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Social Identity, Self-Categorization, and the ...
Social Identity, Self-Categorization, and theCommunication of Group NormsMichael A. Hogg1& Scott A. Reid21 School of Psychology, University of Queensland, Brisbane, QLD 4072, Australia2 Department of Communication, University of California, Santa Barbara, CA 93106-4020We articulate the role of norms within the Social identity perspective as a basis for the-orizing a number of manifestly communicative phenomena. We describe how groupnorms are cognitively represented as context-dependent prototypes that capture the dis-tinctive properties of groups. The same process that governs the psychological salienceof different prototypes, and thus generates group normative behavior, can be used tounderstand the formation, perception, and diffusion of norms, and also how some groupmembers, for example, leaders, have more normative influence than others. We illustratethis process across a number of phenomena and make suggestions for future interfacesbetween the Social identity perspective and communication research.
Kitayama, 1991; Oyserman, Coon, & Kemmelmeier, 2002). Social cognitive processes associated with social identity produce group and intergroup behaviors. The social identity perspective embraces a number of integrated sub-theories, among which the most significant are social identity theory (Tajfel & Turner, 1979), more
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