The Other Sociologist

Measuring Public Information Campaigns

Many public information campaigns rely on social norms, but the behavioural impact of these advertisements are not always tested. This sometimes means that we don’t know if the messages are having a positive result. It might also lead to unintended outcomes.

Social science can ensure messages are effective. We can target the most relevant social norm to the desired behaviour, and then measure behavioural change.

An environmental study shows that injunctive norms can stop people from doing the wrong thing, but only when the bad behaviour is described negatively. In this case, telling visitors “don’t take the wood” reduced stealing from a national park. Telling visitors that many people have stolen wood in the past and caused damage to the park led to more theft. This made it seem as if stealing was normal

This study shows it’s important to test communications. Reminding people about what is commonplace can backfire, even when the behaviour is bad. If everyone else is stealing, why shouldn’t I?

A health study shows that injunctive norms impact binge drinking. Young people who personally approve of excessive drinking, and who believe their friends and parents would approve, are more likely to drink heavily. They were not influenced by other students or others of the same gender.

This study shows that understanding the most influential people of specific groups requires testing. Many advertisements target parents as role models, and same-age peers, but the focus of these campaigns may not always be persuasive if the individual believes those closest to them are supportive of their behaviour.

Social science can help advertisers, policy-makers, and businesses to choose the correct social norm, and track behaviour change, using scientific theories and methods.

Advice for sociology students looking for a career in editing and publishing:

"Take editing courses if you can. Be involved with the writing centres at your universities. Be kind and patient. Being a good reader is the first step, but editing is about helping others find their voices and be effective communicators. By working at the university writing centre or similar, you will polish all these skills — you are there to help others find their voice, not to write their texts for them. This means that you will have to meet people where they are and shepherd a manuscript through with them. And sign up for job posting alerts in these areas, as there are all sorts of editing (developmental, copyediting, proofreading, etc.) and publishers, so being familiar with these differences will be helpful too when applying for specific positions you are qualified for." - Dr Sebastián Villamizar-Santamaría

Read more: Sociology at Work.

Social norms are often used in public information campaigns by government, however, behavioural change is not always adequately measured. Social science can help marketers, decision-makers, and businesses to effectively use social norms to change behaviour. Below are two case studies on the environment and health.

Have you ever visited a website to sign-up for a new service, redeem a voucher, or to find help, and find yourself frustrated by the layout? You can't easily find what you need. You're pinching your screen to move the writing around. Or you're asked to fill in a form or survey that takes ages.

Research shows most people leave a website within 10 seconds, if they can't get what they need easily. Here are three ways to improve online services, using social science:

1. Address information overload: Social science shows that too much detail leads to poor decisions. Simplification is the process of making services easier, by reducing information, using easy English, and optimising webpages for mobile phone.

2. Remove friction costs: Small details that require extra effort, or time, add up, such as unnecessary steps when we sign-up to a service. Sending direct links, reducing unnecessary steps, and explaining benefits makes this easier.

3. Reduce scarcity mindset: When people are overwhelmed, they focus on their most pressing needs at this moment, but they have trouble weighing up future opportunities, such as the benefits of a new service. 'Salience bias' is our tendency to focus our attention on prominent details, such as through personalised invitations, framing information attractively (e.g. bold graphic design), and reminders people can action on the spot.

Learn more on Social Science Insights.

Ever wondered how to get into the publishing sector? Dr Sebastián Villamizar-Santamaría has a PhD in Sociology. He went from applied research on policy issues, to a senior role as an editor with Nature journal, one of the oldest and most esteemed science publications.

To follow his career trajectory, he suggests taking editing courses, joining your university writing centre, and signing up for job alerts.

Applied Sociology of W.E.B. Du Bois

Did you know that Dr W.E.B. Du Bois began working as a journalist at age 15? And he completed two Bachelor of Arts and a Masters before his PhD on the suppression of the slave trade?

Through his sociological research, such as The Philadelphia Negro (1903), he led the development of inductive empiricism in the USA.

In The Souls of Black Folk (1903) Du Bois establishes race as the defining feature of modernity.

Throughout his career, he ran several civil rights organisations, as well as creating art and visual sociology.

Social science studies show that time pressure has a significant impact on our decision-making. It makes it hard to concentrate or switch between tasks, it can drain our memory and effort, and stop us from performing at our best.

A brief and helpful message, sent at the right time, and which can be completed swiftly on the spot can encourage busy people to change their behaviour.

'Sociologists have a head start in understanding how people, procedures, and automated systems fit together, which is the focus of the systems analyst’

- American sociologist, Edward Sabin

Sociologists work across diverse sectors, in many exciting and important roles, including policy, communications, advocacy, statistics, and urban planning.

Head to our website to learn more about about our applied sociology history and practice, or see our "Career Advice" section of our website to learn more about these opportunities, how to apply for jobs, and interviews with practitioners.

How can sociologists promote their skills to potential clients? Showing how sociology is unique is key to our success.

Some ways to achieve this is to:

✅ Explain how we work with different community groups or organisations ✅ Make our skills clear, using plain language ✅ Demonstrate how we address specific social and corporate problems.

For example: How do we use quantitative skills to increase recruitment of minorities and white women in business? What outcomes can an organisation expect when we deliver training?

How can you encourage community change through better communications?

Include only one request (call to action)

Use simple language (simplification)

Leverage the desire to help others who’ve helped us in the past (reciprocity)

Provide a guiding principle, so they know what they need to do and how to do it (rule of thumb)

Focus on facts, and don’t repeat myths if you’re tackling misinformation (mythbusting)

Provide timely data to help reflection and encourage change (feedback loops)

Appeal to people’s high opinion of themselves (ego-centric bias)

Harness the power of social connections, such as ties to family and friends (social networks)

Use trusted people from the local community (messenger effect). Don’t bother with celebrities or politicians. Peers are often more influential than famous figures

Prompt when people are most receptive (timeliness)

Social science research shows that when people are overwhelmed, time-poor, or financially unstable, they struggle with complex tasks, and discount new opportunities. This is known as scarcity mindset.

To ensure people find the right support, use salient details, appeal to meaningful rewards that align with individual motivations, use influential messengers, and draw on social norms linked to local communities.

Forty percent of apprentices and trainees ("learners") drop out of training. My team tested behavioural science messages to support 13,065 first-year learners. With just six SMS sent over six months, we reduced dropout rates by 16%.

We tested two sets of messages based on behavioural theories of self-efficacy ('Fair Go') and incentives. Both campaigns reduced the number of people quitting, but the self-efficacy messages had the highest retention. These messages encouraged learners to build self-confidence and seek help if they were at risk of cancelling due to issues at work.

We also provided them links to practical tips and resources to better manage stressful situations (planning fallacy).

Our fieldwork shows that working class norms make it tough to find support. These timely SMS, sent on a monthly schedule, regularly reminded learners they did not have to struggle alone.

Learn more on: Social Science Insights.

The Fair Work Commission recently abolished junior pay rates. Young employees aged 18 to 21 years, who are currently paid a discounted rate, will now be paid the same as other workers. Felix Hughes , the National Union of Students President, told ABC News that underpaying student workers negatively impacts their ability to succeed. "This is a real win for young people. Ending junior rates means fairer pay for the work they're already doing and takes some pressure off students balancing work and study."

My research on young workers show they struggle to complete their qualifications due to lack of support at work and other pressures, including low pay for menial tasks. We used social science to improve their access to help, including financial and resources. This led to 16% fewer dropouts across the state.

In The Sociological Imagination, C. Wright Mills lists eight ways to best use our sociological training to create positive social change.

Numbers 6 and 8 are my favourite - what about you?

Maintain your craft

Communicate clearly

Ground your work in historical specificity

Identify the interplay of social context and social structures

Use a comparative perspective

Beware of your biases

Shed light on our current reality

Uphold your “moral and political autonomy”