[Platt]
I don't see how you study morals scientifically. 

[Krimel]
Well here are some examples, for the sake of time I have stolen a bit from
Wiki:

In 1954, Muzafer and Carolyn Sherif studied the origin of prejudice in
social groups in a classic study called the Robbers Cave Experiment. They
randomly divided groups of 11 year old boys at summer camp into two groups.
The groups named themselves the Rattlers and the Eagles. The experiment set
up various kinds of camp activities and competition between the groups. They
found that individuals in the group quickly identified themselves with their
group. They saw in group members as "good" and member of the other group as
"bad". Parts of the experiment were cut short because friction between the
groups caused problems. Subsequently it has been shown that people will self
identify with a group for the flimsiest of reasons. For example being
randomly assign to groups according to preference for representational
versus modern art.

In 1955 Solomon Asche's conformity experiments showed that subjects will
give incorrect answers to questions if other people in a group give a wrong
answer. In the experiment usually there was one subject and four or five
confederates. The confederates were instructed to give the wrong answers.
Test subjects tended to fall into two groups: people who gave wrong answers
just to stop making waves and people who actually came to believe they were
wrong since everyone else gave the same "wrong" answer.

Stanley Milgram's 1963 studies on obedience were set up to analyze how the
Nazi's could have compelled ordinary people to participate in the holocaust.
He found that if a person in a white coat told experimental subjects to
increase the level of shock to another subject (a confederate) the majority
of subjects would do so even when the person they thought they were shocking
protested screamed in pain and eventually stopped responding.

Philip Zimbarbo's Stanford Prison Experiment in 1971 showed that when
college students were randomly assigned to be prisoners or guards in a
prison simulation, they quickly adopted the attitudes of real prisoners and
real guards. The experiment was cut short when there was concern about a
prison riot and Zimbardo came to realize that he was thinking more like a
"warden" than a researcher. 

In 1964 the public murder of Kitty Genovese in New York City spawned a host
of research on the conditions under which bystanders will take active or
passive roles in the face of emergencies.

These are all examples from the field of social psychology. In anthropology
researchers typically study cultural groups and identify moral systems by
observing and talking to members of the culture. In sociology researchers
may study the ups and downs of statistics like high schools drop out rate,
teen pregnancy, divorce rates and crime statistics. Psychologists often use
questionnaires and rating scales to access attitudes and beliefs.

In the 1950's Albert Bandura began a whole field of research on the effects
of social learning and mimicry on aggressive behavior in children. He showed
children films of an adult beating on a toy clown. Children who watch the
film were more likely to play aggressively with the toy when given the
opportunity. They were also more likely to find novel ways to beat on the
toy. This research was extended to look at the effects of exposure to
violent content in films and other media and recently Craig Anderson and
Karen Dill have looked at the effect of violent video games on aggressive
behavior.

In 2002 the psychologist Daniel Kahneman received a Nobel Prize in economics
for work he did with economist Amos Tversky on Prospect Theory. They looked
as the heuristic devices that people use to access risk and make decisions.
Their work has led to the development of a whole new field of behavioral
economics that applies psychological research to economic theory.

Do you want more?

[Platt]
As I understand it, science depends on accurate and repeatable 
measurements. How does one measure morals under infinitely variable 
situational and personal circumstances?

[Krimel]
Some of the experiments above have been repeated and some have not. Some
resulted in changes in the ethical guidelines for the treatment of human
subjects. Especially in the case of Milgram and Zimbardo the very study of
morals caused the research and the research community to evaluated and
change its own moral code.

Morality may be adopted by 'individuals' but it is about group behavior.
Like physics which studies the behavior of groups of molecules in gases for
example, the social sciences can look at groups of individuals. Like the
hard sciences the social sciences use statistical analysis of data to
construct and test theories.

[Platt]
Besides, you make the case for the scientific study of morals in a social 
context only. Pirsig has gone beyond that, extending the study of morality 
in physical, biological and intellectual contexts.    

[Krimel]
Much as ZMM Pirsig attempts to show romantics that there is another way of
understanding technology as an art form, I suspect he is trying to show
Luddites that the laws of physic and biology "can" be understood in moral
terms. I supposed this provides a kind of clarity for some and is harmless
to some extent. However, when this devolves into viewing particles and rocks
as agents following the still small voice within them, I think the metaphor
has outlived its usefulness. Pirsig's levels of morality should not be seen
as and excuse to avoid math.

[Platt]
If science can study morals as you claim, why can't it also tell us what we
ought to do? After all, when it studies physics it can tell us how to land
on Mars, or when it studies biology it can tell us how to fight disease. 
Seems to me the "soft" sciences leave much to be desired in terms of 
usefulness, compared to "real" science.
 
[Krimel]
Science does have a lot to say about what we ought to do. The whole idea of
"natural rights" should rely heavily of studies in evolutionary biology and
strategies that different species use for survival. Studies of global
warming and the local impact of pollution and growth on animal habitat and
quality of life should have moral implications. The problem often is that
people have very deep seated beliefs and no amount of evidence will change
those beliefs. Despite a lot of whining to the contrary science is not the
supreme arbitrator of belief that some around here say that it is.

Never the less there are a wide variety of ways in which studies from the
social sciences are applied. Advertising and marketing firms use social
sciences methods to assess and manipulate purchasing behavior. In politics
pollsters assess people's beliefs and attitudes in order to affect or
predict changes in public policy. Engineers use research on how subject
interact with their products to build in design changes that make products
more usable or appealing. Food companies do blind taste tests to "improve"
their products. Remember the Pepsi Challenge. Architectural and design firms
do the same sort of thing to creates structural designs that serve specific
functions. Why are booths in fast food restaurant hard plastic while in
sit-down restaurants they are cushy? The insurance industry is built upon
assessing the probability of people engaging in risky behavior or fall
victim to bad luck. The legal system often relies of expert testimony to
determine the fitness of defendants to stand trial or to look at mitigating
factors that may have influenced moral choices. 

There is wide spread and pervasive use of social science "technologies" to
predict and control our behavior as citizens and as consumers. In fact if
you are unaware of this manipulation, you may be easier to manipulate.



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