This approach assumes that behaviour is determined by social forces that are present or imagined.
Implication
an implication of the approach is that field studies are often used and social behaviour can change and be unpredictable in unnatural settings
Strengths
A main strength of the social approach is the attempt to use real life situations when studying behaviour.
For example, Piliavin conducted a study on a real life subway in New York, and
passengers were unaware they were being observed and that the victim collapsing
(drunk/ cane) was fake.
However, while this means that there would be few demand characteristics in the
procedure, and passengers would have acted naturally, Piliavin broke ethical
guidelines by not getting informed consent.
Another strength of the social approach is the contributions it makes about understanding behaviour.
For example, Reicher and Haslam demonstrate how the breakdown of groups can lead to conditions under which
tyranny can flourish - because the guards were not effective guards, this meant social groups broke down and the
prisoner revolted ultimately creating a tyranny.
Understanding social behaviour means that we can help stop create negative/evil situations
occurring, and perhaps stop tyranny becoming created or people abusing their power
Weaknesses
A further problem with the social approach is related
to the generalizability of the findings , as to keep
social variables controlled the approach often uses
restricted samples.
Both the Milgram study and the study by Reicher and
Haslam were carried out on male participants (40 males
and 15 males)and therefore we would have to be careful
generalising these findings to females.
Furthur more both of these studies used
a self-selected sampling technique (both
in newspapers) which may mean that
participants who volunteer may not be
representative of the targeted population
for a number of reasons.
A weakness of the approach is that studies which measure social behaviour
may be specific to the time they were done, and not be generalised to other
era's.
For example, obedience rates in the 1960's might be different rates in 2014, (i.e. not 24/40)
people are more aware of psychological studies and perhaps more likely to refuse an authority
figure.
This means that to ensure social research is still valid in modern
times, we would replicate and repeat research and check the findings
to check research has not gone past it's 'shelf life'.