Moral and Political Attitudes (Bureaucratic and democratic attitude); Social Influence and Persuasion.

1. Moral Attitude

It refers to an individual's consistent ethical orientation rooted in values like truth, empathy, and integrity, which guide personal and professional behaviour in morally challenging situations.

Keywords	Examples
1. Moral Conviction, Truth and Non-violence	Despite pressure, Gandhiji suspended the movement after the Chauri Chaura incident (violent clash) because it violated the principle of ahimsa.
2. Integrity, Commitment to Public Interest	As chief of Delhi Metro Rail Corporation (DMRC), E. Sreedharan consistently refused political interference and maintained transparency in contracts.
3. Courage of Conviction, Accountability	A junior officer exposed ghost beneficiaries and fake job cards under MNREGA despite political and social pressure.
4. Empathy, Altruism	Olympic gold medallist Neeraj Chopra reportedly redirected corporate funds meant for personal promotion to COVID relief work.
5. Moral Awakening, Civic Sensitisation	The show “Satyamev Jayate” exposed ethical and social issues like female foeticide, dowry, and medical malpractice through storytelling and data.

2. Political Attitude in India

It reflects the orientation of individuals or leaders toward democratic principles, public interest, social justice, or parochial tendencies, shaping political behaviour and policy-making.

	Keywords	Examples
Positive	1. Inclusive Democracy	President A.P.J. Abdul Kalam, as a statesman, appealed to youth across caste or religion—"Dreams are not regional."
	2. Participative Leadership	The Delhi Bhagidari Scheme empowered RWAs in urban governance.
	3. Social Justice Orientation	Mandal Commission implementation ensured OBC representation in education & jobs.
	4. Responsive Federalism	NITI Aayog promotes cooperative federalism by involving states in policy planning.
	5. Decentralisation	73rd & 74th Amendments promoted local political representation for women and SC/STs.
Negative	1. Parochial Attitude	Campaigns inciting linguistic divide, e.g., anti-Hindi protests in Tamil Nadu without dialogue.
	2. Caste-Based Politics	Booth-level caste surveys during the Bihar elections promote identity politics over issues.
	3. Regional Chauvinism	Sons of the Soil Movement in Maharashtra discouraged migrants from other states.
	4. Vote-Bank Politics	Freebie culture like liquor/cash in elections without fiscal responsibility.
	5. Undermining Institutions	Interference in the functioning of the Election Commission or delaying Lokpal appointments.

3. Bureaucratic and democratic attitude

	Bureaucratic attitude		Democratic attitude
	Keywords	Examples	Keywords	Example
Positive	1. Rule of Law, Objectivity	Enforcement of the Model Code of Conduct during elections.	1. Empathy, Compassion	Armstrong Pame’s “People’s Road” in Manipur.
	2. Stability, Neutrality	Smooth governance during President’s Rule in states.	2. Transparency, Civic Engagement	Participatory budgeting in Kerala panchayats.
	3. Impartiality, Integrity	Rejecting personal favours in recruitment to uphold meritocracy.	3. Social Justice, Inclusiveness	Priority to tribal women in NREGA implementation.
Negative	1. Red-tapism, Inflexibility	Delay in flood relief due to clearance delays.	1. Lack of Objectivity, Personal Bias	Selective application of relief in media-covered cases.
	2. Insensitivity, Rigidity	Widow denied pension due to missing death certificate.	2. Deliberation Fatigue	Delays in hydropower projects due to extended stakeholder consultation.
	3. Status-Quoism, Bureaucratic Inertia	Resistance to digitisation in revenue offices.	3. Populism, Emotional Bias	Waiving off electricity or water dues before elections to gain votes, despite fiscal stress on the public exchequer.

4. Social Influence in Ethical Decision Making

Social influence is the impact that society, peer groups, or cultural norms have on an individual's attitudes and behaviour, shaping ethical conduct through observation, conformity, or role models.

Keywords	Examples
1. Moral Exemplars, Social Learning	Dr. A.P.J. Abdul Kalam's simple lifestyle inspires honesty and humility in youth.
2. Conformity, Ethical Norms	Clean India Mission saw citizen groups cleaning streets, inspiring others to act responsibly.
3. Social Accountability, Civic Duty	Villagers shaming absentee teachers in rural Rajasthan improved school attendance.
4. Cultural Ethics, Moral Conditioning	Festivals like Raksha Bandhan are used for promoting organ donation through emotional connection and community influence.

5. Persuasion in Ethical Decision Making

Persuasion involves rational or emotional appeals to influence others to make better or ethical decisions, without coercion.

Keywords	Examples
1. Pathos, Empathy	PM’s emotional appeal during COVID-19 to support local vendors under Vocal for Local moved citizens to buy from small businesses, promoting livelihoods.
2. Logical Reasoning, Scientific Temper	COVID-19 vaccination campaigns persuaded hesitant communities using doctor testimonials and data.
3. Nudge Theory, Ethical Influence	"Give it up", the LPG subsidy campaign persuaded the well-off to voluntarily forego benefits.
4. Inspirational Leadership	PM Lal Bahadur Shastri's "Jai Jawan Jai Kisan" call inspired food and defence self-reliance during the crisis.

6. Social Influence and Persuasion for Civil Servants

	Keywords	Examples
Social Influence	1. Ethical Leadership, Mentoring	A collector inspires young SDMs to uphold RTI transparency.
	2. Public Accountability	A DC in UP acts on corruption reports after local media highlights pension scam.
	3. Organisational Ethics	Indian Railways officers are promoting an honest work culture through biometric attendance.
	4. Positive Reinforcement	IAS officers are adopting best practices from other districts (e.g., e-office model from Kerala).
Persuasion	1. Non-Coercive Persuasion	A DM in Assam diffuses a farmers' protest through assurance and negotiation.
	2. Behavioural Change Communication	Collector uses local influencers to change sanitation practices in tribal areas.
	3. Moral Appeal, Peer Ethics	An honest officer influences coworkers to stick to procedure despite pressure.
	4. Transparent Communication	Explaining land acquisition laws during public hearings reduces resistance.