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Editor's Notes
Social norms theory can best be understood as an environmental approach, one that does not focus specifically on the individual but on perceptions a group may have of itself. This science-based method documents behaviors through focus group methodologies and survey research.
Data collected through the survey research are then used to reinforce the “correct” information through social norms public relations campaigns. Social norms strategies provide students with data that illustrate the actual norms for a particular college campus.
Social norms theory has most often been tested in the health communication field, particularly in the area of high-risk drinking. High risk drinking defined by the Harvard school for public health is 5 of more drinks in a row consumed by men, and for or more drinks in a row for women.
Recent studies have been able to identify high-risk segments within the college student population. Among those at most risk are first year residents, athletes, and members of Greek organizations. It is argued that first year college students are particularly vulnerable as they seek information on how to act in their new role away from home. Among athletes, 57 percent of male and 48 percent of females report that they binge drink. Those who are members of Greek organizations report a significantly higher rate of binge drinking than other students. The problem with the young men and women involved in Greek organizations on campus is that they have a more tolerant view about getting drunk and hold more positive beliefs about drinking.
Although researchers have been successful in identifying these high-risk segments of the population, prevention programs have fallen short. A national survey on alcohol education programs at colleges and universities have increased since the 70’s; however, few programs were found to be successful in increasing the knowledge among students.
During the 1990’s, most universities had policies and educational programs addressing alcohol in place, however very few were successful. A study in 1997 found that 94 percent of schools with athletic programs , only 59 percent provided programs that target athletes. Information on college campuses is generally disseminated to a mass audience, while expecting that certain segment of the population to get help. There has been very little evidence indication positive results from these approaches.
The first step in campaign development using social norms theory is to document the gap between reality and misperceptions. This involved data collection through survey research. Questions are designed to elicit responses about actual patterns and behaviors as well as perceptions of peer groups. Analysis of the data will indicate what misperceptions occur among targeted audiences. Once the survey results are in the analysis of how and why these misperceptions occur.
While social norms theory is not being offered here as a magic bullet to bridge the gay between theory and application, it certainly provides scholars with a new approach for integrating theory and application. This theory predicts that those who overestimate their peers’ drinking habits are more likley to engage in such behavior themselves. Something to take out of this is that social norms theory allows scholars to explore a new model for developing campaigns, particularly campaigns that seek to evoke positive social change.
