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Social Influence in Chinese Society

Introduction

    Social influence is a multifaceted, complex process in which behaviour is altered in response to the demands of the social context (Lim, 2022). This article focuses on social influence in China, exploring the different types of influence and their effect on society across contexts. Processes such as normative and informational social influence affect individual decisions in crucial debates (Zhu & Chen, 2016). This influence presents itself through conforming to social norms, obeying authority, or compliance with social expectations (Sowden et al., 2018). Social influence can be exerted individually by authority figures, collectively by groups, or through traditional cultural expectations (Zeng et al., 2019). Furthermore, collectivist Chinese ideology and traditional philosophies such as Confucianism have great importance in moulding modern expectations (Din, 2024). Norms can change over time and the emergence of societal events such as the COVID-19 pandemic supports how social norms adapt in response to real dilemmas (Yao et al., 2024) In addition, China is continuously developing, with social interaction commonly occurring through the use of social media, social norms have evolved around online behaviours (Sun et al., 2019). The development and change of social expectations, with historical and contemporary input, have significant applications in understanding key social processes in Chinese society (Gao Haiyan et al., 2024).

Normative Social Influence

    Like any other country, China presents its own cultural and social norms, influencing outward attitudes and behaviour (Din, 2024). For example, maintaining “face”, known as “mainzi”, is the need to portray a positive self-image, presenting as respectful, moral, and honourable (Geng et al., 2018). It is an essential concept in China, associated with gaining acceptance and maintaining a reputation (Geng et al., 2018). This desire to gain social approval is understood as normative social influence and subsequently affects how Chinese individuals express themselves in public (Zhu & Chen, 2016). Furthermore, normative influence also impacts Chinese consumer choices (Geng et al., 2018). Studies suggest consumers with low income attempt to pursue luxury purchases from prestige brands, aiming to restore social status and gain acceptance by the desired reference group (Geng et al., 2018). Normative social influence also affects business decisions as well as individual behaviour, indicated by firms’ aligning their attitudes towards environmental protection (Zhao & Qi, 2020). Although there is less compliance with governmental regulations, firms feel an increasing moral obligation to act within society's interest to meet environmental demands (Zhao & Qi, 2020). These expectations in society apply pressure on individuals and groups to act as part of a collective, conforming to group norms. However, there is limited research into those in Chinese society who are non-conformists. Geng et al. (2018) suggest that individualistic cultural values and the desire to be unique is becoming more prominent in Chinese culture. To understand social influence in China, it is essential to attempt to understand those who are non-conforming, to provide a holistic view of the process.

Informational Social Influence

    Societal networks, family, and proximal individuals are a source of social influence in China (Zeng et al., 2019). China is continuously developing and in times of societal change, independent decisions and behaviours are prompted (Zeng et al., 2019). In rural regions of China, fears of the shortage of energy and environmental pollution meant villagers conformed and accepted their societal attitudes, adopting biogas technology for crop straw (Zeng et al., 2019). With limited information and uncertainty, Chinese societies turn to neighbours, relatives, and villagers for information, making them liable to influence (Zeng et al., 2019). However, Zeng et al. (2019) concluded that conformity to rich villagers was significantly negative, this highlights the complexity of social influence, suggesting its effects are not always homogenous nor positive. Future research should aim to understand interactive factors amongst social influence, to understand the effects on individual non-conforming behaviour and consequences for Chinese policies (Zeng et al., 2019).

Obedience and Deference to Authority

    Chinese societies have higher respect for authority than other cultures, resulting in higher levels of obedience (Chien, 2016). There is evidence that parenting, education systems and individual tendencies contribute to obedient behaviour. Some research emphasises authoritarian parenting as an influencing factor (Chien, 2016) On the other hand, the dominance of the authoritarian personality in China offers an additional explanation for the authoritarian orientation in society (Chien, 2016). Alongside these factors, cultural practice plays a role in determining societal levels of obedience to authority (Ma, 2021). Ma (2021) determined that Chinese educational settings foster obedient students more so than American education systems. However, Ma (2021) failed to control for extraneous variables such as parenting, wealth, and aspects such as being catholic, which encourages obedience. Furthermore, Chinese individuals tend to normalise deference to authority, meaning the value of independent opinions is less important in comparison to values expressed by authority figures (Zhai, 2017). Evidence supports that Chinese individuals have obedient natures (Zhai, 2017). However, cross-cultural studies fail to explain the disparity in obedience tendencies between cultures, with research suggesting a combination of factors being influential (Chien, 2016).

Conformity and Compliance

    Research suggests conformity and obedience increases with age in Chinese individuals (Zhang et al., 2017). As cognitive awareness of social demands increase, the need for group acceptance becomes prioritised (Zhang et al., 2017). Children are cognitively vulnerable compared to older individuals, leading to informational social influence and the reliance on social contexts to provide correct information (Zhang et al., 2017). However, in a replication of Asch's study using a Chinese sample, conformity levels in the anonymous condition remained consistent between ages 9-15 (Zhang et al., 2017). Irrelevant of age, conformity increased in public answer conditions. Social pressure and uncertainty of answers subsequently affects sensitivity to the unanimous majority (Zhang et al., 2017). Zhang et al. (2017) state that the decision-making context, anonymous versus public, influences the degree of conformity across ages in Chinese individuals. Zhang et al. (2017) suggest individuals will comply with the majority even if they privately disagree due to normative social influence (Zhang et al., 2017). Future research should attempt to understand the balance and interaction between informational and normative social influences in Chinese individuals, to accurately determine differences in conformity behaviours between ages and response contexts.

Historical and Traditional Chinese Values - Confucianism

    Social influence and resulting behaviours are massively shaped by norm expectations in society that have evolved from historical or traditional Chinese values (Din, 2024). Confucian concepts from philosophers in sixth-century history have moulded the moral expectations of society, laying the foundations for government and Chinese people in aspects such as education, family composition and general moral behaviour (Din, 2024). The principles of Confucianism include benevolence, ritual propriety, righteousness, and filial piety (Din, 2024). Chinese people are expected to respect family hierarchy, honouring parents, and ancestors under the principle of filial piety, “xiao” (Gu & Li, 2023). Din (2024) states that the expectation of obedience to authority figures and devotion to parents is subsequently an ongoing norm in modern society. As a collectivist culture, benevolence or “Ren” in China constitutes harmony and social cohesion, therefore government or authority is expected to maintain hierarchical status, acting on emphasising roles within family and society, establishing a congruous society. In modern China, Confucianism remains a strong reference when understanding Chinese behaviour, creating a framework for social norms and roles (Din, 2024). For example, traditional views on marriage and offspring place high expectations on having an opposite-sex partner (Xu et al., 2022). Xu et al. (2022) found that homosexual or bisexual minorities often hide their sexual orientations and express the intention to marry an opposite sex due to the normative influence of societal norms. The Confucian concept of filial piety and communalism in China emphasises the importance of marriage and children to continue the family bloodline (Xu et al., 2022). As a communalist culture, individuals are expected to meet their family and society's expectations over attending to their own desires (Xu et al., 2022). The obligation generated from traditional Chinese culture means that sexual minorities conform to heterosexual marriage to avoid disgrace to their families and communities (Xu et al., 2022). This normative influence results in conformity to social expectations, to be accepted and avoid discrimination. Confucianism also significantly influences conformity to gender roles in Chinese society (Xu et al., 2022). Masculinity and femininity roles override the recognition of non-binary genders, as individuals are expected to conform and dedicate their lives to marriage and reproduction (Xu et al., 2022). However, social influence cannot explain why a minority of Chinese individuals do not conform and instead strive for freedom of choice and equality (Xu et al., 2022).

Social Influence in China: A Collectivist Culture

    Societies as well as individuals within society can be exposed to different levels of social influence (Muthukrishna and Schaller, 2019). Some cultures are more liable to influence than others, with other societies being more resistant (Muthukrishna & Schaller, 2019). Interpersonal processes in communities cause minority opinions to disperse through interaction, known as cultural transmission (Muthukrishna & Schaller, 2019). China is a collectivist culture, guided by early Confucian values (Chan et al., 2022). This means cooperation, harmony between social structures, and communal responsibility for societal well-being are important (Chan et al., 2022). In-group care and off-spring survival are important to the Chinese collectivist community (Chan et al., 2022). Muthukrishna and Schaller (2019) concluded that collectivist cultures like China are therefore more receptive to social influence, as shared in-group knowledge is more important than personal opinion (Muthukrishna & Schaller, 2019). They are more likely to conform to majority influence, align with collective norms and be seen positively by society (Muthukrishna & Schaller, 2019).

Social Influence during the COVID-19 Pandemic

Compliance with Government regulations during the COVID-19 pandemic, by wearing a disposable face mask in the supermarket.

    The concept of social influence in modern China can be understood by reflecting on behaviour during the COVID-19 pandemic in 2020 (Yao et al., 2024). Departing from traditional and cultural factors, social influence theory was important in assessing conformity behaviours during key the COVID-19 outbreak (Yao et al., 2024). During the 2020 pandemic, risk perception was significantly associated with conformity levels (Yao et al., 2024). In times of knowledge uncertainty and fear, individuals became influenced by information in the media or from relatives, elevating the risk perception of the virus and resulting in conformity to prevention behaviours (Yao et al., 2024). Government guidance was broadcasted on the news, influencing individuals to rationally evaluate the threat of the situation, leading to higher levels of obedience to social distancing behaviours (Yuan et al., 2021). Normative social influence was apparent through the social pressure to conform and conduct preventative measures (Yao et al., 2024). Fear of discrimination and negative judgment from in-group members, meant Chinese individuals were influenced to align behaviours with societal expectations (Yao et al., 2024).

Social Influence and Online Platforms

    Through rapid development and urbanisation, online social networking provides a connected environment in which individuals become vulnerable to social influence (Zhu & Chen, 2016). Studies show online chat groups with friends foster influential environments (Sun et al., 2019). Sun et al. (2019) found that within an individual’s friend group online, a trivial decision like choosing the wall colour in a virtual house is influenced by the most popular colour choice amongst friends. The majority choice was adopted when the friend’s choices were revealed, and the original private colour choice was neglected (Sun et al., 2019). However, Sun et al. (2019) state conformity isn’t consistent, adoption rate and conformity occurs in a U-shaped pattern. Originally, individuals strive for uniqueness, but when friend’s colours are declared conformity arises, making individuals question their choice in comparison to group norms (Sun et al., 2019). Normative social influence occurs through social media and online social networking groups, as individuals diverge from their independent opinions and conform to in-group preferences to gain acceptance and status (Sun et al., 2019). As a widespread phenomenon, the association between social media and social influence should be addressed in future research to assess its benefits and ensure it does not become a dangerous tool in society.

References

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