Abstract:
The field of culture is a arena for the convergence and interaction of worldviews and ideologies. Proverbs are one of the influential cultural tools in promoting, regulating, and guiding ideology, worldview, and organized social behavior. They strengthen collective coordination among social actors and lead to intellectual and cultural convergence around a common subject. In this article, an attempt is made, using qualitative analysis and descriptive methods, to address the issue of how proverbs, as one of the tools used in popular culture, shape collective behavior. The assumption is that proverbs, through 'rationalization', 'institutionalization', and 'constructivism', align individual behaviors with collective behaviors. The foundations and functions of proverbs demonstrate their capacity and ability to monitor and control social behaviors; the expectation of roles such as 'solidarity and evolutionary cooperation', 'achieving mutual benefit', 'defining behavioral schemas', 'framing', 'assurance-building', and 'social cohesion' from proverbs enables them to regulate and align the scattered behavior of the audience. By presenting familiar and institutionalized patterns, proverbs limit the 'cognitive dissonance and behavioral dispersion' of individuals in society.
Machine summary:
6 Proverbs; A Cultural Tool for Regulating and Shaping Collective Behavior 1* Mohammad Khosravi Shakib (Received: 2023/01/08, Accepted: 2023/04/07) The field of culture is a realm of convergence and interaction between inter-worlds and ideologies.
org/ 0000-0003-0140-7155 Journal of Popular Culture and Literature ___________________Year 11, Number 49, Farvardin and Ordibehesht 1402 By presenting familiar and institutionalized patterns, they limit individuals in society through "cognitive dissonance and behavioral fragmentation"1.
By proposing social structures, behavioral patterns, and also collective rationalization, proverbs seek to control, direct, and 195 Journal of Culture and Folk Literature ___________________Year 11, Number 49, April and May 2023 align individual behavior towards collective behavior patterns.
It is obvious that many other good quantitative and qualitative articles and efforts have been conducted regarding proverbs, but no independent research was seen on the subject of the influence and how this cultural tool exerts pressure on the cognition of individuals and also the behavioral convergence of the audience.
Since culture-building is a peaceful and non-coercive process, 199 Journal of Culture and Folk Literature ___________________Year 11, Number 49, April and May 2023 The proverb "A person who is good with accounts is a partner in people's wealth" seeks to explain collective and, of course, mutual benefit in the absence of methods that exert a type of threat and pressure to compel individuals to fulfill their economic commitments and duties.
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