Like what you've read?

On Line Opinion is the only Australian site where you get all sides of the story. We don't
charge, but we need your support. Here�s how you can help.

  • Advertise

    We have a monthly audience of 70,000 and advertising packages from $200 a month.

  • Volunteer

    We always need commissioning editors and sub-editors.

  • Contribute

    Got something to say? Submit an essay.


 The National Forum   Donate   Your Account   On Line Opinion   Forum   Blogs   Polling   About   
On Line Opinion logo ON LINE OPINION - Australia's e-journal of social and political debate

Subscribe!
Subscribe





On Line Opinion is a not-for-profit publication and relies on the generosity of its sponsors, editors and contributors. If you would like to help, contact us.
___________

Syndicate
RSS/XML


RSS 2.0

AFL's 'chicken' attitudes

By Paul Harrison - posted Thursday, 23 April 2009


Third, because implicit attitudes do not require attentional resources it is they, not explicit attitudes, that have most influence over judgment when attentional resources are low and/or the individual is not motivated to bring them to bear on the object.

Finally, it is becoming clear that implicit attitudes make an important contribution to behavioural choices, even when those attitudes conflict with explicit attitudes. In particular, it has been suggested that implicit attitudes may best predict spontaneous or non-reflective behaviour, while explicit beliefs may be more predictive of deliberative, reasoned choices.

If this is correct, then many of the remedies proposed - taking responsibility, promoting cognitive understanding, and education - require significant, consistent, and constant reinforcement, to shift actual behaviour. The most frequently cited means to change this type of behaviour is to make the person take responsibility for their behaviour and to educate them as to why their behaviour was wrong or innapropriate.

Advertisement

In the case of the North Melbourne players, this was done through a public apology (although statements such as “if we offended anybody” suggest a lack of understanding of the issue), meeting with victims of violence, and donating to an appropriate charity. This approach can have an effect on conscious attitudes, however, this may have little effect on positive implicit attitudes formed through exposure to a culture that may see women predominantly as sexual objects for personal pleasure and exploitation.

One of the underlying attitudes among many players, and commented upon by many in the media and public, was that this was simply “boys being boys”. But is this the kind of “boy” that we are comfortable with?

What we need ask is whether the AFL, North Melbourne, the AFL Players Association, and all of AFL players believe that this video was wrong. Having James Brayshaw, Adam Simpson, and Daniel Pratt apologising on The Footy Show was a start (although I got the sense that Simpson and Pratt weren't really sure what they were apologising for), but it should not be the end of it. If all of the institutions around these players reinforce constantly, without conditions, that this type of behaviour is abhorrent then it becomes easier for the unconscious mind to modify its attitude. However, if the unconscious mind receives any mixed signals it will reject anything that challenges its current attitude.

We need to recognise that the video was very much a manifestation of a broader, unconscious belief, and that these beliefs, attitudes and motives need to be taken seriously, addressed constantly, and reinforced as wrong, puerile and dangerous, if we are to change both attitudes and behaviour towards women.

  1. Pages:
  2. 1
  3. Page 2
  4. All

The author would like to acknowledge Dr Cordelia Fine for her earlier input into some of the theoretical principles contained within this article.



Discuss in our Forums

See what other readers are saying about this article!

Click here to read & post comments.

2 posts so far.

Share this:
reddit this reddit thisbookmark with del.icio.us Del.icio.usdigg thisseed newsvineSeed NewsvineStumbleUpon StumbleUponsubmit to propellerkwoff it

About the Author

Dr Paul Harrison is Senior Lecturer in Consumer Behaviour and Marketing at Deakin University, Melbourne. His research is focused predominantly on the social nature of consumption in all its forms. Paul’s blog can be found at www.tribalinsight.com.

Other articles by this Author

All articles by Paul Harrison

Creative Commons LicenseThis work is licensed under a Creative Commons License.

Photo of Paul Harrison
Article Tools
Comment 2 comments
Print Printable version
Subscribe Subscribe
Email Email a friend
Advertisement

About Us Search Discuss Feedback Legals Privacy