Hello Learners welcome to learn to empower this is a second video of our previous video where in the previous video we’ve looked into the content and the structure of the attitude in this particular video we’ll be looking at the functions of the attitude in the content and structure of the attitude we have
Studied the attitude in terms of C plus a is equal to B what is c c is the cognitive part effective part and B is a behavioral part cognitive part through the observations Etc that you get through predisposition that you have effect effective part is the emotional component of the attitude next the
Behavioral part the emotional component when kicks in it will kicks in the behavioral part of the attitude this Behavior over the period of it turns out to be habit of the attitude the over the period the change that is happening it will become a a behavioral component of
The attitude right in this uh attitude the functions of the attitude will be looked into in detail what are the functions of the attitude the by you know understanding how attitude is formed now we try to understand how this functionality can be achieved for example the first and foremost function
The attitude gives is the utilitarian function what is do mean by utilitarian function right the general we anyhow we’ll study the utilitarian theory that is given by jery benam then it is modified by JS Mill Etc in the coming videos timing understand that utilitarian is a principle which gives
The maximum benefit for the utility right an individual the theory says that an individual try to maximize their reward and minimize their punishment this is a theory which goes between pain versus pleasure every human being in this world try to achieve the pleasure and reduce the pain now this is a sense
That you should understand everybody wants to maximize their profits everybody wants to maximize their profit when this is the picture now try to understand certain examples with respect to the utility and principle that is no ed through the process of attitude for example consumer decision making whenever we go for a shopping we
Definitely look for the quality of the material right we definitely look for the what is the price of the material what is the if there any offer or not so those things get into picture this is utilitarian we evaluate the benefit and cost associated with the different
Products or services that we choose over the period of time the consumer decision making in itself is the utilitarian aspect for example somebody who’s having an iPhone somebody who’s having an Android phone you can assume that the Android for person having the more utility than the person with iPhone I’m
Not against any iPhone users here but definitely you can understand with the same cost benefit analysis we’ll get much more benefits in the Android than in the uh iPhone right next comes the health Behavior choices for example in the utilitarian principle definitely we’ll go for you know when you do lot of
Exercises then you will automatically understand that uh the good health benefits when it comes into picture you will think about you know quitting smoking Etc right these things can be understood better in the uh functional aspect of the attitude the next important is the career choices for example in the utilitarian aspects
Itself when you choose certain career definitely you look for the what are the job prospects that the career will give right what is the return that I’ll give that is called return on investment return on education that I’m know giving certain money for the investment in the education in return return what I’m
Getting is been studied in the utilitarian aspects right what is the salary what is the job what what is the growth opportunities in my career that I’ll will get right those can be studied in the functional aspect of the utilitarian principle next is the Environmental Conservation now people started conserving the environment
Thinking that the long-term benefit of the environment it will benefit the planet it will benefit the future Generations Etc right now the Gandhi’s quote is very important here Gandhi said that the environment has given for everything for the man’s need but not for the man’s greed right you understand
This point very very important next important aspect in the utilitarian is that social relationship when you have a social relationship when you connect to the emotional to some certain person when you share the common interest definitely you are looking for the well-being mental health being psychological Health being of the people
Right the next next important is the knowledge function the attitude is over the period of giving the function of knowledge which means that this attitude gives certain knowledge about certain things happening in and around you let us take example of political beliefs right now when you have certain ideological inclining towards one
Political party definitely whatever that political party is going to do in terms of policy or in terms of governance you will support that governance policy Initiative for example Congress uh party for example BJP party for example arm admy party this parties have different ideologies how to at the end of the day
These parties are doing for the welfare of the people but the approach towards the welfare of the people is different right that is one identity that you’ll get through the knowledge function because you are eming the knowledge of this political parties ideologies into your attitudinal component of the
Understanding of the society right the next component is the cultural identity whenever the person whenever the individual think about their cultural Pride right they start you know having that cultural identity and they start making that specific cultural groups and maintain something called a sense of belonging when there is a sense of
Belonging obviously the trust in the society will increases when the trust in the society increases crime rate in the society will come down next is the social issues for example the knowledge component includes what you have certain knowledge about how the society should behave but when the society behaves not
In that direction but different for example there’s a thft happening but there’s a crime happening but there is a no murder is happening there is you know rape is happening right when you see these things the gender inequality is happening by these things you will you know certainly understand the knowledge
Component of the attitude that you want the change now right you support for the social change you advocate for the social change that need to be done the similar goes with the scientific beliefs also for example uh there are black magic that is Gos in the society right
But when you scientifically believe you will discard this black black Magics Etc right now you will look for the scientific Advanced principles you want the evidences for everything this creates what rationality this creates rationality everybody in in the society should think in a rational manner even this is given in our uh fundamental
Duties right the next is the historical interpretation because the today the history is written in a very different interpretive manner understanding the history is very important now historical context is very important you know understanding the narratives interpretations are very important because history generally is written by
The people who are won the war but we need to understand that is not the case now the history is turned out to be a different aspect we are looking into something called as sub alter history what do mean saalan history looking the history from how the people were living
In the particular society for example when you look at the traditional historical interpretation you will find that how Ashoka how Ashoka is a good King how Ashoka made the so and so but what about the people whether the people were happy about the ashoka’s rule whether there was a taxation is heavy
That understanding of studying the historical context is saalan history right the next comes the important component that is ego defensive function for example you have attitude towards certain aspects of of your life now you don’t want to lose that aspect of your life then that component is called ego
Defensive function for example uh you have a diabetes suppose right but you still want to eat certain sweet but when somebody asks you why you’re eating the sweet you still you have a diabetes then you will say that this small part of the know eating the sweet does not happen
Anything to the diabetes you will downplay certain aspects of your life for example you are a smoker if somebody comes and says about the smoking is not good then you will downplay saying that no one or one or two cigarettes a day is not not very much you know harmful to
The health so this is what this is the ego Defence you don’t want to change you want to keep that uh know protect you want to protect your self-esteem and sense of identity now next comes picture is the stereotyping and prise for example when you will always certain
People in the society have certain prises or certain stereotype towards certain genders right towards uh let us say cast groups for example When you mention a lower cast uh name then automatically people assume that they are working in a minial jobs Etc right so these are the prejudices that is
Existing in the society that you know creates over the period it deepens over the period of time through the component of attitude in the functions of the ego defensive mechanism and if you say that no this has to be changed over the period these people will not accept
Because this is where the ego defensive function kicks into for example you talk about human empowerment to the person who is in 70s or 80s now they don’t agree because that generation woman empowerment was just a joke right now next is the for example rationalization of the F this ego defensive function
Ration it kicks in into the rationalization of the failure for example if you ask somebody why you have not studied for the examination they don’t agree that they did not study for the examination but rather they will say that you know I did not had a sleep over
The night you know there was lot of dogs who were barking in my area so I did not got the sleep so they will you know blame somebody else the projection of blame and the r of the the failure both are interlined here their negative traits they won’t accept rather they
Will project it to the others to accept their failure right and next the ego defensive function helps in justifying their Inequality For example these people will say that the society is not meant for equality there is always inequality existed C system should exist over the period of time they don’t you
Know consider or empathy towards the people who are in empathetic situation or the uh I would say the weaker sections of the society the next part is the they will support the cost based discrimination they will say that higher cost has they will justify the rationality of the higher cost and the
Lower cost this ego defensive function over the period of time leads to religious intolerance in the society this will leads to stereotyping and prees of certain religious group for example definitely you will get you you know this is in the news also Gujarat rights right how the Gujarat happen over
The period of time this was The Stereotype that was created against to both of the communities both the Hindu communities as well as the Muslim community and what is the result result is nothing but loss of life in the both the sides of the group Next is ego defensive function language chanism for
Example in the southern states like Tamil Nadu Karnataka will they take so much pride in their language they will downplay or they will degrade the other language right other Lang which should not be done you can project your language is a good language but it should not cost at the uh the other
Person’s language right this is uh know actually hinders are one of the fundamental principles of the country that is fraternity the sense of Brotherhood is lost when the language chanism Etc you know gets into in a larger picture the next is gender bias they will certainly uh know hold gender
Bias because ego defensive function will not accept the equality so they justify the unequal treatment of the other genders Etc done the colorism nothing but it’s a kind of you know judging the People based upon the skin color if the people having the fair or whitish skin
Color they are good people and the black skinned people are not that much this this is still exist in India but not in large scale as like like a cast system but certainly in the skin color biasness is still is there for example in India we had uh know advertisement done by
Fair and lovely right a you know Famous Brand which done that the fairer skins will lead to Better Life achievement now over the period of time when this is there now this attitude is changing now they also changed the name from fair and lovely to glow and lovely you can
Understand the attitudinal value of ego defensive function how it is Ed in the society and how we are getting functioned here the next is a value expressive function now you believe in certain things you want to express your value this helps in your attitude for example you will start in the political
Activism you believe that social injustice should go away then you will certainly advocate for the social justice that should happen you will advocate for equality you will advocate for the policy changes in the society next if you believe in the Environmental Conservation is more important then you will go for environmental advocacy you
Will promote sustainable development you will promote the awareness campaign next you will promote in terms of what artistic Expressions which include includes music films literature it includes even movies as well that you want to try to communicate your point of view to the society next comes the
Ethical consumerism as I said in the be in the starting of this video that the people look for the utilitarian aspects of know looking for Consumer Behavior the same is the ethical consumerism where people you know go for ethical way of consuming right for example the especially in the
Western countries they will not accept the goods which are manufactured when the factor is involved child labor right it’s a kind of ethical consumerism only right this is where the ethical values comes into picture especially European countries have this kind of you know things right next is a social media
Activism you will not sit silent you will at least try to do you know posting in the social media including Twitter Facebook Etc right you will create awareness this is how the attitudinal function is aspect of the life and around the society is changing the ones the perspective towards the society
Right uh next comes the social social adjustment function in case of social adjustment function based upon the society that you grw up based upon the uh values that you Ed over the period of time you will change according to the modes of the society for example dress code compilance for example when you
Went for an any wedding or something you will wear the dress as as you want to suit to the particular functions or not so this is what is called as dress code compilance next language for example you might be using a different language or the uh way you communicate to your
Mother and father in the house very different but when you go into the society uh when you know speak in front of the others then your language e equities will change the same as with the cultural e equities in case of cultural for example in the house in the
Home we’ll be you know eating in our dining table or eating in the sofa Etc but when you go into a restaurant you will be having a proper setup you will also started starts eating in the spoon or a knife Etc right so these things you
Know breed you know over the period of time this social adjustment function where your attitude changes according to the your surroundings right next comes you know confirming to your peer pressure for example uh you likeed certain movie right but your peer pressure or your friends not liking that
Mie you also start saying that instead of woring with them you also start saying that yes even I did not like the movie why because you don’t want to left out of the group right next respecting The Authority what is respecting The Authority for example an authoritative
Figure comes into picture and he talks about certain values or certain things you will respect that particular Authority for example this happens in case of uh movie uh know stars or the political leaders when they give speeches Etc they will know know give that kind of speeches the people or
Audience also have that kind of tendency in believing them next is certainly the cultural festivals during the cultural festivals you also know dress as per the needs of the cultural festival for example Eid Christmas or Diwali you will also change your attire as per the suit to the societal values right and the
Next is the as some of the examples I have given some is the some of them are language adoption where you know different regions will have different languages when the people go for that region they will also try to speak in their local language just to connect to
The people right done now cast based practices now when you are of this system when you living in a remote part of the village areas this social adjustment function made the people to adjust according to their cast rule this is has led to one of the degrading
Practice in India that is the cop panchayat right cop PCH that is happening in the society uh is because of the people try to you know want to be in the social group right so they support the C systems more this has led to what C panchayat next is the
Religious observance what is religious observance when you went to the temple when you go for cultural practices when you go you will also practice same religious observance without even questioning the authority why you are doing it right because you don’t want to get left out of the particular group
Done and the next is the marriage custom for example if you’re marriage if you are doing marriage definitely you’ll follow certain social attitudes customs and you know you will want to conform to the marriage ritual that has been performed without even questioning why you are performing this kind of rituals
Right next comes the gender roles what is the gender role the different uh aspects of the gender will have a different aspects of gender role in the society generally we say that woman is confirmed to Kitchen male is confirmed to out of work but this is not the case
Now now the role of the gender is changing over the period of time right we are in a society where we are not discriminating the roles of job based upon gender rather it is a you know gender fluid job that has been there in the society right by this slide we are
Coming end of this video in the next video we’ll be taking up the other aspects of the chapter of attitude till then thank you take care
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