Social norms influence behaviors and perceptions in a society. Social norms regarding alcohol and drug use have changed over time, moving from scare tactics to social norms campaigns. Social norms campaigns work by conducting surveys to understand actual drug and alcohol use versus perceived use, then implementing campaigns to change misperceptions and make unhealthy behaviors seem less acceptable. These types of campaigns have been shown to significantly reduce rates of binge drinking and drug use on college campuses.
2. What are social norms? Social norms are the expected behaviors of a society Social norms are different in every culture They may be true or false
3. What came before social norms? the predominant methods of deterring drug and alcohol use was: 1.Scare Tactic -this approach tried to scare individuals with negative consequences such as physical and emotional to deter use
4. How do social norms affect us? Most people want to fit into society Social norms influence the way we act and think If we think that an act is acceptable we are more likely to do the same It perpetuates delinquent behavior and bad decision making
5. Founders of social norms Alan David Berkowitz & H. Wesley Perkins Together in 1986 they published the first major study on social norms and drinking They found that the most effective method of changing behavior is changing perception
6. How are social norms evaluated? evaluated through survey Initial survey given to evaluate actual use v. perception Social norms campaign is rolled out Second survey is given to evaluate change Change in behaviors can be seen on police reports Campus crime reports
7. Social Norm Studies ESU is currently conducting a social norms survey on residential freshmen to evaluate perceived norms. One recent study was able to evaluate 28,000 students over 44 college campus’ survey compares actual drinking/drug use to perceived use studies prove social norms dramatically drinking and drug use East Stroudsburg University
8. Media effect on social norms Negatively impacts social norms Movies such as animal house and old school portray college students as raging alcoholics who do nothing but party Reduction in negative portrayal could reduce delinquent acts
9. How do we change social norms? I DON’T NEED TO DRINK TO HAVE FUN I LOVE TO BINGE DRINK Change the way that people think Social Norms Campaign can be powerful if backed up with strong information and proper marketing Make drinking and drug use less acceptable in society
10. Conclusion Effective social norms campaigns are able to reduce the rate of drinking and drug use As a result of this the number of assaults, injuries, date rape, and other such delinquent behavior is drastically decreased Quality of life is improved an community gains a more realistic perception of themselves
11. What percentage of ESU students have never used marijuana? According to the 2007 Core Alcohol & Drug Survey 62.8% have never used marijuana 0-15 15-30 30-45 45-60 60-75 75-90 90-100
12. Questions Are you affected by social norms? Who is responsible for creating social norms? What can you do to change social norms? What other methods can be used to change delinquent behavior? ? ? ?
