Attitude

• means a person’s own evaluation of another person, idea, situation etc
• feelings and beliefs that determine the behaviour of persons.
• youth not joining politics : a negative attitude, Nazi hatred towards Jews.

Content

• Political 
• Social 
• Negative social attitude 
• Discrimination, prejudice, patriarchy , stereotypes, Communalism Extremism Secessionism Castism 
• Solution- Education Information Highlighting individual identity rather than group Cultural assimilation Inter-group contact
• Moral 
• Environmental 
• Shaping factors
• Primary socialisation
• Family, school, work place, peer group
• Secondary socialisation
• Religion, political culture, media
• Reward and punishment
• Personal experiences
• Observation

Structure

• Affective 
• Cognitive 
• Behavioural

Functions

• Shaping beliefs, values
• Prompting action 
• Maintaining self-esteem
• Consistency in behaviour
• Predictability of actions 
• Social identity 
• Object appraisal- 
• Social adjustment -
• Utilitarian - utilitarian choice - buying a beneficial product 
• Knowledge - organize new information, and create generalization / stereotyping
• Ego-defensive - by holding attitudes that protect our self-esteem < Denial, Repression, Projection, Rationalization> 
• Externalization - ego-defense by blaming external factors we try to defend our internal conflict 
• Value expressive -Gandhi switched to Khadi dhoti to express his central value “self-reliance, simple living”

Attitude influence and relation with thought and behaviour

• Cognitive dissonance - state of having inconsistent beliefs or attitudes, especially as relating to behavioural decisions and attitude change.
• Persuasion
• Rational or emotional appeal 
• Knowledge and education 
• Social influence
• Civil Society Movement 
• Cultural norms
• Coercion
• Reward and Punishment
• Personal experience 
• Observation and experience of leaders 
• Socialisation and Association

• Strength of existing attitude 
• Source characteristics 
• Credibility
• Attractiveness 
• Motives 
• Mode of message
• Attitude Formation- Classical conditioning, Operant conditioning, Observation learning
• Attitude Change
• Dissonance theory  
• Learning theory, 
• ELM
• Importance – 
• IEC in public awareness, 
• Mass campaigns
• Advertisement

Moral attitudes

• Goodness Purity Truthfulness Humility 
• Perspectives 
•  Liberal 
•  Conservative 
•  Scientific 
•  Rational 
•  Religious 
•  Irrational 
• Contrasting Attitude towards social problems
• About Honour Killing
• Corruption 
• Dowery
• Caste system
• LGBT community 
• Factors
• Socialisation 
• Experience and exposure
• Caste system- Cause of contrasting view
• Gap in education 
• Income inequality 
• Rural-urban divide
• Diversity and various culture 
• Inward society 
• Determinants of Political attitude
• Economic status- Capitalist, Socialist, Marxism, e.g. Begger, Ambani
• Age: Youth – radical, Old age – Conservative
• Conception about human nature
• Religion, family, race, gender, education 
• Media, newspaper, Social media
• Disposition – 1) Discipline/Indiscipline, 2) Odour/ Scent, 3) Military personnel -Powerful state, 4) HR Activist, 5) Germany/ Japan- Taliban

Political attitudes

• Perspective on sensitive issues
• Capital punishment 
• LGBTI rights 
• Secessionism 
• Extremism 
• Communalism 
• Regionalism 
• Nationalism 
• Effect on Voting behaviour

• Mr. Mulayam Singh Yadav's comment on Rape - young ppl do commit some mistake in youth
• Patriotism John f Kennedy has rightly said that “Ask not what your country can rightly do for you, ask what you can do for your country”
• FD - national anthem , service , scientific temper, preserve heritage, cherish freedom struggle, educate children , 

Social influence and persuasion.

• communication intended to make other person believe or do something. The success of persuasion depends on three factors:
• (i) source (Bachchan) 
• (ii) message (SBA=women dignity) 
• (iii) target (ego, attitude)
• Other criteria - credibility &likeability
• Aristotle pathos logos ethos

• Central Vs Peripheral persuasion
• Rational - Putting emotions
• Direct - indirect measures
• Six principles of social influence
• 1) Reciprocity – People give back
• 2) Consistency – Consistent with their previous actions, opinions and assertions
• 3) Social proof - By looking at what similar others have done
• 4) Liking – Physical attractiveness, similarity, praise
• 5) Authority – Parental authority
• 6) Scarcity – Less accessibility items and opportunities – become more desirable,
• Censored subject – more viewership
• Social norms are a group –held beliefs about how members should behave in a given context

• Social Influence
• Village dhiroli gwalior in chambal , district collector suspended gun licenses in village, gun was matter of pride for people. he ordered that people must build toilet first
• PM modi - digging hole for swach bharat campaign 
• Water secretary - cleaning pit latrine himself
• Ajit doval - current NSA, famous for his role in insurgency ops in mizo , kashmir and punjab
• He effectively persuaded many militants to give up violence and cooperate
• Kanan gopinanthan - lending hand in kerala flood by lifting relief material himself