Read pp. 339-344Read pp. 339-344 Define the following:Define the following:

• Contagion of behaviourContagion of behaviour• DeindividuationDeindividuation• Deindividuation theoryDeindividuation theory• PropagandaPropaganda• GroupthinkGroupthink

Other Theories of Collective Other Theories of Collective BehaviourBehaviour

DeindividuationDeindividuation Zimbardo (1970)Zimbardo (1970) 2 key factors are crowds which:2 key factors are crowds which:

1.1. Lead people to feel less accountable for their Lead people to feel less accountable for their actionsactions

2.2. Increase obedience to group normsIncrease obedience to group norms ““It can be argued that whenever we It can be argued that whenever we

become less self-conscious or become less self-conscious or deindividuated, we become more deindividuated, we become more responsive to the group experience.” (p. responsive to the group experience.” (p. 340)340)

Other Theories of Collective Other Theories of Collective BehaviourBehaviour

Social Identity TheorySocial Identity Theory

Most important element: explanation of how we Most important element: explanation of how we are not one ‘personal self’ but in fact have are not one ‘personal self’ but in fact have several ‘selves’ that correspond to the groups several ‘selves’ that correspond to the groups to which we belong. (p. 340)to which we belong. (p. 340)• Our social identity is the self-concept drawn from the Our social identity is the self-concept drawn from the

groups we are members ofgroups we are members of

• Once we are members of a group that becomes the Once we are members of a group that becomes the in-group and we differentiate from the out groupin-group and we differentiate from the out group

ie, a connection to a sports teamie, a connection to a sports team

Other Theories of Collective Other Theories of Collective BehaviourBehaviour

Crowds can be one of two things:Crowds can be one of two things:• Exciting (White Hart Lane, or Summerfest)Exciting (White Hart Lane, or Summerfest)• Frightening (Riots, Hooligans)Frightening (Riots, Hooligans)

A persons comfort level in each crowd is A persons comfort level in each crowd is down to the individuals personality down to the individuals personality reasons for being in the crowd, how the reasons for being in the crowd, how the crowd was formed, other variables (one crowd was formed, other variables (one notable variable-alcohol)notable variable-alcohol)

Other Theories of Collective Other Theories of Collective BehaviourBehaviourPropagandaPropaganda

We have studied propaganda in We have studied propaganda in history and how leaders use it to history and how leaders use it to manipulate ideasmanipulate ideas

In In ΨΨ, we will look at propaganda and , we will look at propaganda and how it can be used to manipulate how it can be used to manipulate emotionsemotions• Since the text uses the Nazis as an Since the text uses the Nazis as an

example, we can too. example, we can too.

Other Theories of Collective Other Theories of Collective BehaviourBehaviour

Examples of Examples of propaganda to propaganda to manipulate emotionmanipulate emotion• The use of banners , The use of banners ,

Hitler’s brilliant oratory, Hitler’s brilliant oratory, one-armed salutesone-armed salutes

““Hitler believed that Hitler believed that effective propaganda had effective propaganda had to appeal to the emotions to appeal to the emotions because he believed the because he believed the German masses German masses expressed themselves in expressed themselves in crude emotions rather crude emotions rather than through intellect.” (p. than through intellect.” (p. 341)341)

Other Theories of Collective Other Theories of Collective BehaviourBehaviour

Hitler used fear to increase acceptanceHitler used fear to increase acceptance• Fear appeal is most effective when:Fear appeal is most effective when:

It scares peopleIt scares people Offers a recommendation for overcoming a threatOffers a recommendation for overcoming a threat The recommendation is seen as effective for The recommendation is seen as effective for

reducing the threatreducing the threat Those who hear the message believe they can do Those who hear the message believe they can do

the recommended action thus defeating the threatthe recommended action thus defeating the threat• Hitler’s two main threats- Communism and Hitler’s two main threats- Communism and

JewsJews

Other Theories of Collective Other Theories of Collective BehaviourBehaviour

CultsCults Blind obedience, good and bad?Blind obedience, good and bad?

• Good: following laws, less chaosGood: following laws, less chaos• Bad: when a person comes in contact with Bad: when a person comes in contact with

social forces so powerful they distort realitysocial forces so powerful they distort reality Cult defined: group of people who Cult defined: group of people who

organize themselves around a strong organize themselves around a strong authority figureauthority figure• This figure uses techniques to influence as well This figure uses techniques to influence as well

as deception to gain and maintain controlas deception to gain and maintain control

Other Theories of Collective Other Theories of Collective BehaviourBehaviour

Using the given definition, how does a cult Using the given definition, how does a cult differ from other groups?differ from other groups?• Organized religion or altruistic organizations Organized religion or altruistic organizations

are not based on authoritarian control, they do are not based on authoritarian control, they do not use deception to recruit, and do not use not use deception to recruit, and do not use coercive methods to gain recruitscoercive methods to gain recruits

Margaret Thaler Singer(2003)Margaret Thaler Singer(2003)• The ultimate goal of cults is different from The ultimate goal of cults is different from

other sorts of organizations because cults other sorts of organizations because cults focus on a single self-serving purpose. focus on a single self-serving purpose. Whereas religion focuses attention outward to Whereas religion focuses attention outward to improve lives improve lives

Other Theories of Collective Other Theories of Collective BehaviourBehaviour

Cults do not actively recruit those who have Cults do not actively recruit those who have psychological problemspsychological problems• Cult leaders want intelligent, productive, and Cult leaders want intelligent, productive, and

financially capable individualsfinancially capable individuals Why join the cult then?Why join the cult then?

• Search for a difference between who they are and Search for a difference between who they are and who they want to bewho they want to be

• Established or conventional religions are inadequateEstablished or conventional religions are inadequate• Easy solutions for problemsEasy solutions for problems

The cult provides solutions with structure , authority and The cult provides solutions with structure , authority and close social contactclose social contact

The cult seems to offer people all the things they The cult seems to offer people all the things they want and need to live a happy and successful want and need to live a happy and successful

life. (p. 343)life. (p. 343)

Other Theories of Collective Other Theories of Collective BehaviourBehaviourGroupthinkGroupthink

A type of group decision-making where the group A type of group decision-making where the group is so determined to make a harmonious decision is so determined to make a harmonious decision that they fail to have a realistic look at alternativesthat they fail to have a realistic look at alternatives

Derives from the poor decisions of the 20Derives from the poor decisions of the 20thth century century• Pearl Harbor, invasion of Cuba in 1961, Space Shuttle Pearl Harbor, invasion of Cuba in 1961, Space Shuttle

Challenger Challenger

Other Theories of Collective Other Theories of Collective BehaviourBehaviour

All those events share a similar processAll those events share a similar process1.1. Group feels invulnerable and optimisticGroup feels invulnerable and optimistic

Decision was made without thoughts of Decision was made without thoughts of alternativesalternatives

2.2. Any alternative from an out-group is not Any alternative from an out-group is not listened tolistened to

3.3. The decision is unanimous even if there are The decision is unanimous even if there are reservations reservations

There is mutual support and high There is mutual support and high morale, but the decision is uninformed morale, but the decision is uninformed and unrealisticand unrealistic

““Truth springs from argument among Truth springs from argument among friends.” David Hume (18friends.” David Hume (18thth Century Century

How to avoid Groupthink-thoughts?How to avoid Groupthink-thoughts?• Acknowledge that situations and individuals are Acknowledge that situations and individuals are

complexcomplex• Groups should look at all different options and Groups should look at all different options and

examine all relevant materialexamine all relevant material Janis (1982) offers tips to avoid GroupthinkJanis (1982) offers tips to avoid Groupthink

• Leader encourages doubts and objections (leader Leader encourages doubts and objections (leader must be able to accept criticism as well)must be able to accept criticism as well)

• Leader is impartial during discussionLeader is impartial during discussion• Subcommittees are formed to evaluate all anglesSubcommittees are formed to evaluate all angles• Use of outside expertsUse of outside experts• Each member is given the “devil’s advocate” role to Each member is given the “devil’s advocate” role to

seek out any problemsseek out any problems