The social norm, or simply "norm," is arguably the most important concept in sociology.
Sociologists believe that norms govern our lives by giving us implicit and explicit guidance on what to think and believe, how to behave, and how to interact with others.
We learn norms in a variety of settings and from various people, including our family, our teachers and peers at school, and members of the media. There are four key types of norms, with differing levels of scope and reach, significance and importance, and methods of enforcement. These norms are, in order of increasing significance:
Early American sociologist William Graham Sumner was the first to write about the distinctions between different types of norms in his book Folkways: A Study of the Sociological Importance of Usages, Manners, Customs, Mores, and Morals (1906). Sumner created the framework that sociologists still use.
Folkways, he wrote, are norms that stem from and organize casual interactions, and emerge out of repetition and routines. We engage in them to satisfy our daily needs, and they are most often unconscious in operation, though they are quite useful for the ordered functioning of society.
A common example of a folkway is the practice, in many societies, of waiting in line. This practice brings order to the process of buying things or receiving services, allowing us to more easily perform the tasks of our daily lives.
Other examples of folkways include the concept of appropriate dress, the practice of raising one's hand to take turns speaking in a group, and the practice of "civil inattention"—when we politely ignore others around us in public settings.
Folkways mark the distinction between rude and polite behavior, so they exert a form of social pressure that encourages us to act and interact in certain ways. However, they do not have moral significance, and there are rarely serious consequences or sanctions for violating them.
Mores are more strict than folkways, as they determine what is considered moral and ethical behavior; they structure the difference between right and wrong.
People feel strongly about mores, and violating them typically results in disapproval or ostracizing. As such, mores exact a greater coercive force in shaping our values, beliefs, behavior, and interactions than do folkways.
Religious doctrines are an example of mores that govern social behavior.
For example, many religions have prohibitions on cohabitation with a romantic partner before marriage. If a young adult from a strict religious family moves in with her boyfriend then her family, friends, and congregation are likely to view her behavior as immoral.
They might punish her behavior by scolding her, threatening judgment in the afterlife, or shunning her from their homes and the church. These actions are meant to indicate that her behavior is immoral and unacceptable, and are designed to make her change her behavior to align with the violated more.
The belief that forms of discrimination and oppression, like racism and sexism, are unethical is another example of an important more in many societies.
A taboo is a very strong negative norm; it is a prohibition of certain behavior that is so strict that violating it results in extreme disgust and even expulsion from the group or society.
Often the violator of the taboo is considered unfit to live in that society. For instance, in some Muslim cultures, eating pork is taboo because the pig is considered unclean. At the more extreme end, incest and cannibalism are both considered taboos in most places.
A law is a norm that is formally inscribed at the state or federal level and is enforced by police or other government agents.
Laws exist to discourage behavior that would typically result in injury or harm to another person, including violations of property rights. Those who enforce laws have been given legal right by a government to control behavior for the good of society at large.
When someone violates a law, a state authority will impose a sanction, which can be as light as a payable fine or as severe as imprisonment.
Learning Outcomes
- Describe cultural norms, mores, and folkways
So far, the examples in this module have often described how people are expected to behave in certain situations—for example, when buying food or boarding a bus. These examples describe the visible and invisible rules of conduct through which societies are structured, or what sociologists call norms. Norms define how to behave in accordance with what a society has defined as good, right, and important, and most members of the society adhere to them.
Formal norms are established, written rules. They are behaviors worked out and agreed upon in order to suit and serve the most people. Laws are formal norms, but so are employee manuals, college entrance exam requirements, and “no running” signs at swimming pools. Formal norms are the most specific and clearly stated of the various types of norms, and they are the most strictly enforced. But even formal norms are enforced to varying degrees and are reflected in cultural values.
For example, money is highly valued in the United States, so monetary crimes are punished. It’s against the law to rob a bank, and banks go to great lengths to prevent such crimes. People safeguard valuable possessions and install antitheft devices to protect homes and cars. A less strictly enforced social norm is driving while intoxicated. While it’s against the law to drive drunk, drinking is for the most part an acceptable social behavior. And though there are laws to punish drunk driving, there are few systems in place to prevent the crime. These examples show a range of enforcement in formal norms.
There are plenty of formal norms, but the list of informal norms—casual behaviors that are generally and widely conformed to—is longer. People learn informal norms by observation, imitation, and general socialization. Some informal norms are taught directly—“Kiss your Aunt Edna” or “Use your napkin”—while others are learned by observation, including observations of the consequences when someone else violates a norm. But although informal norms define personal interactions, they extend into other systems as well. In the United States, there are informal norms regarding behavior at fast food restaurants. Customers line up to order their food and leave when they are done. They don’t sit down at a table with strangers, sing loudly as they prepare their condiments, or nap in a booth. Most people don’t commit even benign breaches of informal norms. Informal norms dictate appropriate behaviors without the need of written rules.
Sociologist Harold Garfinkel (1917–2011) studied people’s customs in order to find out how societal rules and norms not only influenced behavior but also shaped social order. He believed that members of society together create a social order (Weber 2011). His resulting book, Studies in Ethnomethodology, published in 1967, discusses people’s assumptions about the social makeup of their communities.
One of Garfinkel’s research methods was known as a “breaching experiment,” in which the researcher behaves in a socially awkward manner in order to test the sociological concepts of social norms and conformity. The participants are not aware an experiment is in progress. If the breach is successful, however, these “innocent bystanders” will respond in some way. For example, if the experimenter is, say, a man in a business suit, and he skips down the sidewalk or hops on one foot, the passersby are likely to stare at him with surprised expressions on their faces. But the experimenter does not simply “act weird” in public. Rather, the point is to deviate from a specific social norm in a small way, to subtly break some form of social etiquette, and see what happens.
To conduct his ethnomethodology, Garfinkel deliberately imposed strange behaviors on unknowing people. Then he observed their responses. He suspected that odd behaviors would shatter conventional expectations, but he wasn’t sure how. For example, he set up a simple game of tic-tac-toe. One player was asked beforehand to mark Xs and Os not in the boxes but on the lines dividing the spaces instead. The other player, in the dark about the study, was flabbergasted and did not know how to continue. The second player’s reactions of outrage, anger, puzzlement, or other emotions illustrated the existence of cultural norms that constitute social life. These cultural norms play an important role. They let us know how to behave around each other and how to feel comfortable in our community.
There are many rules about speaking with strangers in public. It’s OK to tell a woman you like her shoes. It’s not OK to ask if you can try them on. It’s OK to stand in line behind someone at the ATM. It’s not OK to look over his shoulder as he makes his transaction. It’s OK to sit beside someone on a crowded bus. It’s weird to sit beside a stranger in a half-empty bus.
For some breaches, the researcher directly engages with innocent bystanders. An experimenter might strike up a conversation in a public bathroom, where it’s common to respect each other’s privacy so fiercely as to ignore other people’s presence. In a grocery store, an experimenter might take a food item out of another person’s grocery cart, saying, “That looks good! I think I’ll try it.” An experimenter might sit down at a table with others in a fast food restaurant or follow someone around a museum and study the same paintings. In those cases, the bystanders are pressured to respond, and their discomfort illustrates how much we depend on social norms. Breaching experiments uncover and explore the many unwritten social rules we live by.
Norms may be further classified as either mores or folkways. Mores (mor-ays) are norms that embody the moral views and principles of a group. Violating them can have serious consequences. The strongest mores are legally protected with laws or other formal norms. In the United States, for instance, murder is considered immoral, and it’s punishable by law (a formal norm). But more often, mores are judged and guarded by public sentiment (an informal norm). People who violate mores are seen as shameful. They can even be shunned or banned from some groups. The mores of the U.S. school system require that a student’s writing be in the student’s own words or use special forms (such as quotation marks and a whole system of citation) for crediting other writers. Writing another person’s words as if they are one’s own has a name—plagiarism. The consequences for violating this norm are severe and usually result in expulsion.
Unlike mores, folkways are norms without any moral underpinnings. Rather, folkways direct appropriate behavior in the day-to-day practices and expressions of a culture. They indicate whether to shake hands or kiss on the cheek when greeting another person. They specify whether to wear a tie and blazer or a T-shirt and sandals to an event. In Canada, women can smile and say hello to men on the street. In Egypt, that’s not acceptable. In regions in the southern United States, bumping into an acquaintance means stopping to chat. It’s considered rude not to, no matter how busy one is. In other regions, people guard their privacy and value time efficiency. A simple nod of the head is enough. Other accepted folkways in the United States may include holding the door open for a stranger or giving someone a gift on their birthday. The rules regarding these folkways may change from culture to culture.
Many folkways are actions we take for granted. People need to act without thinking in order to get seamlessly through daily routines; they can’t stop and analyze every action (Sumner 1906). Those who experience culture shock may find that it subsides as they learn the new culture’s folkways and are able to move through their daily routines more smoothly. Folkways might be small manners, learned by observation and imitation but they are by no means trivial. Like mores and laws, these norms help people negotiate their daily lives within a given culture.
Watch this video to recap the things we’ve learned about in this module thus far—including culture, values, beliefs, norms, mores, and folkways. The video also explains the importance of symbols and introduces the Sapir-Whorf hypothesis, which we’ll examine in more detail soon.
Think It Over
- How do you think your culture would exist if there were no such thing as a social “norm”? Do you think chaos would ensue or relative peace could be kept? Explain.
folkways: direct, appropriate behavior in the day-to-day practices and expressions of a culture formal norms: established, written rules informal norms: casual behaviors that are generally and widely conformed to mores: the moral views and principles of a group norms: the visible and invisible rules of conduct through which societies are structured
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