EXTERNAL CAPABILITY 9: SOCIAL NORMS
Cultures of health and expected behaviours in society
Overview
Functioning 1. Extent to which health norms are scientifically valid and evidence-based
Functioning 2. Extent to which health behaviors and health-seeking skills are viewed favorably (e.g., cultures of abstinence from alcohol, drugs, sexual activity) or unfavorably (e.g., cultures of alcohol abuse, obesity within family)
Functioning 3. Extent to which a health behavior is adopted by a majority or minority of a population in the culture (e.g., whether circumcision is widely accepted and practiced) and by whom
Functioning 4. Extent to which discrimination or anti-discrimination is the dominant norm in the provision of health care and public health services, influencing disparities in access
Agency 1. Norms about decisional latitude or power in familial and social contexts
Agency 2. Society's ability to recognize and counter damaging social norms and promote positive ones
What is it?
Social norms are an external capability that encompass a variety of health-promoting norms across different social domains. Firstly, a strong social norm capability includes scientifically valid and evidence-based health norms. Secondly, health behaviors and health-seeking skills are viewed favorably, health behaviors are adopted by most of the population, and society is able to recognize and counter damaging social norms and promote positive ones. Finally, anti-discrimination is the dominant norm in society. Social norms in the provision of health care and public health services ameliorate disparities in access, and norms about decisional latitude or power in familial and social contexts are conducive to each person’s health agency. The culture and expected behavior in society empower each and every person to be healthy.
Why is it important?
Social norms are an important external capability because they shape our beliefs and actions: what we consider acceptable, normal, valuable, and important – what is expected in order to belong to society. Living in a society where health is scientifically understood, widely-regarded as important and supported, institutionalized as a priority, and where people are encouraged and sustained in being active agents of their own health is a critical capability for one’s health.
What does it look like?
A society with a positive social norm external capability will demonstrate scientifically accurate health norms, such as a social norms of childhood vaccines and annual influenza immunizations, respectful and anti-discriminatory expectations about behavior, and empathy and care towards each other to thrive. Seeking and receiving vaccinations and immunizations are viewed positively in social circles and professional settings, and all of the population is vaccinated and immunized. Health care and public health providers practice anti-discriminatory service provision to ensure underserved populations and communities are properly served, and children's health is not put at risk due to power imbalances in the parent-child relationship and unscientific beliefs of the parents. Public moral norms of justice, fairness, and equity. The goals of public health and health policy are to serve everyone and benefits all.
How do WE do it?
We can develop our health capability of social norms through promoting positive health and public moral norms through individuals as well as institutions such as the media, academia, governmental agencies, and popular culture.
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