Transcript Other Theories of Collective Behaviour

Read pp. 339-344
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Define the following:
• Contagion of behaviour
• Deindividuation
• Deindividuation theory
• Propaganda
• Groupthink
Other Theories of Collective
Behaviour
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Deindividuation
Zimbardo (1970)
2 key factors are crowds which:
1. Lead people to feel less accountable for their
actions
2. Increase obedience to group norms
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“It can be argued that whenever we
become less self-conscious or
deindividuated, we become more
responsive to the group experience.” (p.
340)
Other Theories of Collective
Behaviour
Social Identity Theory
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Most important element: explanation of how we
are not one ‘personal self’ but in fact have
several ‘selves’ that correspond to the groups
to which we belong. (p. 340)
• Our social identity is the self-concept drawn from the
groups we are members of
• Once we are members of a group that becomes the
in-group and we differentiate from the out group
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ie, a connection to a sports team
Other Theories of Collective
Behaviour
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Crowds can be one of two things:
• Exciting (White Hart Lane, or Summerfest)
• Frightening (Riots, Hooligans)
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A persons comfort level in each crowd is
down to the individuals personality
reasons for being in the crowd, how the
crowd was formed, other variables (one
notable variable-alcohol)
Other Theories of Collective
Behaviour
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Propaganda
We have studied propaganda in
history and how leaders use it to
manipulate ideas
In Ψ, we will look at propaganda and
how it can be used to manipulate
emotions
• Since the text uses the Nazis as an
example, we can too.
Other Theories of Collective
Behaviour
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Examples of
propaganda to
manipulate emotion
• The use of banners ,
Hitler’s brilliant oratory,
one-armed salutes
“Hitler believed that
effective propaganda had
to appeal to the emotions
because he believed the
German masses
expressed themselves in
crude emotions rather
than through intellect.” (p.
341)
Other Theories of Collective
Behaviour
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Hitler used fear to increase acceptance
• Fear appeal is most effective when:
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It scares people
Offers a recommendation for overcoming a threat
The recommendation is seen as effective for
reducing the threat
Those who hear the message believe they can do
the recommended action thus defeating the threat
• Hitler’s two main threats- Communism and
Jews
Other Theories of Collective
Behaviour
Cults
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Blind obedience, good and bad?
• Good: following laws, less chaos
• Bad: when a person comes in contact with
social forces so powerful they distort reality
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Cult defined: group of people who
organize themselves around a strong
authority figure
• This figure uses techniques to influence as well
as deception to gain and maintain control
Other Theories of Collective
Behaviour
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Using the given definition, how does a cult
differ from other groups?
• Organized religion or altruistic organizations
are not based on authoritarian control, they do
not use deception to recruit, and do not use
coercive methods to gain recruits
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Margaret Thaler Singer(2003)
• The ultimate goal of cults is different from
other sorts of organizations because cults
focus on a single self-serving purpose.
Whereas religion focuses attention outward to
improve lives
Other Theories of Collective
Behaviour
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Cults do not actively recruit those who have
psychological problems
• Cult leaders want intelligent, productive, and
financially capable individuals
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Why join the cult then?
• Search for a difference between who they are and
who they want to be
• Established or conventional religions are inadequate
• Easy solutions for problems
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The cult provides solutions with structure , authority and
close social contact
The cult seems to offer people all the things they
want and need to live a happy and successful
life. (p. 343)
Other Theories of Collective
Behaviour
Groupthink
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A type of group decision-making where the group
is so determined to make a harmonious decision
that they fail to have a realistic look at
alternatives
Derives from the poor decisions of the 20th
century
• Pearl Harbor, invasion of Cuba in 1961, Space Shuttle
Challenger
Other Theories of Collective
Behaviour
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All those events share a similar process
1. Group feels invulnerable and optimistic
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Decision was made without thoughts of
alternatives
2. Any alternative from an out-group is not
listened to
3. The decision is unanimous even if there are
reservations
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There is mutual support and high
morale, but the decision is uninformed
and unrealistic
“Truth springs from argument among
friends.” David Hume (18th Century
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How to avoid Groupthink-thoughts?
• Acknowledge that situations and individuals are
complex
• Groups should look at all different options and
examine all relevant material
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Janis (1982) offers tips to avoid Groupthink
• Leader encourages doubts and objections (leader
must be able to accept criticism as well)
• Leader is impartial during discussion
• Subcommittees are formed to evaluate all angles
• Use of outside experts
• Each member is given the “devil’s advocate” role to
seek out any problems