Socialization

Name: Andy Pok _ Period: 6 Date: 11/17/10 _ // The Social Self //

__Directions:__ Use the following graphic organizer to take notes on the three theories of socialization. In the third column, you should just take bulleted notes that outline the assumptions and beliefs of that particular theory. When you are done, please upload the file into your wikispace.


 * ** Theory ** ||  ** Theorist **  ||  ** Assumptions/Explanations/Beliefs **  ||
 * The Tabula Rasa || John Locke || Each newly born human being is a tabula rasa, or a clean slate in which anything can be written. Each of us is born without a personality and that we can be molded into any type of character. Socialization is seen as a process by which individuals absorb the aspects of their culture with which they come into contact. ||
 * The Looking-Glass Self || Charles Horton Cooley || Individuals develop a sense of self. The Looking-Glass self refers to the interactive process by which we develop an image of ourselves based on how we imagine we appear to others. Other people act as a mirror, reflecting back the image we project through their reactions to our behaviors. First, we imagine how we appear to others. Second, we attempt to determine whether others view us as we view ourselves. Finally, we use our perceptions of how others judge us to develop feelings about ourselves. ||
 * Role-Taking || George Herbert Mead || Role-taking forms the basis of the socialization process by allowing us to anticipate what others expect of us. We learn to see ourselves through the eyes of others. The expectations and attitudes of society take on the added importance in guiding our behavior and reinforcing our sense of self. There are 3 steps. The first is imitation. The second is when they begin to play and act out roles. The third is when they start to participate in organized games. ||

What is role taking, and what three stages do children go through when developing the skills needed for role-taking? Role taking is the basis of socialization process by allowing us to anticipate what others expect of us. The three stages that children go through are imitating the actions of other, playing and acting out the roles of specific people, and then taking part in organized games.

According to Mead, what are the two components of the self, and how are they related? The 2 components of self are the “I” and the “me”. The I is unsocialized, spontaneous, self-interested, and self-identity. The me is the part of ourselves that is aware of the expectations and attitudes of society. A person needs both aspects of self to develop into a well-rounded member of society.



Name: Andy Pok __Period: 6__ __Date: 11/18/10___ __**3 Theories of Socialization**__

Directions:__ Choose one of the three theories of socialization and explain why you think it makes the most sense to you. In other words, which theory seems most appropriate to analyze how people are socialized in the year 2010. And why?? Type your answer below:

I feel that all three theories of socialization have their strong points. However, I feel that the one that makes most sense if John Locke’s theory of Tabula Rasa. Cooley’s theory of the looking-glass self won’t affect everyone, because not everyone would care about the opinion of others to make an image of ourselves. John Locke’s theory is stating that a newborn infant is a “clean slate”. It is true, because a newborn child is not exposed to anything, and as they grow up there are factors that play a role. This relates back to the personality developments that determines the characteristics of an individual. It makes sense that infants, as they grow up, are influenced by almost anything. So it would be easy to influence/shape them into any type of character.

** The Merchants of Cool  ** ** Statistics: ** ** Questions to Consider: ** ** Questions to Answer: ** -Robert McChesney ** 1. Are "cool hunters" and those who use the information they supply similar to colonial powers? Do they exploit teens or are they providing desired benefits and services? Yes, “cool hunters” are similar to colonial powers because they try to take over and maximize their profits by making products that attract teens. Colonial powers set up a foundation and gain power over time and using resources to their advantages. They are exploiting teens for all they are worth, to make sure that their “empire” grows strong and profitable.
 * There are 31.6 million 12-19 year-olds in the U.S. - the largest generation ever. (U.S. Census Bureau, 2000)
 * Teens are exposed to an estimated 3,000 ads a day. (Adbusters)
 * 65% of U.S. teens have TV sets in their own rooms. (Kaiser Family Foundation)
 * 83% of U.S. teens reported going online last year. (Teen Research Unlimited)
 * Last year, U.S. teens spent an estimated $105 billion and influenced their parents to spend an additional $48 billion. (Teen Research Unlimited)
 * In 1998, U.S. companies spent nearly $200 billion on advertising. Worldwide ad spending is estimated at $435 billion. (Advertising Age and the United Nations Human Development Report, cited in Klein)
 * Who is the "storyteller"?
 * What techniques are the "storytellers" using to tell their "story"?
 * Why are they telling this particular "story" (what is their motive)?
 * Who is the "story" for (who is the target audience)? Why is the "story" being told to that audience?
 * Is the story accurate, fair, and complete? If not, what information or perspectives are absent and why were they left out?
 * "In much the same way that the British Empire tried to take over Africa and profit from its wealth, corporations look at [teens] like this massive empire they are colonizingäAnd their weapons are films, music, books, CDs, Internet access, clothing, amusement parks, sports teams."

- Douglas Rushkoff ** 2. Did the marketers in "The Merchants of Cool" get it right? Do they really know you? If MTV was really based on understanding you as a person, what would it look like?
 * "They don't call it "human" research or "people" research, they call it "market" research."

They did get it right, they know teens and what they are capable of. They study them to see what they like and what they don’t like. They understand what trends are being set, and what teens see as “popular”. If MTV was based on understanding me, it would look like an average teen that I can relate to. It would have the same music, tastes, and preferences. Basically, it would be another “me”.

- Mark Crispin Miller ** 3. Are marketers concerned with the well-being of the consumer? Do they answer to consumers? If not, who do they answer to? Is marketing to teens different from marketing to adults?
 * "The MTV machine doesn't listen to the young so it can make the young happieräThe MTV machine tunes in so it can figure out how to pitch what Viacom has to sell."

Marketers are not concerned with the well-being of the consumer. Their goal is to make as much money and profit as they can. To reach that, they would go through any means. Marketing to teens is different from marketing to adults. Since the two groups have different interests, it would make offers and methods of attraction different. Technology is an important factor that separates adults from teens. Teens are attracted more to technology than any adult, and so the marketing strategy would focus on technology on teens.

- Naomi Klein* ** 4. Has seeing "The Merchants of Cool" led you to think about how you express your identity? What questions do you have? Seeing “The Merchants of Cool” has not led me to think about how I express myself. I realized that
 * "Quite simply, every company with a powerful brand is attempting to develop a relationship with consumers that resonates so completely with their sense of self that they will aspire, or at least consent, to be serfs under these feudal brandlords."
 * This quote does not appear in the film, but is related to its content.