Lecture 2 - Social Identity and Belonging

Question 1

I-frame

Answer 1

Focuses on individual behavior, habits and decision-making (nudging)
Social feedback on energy used
Carbon footprint calculators
Calorie labels
Portion size changes
Weight loss incentives
Medication reminders

Question 2

S-frame

Answer 2

Systematic approach, focusing on institutional environmental factors (policies, systems, structures)
Carbon pricing
Greenbuilding incentives
Sugar tax
Plastic bag bans

Question 3

I-frame smoking intervention

Answer 3

Educational campaigns about the dangers of smoking
Anti-smoking public service announcements

Question 4

S-frame smoking intervention

Answer 4

Advertisements about cigarettes being banned
Smoking is banned on short domestic flights
Smoking is banned on all domestic flights
Smoking is banned in public places

Question 5

G-frame

Answer 5

Group-level analysis
Focuses on group memberships and associated group dynamics

Question 6

Extinction Rebellion (XR)

Answer 6

Climate movement
“Rebel of life” - inclusive slogan
Found allies for the movement
It is important to make a strong identity and engage people in a movement for a change to be accepted

Question 7

Shared identity

Answer 7

Fosters a strong in-group identity among members enhancing solidarity and collective efficacy

Question 8

Normative influence

Answer 8

Shared identity creates in-group norms that encourage normative behavior, as individuals feel compelled to conform to values of their group

Question 9

Cognitive reframing

Answer 9

Participations in collective actions can shift individuals self-concept - they view themselves as agents of change

Question 10

Emotional engagement

Answer 10

Collective events evoke strong emotions, reinforcing connections

Question 11

Brain research on social exclusion

Answer 11

Exclusion from group activities activate parts of the brain which get activated when one is in physical pain

Question 12

Optimal distinctiveness

Answer 12

A balance between being identical to peers and having nothing in common with them at the same time
XR: climate movement which makes it similar to other causes, but it is still distinctive so there is a balance

Question 13

Tenets of optimal distinctiveness theory

Answer 13

1. We identify most with social groups that balance differentiation of the self and dissimilation with others
2. We identify with these groups even if they are viewed negatively by others
3. The distinctiveness of a given social identity is context-dependent (to what extent do we want to be similar/distinctive?)
4. What we consider optimal depends on individual differences in the strength of opposing drives for assimilation and differentiation (based on cultural norms, individual socialization)

Question 14

How to build strong social identities?

Answer 14

Identity signalling
Finding allies (they need to fit in with the core values)
Defining and embodying clear, authentic values
Establishing a unique visual and communication style
Building a community with shared events
Using narratives, slogans and brand stories
Strengthening in-group cohesion through contrast: defining what you are not, creating differentiation and a sense of exclusivity

Question 15

The FARC case

Answer 15

Revolutionary Guerilla movement
Goal: overthrow Colombian government and establish socialist state
Attempt from government to demobilise them but did not succeed
G-frame solution:
Christmas was a sensitive time for them
They decorated trees around the jungle with Christmas lights which lit up when movement was detected
Next to each tree there was a poster that said “If Christmas can come to the jungle, so can you”
Emotionally charged message, 331 soldiers returned home

Question 16

Social identity swtiching

Answer 16

Sharing a strong identity with a group
Making a different group membership salient