by the social role. The relationship between roles and norms Some theorists view behavior as being enforced by social norms. Turner rather argues that there is a norm of consistency that failing to conform to a role breaks a norm because it violates consistency. Cultural roles Cultural roles are seen as a matter of course, and are mostly stable. In cultural changes new roles can develop and old roles can disappear – these cultural changes are affected by political and social conflicts. For example, the feminist movement initiated a change in male and female roles in Western societies. The roles, or the exact duties of men more specifically are being questioned. With more women going further in school than men comes more financial and occupational benefits. Social differentiation Social differentiation received a lot of attention due to the development of different job roles. Robert K. Merton distinguished between intrapersonal and interpersonal role conflicts. For example, a foreman has to develop his own social role facing the expectations of his team members and his supervisor – this is an interpersonal role conflict. He also has to arrange his different social roles as father, husband, club member – this is an intrapersonal role conflict. Ralph Dahrendorf distinguished between must-expectations, with sanctions; shall-expectations, with sanctions and rewards and can-expectations, with rewards. The foreman has to avoid corruption; he should satisfy his reference groups (e.g. team members and supervisors); and he can be sympathetic. He argues another component of role theory is that people accept their own roles in the society and it is not the society that imposes them. Role behavior In their life people have to face different social roles, sometimes they have to face different roles at the same time in different social situations. There is an evolution of social roles: some disappear and some new develop. Role behavior is influenced by: The norms that determine a social situation. Internal and external expectations are connected to a social role. Social sanctions (punishment and reward) are used to influence role behavior. These three aspects are used to evaluate one's own behavior as well as the behavior of other people. Heinrich Popitz defines social roles as norms of behavior that a special social group has to follow. Norms of behavior are a set of behaviors that have become typical among group members; in case of deviance, negative sanctions follow. In public relations Role