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Unit - 2 EMIC & ETIC Approaches EMIC APPROACH ✓ Studies one culture alone to understand culture specific behaviour. ✓ Studies behavior through the perspective of the people who live in the culture. ✓ eMic – M - My CULTURE ( is specific to ME) ✓ Examples: ✓ Bartlett’s observations of the Swazi herdsmen ✓ Hopi (Native American) Depression ✓ Papua New Guinea ✓ McDonalds is an example of a brand that uses EMIC advertising, i.e. Culturally specific. An emic concept is one specific to that culture . ETIC APPROACH ETIC approach compares psychological phenomena across cultures with the goal of finding out if they are universal or culture-specific. Compares and contrasts behaviors in a culture. ETIC – T – the rest of the world ( ie Universal) Examples: Starbucks is an example of a brand that uses etic advertising i.e. Universal Starbucks has had major success because anywhere in the world a Starbucks will serve the same coffee in the same comfy cosy surroundings. An etic concept is one which is thought to be universally true e.g. All humans l over coffee so keep it the same everywhere EMIC Approach ETIC Approach Focuses on one culture Compares psychological theories across cultures Looking for “ Cultularly specific Looking for “ Universal behaviours Behaviours Similarities and difference Uniqueness of cultures studies between cultures This is an INSIDER Perspective This is an OUTSIDER Perspective Why EPIC and EMIC are Important? ➢The EMIC h ...
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