define, explain, justify and give relevant clothing examples when discussing other concepts such as stereotypes, conformity and individuality Flashcards
stereotypes
Make sure that you have a good understanding of this phenomenon. Individuals are classified or categorised as belonging to a certain group, and characteristics and behavioural patterns are assigned to them based on the perceiver’s view of that particular stereotype. These characteristics usually are negative, and unfortunately stereotyping does not take into account the wide range of characteristics that is possible within a given group of people. Stereotypes often are based on appearance. For example, we see a woman with bleached, blonde hair in a high, teased style and we immediately classify her as being not very intelligent and belonging to a lower social class.
Kaiser (1998:255) states that “stereotypes are not necessarily negative in their consequences”. We use stereotypes as a cognitive strategy to simplify incoming information. Our stereotypical views of people are often, at least in part, correct.
conformity
Conformity is a change in behaviour or belief toward a group as a result of real, imagined or perceived group pressure. Three important aspects of conformity are highlighted in this definition.
There must be a change in behaviour. If you simply continue to wear that which you have worn for the past ten years, it cannot be said that you are conforming. There must be pressure to change your behaviour. This pressure needs not be visible or real, it can be imagined. The peer pressure on adolescents to conform (so frequently discussed), often lies more in the imagination of the adolescent than in reality.
The group to whose norms you are conforming needs not be in your immediate surroundings. In fact, they could not even be aware of your existence. A person aspiring to a higher status for instance could imitate the customs and life-style of a higher socio-economic group, even if this group does not know him/her at all.
Reasons for conforming
The group has two different functions for the individual. Most books or articles on clothing conformity only mentions the to be liked reason for conforming, while people also conform to be right.
Normative conformity: The individual can use the group in order to obtain acceptance, a feeling of belonging and security. This to be liked reason for conforming is known as the normative process of conformity.
Informational conformity: The individual also can use the group in order to expand his or her knowledge of the world around him or her. The group helps with the evaluation of the self and of others. Information on how to dress is obtained from the group, not because you are afraid of not being accepted as a group member, but because you do not wish to be wrong. This to be right reason for conforming is known as the informational process of conformity.
While adolescents are more likely to conform for normative reasons, e.g. to be liked, adults often conform because they wish to be right, e.g. for informational reasons. It also seems that the mother- daughter conflict on clothing matters occurs when the daughter has a high tendency to a normative clothing conformity process while the mother has a high tendency to an informational clothing conformity process.
Individuality
Deviation from the norm
People may choose not to conform for a variety of reasons. It also is possible for someone to be wearing the clothing that is not accepted by the group, not because he or she wishes to deviate from the norm but simply because they are not aware of the accepted norm, or interpret it incorrectly.
Persons who deviate from the norm could be the (1) fashion innovator, (2) the member of a marginal or subcultural group, or (3) the individualist. While the fashion innovator always is trying to be ahead of the group, the marginal group are nonconformists in that they violate the dress codes of the larger society but conformists in that they meet the counter-norms created by the deviant group. Neither of these two operates independently from the group norms. The true individualist makes a decision totally independent from the group.
