The Influence of Moral Emotion and Sense of Cleansing Ceremony on Body Cleansing

Moral philosophers have long argued that shame can be a morally valuable emotion that helps people realize when they fail to be the kinds of people they aspire to be. According to these arguments, people feel shame when they fail to live up to the norms, standards, and ideals that are valued as part of a virtuous life. But lurking in the shadows is the dark side of shame. People might feel shame when they fail to live up to their values, but they also feel shame about sex, nudity, being ugly, fat, stupid, or low-class. What is worse, people often respond to shame with violence and self-destruction. This book argues for a unified account of shame that embraces shame’s dark side. Rather than try to explain away the troubling cases as irrational or misguided, it presents an account of shame that makes sense of both its good and bad side. Shame is the experience of a tension between two aspects of one’s self: one’s self-conception and one’s identity. People are liable to feelings of shame because they are not always who they take themselves to be. Shame is a valuable moral emotion, and even though it has a dark side, people would not be better off without it.

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Subversive compliance and embodiment in remedial interchanges

Text & Talk - An Interdisciplinary Journal of Language Discourse Communication Studies ◽

10.1515/text-2020-2078 ◽

2020 ◽

Vol 40 (5) ◽

pp. 669-693

Author(s):

Asta Cekaite

Keyword(s):

Primary School ◽

Adult Child ◽

First Grade ◽

Moral Emotion ◽

Multiple Modalities ◽

Temporal Duration ◽

One Year

AbstractThis study examines normativity of affect and the affective embeddedness of normativity, instantiated as verbal and embodied stances taken by the participants in adult-child remedial interchanges. The data are based on one year of video fieldwork in a first-grade class at a Swedish primary school. An ethnographically informed analysis of talk and multimodal action is adopted. The findings show that the children’s affective and normative transgressions provided discursive spaces for adult moral instructions and socialization. However, the children’s compliant responses were resistant and subversive. They were designed as embodied double-voiced acts that indexed incongruent affective and moral stances. The findings further revealed several ways of configuring embodied double-voiced responses. The children juxtaposed multiple modalities and exploited the expectations of what constitutes appropriate temporal duration, timing, and shape of nonverbal responses. They (i) combined up-scaled verbal and embodied hyperbolic rhetoric when the teachers’ talk required but minimal responses, and (ii) configured antithetical affect displays, e.g., crying and smiling, or overlaid bodily displays of moral emotion (sadness, seriousness, and smiling) with aligning but exaggerated gestures and movements. Subversive, embodied double-voiced responses simultaneously acquiesced with and deflected the responsibility and effectively derailed a successful closure of remedial interchange.

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Being moral and doing good to others

Marketing Intelligence & Planning ◽

10.1108/mip-06-2016-0093 ◽

2017 ◽

Vol 35 (2) ◽

pp. 180-191 ◽

Cited By ~ 14

Author(s):

Felix Septianto ◽

Bambang Soegianto

Keyword(s):

Prosocial Behavior ◽

Moral Judgment ◽

Cultural Context ◽

Moral Identity ◽

Qualitative Comparative Analysis ◽

Marketing Strategies ◽

Moral Emotion ◽

Content Type ◽

Judgment Process ◽

Nuanced Understanding

Purpose Although previous research has established that moral emotion, moral judgment, and moral identity influence consumer intention to engage in prosocial behavior (e.g. donating, volunteering) under some circumstances, these factors, in reality, can concurrently influence judgment process. Therefore, it is important to get a more nuanced understanding of how the combinations of each factor can lead to a high intention to engage in prosocial behavior. The paper aims to discuss these issues. Design/methodology/approach This research employs fuzzy-set qualitative comparative analysis to explore different configurations of moral emotion, judgment, and identity that lead to a high consumer intention to engage in prosocial behavior. Findings Findings indicate four configurations of moral emotion, moral judgment, and moral identity that lead to a high intention to engage in prosocial behavior. Research limitations/implications This research focuses on the case of a hospital in Indonesia; thus, it is important not to overgeneralize the findings. Nonetheless, from a methodological standpoint, opportunity emerges to broaden the examinations in other service and cultural contexts. Practical implications The findings of this research can help the hospital to develop effective combinations of advertising and marketing strategies to promote prosocial behavior among its customers. Originality/value This paper provides the first empirical evidence on the existence of multiple pathways of moral emotion, judgment, and identity that lead to a high consumer intention to engage in prosocial behavior. The implications of this research also highlight the importance of cultural context in understanding consumer behavior.

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