper framed the concept of attitude within the context of attitude change and its links with behaviour, and secondly, showed various elements of the National Tobacco Campaign which have the capacity to be successful in creating attitude change.

References

Ajzen, I. & Fishbein, M. (1977). Attitude-Behavior Relations: A Theoretical Analysis and Review of Empirical Research. Psychological Bulletin. 84, 5, 888-918.

Australian Department of Health and Ageing (2007). Tobacco – Education. Website accessed at: http://www.health.gov.au/internet/wcms/publishing.nsf/ Content/ health-pubhlth-strateg-drugs-tobacco-education.htm

Beck, K. & Davis, C. M. (1978). Effects of fear-arousing communications and topic importance on attitude change. The Journal of Social Psychology. 104, 81-95.

Borland, R. & Balmford, J. (2003). Understanding how mass media campaigns impact on smokers. Tobacco Control. 12, iii45.

Chang, C. (2006). Changing Smoking Attitudes by Strengthening Weak Antismoking Beliefs-Taiwan as an Example. Journal of Health Communication. 11(8), 769-788.

Eggins, R. A., Reynolds, K. J., Oakes, P. J. & Mavor, K. I.
(2007). Citizen participation in a deliberative poll: Factors predicting attitude change and political engagement. Australian Journal of Psychology. 59(2), 94-100.

Stacy, A. W., Bentler, P. M. & Flay, B. R. (1994). Attitudes and health behavior in diverse populations: Drunk driving, alcohol use, binge eating, marijuana use, and cigarette use. Health Psychology. 13, 1.

Van Harreveld, F., van der Pligt, J. & de Vries, N. K. (1999). Attitudes towards smoking and the subjective importance of attributes: Implications for changing risk-benefit ratios. Swiss Journal of Psychology.

Wang, M. & Chen, Y. (2006). Age Differences in Attitude Change: Influences of Cognitive Resources and Motivation on Responses to Argument Quantity. Psychology and Aging. 21(3), 581-589.
Further Reading