Answer:

Introduction

Social influence refers to the ways in which individuals change their behaviour to meet the demands of a social environment, while persuasion is the act of convincing someone to change their beliefs or actions through reasoning or argument. Both play significant roles in shaping individual and group behaviours and attitudes, influencing societal norms and personal decisions.

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Roles of social influence and Persuasion in fostering pro-social behaviours 

Roles of Social Influence in Fostering Pro-social Behaviors:

• Normative Influence: Conforming to societal norms can lead to pro-social behaviours. In India, campaigns like the Swachh Bharat Abhiyan (Clean India Mission) utilize social influence to encourage cleanliness and sanitation practices.
• Role Modelling: Influential figures can inspire pro-social behaviours. In India, public figures like Sachin Tendulkar advocating for hygiene and sanitation have significantly influenced public behaviour.
• Group Dynamics: Being part of a group that values pro-social behaviours can influence individual actions. Eg: Community groups in India promoting tree plantation and water conservation have led to increased environmental awareness and action.
• Social Identity: Identifying with a group that engages in pro-social behaviours can motivate individuals to act similarly. Eg: In India, religious and community groups organizing blood donation camps have influenced their members to participate.

Roles of Persuasion in Fostering Pro-social Behaviours:

• Raising Awareness: Persuasive communication can increase awareness about societal issues, leading to pro-social behaviours. Eg: Campaigns in India against drunk driving have used persuasive messages to raise awareness and change behaviours.
• Changing Attitudes: Effective persuasion can change attitudes towards pro-social behaviours. Eg: persuasive campaigns like the PCRA’s SAKSHAM Campaign promoting renewable energy, fuel savings and CNG have shifted public attitudes towards sustainable energy sources.
• Encouraging Action: Persuasion can motivate individuals to take action. Eg: “Beti Bachao, Beti Padhao” (Save the Daughter, Educate the Daughter) campaign in India persuasively encourages the education of girls, leading to positive societal change.
• Overcoming Resistance: Persuasion can help overcome resistance to pro-social behaviours. Eg: In India, persuasive strategies have been used to overcome resistance to polio vaccination, leading to a polio-free status.
• Promoting Empathy and Understanding: Persuasive narratives that evoke empathy can lead to pro-social behaviours. Eg: In India, persuasive storytelling in media and cinema through movies like Pink has raised awareness about issues like social injustice, leading to increased empathy and administrative actions.

Roles of social influence and Persuasion in fostering anti-social behaviours

Roles of Social Influence in Fostering Anti-social Behaviours:

• Peer Pressure: Peer groups can exert influence that leads to anti-social behaviours. For instance, youth may engage in substance abuse or vandalism due to peer pressure, as seen in urban areas like Delhi and Mumbai.
• Conformity to Negative Norms: Conforming to harmful societal norms can lead to anti-social actions. Eg: In parts of India, practices like dowry, despite being illegal, continue due to societal pressure, particularly in rural areas.
• Desensitization: Continuous exposure to violence or aggression in the social environment can desensitize individuals, leading to anti-social behaviours. For example, exposure to aggressive political rhetoric in India can normalize hostility and aggression, as observed during election campaigns.
• Deindividuation: In large groups or crowds, individuals may lose self-awareness and control, leading to anti-social behaviours. Instances of mob violence in India, often fueled by rumors or misinformation, are examples of this phenomenon, such as the Palghar mob lynching incident linked to rumors of child abduction.

Roles of Persuasion in Fostering Anti-social Behaviors:

• Manipulative Communication: Persuasive techniques can be used to manipulate individuals into anti-social behaviours. Eg: In India, fraudulent schemes like the Sahara scam often use persuasive tactics to deceive people, as seen in various financial scams.
• Propaganda: Propaganda can persuade individuals to adopt harmful beliefs or attitudes. In India, propaganda spread through various media can incite communal violence or hatred, as observed during the Delhi riots, 2020.
• Misinformation: Persuasive misinformation can lead to harmful behaviours. The spread of false health remedies in India, for instance, can lead to dangerous practices, such as the circulation of unverified COVID-19 cures.
• Reinforcing Negative Stereotypes: Persuasive messages that reinforce negative stereotypes can perpetuate discrimination and prejudice. Eg: certain media portrayals like recent Animal movie reinforce gender stereotypes, leading to toxic masculinity and violent behaviours against women.

Conclusion 

Overall, social influence and persuasion are double-edged swords, capable of fostering both pro-social and anti-social behaviors. Their impact on society is profound, shaping attitudes and actions. By harnessing these forces ethically and responsibly, we can steer societal norms towards positivity and inclusivity, promoting a harmonious and progressive community in India.

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