Labeling Theory

1. Labeling Theory Symbolic Interactionism Primary Deviance Secondary Deviance

2. Symbolic Interactionism • Symbols are very powerful (they represent something else to more than one person) • We use symbols to convey a particular meaning • Symbolic interactionists have developed labeling theory that focuses on significance of labels (names, reputations) given to people

3. Two “hoodies” of the same color $ 60.00 $ 15.00

4. Did you know that… • “Banana Republic” (middle class, middle age) • “Gap” (less expensive, young people as well as people at their 30’s) • “Old Navy” (least expensive, teenagers and young people, democratic interior)

5. One owner • One company = several Brand Names • Gap was established by Davis Fisher, 1969 • 1983, the Gap, Inc. purchased the failing “Banana Republic” chain and turned it into an upscale “Gap” • Gap Inc. is proud of covering all demographics

6. Label can change the attitude $ 10.00 $ 25.00

7. The power of Labels: The Saints and the Roughnecks • Both groups were “constantly occupied with truancy, drinking, wild parties, vandalism” • Not one Saints had been arrested (no arrest , no negative label) (”Headed for success”) • Roughnecks had been in a constant trouble with police (“headed for trouble) • Why? (social class allowed Saints to be less visible, to be more sophisticated in interactions)

8. The power of label and expectations • The Pygmalion Effect (1960’s) (p.210) • Teacher’s expectations influence children’s performance • 20 percents of the students were labeled “blooming” academically • A year later the same intelligence test sown that labeled students gained much more points

9. Labeling Theory • Passive agents • We depend on what other people think about us • How do we know who we are? (smart, cute, independent, etc)

10. Power of deviant labels • Society creates deviants through a labeling process • When we label something/someone we see them differently (a biography of a famous person is often reconstructed) • Labeled people might also see themselves differently • Resisting a label

11. Labeling Theory • It's not the harm that makes an act "criminal", but whether the label is conferred on the act • The audience, not the actor, determines when certain behavior becomes defined as crime

12. Labeling Theory of Deviance • All people break rules and engage in deviance at one time or another • They even break serious rules for which they could be jailed (vandalism, rape, drinking and driving, tax violations) • Yet, only some people get the label of deviant...

13. Key Premises of Labeling Theory • Most people engage in some rule breaking behavior that falls under the category ofprimary deviance • Primary Deviance is nonconformity that is temporary, exploratory, trivial or easily concealed... This kind of deviance typically goes undetected.

14. Key Premises of Labeling Theory • However, the situation changes significantly if a person's deviant acts are discovered and made public • The person may then be officially labeled as "deviant" (e.g., as nut, weirdo, pervert, criminal, etc )

15. Key Premises of Labeling Theory • This application of a label is a crucial event A label is particularly powerful and "sticky" when applied to a person • Labels can become a "master status" - i.e., a status through which all other behavior and characteristics become interpreted • Ex-convicts rarely can find a good job or friends

16. Secondary Deviance • Secondary deviance is the process that occurs when a person who has been labeled a deviant accepts that new identity and continues the deviant behavior (Kendall, 1998) • Labeling someone as deviant tends to force him to identify himself as deviant and to associate with other deviants, which in turn reinforces his deviance and leads him down the path of a deviant "career"

17. Four types of citizens (Becker, 1963) • The members of society that are rule-abiding and free of labels are described as conforming citizens • Those who are labeled without breaking a rule are termed the falsely accused • Those citizens that exhibit rule breaking behavior and are labeled deviant are referred to as pure deviants • Those that break rules yet avoid labeling are called secret deviants

18. Dance musicians (Becker’s study) • Participant observation study of the lives of Chicago dance musicians to illustrate the social life of a deviant subculture • Although dance musicians as a group are law-abiding, their unconventional lifestyles lead them to feel as outsiders • Becker (1963) describes how being a dance musician involves a change in attitudes and opinions in order to conform to the subculture

19. Dance musicians (Becker’s study) • The culture of the dance musician is rich in its own language and gestures • Many of the dance musicians live a conventional family life during the day and change into their role as musician at night

20. Thomas Scheff’s research • Application of labeling theory is in the area of mental health • He describes how people are labeled mentally ill in order to explain certain rule-breaking behavior that society can't categorize • People labeled as mentally ill adopt the behaviors of the stereotypical mental patient as portrayed through the mass media

21. Thomas Scheff’s research • Scheff argues that those who express the stereotypical behavior of the mentally ill are rewarded by enterprising psychology professionals • Everybody expresses the popular symptoms of mental illness at some point in their life and labels are attached to those without power