Social desirability (SD) constructs in relation to the cultural context among the Setswana-speaking youth

Abstract

This study forms part of a broader international study focusing on developing a new psychological measure in South Africa, named South African Personality Inventory (SAPI). The aim of the study was to explore Social desirability (SD) constructs in relation to the cultural context specific facets among the Setswana speaking individuals aging from 16 to 35 in the North-West University, South Africa. An ethnography design under a qualitative research approach was used to enable the participants to make sense out of their cultural experiences and thereafter make their own reality. Two data collection strategies being, participant observation and ethnographic interviews, were used and the principles of ethnographic interviews were applied during the focus group discussions The study focused on 18 Setswana speaking (Youth) Students, 7 males and 11 females with their ages range between 19 - 35 years, who were staying in the campus residence during the period of data collection. The participants were purposefully selected in order to enable a detailed exploration and understanding of the concept as well as covering all the key constituencies of relevance to the culture of Batswana.

The research was guided by two guiding questions in order to explore SD in a Setswana cultural group. These questions were; what are the behaviours, attitudes and emotions considered socially desirable in Setswana culture? Secondly, what behaviours, attitudes and emotions are considered socially undesirable in Setswana culture? The study has contributed to the understanding of SDR in 3.1Setswana cultural context with an explanation of why individuals present themselves in a socially desirable manner, appearing overly decent, moral and virtuous and denying the part of their undesirable common traits.

The results of this study revealed four major themes and sub-themes. Primarily it was discovered that Setswana culture is a collectivist culture. People are interdependent with their in- groups. Furthermore the results showed that the higher people conformed to their cultural norms and believes as a member, the more the social desirability and the potential to the bias factors loading on personality measurement. Although the study was focused on two major aspects, which were, examining the desirable and undesirable Setswana cultural conduct, a collection of themes emerged categorized under three components which are, socially desirable conduct and the other two similar ones which are the socially undesirable but acceptable conduct practised because of cultural beliefs and the socially undesirable conduct.