The effectiveness of the free association method is determined by the capacity and quality of the stimulus material (for example, in the study of elite alcoholic beverages, the answer to the stimulus "vodka" was "tear of a Komsomol member").
Example 1 In the study of image characteristics, the method of free associations was used. The following is a summary of the data.
Individuality potential consumers associate the unique, special, old, special, inimitable, rare, interesting.
Elegance associated with individual, fashionable, unique, light, simple, stylish, elegant, refined.
Noble perceived as faithful, ancient, oaky, decent, reliable, mahogany products.
Reliable- durable, solid, former, oak, noble, permanent, durable, high-quality, prestigious.
traditional associated with the definitions of permanent, classic, understandable, standard, familiar, accessible. This image characteristic is perceived ambiguously in terms of attitude: both positive and negative are present at the same time. The positive is connected with the attitude to the traditional as reliable, the negative - as unfashionable, somewhat backward.
Security is associated with large, environmentally friendly, proven, reliable, durable, insured.
Qualitative perceived as neat, high-tech, stable, strong, reliable, durable, permanent, practical, expensive.
exquisite associated with the expensive, the mass of excesses, elegant, beautiful, unusual, stylish, chic.
Comfort associated with lightness, comfort, convenience, softness, coolness, warmth.
Respectable in the perception of the participants - it is chic, stylish, solid, expensive, strict, with bells and whistles.
prestige is perceived as expensive, for the elite, high-quality, fashionable, reliable, beautiful.
Example 2 The image characteristics indicated in Example 1 were studied by the method of free color associations. The results for the group of subjects are presented below:
Prestige - blue, black, yellow, white, red.
Comfort - beige, brown, green.
· Respectability - black, white, grey, green.
Refinement - gold, purple, white, gray, green.
· Quality – black (5 choices), silver.
· Traditional – black, white.
Individuality - burgundy, purple, blue.
Elegance - white, beige.
· Nobility - gray, brown, red, burgundy, beige.
Reliability - green, brown, gray.
· Safety – yellow, blue, green, white.
Scope of the free association method:
1. To study the opinions and attitudes of respondents about the functions of a product or service, since verbal techniques reflect the impression of utilitarian and social functions to a greater extent than non-verbal ones.
2. To determine the desired image characteristics of a product, service, organization, brand, etc.
3. The method allows you to more accurately track trends in the moods of target audiences.
5. The method allows you to understand the place of the product in the general system of social values of the target group, in the scale of ranks of similar products.
Method of directed associations (forced connections)
When using this technique, participants are asked to determine which of several presented images, concepts, qualities of one category is most suitable for stimulus material.
Example 3 When clarifying the brand name and the most significant image characteristics, the method of directed associations was used. The subjects were asked to choose from the indicated image characteristics the 5 most important for each name of the organization that produces and sells wood products. The selected characteristics had to be recorded in the appropriate column.
| Darles | Angarra | oak brava | Lesko | Tekko | Crown | |
| prestige | ||||||
| Comfort | ||||||
| Respectability | ||||||
| sophistication | ||||||
| Quality | ||||||
| traditional | ||||||
| Individuality | ||||||
| Elegance | ||||||
| Nobility | ||||||
| Reliability | ||||||
| Security |
Areas of application of the method of directed associations:
1. This method is used in cases where respondents have difficulty expressing their attitude to the subject of discussion, when the topic of discussion is too uninteresting or mundane.
2. In cases where the author of the study needs to activate participants during a discussion or a flucus group when they are tired. In this case, the method of directed associations improves the quality and quantity of statements of group members.
3. To clarify the data obtained in the course of other studies.
Methodology for the associative method:
1. Definition of the research topic. For example, the image characteristics of a beer brand.
2. Creation or selection of stimulus material. If a study was previously conducted, for example, on the desired image characteristics of organizations providing tourism services (tour operators), using content analysis or a survey, then the research data is used as the basis for stimulus material. A list of verbal stimuli (words, phrases, etc.) or non-verbal (images, product samples, etc.) is determined.
3. Determination of the form of conducting and sampling (participants). Among the forms of conduct can be distinguished:
The facilitator reads or demonstrates stimulus material, the subjects give verbal associations that the facilitator or assistant fixes;
The host presents stimulus material, the subjects independently record associations;
The facilitator distributes stimulus material to each participant, who record verbal associations in writing.
The sample corresponds to the target group, its volume is determined depending on the objectives of the study.
4. Direct research using the associative method.
5. Processing and interpretation of the results. In addition to the statistical (quantitative) processing of the results with the determination of the frequency of occurring associative variants, relationship maps are drawn up (see the case on the relationship between image characteristics and color range in the formation of a trademark). The primary relationship map reflects all the obtained relationships between the stimulus material and the resulting associations. Based on the analysis of the primary map of relationships, the most capacious relationships are selected, which is reflected on the secondary map (the case contains a secondary map).
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The method of free association, also known as the association experiment, is a psychoanalytic procedure for exploring the unconscious. As the experiment proceeds, the subject calmly voices everything that comes to his mind, not paying attention to the absurdity and obscenity of thoughts. This method is widely used in psychiatry, psychoanalysis, sociology and a number of other areas.
A bit about the history of the method
For the first time, the English psychologist Francis Galton tried to conduct an associative experiment in 1879. Then he picked up 75 words and wrote them on separate cards. After that, he took one card and looked at it. He wrote down the thoughts that arose while viewing each word. He refused to publish the results later, but concluded that associations reflect the essence of a person's thoughts very clearly and accurately.
Later, the method began to be actively used primarily in psychology, in particular in psychoanalysis, the author of which was the famous psychiatrist Sigmund Freud. The scientist used the method for many years, and it was thanks to him that he gained such distribution and popularity.
Austrian psychiatrist, psychologist, psychoanalyst and neurologist. The founder of psychoanalysis, which had a serious impact on psychology, anthropology, sociology, medicine, and even literature and art of the 20th century. Developer of a three-component structural model psyche. Freud's ideas were revolutionary for his time and resonated in scientific circles, and interest in them has not exhausted itself even today.
Brief description of the method
The method of free association is considered one of the key elements of psychoanalysis aimed at studying the unconscious component of the human psyche. Working with patients, a specialist (psychoanalyst) seeks to bypass their rational thinking and ideas, and get to the secrets that a person's subconscious mind hides not only from others, but also from himself.
To do this, the researcher allows the subject to freely talk about everything that occurs in his head. At the same time, he does not ask anything, does not ask any leading questions, does not try to find out something. the main objective- so that the patient does not hold back his emotions and tells about everything that is going on in his thoughts, even if it is vulgar and indecent.
During the experiment, the scientist listens to the patient, writes down everything he says, and then conducts a thorough analysis of what was said. And from an unrestricted verbal stream, you can extract a huge amount of valuable information of serious practical importance.
Information interpretation
According to Freud, the psyche of every person is divided into conscious and unconscious. If you work with the conscious component, almost all you can get is logical answers to logical questions. Consciousness simply does not allow deep problems to come out, and the person himself often simply does not suspect anything about such problems of his own.
The associative experiment, on the other hand, removes all restrictions from consciousness, because. during its implementation, a person does not think, does not comprehend and does not filter out the voiced information. And thanks to this, the specialist gains access to the hidden subconscious problems of a person - something that he would never say, even if he knew.
As a result, the psychoanalyst can analyze and interpret the client's problems and find some way to solve them. But this is just one positive side free association method. If you are interested, we advise you to refer to the thematic literature.
Conclusion
Freudian psychoanalysis has earned incredible popularity. Separate textbooks on psychology and psychoanalysis are dedicated to him. And the idea of free association began to be applied in many areas not related to psychology. For example, modern marketers and advertisers, when exploring new ideas and products, always ask a question about the association that a potential buyer has. This allows you to study the possible future attitude towards them, to understand whether they cause negative feelings. In a creative freewriting technique that can also be used with a goal, writing down all your thoughts and associations on them helps to better understand some issue or get a fresh look at the situation.
Keywords
ASSOCIATION / FREE ASSOCIATION METHOD / ASSOCIATION EXPERIMENT/ SOCIALIZATION / SOCIAL STEREOTYPE / PUBLIC OPINION / EMPIRICAL SOCIOLOGICAL RESEARCH / MAGADAN REGION MIGRATION / ASSOCIATIONS / FREE ASSOCIATION METHOD / ASSOCIATIVE EXPERIMENT / SOCIALIZATION / SOCIAL STEREOTYPEannotation scientific article on sociological sciences, author of scientific work - Ivanova Nina Anatolyevna
The article discusses the theoretical and practical aspects of the application free association method as one of empirical methods for sociological research. It has a number of advantages over other methods: ease of use, obtaining a significant amount of data, the possibility of quantitative and qualitative interpretation of the results, applicability to the study of new and little-studied issues. Use free association method in sociology has a number of differences from its application in psychology, linguistics, interdisciplinary research and various fields practical activities. Russian sociologists, using the associative approach, study, for example, the image of a territory, public opinion, electoral preferences, the effectiveness of the implementation of social programs in the perception of the population, factors of migration processes. Practice of application free association method for a sociological survey in the form of a questionnaire is considered on a specific example - a study of migration sentiments of residents of the Magadan region. The association question made it possible to establish the main types of associations, which include: geographical position; climate; nature; people; Natural resources; past; social and economic problems; everyday life. Correlations have been established between the type of respondents' associations, emotional connotation and age. Practical recommendations are given for the use free association method in empirical sociological research.
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Free association method in empirical sociological research
The article examines the theoretical and practical aspects of the free association method. It has a number of advantages over other methods: it is easy to use, intended to obtain a significant amount of data, quantitative and qualitative interpretation of the results, applicability to the study of new and insufficiently investigating issues.Application of free association method in sociology has some differences compared with its application in psychology, linguistics, interdisciplinary studies, and its practical application. By using an associative approach, Russian sociologists examine, for example, an image of a territory, public opinion , electoral preferences, migration factors, and effectiveness of social program implementation from the point of view of people.The article focuses on revealing migration attitudes of people in Magadan region as an example of the practical application of free association method in a sociological survey. The associative question allowed to establish the main types of associations which include: geographical location, climate, nature, people, natural resources, history, social and economic problems, everyday life.The survey revealed correlation between the type of respondents' associations , emotional connotation and their age. Practical recommendations on application of free association method in empirical sociological research are proposed.
The general instruction at the beginning of the analysis is to relax, go into a half-asleep state with free-floating attention, and say whatever comes to mind. The emphasis is on speaking out all thoughts and feelings that arise, even if they seem insignificant, unpleasant or stupid, including those related to the analysis and the personality of the analyst. This is how the main method, the method of free association, is ideally applied. In fact, Freud and Jung were the first psychologists to study this phenomenon. Freud purely empirically, based on his clinical observations, Jung strictly scientifically, inventing the word association test.
The method is based on the idea that truly free associations of a person who has managed to leave rational thinking are not at all random and are subject to a clear logic - the logic of affect. However, in the Freudian interpretation, such a chain of associations, if it is possible to overcome the resistance, necessarily leads to the core of the mental conflict - the complex and early traumatic experience that underlies its formation. Thus, it is assumed that all the links of this chain are connected and the further we go, the closer we are to clarifying the essence. Therefore, Freud postulated the possibility of direct interpretations (if at any beginning of association you still come to the same result) and the fundamental admissibility of introspection. The paradoxical nature of the application of the Freudian version of this method lies in the fact that, since the only source of all mental conflicts - the Oedipus complex - has been theoretically deduced, then in general there is no great need for free association, in any case, its specific content does not matter. It was against this dogmatic speculative scheme that Jung objected. He said that instead of listening to a client, one could just as well read an advertisement and any line from a newspaper. He found that associations are like cobwebs or circles spreading on the water from a thrown stone. They always revolve around affectively charged images and form a psychic fabric in which this image is tightly woven. Associations are not a means of bringing to the surface what has long been repressed. Being inextricably linked with the central images through their affective connotative aspects of meanings, they form the very matter of the mental, the very way of life and functioning of our soul. In essence, each of the key images, pulling together a bunch of associations, has something universal, inherent in all people, that is, archetypal.
Therefore, sometimes the Jungian application of this method is called circular, or circular, association, in contrast to the linear association in classical psychoanalysis. In Jungian practice, it is important to circle around the image, return to it all the time and offer new associations until its psychological meaning becomes clear. Moreover, the point is not to extract some idea about this image, but in the most direct experience of the image with all the associations attached to it. Only then can not a mental, purely rational understanding be born, but a psychological understanding, in which the object of knowledge is not pulled to the surface and degenerates to something flatter, but is investigated. in vivo in its own environment, remaining alive. Linear association is the knowledge of mental life in the form of work or competition, in which the result is important. And we think that each next step brings us closer to the cherished goal. If there are delays along the way, then someone is definitely to blame. The classical definition of resistance has to do with resistance to free association. With circular association, we can look at the whole perspective and see that at some points in the oceans a storm is raging, and in other places there is calm and good weather. We can see fluctuations in water temperature and salinity without judging the water as right or wrong. Depending on the desire of the client, you can dive in the chosen place, feel yourself there, feel the deep currents. Perhaps today he is not yet ready for sailing in bad weather. He needs time and some training. It is only important not to lose sight of these turbulent waters. But there is no need to get there, because the ocean is one, you can reach the bottom from any point. Thus, although the method of free association is used in the same way in psychoanalysis and Jungian analysis, it has a different meaning, and if the first focuses on the word "association", then the second, rather, on the word "free". It must be remembered that the task of this method is not to “bring the client to clean water”, but to organize free access to unconscious content. This approach requires the analyst to abandon his own mono-ideas, which can lead the process of association and, as a result, impoverish the image. There is a temptation to lead the client to the same associations that the analyst had.
The essence of this method - contact with the unconscious - should be embodied in the most free, metaphorical, fantasy-filled atmosphere of analysis. If such an atmosphere has not been formed, then any clear instructions will not have the desired effect. Let's take an example. In one of the dreams, the client gives birth to a blackened board in the form of a fish, on which there is a sign that this is a girl. The client's associations mainly concerned the unpleasant sensations associated with her femininity. The analyst's associations are with blackened boards as icons and with fish as a symbol of Christ. However, the analyst's utterance of these ideas, or his attempt to bring the client's associations to a spiritual dimension, may have been prompted by an unconscious desire to distance herself from her painful experiences associated with accepting her femininity. Later, the analyst remembered an image that unites both directions of associations - the image of the Black Mother of God. The analyst's desire to direct associations in their own direction makes sense to consider from the point of view of countertransference. In this case, the analyst elevates, idealizes the client, which was confirmed by the further course of the analysis, but this idealizing reflection may be necessary for her to accept her own femininity. Of course, circular association does not stop at the two dominant lines of association. Here it can draw our attention to the client's relationship with her daughter, her inner child, and what is born in analysis, to how she feels like a black fish in the dark waters of the unconscious, to her drawings in black (blackened by time) and etc. But such work cannot be done in one analytic session. The whole lengthy analytical process can be viewed as a circular association, when newly emerging images constantly play with the previous ones, generating new meanings. Thus, in the initial dream, which we will discuss below, the birth of a plank fish “enlivens” the sea and at the same time gives other meanings to the dream that follows about a fish in clear well water.