The Power of Brokerage: Case Study of Normative Behavior, Latinas and Cervical Cancer

Informed by the theory of normative social behavior (TNSB) and ego-network analysis, the present study outlines the mechanisms that contribute to the creation and maintenance of social norms and their subsequent behavioral outcomes. By analyzing different patterns of normative influence associated w...

Full description

Saved in:
Bibliographic Details
Published in:Communication research 2019-07, Vol.46 (5), p.639-662
Main Authors: Walter, Nathan, Murphy, Sheila T., Frank, Lauren B., Ball-Rokeach, Sandra J.
Format: Article
Language:English
Subjects:
Behavior
Behavior Standards
Cancer
Case studies
Cervical cancer
Communication
Decision making
Hispanic people
Medical screening
Minority & ethnic groups
Network analysis
Norms
Social Behavior
Social networks
Social norms
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Informed by the theory of normative social behavior (TNSB) and ego-network analysis, the present study outlines the mechanisms that contribute to the creation and maintenance of social norms and their subsequent behavioral outcomes. By analyzing different patterns of normative influence associated with cervical cancer detection among Latinas (N = 982), the study concludes that network brokerage provides individuals with nonredundant information, helps resist normative pressure, and contributes to efficacy beliefs, promoting more informed decision making. Conversely, network closure perpetuates conformity, increases the influence of social norms, and induces less confidence in individual’s ability to comply with cervical cancer screening, subjecting Latinas to unnecessary health risks. Overall, the results suggest that the study of normative influence should be combined with social network analysis, trying to shed a light on the distinct social structures and communication practices that can either reinforce or challenge norms. These findings extend the discussion of social norms in health-related decision making to a more nuanced approach that recognizes the antecedents and outcomes of normative influence.
ISSN:0093-6502
1552-3810
DOI:10.1177/0093650217718655