In addition to affecting our sense of identity and attitudes, globalization may have an effect on our behaviour.  There have been many positive changes in society as the values of gender equality, human rights, and health behaviours – such as anti-smoking legislation – have become more the norm.  This shows that globalization can have a positive effect in creating a “global norm” for these behaviours.  However, research shows that not all of the effects of globalization result in positive behaviour.

A study in the Ivory Coast (Delafosse, Fouraste & Ghobouo, 1993) found that globalization may lead to negative behaviours in young adults. The researchers studied a group of young Ivorians age 16 to 20 from 1980 to 1991. They wanted to see if identity confusion as a result of the rapid Westernization of the country would play a role in behaviour. Through both clinical interviews and data from police and social workers, they found an increase in suicide attempts, drug use, prostitution, and interpersonal aggression.  The researchers attributed the increase in problems and changes in their behaviour to the conflict they experienced between the values of their traditional culture and the values of the West.

 Teacher only box

1. What is being measured in this study? What problems do you see with this?

The researchers are trying to determine the level of "identity confusion" as a result of globalization and its effect on "negative behaviours." There are several concerns with this. First, the term "negative behaviours" primarily consists of illegal behaviours.  There is no attempt to look at mental health, but primarily at criminal activity. This also means that the data is coming from people who were caught and charged with crimes.  This raises some concerns not only about the definition of the term "negative behaviours," but also the way that the level of these behaviours is measured.

In addition, although interviews were carried out, it is not really clear how "identity confusion" was measured.  It appears to be linked to the participants' attitudes about globalization.  However, simply being more traditional in one's culture and rejecting globalization does not mean that one has identity confusion - nor does accepting globalization. There is a lack of clarity as to how this was measured - and there is an assumption that globalization leads to identity confusion.

To what extent do you think that the study is transferable to other cultures?

The findings of the study may be transferred to cultures with similar traits.  One would have to consider the level of globalization that the country experienced at the beginning of the study - and then again at the end.  How quickly was the society globalizing?  Was the culture highly conservative?  Very religious?  Was there high/low power distance?  I-C? Uncertainty avoidance?  It would be important to map out the most representative traits of the culture and this would then serve as a means for transferring the findings to another similar culture.

How is data collected? What are the limitations of this strategy?

They collected data both by interviews and by police records. Interviews are problematic in that they may lead to demand characteristics - such as social desirability bias.  In addition, interviews have the potential for sampling bias.  Finally, there is the problem of interviewer effects, where characteristics of the interviewer may have an effect on the level of disclosure of the interviewee.  For example, if the researchers are white French psychologists, this may be less comfortable for the interviewee than if the researcher is a fellow Ivorian.

The correlational data that was collected - police and social worker data - is problematic in that it may show ascertainment bias.  It collects data only on those that have a criminal record or those who have been referred to social services.  It does not collect data on the "average Ivorian."  In addition, this data is simply quantitative and does not give us any explanation of the motivation for the behaviour - that is left to statistical analysis which then leads to the assumption that there is a link between a country's level of globalization and these negative behaviours.

Delafosse et al’s research points to the problem of marginalization – when a person experiences identity confusion as a result of losing faith in the local culture in the course of exposure to globalization, but at the same time, feeling excluded from the global culture. Another study of marginalization looks at the effect of globalization on the mental health of young Japanese.

Hikikomori is a culture-bound syndrome found primarily in Japan where young Japanese may lock themselves in their rooms and refuse to come out for years at a time.  The disorder, also known as “social isolation syndrome,” has three key characteristics: 1. No motivation to participate in school or work; 2. No signs of other psychological disorders; 3. Persistent social withdrawal for at least six months.

The disorder primarily affects young men. There is a lifetime prevalence rate of 4.6% of Japanese young people, ages 15 – 34.  It is estimated that hikikomori affects 1.2 million young people (Norasakkunkit, Uchida & Toivonen, 2012).  Their goal is to avoid possible social interactions with others who may know them and judge them. Although the disorder was relatively rare in the past, it has been rising significantly over time – does this mean that globalization could be playing a role in the rise of the disorder?

Norasakkunkit & Uchida (2014) have applied Berry & Sam’s acculturation model to explain the origins of hikikomori.  Japanese youth may not see the benefit of conformity and social harmony which is characteristic of Japanese society and yet do not feel that they are part of the globalized community and its values. This leads to identity confusion and marginalization.

Berry & Sam's Acculturation model and globalization

 Teacher only box

Students will have their own thoughts on this. Many students are very much aware of the way that phone apps now play a role in dating.

Methodological considerations

As can be seen in the research in this chapter, studying the effects of globalization is a difficult task because of the complexity of the phenomenon. Researchers studying the relationship between globalization, psychological factors, and behaviour face many methodological issues with carrying out research that is both valid and reliable.

First, there is the difficulty of operationalizing variables. The term globalization is an economic term that is now being applied to cultures.  It is difficult to measure the extent of globalization in a country and thus it is difficult to accurately measure its effect on the local people.  

One of the positive aspects of globalization research is that it has challenged the sampling bias of much of psychology research.  The typical sample is WEIRD – Western, Educated, Industrialized, Rich, and Democratic.  In trying to understand the effect of globalization, there has been a richer understanding of the need for more diverse samples and a more emic approach to studying local cultures. At the same time, researchers need to be reflexive in their approach to research – that is, they need to reflect on how their own cultural biases may influence their interpretation of their findings in their own research.

Another limitation is that it is difficult to design a study that effectively tests the assumption that globalization affects behaviour. There are too many variables that a researcher would not be able to control.  Not all countries are at the same level of globalization, urbanization or health care.  These factors may all influence the degree to which globalization may affect culture. And since globalization is an ongoing process, a single snapshot in time is not adequate to understand the effects of globalization, longitudinal research is necessary.

Finally, there are problems with the data that is collected.  Often data is self-reported through questionnaires or interviews. This is the only way in which we can actually obtain an individual’s attitudes or opinions. However, demand characteristics such as the expectancy effect or social desirability effect may lead to responses that don’t truly affect the realities of society.  This is why it is important to triangulate methods – to see if the results obtained in a one-on-one interview are the same as in a survey or in an observational study. As data is collected within a cultural group, there will be questions of transferability. This does not mean that it cannot be applied to other groups, but only to groups that are similar in nature to the group that has been studied.

Checking for understanding

References: Sociocultural approach