Week One - Nature And Historical Development Of Psychology PDF

PBPR205: APPLIED PSYCHOLOGY & PUBLIC RELATIONS WEEK ONE NATURE AND HISTORICAL DEVELOPMENT OF PSYCHOLOGY  Today’s Lecture This topic is designed to enlighten students on the historical events that led to the emergence of psychol...

PBPR205: APPLIED PSYCHOLOGY & PUBLIC RELATIONS WEEK ONE NATURE AND HISTORICAL DEVELOPMENT OF PSYCHOLOGY  Today’s Lecture This topic is designed to enlighten students on the historical events that led to the emergence of psychology as a discipline and define the discipline and basic concepts. The presentation will also outline the difference between pseudo and para psychology, the schools of thought, perspectives and how psychology and public relations are related  Introduction At the end of this lecture, the students should be able to: Summarize the main points relevant to the development of Psychology Identify and explain basic concepts in Psychology Differentiate between para and pseudo psychology Identify the schools of thought and their subject matter Identify the areas of specialization in psychology Understand how Psychology and PR are related.  What is Psychology? The term psychology comes from the Greek roots psyche meaning soul or mind and logos meaning knowledge or study Psychology is the science that studies behavior and the physiological and cognitive processes that underlie it. Psychology is the profession that applies the accumulated knowledge of this science to practical problems. CAN YOU STUDY WHAT IS IN SOMEONES MIND????  What is Psychology? Psychology is the science of human behaviour and mental processes. Behaviour is anything we do –overt actions and reactions Mental processes are our internal experiences – thoughts, feelings, memories…  Goals of psychology Describe: ( NOTE: Describing doesn’t explain the “why”) Understand Predict Control Psychology helps us evaluate common beliefs and misconceptions about behavior and mental processes Scientifically WHY STUDY PSYCHOLOGY 7  WHAT IS APPLIED PSYCHOLOGY Applied psychology includes all fields of psychological studies that use research-based findings to address and resolve behavioral issues. It is the professional application of psychological knowledge to the solution of problems associated with human behaviour. It involves using known psychological theories and principles to solve problems being experienced within other areas or fields.  WHAT IS APPLIED PSYCHOLOGY For example, if an industry is facing some issue with it’s employee’s job satisfaction, then he might hire an expert in applied psychology to investigate and solve this issue. The expert will use his/her theoretical knowledge in this subject to understand and resolve the problem. It’s important to remember that… Psychologist’s ARE scientists! Psychology is both a science and a profession  What Psychology is NOT … Psychologist don’t read minds  the systematic study of alleged psychological phenomena involving the transfer of information or energy that cannot be explained in terms of presently known scientific data or laws. Such study has focused largely on the various forms of extrasensory perception, such as telepathy and clairvoyance, but also encompasses such phenomena as poltergeist activity and the claims of mediums. Although parapsychologists are committed to scientific methods and procedures, the field is still regarded with suspicion by most scientists, including most psychologists.  What Psychology is NOT … PSEUDO-PSYCHOLOGY PARA-PSYCHOLOGY 1) Palmistry i. Telepathy 2) Phrenology ii. Clairvoyance 3) Graphology iii. Precognition 4) Numerology iv. Psychokinesis 5) Astrology (Telekinesis)  Parapsychology 1.Parapsychology is the study of alleged psychic phenomena (extrasensory perception, telepathy, precognition, clairvoyance, psychokinesis (also called telekinesis), and psychometry) and other paranormal claims, for example, those related to near-death experiences, synchronicity, 2.Pseudo means false 3.Reading lines in hands 4.Shape of skull determines personality 5.Handwriting can show personality 6.Numbers, birthdays etc can reveal personality 7.Behavior is influenced by stars and planets and their positions PSEUDO-PSYCHOLOGY PARA-PSYCHOLOGY  Psychological information is based on empirical evidence This is information based on direct observation and measurements with scientific method Empiricism is the premise that knowledge should be acquired through observation.  WHAT is Public Relations (PR)? The Public Relations Society of America defines public relations as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”  PR & Psychology It’s the power of psychology and human interaction. Relationships based on communication are not built on a message alone, but rather the theory behind how people think and why they remember what they do.  PR & Psychology The main goal of any public relations practitioner is to communicate information to an audience in a precise way – this requires the ability to convince and persuade in an effective and motivating manner The technique we choose is a reflection of our abilities to choose an apt medium of expression and communication  PR & Psychology Public Relations is strongly intertwined with psychology - it is essential to gauge which words can be used to convey certain messages, as well as understanding how people react to different stimuli (experiences & circumstances). -In order to be successful, one must factor in how the human brain works and how it affect responses and choices of individuals and Groups.  PR & Psychology To understand the ways public relations connects successfully with any particular group, PR Professionals must assess four questions: 1. who are my audience, 2. how that audience form their attitude, 3. how attentive they are to the messaging, and, 4. finally their ability to remember and hold onto that message.  PR & Psychology Psychology teaches communications professionals to learn about their subjects, tailor their message, and watch the subconscious behavior unfold. Everything from the colour used in an advertisement, to the process of how a specific message is communicated, to what one wears during a presentation or potential pitch to a client – all these elements play a role in the success factor as a PR PRO. Psychologists have different ways of looking at the same problem, which is why there are so many sub-fields of psychology  Schools of Thought in Psychology What is a school of psychology? A group of people with similar ideas and views about what psychologists should study and how they should study the phenomena.  5 MAIN Schools of Thought in Psychology (continued…) 1)Structuralism 2)Functionalism 3)Psychoanalytic 4)Behaviourism 5)Gestalt Psychology  Schools of Thought Task for class discussion:– Schools of Thought are different ways psychologists explain human behaviours. Identify one key researcher each from the schools of thought – and explain the following  Schools of Thought in Psychology: What does this School How does this of Thought say? approach explain human behaviour? One Key Psychologist in Why is this person this approach? famous? 29  Structuralism Subject matter Conscious experience and its structure. Methodology Introspection (looking inward) Contribution(s) Shifted psychology into the realm of science. Weakness(es) Introspection was very subjective.  Structuralism Structuralism has been used in psychology to analyze the underlying structure of the mind. It is used to look at how the different elements of the mind interact with each other to produce certain thoughts and behaviors. Structuralism is used to uncover the underlying patterns and relationships between the different elements of the mind. Structuralism is also used to look at the way the mind is structured. This includes looking at the way the different parts of the mind interact with each other, the way different mental processes are structured, and the way different elements of the mind interact with the environment.  2). Functionalism Personalities William James (1842-1910) John Dewey Functionalism is a theory of the mind that states that 2. Functionalism (cont…) mental states are constituted Subject matter Functions of the mind for adaptation solely by their causal relations to the environment with sensory inputs, Methodology Naturalistic Observation behavioural outputs, and Contribution(s) -Broadened psychology to include other mental states. animal behaviour, abnormal behaviour, religious experience, etc. -Influenced educational psychology This means that the mental and industrial psychology, to see how states are defined by their people adapt to their environments. roles in the system, rather than by their internal structure. Weakness(es) Your Assignment???????  3). Psychoanalytic Psychoanalysis is a school of thought that focuses on unconscious processes. It is based on the idea that the unconscious mind is the source of behavior, and that Personality: (Sigmund Freud) understanding and exploring unconscious processes can help to explain behavior. Psychoanalysis is a form of psychotherapy that relies heavily on free association and dream interpretation. Psychoanalysis has been used to explain a range of phenomena, from personality and motivation to creativity and mental illness. It has been used to develop treatments for mental health issues like depression and anxiety.  3. Psychoanalytic (cont…) Subject matter Unconscious experience Childhood experiences Methodology Case study Contribution(s) -Explained personality. -Developed psychoanalysis Weakness(es) Your Assignment?????? Find out the weaknesses  4). Behaviourism Behaviorism is a school of thought that focuses on observable behavior. It is based on the idea that behavior can be studied, measured, and modified through conditioning and reinforcement. Behaviorism is a form of empiricism that relies heavily on scientific methods and experiments. Behaviorism has been used to explain a range of Personalities phenomena, from learning and memory to John B. Watson (1878-1958) B.F. Skinner (1904-1990) cognitive processes and mental illness. It has I. P. Pavlov been used to develop treatments for mental E. L. Thorndike health issues, such as phobias and anxiety disorders. “Give me a dozen healthy infants, well-formed, and my own specific world to bring them in and I’ll guarantee to take any one at random and train him to become any type of specialist I might select – doctor, lawyer, artist, merchant-chief, and yes, even beggar man and thief, regardless of his talents, penchants, tendencies, abilities, vocations and race of his ancestors.” (Watson 1930, p.104). Is this possible? Discuss  4. Behaviourism (cont…) Subject matter Observable behaviour Methodology Observation of the relationship between stimulus and response Contribution(s) -The role of the environment in shaping behaviour. -Explains behaviour via learning principles. Weakness(es) Your Assignment?????  5). Gestalt Gestalt psychology is a school of thought that emphasizes the importance of the whole. It is based on the idea that the whole is greater than the sum of its parts. Gestalt psychology focuses on how the mind perceives and organizes information, and how it uses this information to Personalities Max make sense of the world. Wertheimer Kurt Köffka Gestalt psychology has been used to explain a Wolfgang Kohler range of phenomena, from perception and learning to creativity and problem-solving. It has been used to develop treatments for mental health issues like depression and anxiety.  Gestalt (cont…) Subject matter Describe organization of mental processes (whole units). Methodology Observation of sensory/perceptual phenomena Contribution(s) Thinking and Perception: Our brain interprets what our eyes see as organized patterns or wholes and not as pieces / parts Weakness(es) Your assignment?????? Behaviour is seen as being the result of information processing in the brain, just as the computer outputs are the result of information processing in the machine. The task of cognitive psychologists is to develop models of mental processes, in terms of discrete processing modules with specific functions and the flow of information between these modules  History of Psychology in Africa & Ghana In Africa, the scientific study of psychology began in the early years of the 20th century. It emerged out of the contact of African people with Europeans and evolved during the colonial period.  Rationale for Introducing Psychology into the Curriculum of Universities in Ghana “It was thought that pressures that accompany rapid political, economic and social changes in a developing country like Ghana would cause many human problems for whose solution psychological teaching and research can be directly relevant” (Agbodeka, 1998, p. 177).  An independent academic discipline when the Department of Psychology was established at the University of Ghana, Legon, in May 1967. It started with 4 students and 3 lecturers. Prof. C.E. Fiscian was the first Head of Department, supported by Mr. H.C.A. Bulley with Prof. Gustav Jahoda joining them later.  Prof. C.E. Fiscian Mr. H.C.E. Bulley  Dr. Araba Sefa- Prof. Charity S. Dedeh Akotia These are some of the areas of Psychology that are currently studied.  Research and Professional Areas in Psychology Developmental Psychology Personality Clinical Psychology Social Psychology Counseling Psychology Experimental Psychology Educational and School Psychology Physiological Psychology Industrial and Organizational Cognitive Psychology Psychology  Developmental: Looks at human development across the life span. Developmental psychology once focused primarily on child development but today devotes a great deal of research to adolescence, adulthood, and old age. Social: Focuses on interpersonal behavior and the role of social forces in governing behavior. Typical topics include attitude formation, attitude change, prejudice, conformity, attraction, aggression, intimate relationships, and behavior in groups. Experimental: Encompasses the traditional core of topics such as sensation, perception, learning, conditioning, motivation and emotion. Physiological: Examines the influence of genetic factors on behavior and the role of the brain, nervous system, endocrine system, and bodily chemicals in the regulation of behavior. Cognitive: Focuses on “higher” mental processes such as memory, reasoning, information processing, language, problem solving, decision making, and creativity. Personality: Interested in describing and understanding individuals’ consistency in behavior, which represents their personality. This area is interested in factors that shape personality and with personality assessment.  Clinical: Concerned with evaluation, diagnosis, and treatment of individuals with psychological disorders, as well as treatment of individuals with psychological disorders, as well as treatment of less severe behavioral and emotional problems. Principal activities include interviewing clients, psychological testing, and providing group and individual psychotherapy. Counseling: Overlaps with clinical psychology in that specialists in both areas engage in similar activities – interviewing, testing, and providing therapy. Counseling psychologists usually work with a somewhat different clientele, providing assistance to people struggling with everyday problems of moderate severity – they specialize in family, marital, or career counseling. Educational: Work to improve curriculum design, achievement testing, teacher training, and other aspects of the educational process. School psychologists usually work in elementary or secondary schools, where they test and counsel children having difficulties in school and aid parents and teachers in solving school-related problems. I/O: Perform a wide variety of tasks in the world of business and industry. These tasks include running human resources departments, working to improve staff morale and attitudes, striving to increase job satisfaction and productivity, examining organizational structures and procedures, and making recommendations for improvements.  Conclusion Psychology is a discipline that focuses on behavioral and mental processes. Psychologists aim at achieving 4 goals and these are to describe, understand predict and control behaviour. The development of psychology was marked with groups of people who shared similar ideas leading to the formation of schools like Structuralism, Functionalism, Psychoanalytic and Behaviourism. Prominent personalities such as Sigmund Freud, J B Watson and others led these schools of thought which later developed into other professional areas such as developmental ,social, industrial psychology etc.  Conclusion People such as Prof Fiscian, Dr Zonka Majodina,Mr Bulley, Dr A. Sefa Dede and Mrs Rachel Philips were mentioned for their contributions to the development of Psychology in Africa especially Ghana. Public relations is the study of strategic communication processes that enhances relationships amongst organizations and audience Psychology relates to public relations as it’s principles are used to enhance communication procedures, target audience and the content of information delivered.