106-108


 * Social identity theory, postulated by Tajfel
 * Assumes that individuals try to improve their self-image & self-esteem- IE through achievement/group achievement
 * In-group (us) versus out-group (them).
 * This is typical of ANY group, even when the group is randomly assigned
 * Self-esteem is managed by social comparison- IE if self esteem is not improving with in-group, will move to a more successful out-group. IE football fan moves from team A to team B because team A is losing.
 * 'positive self-concept' necessary- IE bias towards self & own group.
 * People in a group perceive themselves as being similar in attitude and behaviour, and a bond is formed among group members, even if group is completely random and they know it.
 * Limitations
 * Does not accurately predict human behaviour; why in some cases is our personal identity stronger than our group identity
 * Using theory in isolation is reductionist- fails to address the environment that interacts with the 'self'. Cultural expectations/rewards/societal constraints IE poverty may play more of a role than sense of in-group identity.
 * Moscovici
 * Developed ideas of group theory with concept of 'social representations'
 * Social representations are the shared beliefs and explanations held by the society in which the group belongs.
 * Help make sense of world
 * Enable communication among members of community, by creating a common code and syntax/language.
 * Societal representations = cultural chemas, provide common understanding for communication in a group- IE concepts of truth, beauty, success, intelligence.