With the increased use of online communication in our everyday lives, there is a growing need to understand social influence in such settings. The current research posits that online social norms can influence readers‟ anti-social and pro-social behaviours online, specifically individual expressions of prejudice. Participants read an online article proposing an increase to international student scholarship funding, then were randomly placed in one of two normative conditions where they read Anti-Prejudiced or Pro-Prejudiced comments allegedly placed by other users. Participants then left their own comments before completing a self-report prejudice questionnaire and an implicit association test (IAT). Social norms created by the fictitious comments influenced respondents to comment with more or less bigoted sentiments aligned with the fictitious social norm. Participants reading prejudiced online comments showed increased implicit and explicit prejudice, while those reading anti-prejudiced online comments showed the reverse. Participants‟ internal and external motivations to control prejudice were also measured and hypothesised to moderate the effects of social norms on bias expressions. However, this hypothesis was unsupported with participants‟ internal and external motivations to control prejudice inconsistently moderating the effects of the social norm on their prejudice expressions. These findings suggest possible avenues for social change in online environments, and criteria to help establish more positive online social norms.

This research program aimed to identify the factors that influence the Voluntary Donation payment decision in a cohort of parents (N = 250) with a child (or children) at a New Zealand state school. A voluntary donation is a charitable contribution to the running of the school collected from the parents of the school’s students. A survey questionnaire was constructed to examine the attitudes parents hold towards the voluntary donation funding system, the current New Zealand Government and the school the respondent’s child attends. The parents were ‘naturally’ separated into two conditions based on their last voluntary donation payment decision – Paid versus Not Paid – to compare the differences in attitudes on the various statements from the survey and their demographic composition. The results revealed that payment decision was positively correlated with educational achievement, annual household income and age. Individual contributions exhibited strong positive relationships with beliefs about the contributions of others, which was consistent with previous public goods field experiments. The research extended the existing public goods research by examining the social norms of voluntary donation behaviour and assimilating the results with theories of altruism, conditional cooperation and reciprocity. The strongest overall contribution to the prediction of payment decision was parents’ attitudes towards the current Government and the voluntary donation funding system. The results identified that pressures existed in the voluntary donation environment, a result most prevalent in high decile schools. Additionally, a marginal level of comprehension of the voluntary donations characterised the majority of respondents. Overall, the research found that the best predictor of contribution was attitudes towards the voluntary donation funding system.

La littérature enseigne que certaines normes sont ancrées dans l’utilité, d’autres dans la désirabilité. Pour les normes enracinées dans l’utilité, de nombreuses recherches expérimentales ont étudié la valorisation qu’engendre leur conformité et quelques recherches ont montré une absence de dévalorisation en cas de non-conformité. En revanche, pour les normes ancrées dans la désirabilité, les chercheurs se sont principalement intéressés à la dévalorisation induite par leur non-conformité. Nous faisons l’hypothèse principale que la conformité aux normes ancrées dans l’utilité amènerait essentiellement à se faire valoriser socialement, tandis que celles enracinées dans la désirabilité permettraient surtout de ne pas se faire dévaloriser socialement. Pour les normes ancrées dans l’utilité, nous avons choisi d’étudier les normes d’internalité et d’autosuffisance, connues pour leur ancrage dans l’utilité, ainsi que les comportements consciencieux, dont nos résultats semblent montrer qu’ils constitueraient une norme sociale ancrée dans l’utilité. Sept recherches empiriques ont montré que ces normes, liées à l’utilité, ont plus à voir avec la valorisation que la dévalorisation. Pour les normes enracinées dans la désirabilité, nous avons sélectionné les normes comportementales de politesse et de respect de l’environnement. Quatre autres études expérimentales corroborent que ces normes, liées à la désirabilité, ont plus à voir avec la dévalorisation que la valorisation. Notre hypothèse principale a donc bien été vérifiée. / Literature teaches us that certain norms are anchored in utility, others in desirability. For norms rooted in utility, many experimental studies have examined the valuation engendered by their compliance and some research has shown a lack of depreciation in case of non- compliance. In contrast, for norms rooted in desirability, researchers are primarily interested in the devaluation caused by their non-compliance. We make the main hypothesis that compliance with the norms embedded in utility leads us to be essentially socially valued, while those norms embedded in desirability would certainly allow us not to be socially devalued. For norms anchored in utility, we chose to study the norms of internality and self-sufficiency, known for their anchorage in utility, as well as conscientious behaviors which as our results suggest, constitute a social norm anchored in utility. Seven empirical researches have shown that these norms related to utility have more to do with valuation than devaluation. For norms rooted in desirability, we selected the behavioral norms of politeness and respect for the environment. Four other experimental studies support the theory that these norms related to the desirability have more to do with devaluation that valuation. Our main hypothesis has thus been verified.

There has been a mixed public response on social media toward Saudi Vision 2030, which could threaten public support of its implementation. This research investigated local tensions between social, religious, political, and economic values concerning the Saudi Vision 2030 plan, with a view to understanding the opportunities and challenges of social and cultural change within an evolving Saudi society. In this study, Twitter activity is treated as a societal mirror that reflects some of the perceptions regarding the transformations taking place within Saudi society. Both a case study informed by tweets sampled from Saudi Arabia and Vision 2030 related documentation explored how the current public social media discourse reflects existing social, religious, and cultural tensions concerning the government-proposed Vision 2030. This study drew on theoretical framework informed by Durkheim’s and Ibn Khaldun’s theory of social change, Merton’s strain theory, and Luhmann’s Social System Theory, to explore social, political, economic, and religious tensions found within the interactions of Twitter users around projects and events implemented or inspired by Vision 2030. An application programming interface (API) was used to retrieve Twitter posts, while a thematic analysis was applied to published documents related to Vision 2030 to identify Saudi society’s challenges to the implementation of the Vision. The study found that within Saudi society, Vision 2030 had an impact upon the normative disorder already taking place due to the rapid changes brought about by the Vision. Specifically, the study highlighted the link between ambiguous, clear, or absent norms, and a person’s pre-existing background knowledge. Social and religious group norms were more ambitious than clear, whereas economic group norms tended to be clearer. Finally, the study found that over time, through public debates, norms moved from an ambiguous and absent stage and became increasingly well-defined. The study showed that Saudi society, as a result of Vision 2030, is experiencing a normative disorder.

Submitted by Cristiane Oliveira (cristiane.oliveira@fgv.br) on 2011-05-24T14:26:01Z No. of bitstreams: 1 71060100683.pdf: 1872840 bytes, checksum: 2bd37cd9209f5335da85a17a5be67de1 (MD5) / Approved for entry into archive by Gisele Isaura Hannickel(gisele.hannickel@fgv.br) on 2011-05-24T14:33:14Z (GMT) No. of bitstreams: 1 71060100683.pdf: 1872840 bytes, checksum: 2bd37cd9209f5335da85a17a5be67de1 (MD5) / Approved for entry into archive by Gisele Isaura Hannickel(gisele.hannickel@fgv.br) on 2011-05-24T14:37:18Z (GMT) No. of bitstreams: 1 71060100683.pdf: 1872840 bytes, checksum: 2bd37cd9209f5335da85a17a5be67de1 (MD5) / Made available in DSpace on 2011-05-24T15:11:56Z (GMT). No. of bitstreams: 1 71060100683.pdf: 1872840 bytes, checksum: 2bd37cd9209f5335da85a17a5be67de1 (MD5) Previous issue date: 2010-08-04 / Este trabalho teve o principal objetivo de contribuir para o entendimento do contexto social que circunda empreendedores inovadores brasileiros e espanhóis que emergem em seus próprios países de origem, procurando mapear e entender relações sociais relevantes estabelecidas durante o delicado período de emergência de seus empreendimentos no final do século XX e começo do XXI. Autores alinhados com o pensamento da sociologia econômica foram utilizados como referência para a determinação das perguntas de pesquisa, que provocaram a realização de um estudo comparativo entre empreendedores finalistas de um mesmo prêmio atribuído a empreendedores inovadores brasileiros e espanhóis. No total, 19 empreendedores oriundos de setores emparelhados em ambos os países foram entrevistados e documentos sobre eles e seus empreendimentos foram levantados, possibilitando verificar, entre outras coisas, a influência relativamente homogênea do contexto social de ambos os países no período de emergência de empreendimentos fundados por empreendedores advindos de classes sociais mais elevadas destas sociedades, com especial ênfase nas complicadas características do padrão de financiamento dos empreendimentos, no aumento consistente do apoio social e público ao empreendedorismo, no elevado envolvimento emocional que os empreendedores estabelecem com seus empreendimentos e no peculiar papel das relações de confiança construídos entre os empreendedores, seus sócios e funcionários. / This study had the main objective to contribute to the understanding of the social context that surrounded the innovative Brazilian and Spanish entrepreneurs that emerged in their own countries of origin, seeking to map and understand relevant social relations established during the delicate period of emergence of their ventures in the late twentieth and early twenty-first centuries, focusing specifically on the role that organizations and social norms had over this period. Authors aligned with the thinking of economic sociology were used as reference for the determination of research questions, which led to the execution of a comparative study between entrepreneur finalists of the same award given to innovative Brazilian and Spanish entrepreneurs. A total of 19 entrepreneurs coming from sectors paired in the countries were interviewed and documents about them and their ventures were studied, making it possible to verify, among other things, the relatively homogeneous influence of the social context of both countries during the emergence of ventures founded by entrepreneurs coming from higher social classes, with particular emphasis on the complicated standards of financing options, on the consistent increase in social and public support to entrepreneurship, in the high emotional involvement that entrepreneurs establish with their ventures and in the peculiar role that trust play among entrepreneurs, their partners and employees.

This study examines the myth of the surrogate power of canonicity by exposing the condition of liminality of the Zimbabwean short story genre within African literary canon. Building on the hypothesis that canonisation distorts literature the study postulates that literary canon produce predictable biases in construing the position of the short story. It fossilises and condenses the marginal genres to the extent that the existing canon repertoire hardly recognises them. The peripheral but de facto canon of the short story genre entertains a strong relationship of heteronomy to the mainstream/central canon. This thesis studies this relationship which determines canon formation within the African literary systems. It challenges the prevailing status quo in which the short story is polarised against other literary modes. The polarity creates a charged diametric force between the presumed canonical genres and the supposedly non-canonical short story mess. What lacks in this equation of conflicts is a sense of revival, reformation and continuity of the short story canon. The marginality of the short story canon is predicated on factors external to the genre itself, such as the influence of colonial institutions, collegiate institutions and publishers on writers. These factors pervade the dialectics of canonical marginality of the genre. The study, which argues that there is no unanimity on theory of canon, proposes Africulture, as both a theory and praxis of Afrocentricity, to function as an arbiter of short story literary reputation and consecration. The research reveres the autonomous value of African story-telling tradition which withstood the test and movement of time, in the process, surviving not only the historical-cum-cultural threat of colonial loss and canonical displacement, but also the throes and will power of new media and digital technologies. The ascendancy of the electronic short story genre to canonical status remains questionable. Critical controversies abound about the canonicity of electronic literature. The study employs Technauriture as a theoretical model for rethinking the transcendence of the electronic short story canon. The study concludes that, by virtue of its resilience, the short story ought to be treated as a wholesale and independent genre, worth of full scale appreciation. / African Languages / D. Litt. et Phil. (African Languages)

Cette thèse a un double objectif : évaluer la pertinence théorique du modèle du comportement planifié dans le contexte camerounais et valider un modèle intégratif d’explication de l’intention de s’engager dans des programmes de restructuration du travail informel. Nous sommes parti du constat d’un décalage entre la mobilisation croissante en vue de formaliser les activités informelles et leur paradoxale persistance dans les pays en voie de développement en général et au Cameroun en particulier. Il est question de comprendre pourquoi les acteurs du travail informel adhèrent peu aux politiques publiques en faveur dudit secteur.La littérature sur le travail informel l’aborde comme une catégorie d’analyse (Busso, 2005) et a tendance à expliquer l’échec des programmes par des causes exogènes, socioéconomiques et politiques. De ce fait, elle néglige l’importance de la dimension psychosociale dans l’implémentation des politiques publiques et l’accompagnement du changement. L’échec des programmes successifs initiés au Cameroun en vue de restructurer le travail informel justifie l’intérêt d’étudier les déterminants sociocognitifs de l’engagement dans lesdits programmes. En nous appuyant sur les modèles cognitivo-comportementaux, nous nous attendons à ce que les représentations, les croyances et les perceptions puissent permettre de mieux comprendre les intentions des acteurs du ce secteur à s’engager dans les programmes de restructuration dudit travail. Plusieurs approches théoriques sont ainsi mobilisés. La théorie des représentations sociales (Jodelet, 1996), la théorie du comportement planifié (Ajzen, 2015), la théorie du comportement orienté par un but (Locke & Latham, 2002) entre autres.Sept études ont été réalisées. La première explore les représentations sociales du travail informel et des programmes visant sa restructuration. Les six autres études sont empiriques. Elles explorent les liens entre représentations sociales, croyances et attitudes des travailleurs informels et des promoteurs d’unités de production informelles (études 2 et 3). Elles évaluent également la pertinence théorique du modèle du comportement planifié tout comme le rôle médiateur du désir (Bagozzi, 1992) entre l’intention comportementale et ses déterminants (études 4 et 5). Dans les études 6 et 7 sont évaluées l’impact de la connaissance, de la crédibilité perçue des programmes et des acteurs chargés de les piloter, ainsi que la perception de l’information sur l’intention. Les hypothèses sont vérifiées auprès de deux échantillons (travailleurs informels, N =337, et promoteurs d’unités de production informelle, N = 175, respectivement). Le modèle global est évalué.Les résultats confortent les hypothèses de la thèse. Malgré la pertinence du modèle du comportement planifié dans l’explication de l’intention de s’engager dans les programmes, l’intégration de variables nouvelles dans un modèle intégratif permet d’améliorer de façon significative la variance expliquée de l’intention. En effet, cette variance passe de 52.40% à 76% chez les travailleurs informels et de 44% à 78.30% chez les promoteurs d’unités de production informelle avec la prise en compte de ces variables supplémentaires. Par ailleurs, les résultats montrent que la connaissance des programmes joue un rôle prépondérant non seulement dans l’explication de l’intention, mais également de l’attitude. Ces résultats vont dans le sens des travaux antérieurs (Radovic & Hasking, 2013). La crédibilité perçue des programmes apparait aussi comme un déterminant majeur de l’intention chez les travailleurs informels alors qu’elle l’est moins chez les promoteurs d’UPI. Chez ces derniers, on note un effet élevé de la perception de l’information sur l’intention de s’engager dans les programmes de restructuration du travail informel. Ces résultats sont aussi consonants avec la littérature (Lunemberg, 2011) qui soutient que le désir est le déterminant proximal de l’intention. / This thesis has a double objective: to evaluate the theoretical pertinence of the planned behaviour theory (PBT) in the Cameroonian context and to validate an integrative explanatory model of the intention of engaging in the informal work sector restructuring programs. Our stating point was the observation of the distance that exists between the increasing mobilisation towards the formalisation of informal activities and their paradoxical persistence in developing countries in general and particularly in Cameroon. Our preoccupation is to understand why the informal work actors refuse to adhere to public policies in favour of the said sector. Which psycho-social variables could justify their intention and consequentLiterature on the informal work considers it as a category of analysis (Busso, 2005) and has the tendency of explaining the failure of programs by external, socioeconomic and political causes. By doing so, they neglect the psycho-social dimension in the implementation of public policies and the accompaniment of change. The successive failure of programs initiated in Cameroon in order to restructure the informal work justifies the interest towards socio-cognitive determinants of engagement in the said programs. Based on the cognitions-behaviours models, we expect that the representations, beliefs and perceptions could help in the understanding of the intentions of the actors to engage in informal work restructuring programs. Therefore, prediction models of behaviour have been mobilised in order to discern those socio-cognitive factors that can likely explain those intentions. Several theoretical approaches have been used in this framework. These include: the theory of social representations (Jodelet, 1996), the theory of planned behaviour (Ajzen, 2015), the goal oriented behaviour theory (Locke & Latham, 2002), etc.Seven studies have been realised. The first one which is exploratory, analyses the social representations of the informal work and the programs geared towards its reorganization. The six other studies are empirical. They analyse the relationship between social representations, beliefs and attitudes respectively of the informal workers and the informal business promoters (studies 2 and 3); they evaluate the theoretical pertinence of the planned behaviour model just as the mediator role of the desire (Bagozzi, 1992) between the behavioural intention and its determinants (studies 4 and 5). In the 6th and 7th studies are evaluated the impact of the knowledge, the perceived credibility of the programs and the actors in charge of piloting them, as well as the perception of information about those programs on the intention. The hypotheses are verified on two samples (337 informal workers and 175 informal business promoters respectively). The global model is evaluated.The results reinforce the thesis. Despite the pertinence of the planned behaviour model in the explanation of the intention of engaging in the programs, the integration of new variables improve significantly the explained variance of the intention. Indeed, this variance goes from 52.40% to 76% among informal workers and from 44% to 78.30% among informal business promoters. Moreover, the results show that knowledge of programs plays a major role not only in explaining the intention, but also in the attitude. These results are in line with previous works (Radovic & Hasking, 2013). The perceived credibility of the programs appears also as a major determinant of the intention among informal workers while it is less among informal work promoters. Among the latter, there is quite a high effect of the perception of information on the intention of engaging in the informal work restructuring programs. These results are also consistent with the literature (Lunenberg, 2011) which considers the desire as the proximate determinant of the intention.

Denna uppsats presenterar en studie på hur nudging kan påverka användarupplevelsen i hedoniska system. Studien grundas på teorin Hedonic-Motivation System Adoption Model (HMSAM) för att förklara människans inre drivkrafter och hur dessa ter sig i förhållande till användarupplevelsen i hedoniska system. Vidare presenteras även teorier kring användarupplevelse med fokus på upplevelser i digitala gränssnitt, och nudging med ett fokus på digital nudging. En fallstudie på SVT Play, Sveriges Televisions digitala plattform för Video-on-demand (VoD) gjordes, vilken resulterade i ett förändringsförslag för den nuvarande plattformen. I en kvalitativ datainsamling i form av sex berättande intervjuer med olika informanter, undersöktes användarnas erfarenheter och tankar kring drivkrafterna i HMSAM, deras användarupplevelse av VoD samt hur de använder plattformen genom en praktisk genomgång av SVT Play. Resultatet från intervjuerna visade bland annat att informanterna upplevde att det idag inte gick att hitta information kring vilket medieinnehåll andra användare tycker om, någonting som för samtliga informanter var önskvärt i plattformen. Med avstamp i teorin kring nudging och den psykologiska principen sociala normer, vilken innebär att människor påverkas i sina val av hur andra gör, samt med utgångspunkt i resultatet från intervjuerna utformades ett förändringsförslag för SVT Play. Förändringsförslaget innebar att ändra titeln på sektionen “Populärt” i SVT Plays nuvarande gränssnitt till en titel med en högre grad socialt bevis (social proof på engelska, alltså hur tydligt den psykologiska principen sociala normer anspelas på). Sex olika varianter av rubriken med olika hög grad socialt bevis togs fram. Dessa sex varianter testades i realtid i ett så kallat A/B-test på SVT Play tillsammans med den ursprungliga rubriken “Populärt”, för att undersöka om en högre grad av socialt bevis hjälper användarna att hitta och välja innehåll, och således förbättrar deras användarupplevelse. A/B-testet låg uppe på SVT Play i åtta dygn och nästan en och en halv miljon användare exponerades för det. Resultatet från A/B-testet var dock inte tillräckligt signifikant för att dragna slutsatser ska hålla hög reliabilitet. Två av de förändringsförslag som användare klickade mest på samt såg klart innehållet, var de med högst nivå av socialt bevis: “Populärt bland andra tittare” och “Har du sett det andra älskar?” Även om mönstret inte är signifikant, visar summan av resultatet från den empiriska undersökningen att sociala normer kan användas för att påverka användarupplevelsen i en VoD-plattform. Ytterligare kvalitativa datainsamlingar är av intresse samt nödvändiga för att säkerställda samband. / The research conducted in this study aims to answer if, and in that case how, nudging can be used to affect the user experience in hedonic systems. The study is based on the theory of Hedonic-Motivation System Adoption Model (HMSAM) to explain people ́s intrinsic motivations and how they are tied to the user experience of hedonic systems. Furthermore, theories about user experience focusing on experiences in digital interfaces, as well as the theory of nudging with a focus on digital nudging are also presented. The study has been conducted through a case study at SVT Play, the Swedish Television's digital Video on Demand (VoD) platform and resulted in a proposition for a change in the current platform. Through a qualitative data collection in the form of six narrative interviews with different informants, their experiences and thoughts about the inner motivations in HMSAM as well as their user experiences with VoD were investigated. In the end of each interview a “walkthrough” in SVT Play was conducted. The result from the narrative interviews showed that an element with information about what media content other users like was hard to find or perceived as nonexistent, something that all informants desired in SVT Play. From the theory about nudging and the psychological effect social norms, which implies that the choices people make are affected by what other people do, together with result from the interviews, a proposition of a change was created for SVT Play. The proposition suggested changing the title for the section “Populärt” (popular in English), in SVT Play ́s current interface, to a title with a higher level of social proof (meaning how clear the psychological effect social norms was being targeted). Six different versions of the title, with different levels of social proof were created. These six versions were then tested in real time through A/B testing in the SVT Play platform, together with the original title “Populärt”, to examine if a higher level of social proof help users find and choose media content, thus enhance their user experience. The A/B test was live in SVT Play during eight days, while being exposed to almost one and a half million users. The result was however not significant enough to draw any conclusions with high reliability. Two of the propositions that people clicked the most and completed watching content, were the two versions with the highest level of social proof, “Populärt bland andra tittare” (Popular among other viewers, in English) and “Har du sett det andra älskar? (Have you seen what other people love? in English). Even though the patterns are not significant, a summary of the result from the empirical enquiry suggest that social norms can be used to affect the user experience in a VoD platform. Additional qualitative data collections would be both interesting and necessary to ensure relationschips.

Made available in DSpace on 2014-12-17T14:20:06Z (GMT). No. of bitstreams: 1 NestorMFB_DISSERT.pdf: 1580506 bytes, checksum: 2c3d6905b4637985a9bbe9946eeb948a (MD5) Previous issue date: 2012-03-23 / Conselho Nacional de Desenvolvimento Cient?fico e Tecnol?gico / This paper aim to check a hypothesis that assumes several behaviors related to social work norm?s obeying as a phenomenon that can be explained by actor?s social network structure and the rational choice processes related to the social norm inside that network, principally the payoff?s analysis received by the closest actors, or neighbors, at a social situation. Taking the sociological paradigm of rational action theory as a basis, the focus is on a debate about the logic of social norms, from ?mile Durkheim?s method to Jon Elster?s theory, but also including social network analysis?s variables according to Robert Hanneman; and also Vilfredo Pareto?s constants related to human sociability, at the aim to detect elements that can help the scholars to develop an agent based model which could explain the sociological problem of deviance by a better way than the common sense?s view about morality and ethics at a social work environment / Este trabalho pretende verificar a hip?tese de que a ado??o de comportamentos de obedi?ncia ou desobedi?ncia a norma social de trabalho pode ser explicada pela posi??o estrutural dos indiv?duos numa rede social e pelos processos racionais relevantes ? norma dentro desta rede; especialmente no tocante ? avalia??o de puni??es e recompensas recebidas pelas pessoas com as quais se tem mais contato no ambiente social em quest?o. Adotando o paradigma da sociologia da a??o, o foco ? o debate a respeito de uma l?gica das normas sociais a partir de ?mile Durkheim e que chega at? Jon Elster, mas tamb?m inclui uma explora??o do conceito de res?duos de Vilfredo Pareto recorrendo, dessa forma, ?s constantes comportamentais relacionadas ao desvio e ? sociabilidade humana e nos utilizando de medidas da an?lise de redes sociais de acordo com a obra de Robert Hanneman, no objetivo de detectar elementos necess?rios ao desenvolvimento de um modelo matem?tico explicativo que possa ajudar aos pesquisadores a compreender o problema do desvio comportamental relacionado ?s normas sociais de forma mais eficaz do que o recurso a eventuais fatores utilizados pelo senso comum, como princ?pios morais ou valores ?ticos e, no caso abordado, um eventual senso de responsabilidade no ambiente de trabalho

This study has as its objective to determine the impact of antiracism social norm about the expression of children‟s racial attitudes. Although, Racism is convicted in democratic societies, it has been verified in studies conducted in the context of intergroup relations. Researches conducted with adults have indicate that, in line with the anti-racism norm, individuals inhibit expression of Racism at the explicit level, however there is evidence that prejudice and racial discrimination persist, being expressed in indirect and subtle ways. 72 White children (43 boys and 29 girls) participated in this research, which were distributed among three different groups according to age: 6-7years, 8-10 years and 11-12 years. Attitudes of these children towards the White and Black groups and normative parameters that they verify in adults, friends and in themselves to interact with these groups were observed. Racial attitudes were analyzed by three measures: a scale of racial attitudes-MRA, a measure of social distance and an experimental procedure in which the impact of the anti-racism norm on the child´s behavior was manipulated by conditions of presence / absence of a Black interviewer. Contingency analysis indicated that all three groups studied here recognize the presence of antiracism norm, however they react differently to the presence of this norm. An analysis of variance between age of children and the scores obtained on the scale MRA revealed that children between 6 and 7 years old show elevated levels of explicit prejudice in comparison with the other groups. In contrast, children over 8 years of age have low levels of explicit prejudice and more significant levels of anti-racism attitude. Planned comparisons, however, indicated the presence of subtle racism. Although the children didn‟t evaluate the outgroup (Black) in a negative way, children remain evaluating the ingroup (White) positively. The data obtained from the measurement of social distance indicated, after a contingency analysis, greater sensitivity to anti-racism norm in older children. Between 6 and 7 years of age, children manifest rejection of Black, between 8 and 10 years old they just reject the Black in situations which involve higher degree of intimacy. After 10 years, however, there is expression of favoritism to Black. Regarding the experimental procedure, analysis of variance revealed no significant effect of the manipulation of the social norm, but there were effects of interaction between the child´s age and the target of choice (White / Black). This analysis indicated higher levels of racial discrimination against Blacks between children aged 6 to 10 years old and inhibition of racism among participants over the age of 10. Results confirm the theoretical considerations about new forms of expression of racism and the socio-cognitive development and show that the inhibition of explicit forms of racial prejudice and discrimination observed in adults, begins to emerge in childhood average. / O presente trabalho teve como objetivo verificar o impacto da norma social antirracismo sobre a expressão das atitudes raciais das crianças. O racismo, embora condenado nas sociedades democráticas, tem sido verificado nos estudos realizados no âmbito das relações intergrupais. Pesquisas realizadas com adultos apontam que, em consonância com a norma antirracismo, os indivíduos inibem a expressão do racismo a nível explícito, contudo há evidências de que o preconceito e a discriminação racial persistem, sendo expressos de formas indiretas e sutis. Participaram do estudo 72 crianças brancas (43 meninos e 29 meninas), que foram distribuídas em três diferentes grupos em função da idade: 6-7anos, 8-10 anos e 11-12 anos. Foram verificadas as atitudes destas crianças diante dos grupos branco e negro e os parâmetros normativos que elas percebem nos adultos, nos amigos e nelas mesmas para interagir com estes grupos. As atitudes foram analisadas a partir de três instrumentos: uma escala de atitudes raciais-MRA, uma medida de distância social e um procedimento experimental no qual o impacto da norma antirracismo sobre o comportamento da criança foi manipulado pelas condições de presença/ausência de uma entrevistadora negra. Análises de contingência indicaram que os três grupos etários estudados reconhecem a presença da norma antirracismo, contudo reagem de forma distinta à presença da mesma. Uma análise de variância entre a idade das crianças e os escores obtidos na escala MRA revelou que as crianças entre 6 e 7 anos apresentam níveis elevados de preconceito explícito em comparação com os demais grupos. Em contraste, as crianças com mais de 8 anos de idade apresentam baixos níveis de preconceito explícito e níveis mais expressivos de atitude antirracismo. Comparações planejadas, entretanto, indicaram a presença de racismo sutil. Embora não avaliem o exogrupo (negros) de forma negativa, as crianças permanecem avaliando o endogrupo (brancos) de forma positiva. Os dados obtidos a partir da medida de distância social indicaram, após uma análise de contingência, maior sensibilidade à norma antirracismo nas crianças mais velhas. Entre 6 e 7 anos de idade, as crianças manifestam rejeição ao negro, entre 8 e 10 anos de idade elas apenas rejeitam o negro nas situações que envolvem maior grau de intimidade. Após os 10 anos, entretanto, há expressão de favoritismo pelo negro. Quanto ao procedimento experimental, análises de variância não revelaram efeito significativo da manipulação da norma, contudo foram verificados efeitos de interação entre idade da criança e do alvo de escolha (branco/negro), indicando níveis mais elevados de discriminação racial contra os negros os 6 e 10 anos e inibição do racismo após esta idade. Os resultados encontrados corroboram as considerações teóricas sobre as novas formas de expressão do racismo e sobre o desenvolvimento sócio-cognitivo da criança e revelam que a inibição de suas formas explícitas, verificada nos adultos, começa a emergir na média infância.