ATTITUDE

ATTITUDE
MEANING OF ATTITUDE
Attitude is generally used to explain our feelings, thoughts and behaviours for other people, issues,
events, situations, etc. Examples of attitude in our daily life include-

Definitions
According to Eagly and Chaiken

people make can range from the extremely unfavourable to the extremely favourable, or can be
more moderate.
Carl Jung

Thus, attitudes are not merely feelings or beliefs that we have regarding people, issues, events and
situations but they also guide and predict our future responses to those people, issues, events and
situations.

Attitudes are classified as explicit and implicit:

Explicit Attitudes: If a person is aware of his attitudes, and they influence his behaviour and
beliefs, his attitudes are explicit. Explicit attitudes are formed consciously.
o For example, we may be aware of our view and feelings towards a particular brand of
toothpaste and accordingly this leads us to a specific behaviour toward that (buying or not
buying toothpaste of that brand).
Implicit Attitudes: The attitudes that function at the subconscious level are called implicit
attitudes. Here, a person may be unaware of his implicit beliefs though these still have some
influence on his conduct and behaviour.
o For example, when we go to a supermarket we find some products attractive automatically
over others even without knowing the exact reason.

Positive Vs Negative Attitudes

The attitudes may be positive or negative. The positive attitudes yield favourable behaviour and
the negative attitudes yield unfavourable behaviour. People show a positive attitude for some

motivation factors, skills, self-belief, economic status and opportunities. Here are some examples
which are discriminating factors for positive and negative people:
Negative attitude : I always have to face failure, how hard I try.
Positive attitude :
Negative attitude:
Positive attitude: I will always try my best to achieve my aim.
Negative attitude: She keeps on giving lectures to everyone.
Positive attitude: She is an inspiring personality and always helps others.
Negative attitude: I have already given my best. There is nothing else I can do now.
Positive attitude: I gave my best but still there is something I need to improve on. What can
I do better?

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 ATTITUDE

The persons having positive attitudes towards the job and organisation may contribute their best to
the organisation.

STRUCTURE OF ATTITUDE

There are three different components of attitude, which are sometimes referred to as C-A-B or the
A-B-C of attitude.

A: Affective component The affective component of attitudes refers to feelings or

emotions associated with an attitude object i.e. the emotional
feelings and evaluations that an individual has towards an object,
person, or event. This can include feelings such as love, hatred,
happiness, anger, etc.

For example: I like X brand cars because it gives pleasure and

prestige.
C: Cognitive component The cognitive component of attitudes refers to beliefs, thoughts
and attributes we associate with a particular object. In many

consideration of the positive and negative attributes about the

attitude object.

For example: I like X brand cars because they give more than 20
km/litre mileage on petrol.

B: Behavioural The behavioural component of attitudes refers to past

component behaviours with respect to an attitude object.

For example: I like X brand cars because I had previously owned

and driven them and felt comfortable driving the same.

This component can predict how a person may behave towards

the attitude object in the future.

These help to identify the source from where an attitude is originating and henceforth will be
helpful in persuading someone to change attitude towards something.

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 ATTITUDE

PROPERTIES/FEATURES OF ATTITUDES

In addition to the affective, cognitive and behavioural components, attitudes also have other
properties. Four significant features of attitudes are: Valence (positivity or negativity), Extremeness,
Simplicity or Complexity and Centrality.

Valence The valence of an attitude tells us whether an attitude is positive or

(positivity or negative towards the attitude object.
negativity) o Suppose an attitude (say, towards nuclear research) has to be
expressed on a 5-point scale, ranging from 1 (Very bad), 2 (Bad), 3
(Neutral neither good nor bad), and 4 (Good), to 5 (Very good).
If an individual rates her/his view towards nuclear research as
4 or 5, this is clearly a positive attitude. This means that the
person likes the idea of nuclear research and thinks it is
something good.
On the other hand, if the rating is 1 or 2, the attitude is
negative. This means that the person dislikes the idea of nuclear
research, and thinks it is something bad.
In this example, a neutral attitude towards nuclear research
would be shown by a rating of 3 on the same scale. A neutral
attitude would have neither positive nor negative valence.
Extremeness The extremeness of an attitude indicates how positive or negative an
attitude is.
o Taking the nuclear research example given above, a rating of 1 is as
extreme as a rating of 5: they are only in the opposite directions
(valence). Ratings of 2 and 4 are less extreme. A neutral attitude, of
course, is lowest on extremeness.
Simplicity or This feature refers to how many attitudes there are within a broader
Complexity attitude
attitudes. In case of various topics, such as health and world peace,
people hold many attitudes instead of a single attitude.
o simple
complex
Consider the example of attitude towards health and well-
being. This attitude system is likely to consist of several

mental health, views about happiness and well-being, and

beliefs about how one should achieve health and happiness.
By contrast, the attitude towards a particular person is likely to
consist of mainly one attitude.
[*Note: The multiple member-attitudes within an attitude system should
not be confused with the three components described earlier. Each member
attitude that belongs to an attitude system also has A-B-C components.]

Centrality This refers to the role of a particular attitude in the attitude system. An
attitude with greater centrality would influence the other attitudes in
the system much more than non-central (or peripheral) attitudes
would.

o For example, in the attitude towards world peace, a negative

attitude towards high military expenditure may be present as a core

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 ATTITUDE

or central attitude that influences all other attitudes in the multiple

attitude system.

RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOUR

Psychologists have found that there would be consistency between attitudes and behaviour when:
The attitude is strong, and occupies a central place in the attitude system.
The person is aware of her/his attitude.
There is very little or no external pressure for the person to behave in a particular way. For
example, when there is no group pressure to follow a particular norm.
hat
the behaviour would have a positive consequence, and therefore, intends to engage in that
behaviour.

RELATIONSHIP BETWEEN ATTITUDE AND VALUES

Attitudes are an evaluative response to a particular object, person, or event, whereas values are
broad, abstract principles that guide an individual's beliefs and behaviour.
Values provide a framework for determining what is important and desirable, and thus shape an
individual's attitudes towards specific objects, people, and events. For example, a person's value
of equality may lead them to hold a favourable attitude towards policies aimed at promoting
equality and combating discrimination.
In turn, attitudes can also shape an individual's values. For example, having a positive
experience with a particular person may lead an individual to re-evaluate their values and beliefs
about that person.

Therefore, attitudes and values can influence each other, and understanding the relationship
between the two can provide insight into the underlying psychological processes involved in shaping
an individual's beliefs, attitudes, and behaviour.

RELATIONSHIP BETWEEN ATTITUDE AND BELIEFS

A belief is a cognitive representation of information or knowledge about the world, whereas an
attitude is an evaluative response to a particular object, person, or event.
Beliefs can shape attitudes by providing a cognitive framework for evaluating objects, people,
and events. For example, a person's belief that a particular political party is corrupt may lead
them to hold an unfavorable attitude towards that party.
In turn, attitudes can shape beliefs by influencing an individual's perception and interpretation
of information. For example, holding a favorable attitude towards a particular person may lead
an individual to interpret their behavior in a more positive light, and to update their beliefs
about that person accordingly.

Therefore, attitudes and beliefs can influence each other, and understanding the relationship
between the two can provide insight into the underlying psychological processes involved in shaping
an individual's attitudes and beliefs.

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 ATTITUDE

PERSONAL BELIEFS, VALUES, ATTITUDES AND BEHAVIOUR

Beliefs Values Attitude
A belief is an idea that a person Values are stable long-lasting Attitudes are the mental
holds as being true. beliefs about what is important dispositions people have
A belief can come from different to a person. They become towards others and the
standards by which people current circumstances
experiences or experiments; the order their lives and make their before making decisions
acceptance of cultural and societal choices. that result in behaviour.
norms (e.g. religion) ; and what A belief will develop into a value People primarily form
other people say (e.g. education or their attitudes from
mentoring). to it grows and they see it as underlying values and
Once a person accepts a belief as a being important. beliefs.
truth they are willing to defend, it For Example, your belief For Example, you
can be said to form part of their system of non-violence will develop a negative
belief system. develop into your personal attitude towards the
value. killing of animals due
For Example, you accept non-
to your belief and
violence as part of your belief
value system of non-
system.
violence.
However, factors which
may not have been
internalised as beliefs and
values can still influence a

point of decision-making.
Typical influences include
the desire to please,
political correctness,
convenience, peer
pressure, and
psychological stressors.

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 ATTITUDE

The diagram below illustrates the influences on us that result in our behaviour and whether that
resulting behaviour is ethical. The diagram first outlines the sources of our beliefs. It then shows the
relationship between the beliefs and values to our attitudes and our resulting behaviour.

ATTITUDE FORMATION
Like many other thoughts and concepts that develop and become part of our cognitive system,
attitudes towards different topics, things and people also are formed as we interact with others.
However, there are specific conditions that lead to the formation of specific attitudes. In general,

PROCESS OF ATTITUDE FORMATION

Learning attitudes You might have seen that students often develop a liking for a particular
by association subject because of the teacher. This is because they see many positive
qualities in that teacher; these positive qualities get linked to the subject
that (s)he teaches, and ultimately get expressed in the form of liking for
the subject.

o In other words, a positive attitude towards the subject is learned

through the positive association between a teacher and a student.

Learning attitudes If an individual is praised for showing a particular attitude, chances are
by being high that (s)he will develop that attitude further.
rewarded or
punished o For example, if a teenager does yogasanas regularly, and gets the
develop a

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 ATTITUDE

positive attitude towards yoga and health in general.

o Similarly, if a child constantly falls ill because (s)he eats junk food
instead of proper meals, then the child is likely to develop a negative
attitude towards junk food, and also a positive attitude towards
eating healthy food.

Learning attitudes Often it is not through association, or through reward and punishment,
through that we learn attitudes. Instead, we learn them by observing others
modelling being rewarded or punished for expressing thoughts, or showing
(observing behaviour of a particular kind towards the attitude object.
others)
o For example, children may form a respectful attitude towards elders,
by observing that their parents show respect for elders, and are
appreciated for it.

Learning attitudes Very often, we learn attitudes through the norms of our group or culture.
through group or
cultural norms Norms are unwritten rules about behaviour that everyone in our group
or culture is supposed to show under specific circumstances. Over time,
these norms may become part of our social cognition, in the form of
attitudes.

Learning attitudes through group or cultural norms may actually be an

example of all three forms of learning described above learning
through association, reward or punishment, and modelling.

o For example, offering money, sweets, fruit and flowers in a place of

worship is a normative behaviour in some religions. When individuals
see that such behaviour is shown by others, is expected and socially
approved, they may ultimately develop a positive attitude towards
such behaviour and the associated feelings of devotion.

Learning through Many attitudes are learned in a social context, but not necessarily in the
exposure to physical presence of others.
information
o Today, with the huge amount of information that is being provided
through various media, both positive and negative attitudes are
being formed.

By reading the biographies of self-actualised persons, an

individual may develop a positive attitude towards hard work
and other aspects as the means of achieving success in life.

FACTORS THAT INFLUENCE ATTITUDE FORMATION

The following factors provide the context for the learning of attitudes through the processes
described above:

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 ATTITUDE

Family and School Particularly in the early years of life, parents and other family members
Environment play a significant role in shaping attitude formation. Later, the school
environment becomes an important background for attitude formation.

Learning of attitudes within the family and school usually takes place by
association, through rewards and punishments, and through modelling.

Reference Groups Reference groups indicate to an individual the norms regarding

acceptable behaviour and ways of thinking. Thus, they reflect learning of
attitudes through group or cultural norms.

Attitudes towards various topics, such as political, religious and social

groups, occupations, national and other issues are often developed
through reference groups. Their influence is noticeable especially during
the beginning of adolescence, at which time it is important for the
individual to feel that she belongs to a group.

o Therefore, the role of reference groups in attitude formation may

also be a case of learning through reward and punishment.

Personal Many attitudes are formed, not in the family environment or through
Experiences reference groups, but through direct personal experiences which bring
about a drastic change in our attitude towards people and our own life.
Here is a real-life example:

o A driver in the army went through a personal experience that

transformed his life. On one mission, he narrowly escaped death
although all his companions got killed. Wondering about the purpose
of his own life, he gave up his job in the army, returned to his native
village in Maharashtra, and worked actively as a community leader.
Through a purely personal experience this individual (Indian social
activist Anna Hazare) evolved a strong positive attitude towards
community upliftment. His efforts completely changed the face of his
village.

Media-related Technological advances in recent times have made audio-visual media

Influences and the Internet very powerful sources of information that lead to
attitude formation and change. In addition, school level textbooks also
influence attitude formation.

o These sources first strengthen the cognitive and affective

components of attitudes, and subsequently may also affect the
behavioural component.

The media can exert both good and bad influences on attitudes.

o On one hand, the media and Internet make people better informed
than other modes of communication.

o On the other hand, there may be no check on the nature of

information being gathered, and therefore no control over the

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 ATTITUDE

attitudes that are being formed, or the direction of change in the

existing attitudes.

The media can be used to create consumerist attitudes where none

existed, and can also be harnessed to create positive attitudes to
facilitate social harmony.

FUNCTIONS OF ATTITUDE
Attitudes serve several important functions in the individual's life, including:
Adaptive and Instrumental function: Favourable attitudes are developed towards rewarding
objects and unfavourable attitudes toward objects that punish us. In this process people learn
socially acceptable views, opinions and attitudes. Thus, after being developed, attitudes provide
us a simple and efficient means of evaluating objects.
o For Example, a student learns to express a positive attitude towards the school discipline
when he/she is rewarded for doing so and is punished for not behaving accordingly.
Evaluative function: Attitudes serve as an evaluation tool, allowing individuals to form
judgments and opinions about objects, people, and events.
o For Example, people form stereotypical beliefs and strong prejudices about women that they
are weak and will not be fit for combat roles in the military.
Social identity function: Attitudes can help individuals to define and assert their social identity,
by aligning with the attitudes and beliefs of important social groups. This can provide a sense of
belonging and social validation, and can help individuals to form and maintain meaningful social
relationships.
o For Example, People arrange elaborate weddings as per the existing tradition in the society.
Ego-defence function: Attitudes can serve a protective role, by allowing individuals to defend
their self-esteem and justify their actions. They can provide a rationalization for behaviours that
might otherwise be seen as unacceptable or inconsistent with their self-image.
o For example, an employee in an organisation may protect his ego from a lack of promotion
by developing a negative attitude towards his boss.
Knowledge function: Attitudes can serve as a source of knowledge, by providing individuals with
information about their environment and themselves. They can help individuals to form beliefs
about the world and themselves, and can guide their thinking and behaviour.
o For Example, People tend to use less plastic due to their positive attitude towards
environmental protection.

These functions demonstrate that attitudes play a crucial role in shaping an individual's perceptions,
behaviours, and interactions with their environment, and that they serve a variety of important
psychological and social functions.

ATTITUDE CHANGE
During the process of attitude formation, and also after this process, attitudes may be changed and
modified through various influences.
Some attitudes change more than others do. Attitudes that are still in the formative stage, and
are more like opinions, are much more likely to change compared to attitudes that have become

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 ATTITUDE

MAJOR FACTORS THAT INFLUENCE ATTITUDE CHANGE

Characteristics of All four properties of attitudes mentioned earlier, namely, valence

the existing (positivity or negativity), extremeness, simplicity or complexity
attitude (multiplicity), and centrality or significance of the attitude, determine
attitude change.

o In general, positive attitudes are easier to change than negative

attitudes are.

o Extreme attitudes, and central attitudes are more difficult to change

than the less extreme, and peripheral (less significant) attitudes are.

o Simple attitudes are easier to change than multiple attitudes are.

Source Source credibility and attractiveness are two features that affect
characteristics attitude change.

o Attitudes are more likely to change when the message comes from a
highly credible source rather than from a low-credible source.

For example, adults who are planning to buy a laptop are more
convinced by a computer engineer who points out the special
features of a particular brand of laptop, than they would be by a
schoolchild who might give the same information.

But, if the buyers are themselves schoolchildren, they may

be convinced more by another schoolchild advertising a
laptop than they would be by a professional giving the same
information.

o In the case of some products such as cars, sales may increase if they
are publicised, not necessarily by experts, but by popular public
figures.

Message The message is the information that is presented in order to bring about
characteristics an attitude change.

o Attitudes will change when the amount of information that is given

about the topic is just enough, neither too much nor too little.
Whether the message contains a rational or an emotional appeal,
also makes a difference.

For example, an advertisement for cooking food in a pressure

cooker may point out that this saves fuel such as cooking gas
(LPG) and is economical (rational appeal). Alternatively, the
advertisement may say that pressure-cooking preserves
nutrition, and that if one cares for the family, nutrition would be
a major concern.

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 ATTITUDE

o The motives activated by the message also determine attitude

change.

For example, drinking milk may be said to make a person healthy

and good-looking, or more energetic and more successful at
s job.

Target Qualities of the target, such as persuasibility, strong prejudices, self-

characteristics esteem, and intelligence influence the likelihood and extent of attitude
change.

o People, who have a more open and flexible personality, change

more easily. Advertisers benefit most from such people.

o People with strong prejudices are less prone to any attitude change
than those who do not hold strong prejudices.

o Persons who have a low self-esteem, and do not have sufficient

confidence in themselves, change their attitudes more easily than
those who are high on self-esteem.

o More intelligent people may change their attitudes less easily than
those with lower intelligence.

However, sometimes more intelligent persons change their

attitudes more willingly than less intelligent ones, because they
base their attitude on more information and thinking.

From a practical point of view

community leaders, politicians, civil servants, producers of consumer goods, advertisers, and others.
Unless we find out how attitudes change, and what conditions account for such change, it would not
be possible to take steps to bring about attitudinal change.

TYPES OF ATTITUDE

MORAL ATTITUDE

Moral attitudes are beliefs, values, and principles that guide a person's behavior and decision-
making. They shape an individual's sense of right and wrong, good and bad and play a significant
role in determining how they interact with others.

A strong moral attitude helps an individual act in accordance with their own conscience and
make choices that are consistent with their beliefs, contributing to their personal growth and
integrity.
Additionally, moral attitudes can have a positive impact on society by promoting fairness,
kindness, and respect, leading to a more harmonious community.

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 ATTITUDE

Role of upbringing and conditioning on moral attitude:

Upbringing and conditioning play a major role in shaping an individual's moral attitude.

Family, friends, school, religion, and cultural norms can all influence a person's moral beliefs and
values. For example, children who are raised in households where honesty and compassion are
emphasized are more likely to develop a strong sense of ethics and morality.
Similarly, media and peer pressure can also impact a person's moral attitudes, sometimes
leading them to adopt attitudes that may not align with their personal beliefs.

However, it's important to note that while upbringing and conditioning can have a significant impact
on an individual's moral attitudes, they are not the only factors.
People can also develop their own moral attitudes through personal experiences, reflection,
and self-discovery. It is possible for an individual to challenge and change their moral attitudes
over time as they gain a deeper understanding of themselves and the world around them.

Role of Moral mandates, preferences, normative convictions in determining the moral attitude:
Moral mandates are moral principles that are considered binding or absolute, such as the belief
that it is always wrong to kill an innocent person. They are based on deeply held convictions that
guide behavior, regardless of personal preferences or circumstances.

Moral preferences are moral values or principles that a person considers important, but may not
always be binding. For example, someone may prefer to be honest in their dealings with others,
but may not always feel that it is morally mandatory.

Normative convictions are moral beliefs that are based on cultural, social, or personal norms
and are considered to be the correct or acceptable way of acting in a particular context. For
example, a normative conviction might be that it is important to respect one's elders, or to
behave in a polite manner in social situations.

Relationship between Moral attitude and decision making:

Moral attitude and decision-making are closely related, as a person's moral beliefs and values often
play a significant role in shaping their decisions.

A strong moral attitude provides a framework for making decisions that are consistent with
one's beliefs and values, promoting ethical and responsible behavior. For example, someone
with a strong moral attitude may prioritize protecting the welfare of others when making
decisions, even if it means making personal sacrifices.

On the other hand, a weak or inconsistent moral attitude can lead to indecision, as well as
decisions that are inconsistent with one's beliefs and values. In these cases, individuals may find
it difficult to determine what the right course of action is, or may make decisions that conflict
with their moral principles.

A strong moral attitude helps an individual to act in a responsible and ethical manner, while a weak
or inconsistent moral attitude can lead to indecision and behavior that is at odds with one's
principles.

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POLITICAL ATTITUDE

Political attitude refers to the approaches of people about the political system, related institutions,
leadership and other events of public life. These attitudes of people are largely decides whom they
vote for, which political parties they support, and what type of government and political leadership
they want.

Factors that Shape Political Attitude:

Family Family is generally the first and most persistent factor which influence on

o Despite family incongruities and generation gaps, children tend to

grow up and have the political attitude similar to their parents.

Though there are generation gaps it is understandable that

children tend to vote the way their parents do.

If a family is more politically active the child is more expected to hold the
same principles and attitudes. As children grow older, other influences
crisscross the family and naturally their attitudes tend to diverge from
those of their parents.

Religion Religious principles often affect the way people vote. They tend to support
political parties which represent their religious beliefs. It is for this reason
that politicians often play the religion card to lure voters.

o In India, it is easy to identify the religious affiliation of almost every

political party. Some political parties focus on the majority religion,
while others lure the minorities.

It is not uncommon to see majority of the people of one religion voting in

support of a particular political party or against a political party depending
on whether they are supportive to their cause or against it.

Caste In India, caste plays an extremely important role in developing political

attitude.

The caste groups in India are divided into Scheduled Castes, Scheduled
Tribes, Other Backward Castes and general castes. Each of these castes is
further divided into multiple sub-castes and they usually have a
preference for a political party which they believe serves their best
interest.

Caste is also the basis for reservation in government jobs and educational
institutions. Hence, reservation has become one of the most important
tools for garnering votes by different political parties.

Region People often tend to support a political party which understands their
regional aspirations.

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 ATTITUDE

o It is easy to find in India many regional parties like Dravida Munnetra

Kazhagam (DMK), All India Dravida Munnetra Kazhagam (AIDMK), All
India Trinamool Congress (AITMC) and Asom Gana Parishad (AGP),
which represent the regional aspirations of people.

These parties have virtually no existence outside their state.

However, within their state, they are so powerful that the
national parties find it extremely difficult to win elections against
them.

Race and Several studies suggest that for the past half century, while African
Ethnicity Americans are affiliated to Democratic Party than any other identifiable
group, Asian Americans tend to vote conservative.

Economic Many scholars affirmed that economic pressures are prime stimulus for
Pressures choosing a particular political position, and, indeed, this does appear to
be an important factor.

o People who are doing well in society usually do not want it to change.
On the contrary, the poor have little to lose materially and much to
gain from progressive change or so it can be supposed.

Age Age is also important factor in developing political attitude.

Usually, the young are more likely to be liberal than the aged. This is
possibly because the older generations have a vested interest in the status
quo that the younger generations have not yet acquired.

o Young people lack not only wealth, but also a sense of commitment
and belonging.

Psychological Some people are also more psychologically suitable for liberalism or
Factor conservatism than others.

o To be a liberal, one must have a comparatively high tolerance for

disorder.

Nature of This is determining factor in shaping political attitude.

People
If person believes that people are essentially bad, selfish, and aggressive,
then one is likely to lean to the right of the spectrum.

o Anyone who thinks that people are innately evil will tend to rely on
strict laws and firm punishment for violators in the belief that such
measures are necessary to control errant behaviour.

On the other hand, people who consider their colleagues to be essentially

well meaning and sensible will lean toward the left.

o
laws, and they will try to reason with lawbreakers.

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 ATTITUDE

Gender It has been observed in our social structure that females tend to develop
political attitude according to their husband or other family members but
in many cases it is observed that they have a different political views.

o Generally women tend to be liberal as they want equal rights, equal

pay, more opportunities etc. But their political views also depend on
religion, family, and class.

Some studies suggest that women are more motivated to vote for women
candidates in an election.

o In present situation, women also started voting for parties who

reservation, equal pay, and equal legal rights.

Process of Formulation of Political Attitude:

Political attitude formulation and political attitude move parallel.

Political attitude formulation is a learning process by which an individual attains orientations,

beliefs, values and norms and behaviour patterns in political system. It guide how people
nurture their political beliefs and how they pass on their values to others from one generation to
the next.
o For smooth functioning of the society and system and to maintain concord and co-
ordination within the society, every society plans the effective governing of its people. Every
society develops few mechanisms or agencies such as the state, the government, the
political parties and election or selection of representatives.

ATTITUDE OF CIVIL SERVANTS

A civil servant finds himself in a very peculiar situation.

On the one side, he is a servant of the public in a democracy because people are the supreme
rulers in a democracy; and on the other side, he is the administrator who has to enforce the
laws and regulations on the same people.

o As a public servant, he must give due respect to the popular opinion of the people.
However, as an administrator, he must obey the law as a bureaucrat, since he is
accountable to the courts for the legality of his action.

Thus, a civil servant displays two types of attitude:

Bureaucrati Bureaucratic attitude means performing the job strictly according to the laws,
c Attitude rules, regulation and procedures.

A civil servant follows the hierarchy, convention and procedures prescribed by

the government. He has to obey the orders of his senior officers and ministers
as long as those are not contrary to law. It is a top-down approach where
everything is decided on the top and the rest implements the directions.

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o When a civil servant takes a decision, he is judged not only by the

outcome of the decision, but also by the legality of the decision.

As long as his decisions are legal and proper, he faces no problem in

his career.

However, if he takes a decision, which may be beneficial to the people

at large, but contrary to law, he may face legal action.

Bureaucratic attitude ensures that the decisions taken by civil servants are
objective and follow the law of the land in letter and spirit.

o The decisions can be taken fast by a civil servant because he only has to
refer to the rulebook for taking a decision without paying too much
attention about the outcome of the decision.

o However, bureaucratic attitude is inflexible and

types of problems. It also often fails to achieve the outcome because the
view of all stakeholders are not taken into account.

Democratic Democratic attitude is bottom-up approach where you take the decision based on
attitude the popular demand of the people. This approach is more humanistic and flexible.

Politicians often follow the popular opinion while taking a decision because

attitude, they may be voted out of power.

o In a democracy, politicians occupy the chair of minister and head the

ministries. They administer the departments headed by civil servants and
possess the power to transfer and change the postings of civil servants.

Hence, a civil servant which

are often based on the popular demands of the people.

The democratic attitude follows the utilitarian principle and attempts to bring
maximum happiness to maximum number of people. However, it ignores the
minority opinion and the rights of the individuals.

A person with democratic attitude because he is

always concerned about the public opinion which keeps changing with time
and place.

Balancing Bureaucratic and Democratic Attitude:

A good public servant must balance both the democratic and bureaucratic attitudes.

A good administrator is flexible and his eyes and ears are on the ground, with the people. He
listens to their concerns, take their opinions and then implements the law or various schemes
according to the best public interest. He uses all his discretionary powers to ensure that the
actions are according to the will of the people and yet not illegal.

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o When a civil servant heeds to the opinion of people and also follows the law, he provides the
best administration and ensures sustainable development of the country.

CASE STUDY

Alcohol is one of the leading causes of death and disability globally and the same is true for our
country India. As per World Health Organization, One fourth to One-third of the male population
drinks alcohol in India. To curb the growing alcohol abuse, some states in India have imposed a
complete prohibition on the sale and consumption of alcohol in their territories.

You are a civil servant in a state where there is a total prohibition on the sale and consumption of
alcohol. Despite the state having implemented a total prohibition law, the scale of the rise in
hooch incidents and deaths has been on the rise due to the black market in liquor sales and
consumption. In your area of posting itself, you have come across a case where several people
have died due to the consumption of spurious alcohol.

Instead of focusing on the behavioural change of the people, the total prohibition on the sale and
consumption of alcohol in the state is increasing the use of spurious alcohol and its associated
risks among the population.

(a) Who are the stakeholders involved in the total prohibition of alcohol in any region?
(b)Explain the Ethical Dilemmas/Concerns associated with this case.
(c)Do you think the complete ban is an effective solution for alcohol abuse in India? Justify.

DISCUSSION/SOLUTION
Alcohol consumption is emerging as a major public health problem in India. The Directive
Principles of State Policy and Article 47 of the Constitution assign the state the onerous task of
introducing a prohibition on the consumption of liquor with the objective of improving public
health. Accordingly, some states like Bihar and Gujarat had imposed a total ban on the sale,
consumption and possession of alcohol.

(a)Stakeholders involved in the ban on alcohol:

Stakeholders What is at Stake for the Stakeholder?

Individuals and Families Right to Freedom of Choice

Domestic violence-free households
Money spent on alcohol consumption
Health risks associated with alcohol abuse.
Increasing the use of spurious liquor causing deaths.

Government Protecting the vulnerable sections of society from the

effect of alcohol.
The relationship between the state and individuals is
at stake, as the prohibition of alcohol might create
resistance against the government.
The government will be deprived of the revenue from
alcohol sales, which forms the major source of their
revenue.

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 ATTITUDE

Liquor Industry Job of people in the liquor industry

Revenue from the sale of alcohol
Social responsibility of the Alcohol industry towards
the people.

Local Administration Effective implementation of laws

Awareness among people w.r.t. alcohol.

(b)Ethical Concerns/Dilemmas associated with the case:

Prohibition increases the sale of illegal or spurious liquor: Any decision which is enforced on
people is very difficult to sustain in the long term. Hence, prohibition is bypassed by people
through alternate mechanisms. These alternate mechanisms can be far more dangerous.
Interference in freedom of choice by indirectly dictating what should and should not be
consumed by the individual.
Revenue considerations: The government forgoes huge revenues in the form of indirect
taxation. For example, Andhra Pradesh removed prohibition due to rising budgetary
constraints in 1997.
Increased administrative corruption: The growth of bootlegging industry due to prohibition
increases the opportunity for rent-seeking and systemic corruption.
Other practical difficulties include limited medical or psychological help to overcome
addiction, normalization of alcohol consumption by popular mediums like cinema, social
media etc.

(c)Suitable Strategy to Control Alcohol abuse in India:

No, I do not agree that a total ban is an effective solution to alcohol abuse in India. This is because

should be addressed. Prohibition has not succeeded anywhere in the world. Also, to a large
extent, the move to ban the consumption and sale of liquor has been more of a populist
intervention on part of the government.

It is almost established that prohibition leads to an increase in organised crime. It also drives up
corruption amongst law enforcement agencies and gives rise to the illicit liquor trade. One of the
biggest losers is the government, which has to let go of legitimate revenues and above all,
consumers, who are forced to use suspect quality and spurious products.

government to finance several public welfare schemes. The absence of these revenues severely
n public welfare programmes.

The belief that banning alcohol would check issues related to alcoholism is a very simplistic notion,
whereas in reality, the situation is much more complex. Between issues such as morality,
prohibition or freedom of choice, also are factors like economy, jobs, etc, which cannot be
ignored. What is required is an informed and constructive dialogue on the causes and effects.

Policymakers should focus on framing laws which encourage responsible behaviour and
compliance. The drinking age should be made uniform across the country and no person below
that should be permitted to buy alcohol. Tough laws should be made against drunken behaviour in
public, domestic violence under influence, and drinking and driving. Also, there is a dire need for a

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rational alcohol control policy with specific objectives like alcohol taxation, production and
promotion policy. Besides, governments should set aside part of the revenue earned from alcohol
for social education, de-addiction, and community support.

UPSC PREVIOUS YEAR QUESTIONS

1. What factors affect the formation of a person's attitude towards social problems? In our society,
contrasting attitudes are prevalent about many social problems. What contrasting attitudes do
you notice about the caste system in our society? How do you explain the existence of these
contrasting attitudes?
2. Two different kinds of attitudes exhibited by public servants towards their work have been
identified as bureaucratic attitude and the democratic attitude. (a) Distinguish between these
two terms and write their merits and demerits. (b) Is it possible to balance the two to create a
better administration for the faster development of our country?
3. A positive attitude is considered to be an essential characteristic of a civil servant who is often
required to function under extreme stress. What contributes to a positive attitude in a person?

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