right guys welcome to this brief video on culture bias as usual we are going to cover the outline elements of the topic first with a focus on a brief recap of universality because we covered it in the gender bias lesson we're then going to have a look at what culture bias is and we're going to have a look at the two key terms that you need to know for this topic ethnocentrism and cultural relativism we'll then move on to the evaluation points and I've got four of those for you if you're interested in some of the exam questions that you could get for this topic including essay practice you can click on the link at the top of the screen now and you can head over to the exam practice video and before we get started if you find this video useful please let me know by hitting the like button so here are the four key terms for the topic you've got culture buys which is the obvious one universality which like I said will have a quick revisit of and then you've got ethnocentrism and cultural relativism just so that you can keep an eye out for them as we go through the video now in our previous video on gender bias we introduced the concept of universality and bias and we discussed how if psychology is a scientific study of human behavior then it should be standardized and it should be able to apply to all people but actually psychology has been dominated by men for such a long time and because of that it's made assumptions about human behavior largely based on male Behavior which produces a gender bias in psychology we also have a similar bias in respect to culture so before we get started here is a definition of culture bias which is a tendency to interpret all phenomena through the lens of One's Own culture ignoring the effects that cultural differences might have on Behavior now in 2010 Henrik etal reviewed hundreds of studies and reported that around 68 of participants came from the USA and 96 of participants came from industrialized nations further research conducted by Arnett in 2008 found that 80 of participants are or at least were undergraduates studying psychology now findings like that make us question how Universal the findings made by psychologists actually are and it led to Henrik coining the phrase weird to describe people that are most likely to be studied by psychologists they are Western educated industrialized Rich Democratic people those are the people who are most likely to be in psychological studies now that suggests that although psychologists routinely claim to have discovered facts about human behavior those findings are actually subjected to strong cultural bias because weird people are generally being used in the research okay so we're always using the same type of people from the same type of cultural background in our psychological studies and of course that means that on a similar vein to what we talked about in the gender bias lesson if the norm or the standard for a particular behavior is set by A specific group of people in this case weird people Western educated industrialized Rich Democratic people then the behavior of people from non-westernized less educated Agricultural and poorer cultures is going to be seen as abnormal inferior or unusual okay so it's very very similar to the whole androcentrism issue that we have in gender bias as well now one particular form of culture bias is known as ethnocentrism ethnocentrism is when researchers see and judge other cultures by the standards and the values of their own cultural perspective and assume that their own perspective is normal and correct in its extreme form ethnocentrism is the belief in the superiority of One's Own culture which then ultimately can lead to prejudice and discrimination towards other cultures okay ultimately it is a lack of awareness or even an ignorance towards other people's perspectives of the world and the findings that were presented by Henrik and arnott that I mentioned earlier suggests that the U.S and Europe are guilty of presenting an ethnocentric view of human behavior now as always you are going to need to have on hand some examples of the things that we talk about here so an example of ethnocentric research is ainsworth's strange situation and it's often criticized for only reflecting the norms and the values of what's referred to as Western cultures okay so if you remember in their research Ainsworth and her colleagues suggested that the ideal attachment was characterized by babies displaying moderates amount of separation and stranger anxiety any baby who displayed too little of either of those was deemed as insecure avoidant whereas any baby who displayed too much of those was deemed as insecure resistant and ultimately secure attachment was considered to be the most healthy however that then led to a misinterpretation of child rearing practices in other countries that were seen to deviate from American norms for example Japanese babies were much more likely to be classed as insecure resistant because they showed considerable amounts of distress when they were separated from their mothers however that is likely to be due to the fact that Japanese babies are rarely separated from their mothers in day-to-day life which would of course result in extreme distress when they then are separated from them in the strange situation these babies are presenting as insecure from an American slash European perspective but they're not necessarily presenting as insecure from a perspective of their own culture if you were to take Japanese culture into account it is possible that they would be classed as secure by Japanese standards okay but we Europeans Americans we have decided that secure is best and therefore we are misinterpreting what's going on in other cultures cultural relativism on the other hand is in many ways the opposite of ethnocentrism okay it's the idea that the Norms the behaviors the values the ethics the moral standards of a particular culture can only be meaningful and can only be understood within the context of the culture in which they appear so we really need to be in a culture in order to understand that particular culture now an example of cultural relativism in Psychology was within intelligence so back in the mid 80s Sternberg argued that the meaning of intelligence is different for different cultures so for example coordination and motor skills may be more valued in a pre-literate society and this is still the case in some tribes around the world that motor skills and coordination skills are still deemed highly valuable much more valuable than other skills however this isn't the case for a more literate or a more developed Society so therefore the only way to understand intelligence is to take into account cultural context if we don't take the context into account then we run the risk of devaluing other cultures and making assumptions about them that aren't correct but rather are based on beliefs or stereotypes for example we might argue that one culture is less intelligent than our culture when actually the measure of intelligence that's being used isn't applicable to that culture okay so we can only understand intelligence if we study it from within the culture that we're trying to apply it to right I hope all of that has made sense that is already the end of the outline you can see the three main terms on the screen now and if you want to see how all of those fit into an outline for an essay then you can head over to the exam practice video which was linked earlier and will also be linked at the end of the video also I am well aware that some of you will be following the pink head girl book for this lesson and in that book they make reference to emik research and ethic research I am well aware that I haven't talked about that in this video that's simply because you don't need it for an essay and also emic versus ethic isn't specifically mentioned in the AQA specification which means that you're not going to get asked a specific question about it okay there's nothing wrong with learning it and there's nothing wrong with knowing what it is and there's nothing wrong with putting it in an essay but I'm not going to put it in the video because you don't need it okay so let's move on to the evaluation points now before I do that it's worth mentioning that evaluation points for this topic are not always split into strengths and limitations but they also look at ways to avoid culture bias and they also include real world consequences of culture bias as well I am going to give you slightly shorter versions of the evaluation points in the video so that I can talk you through them if you want to find the full written out paragraphs you can do so in my model essay in the exam practice video right so our first evaluation point is about the real world consequences of culture bias culturally biased research can have significant real-world impacts for example they can create prejudice against certain groups of people psychologists in America use the opportunity of World War One to Pilot their first IQ tests on almost 2 million Army recruits many of the items on the test were very ethnocentric so for example they would assume that everybody knew the names of U.S presidents which just wasn't the case the results from the test were that recruits from Southeastern Europe and African Americans received the lowest scores now the poor performance on of those groups wasn't taken as a sign of an inadequate test being performed but rather it was used to inform racist discourse about the genetic inferiority of particular cultural and ethnic groups so certain ethnic minorities were deemed as mentally unfit or even feeble-minded in comparison to the white majority and as a result of that they were denied educational and professional opportunities okay so things like that illustrate how cultural bias can be used to justify prejudice and discrimination towards certain ethic and cultural groups and obviously it shows that cultural bias can have very very damaging real world consequences now one way to deal with cultural bias is to recognize it when it occurs so for example Smith and bond found in 1998 in the survey of European textbooks on social psychology that 66 of the studies conducted were American 32 were European and only two percent of them were from the rest of the world now that suggests that psychological research is severely unrepresentative and it can be greatly improved by simply selecting different cultural groups to study just by appreciating and understanding cultural bias we can help psychologists to avoid and overcome the issue of culture bias okay so one way to deal with it is to First recognize it and to recognize it we need to be aware of the fact that it does exist one good thing to have come out of culture bias in Psychology is the emergence of indigenous psychology which focus on the development of different groups of theories in different contexts an example of that is afrocentrism which is a movement suggesting that because all black people have their roots in Africa theories about them must recognize the African context of behaviors and attitudes the movement suggests that the values and cultures of Europeans actually devalue non-europeans and at the very best are completely irrelevant to them so this is an example of an approach which emphasizes the uniqueness of every culture and looks at behavior from the inside of a particular system which is really important because it's led to the emergence of theories that are more relevant to the lives and to the cultures of people not only in Africa but also those that are far removed from their African origins okay and then we've got a final point which is a little bit of a discussion point so many of the studies that have been most influential in Psychology have suffered from severe culture bias but with the rise of globalization in the media some critics have actually argued that the Divide between cultures no longer really applies so for example Ash's results were questioned by Smith and bond in 1993 as they found evidence to suggest that collectivist cultures had a much higher rate of Conformity than individualist cultures however more recently takano and Osaka in 1999 compared U.S and Japanese results of an ash type experiment and they found that in 14 out of 15 studies there was no evidence of an individualist collectivist split so that suggests that maintaining the distinction between collectivist and individualist is either simplistic and lazy because cultural differences could actually be much more complicated than to Simply say it's all about collectivist and individualist or it could be that the distinction is actually becoming irrelevant because culture bias may be less of an issue in a modern day psychology than it was in the past okay so you've got four evaluation points there like I said I've given you the shortened versions and I've talked you through the points if you want to see what they look like fully written out and in an essay then have a look at the exam questions video where you can see all of that so that brings us to the end of the video I hope it's all made sense and I hope it's been useful head over to the exam practice video for some examples of how it could pop up in an exam and for a model essay as well if you found it useful please remember to let me know by hitting the like button thank you very much for listening and I will see you in the next one