Question 1 (95 marks) – Cultural Evolution

Cultures are highly fluid and are always evolving. Due to technological innovations and reduced costs of transportation, cultures are becoming increasingly interconnected. Many cultures are also becoming more individualistic. At the same time, people in many cultures are becoming more intelligent. Yet, many aspects of cultures have persisted across time in the face of changes. Once cultural habits and traditions get established, many of them remain entrenched across generations despite great amounts of change within those generations.

Task:

Demonstrate your understanding of cultural evolution by conducting an open-ended interview with ONE participant. Your interview should assess the participant’s view that cultures are highly fluid and continue to evolve, yet at the same time, cultures have an enduring tendency to persist over time.

Thereafter, develop a 10-minute video to present your findings from the interview. Your video should include:

Past research findings
Empirical evidence
Information from your interview

Submission Requirements:

Your ECA submission consists of two files:

File 1 (20 marks): Supporting Documentation (10-page limit)
File 2 (75 marks): 10-minute video

In this ECA, students should:

Propose how cultures are highly fluid and are always evolving.
Examine the tendency for culture to persist over time in the face of changes.
Analyse the participant’s view that increasing interconnectedness, individualism, and intelligence have contributed to this cultural evolution.

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Additional Notes and Instructions:
About the 10-Minute Video:
The video can be in any format (e.g., narrated PowerPoint, skit, role-play, or other creative presentation).
The 10-minute limit should focus on pertinent points.

About the 10-Page Supporting Documentation (Word File):
Can contain any material that documents and supports the participant’s experience.
Examples:
Text paragraphs/bullet points describing the participant’s experience
Flowchart of the cultural evolution process
Short transcript of the interview
Diagrams showing cultural persistence in the face of changes
Tables listing the participant’s experience
Word clouds illustrating prevalent issues/concepts


To Do Well, You Need To:
Plan your video well – Focus on key points within the 10-minute limit.
Provide specific and useful details in the supporting documentation.
Go beyond the textbook (optional but recommended) – Reading widely adds depth. Use credible resources (e.g., library eResources).
Avoid unreliable sources (e.g., Wikipedia, SimplyPsychology.org, online student papers).


Demonstrate In-Depth Understanding:
Apply relevant theories/concepts to the participant’s experience.
Compare interview results with research literature.
Avoid being purely descriptive; focus on analysis.

Steps to Complete the ECA:

Identify your participant early:
- Must be at least 21 years old and comfortable being interviewed.
- Obtain verbal informed consent before the interview.
- Follow the Singapore Psychological Society’s Code of Ethics (Link).
Conduct the interview (~15 minutes):
- Record via smartphone/digital voice recorder (for reference; no need to submit).
- Plan interview questions carefully (structured/semi-structured/unstructured).
Research relevant theories/concepts.
Analyse and integrate information into themes, presenting them systematically.
Develop the video and supporting documentation.

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University	Singapore University of Social Science (SUSS)
Subject	Cultural Psychology

Cultural Evolution: Balancing Change and Continuity in a Globalised World – ECA, Singapore

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