10 Social Theories You Need To Know
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Social Theories to be applied to Digital Communities including: GroupMind/Group Think - 1896 Social Facilitation - 1898 Network Extentiality - 1908 Social Learning - 1954 Social Comparison - 1954 Social Conformity - 1955 Obedience & Six Degrees - 1960s Roles (significance) - 1971 Social Identity - 1970 Dunbar's Number - 1992
Transcript of 10 Social Theories You Need To Know
10 Social Theories You Need To Know – SMWLondon 2012 - #SMWLondon www.brightlemon.com - @brightlemon
Corporate Digital Communities – do they work? #smwldn, #Cassinthenews @chinwag, @brightlemon
10 Social Theories You Need To Know – SMWLondon 2012 - #SMWLondon www.brightlemon.com - @brightlemon
10 Social Theories You Need To Know
10 Social Theories You Need To Know – SMWLondon 2012 - #SMWLondon www.brightlemon.com - @brightlemon
5 Social Theories
You Need To Know
10 Social Theories You Need To Know – SMWLondon 2012 - #SMWLondon www.brightlemon.com - @brightlemon
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10 Social Theories You Need To Know – SMWLondon 2012 - #SMWLondon www.brightlemon.com - @brightlemon
Social theory: timeline
1896 1898 1908 1954 1954
GroupMind / GroupThink
Social Facilitation
Network Extentiality
Social Learning
Social Comparison
1955 1960s 1971 1970 1992
Social Conformity
Obedience & Six
Degrees
Roles (significance)
Social Identity
Dunbar’s Number
10 Social Theories You Need To Know – SMWLondon 2012 - #SMWLondon www.brightlemon.com - @brightlemon
Social Comparison, Social Conformity & Obedience
10 Social Theories You Need To Know – SMWLondon 2012 - #SMWLondon www.brightlemon.com - @brightlemon
Image Source: http://howtoliveinasociety.com/wp-content/uploads/2010/07/urinal-42.jpg
10 Social Theories You Need To Know – SMWLondon 2012 - #SMWLondon www.brightlemon.com - @brightlemon
Social Comparison
Leon Festinger’s (1954) Social Comparison theory states that individuals compare themselves to others in order to assess their opinion.
10 Social Theories You Need To Know – SMWLondon 2012 - #SMWLondon www.brightlemon.com - @brightlemon
Image Source: http://images.wikia.com/ghostbusters/images/1/1e/Venkman_01.jpg
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Image Source: http://www.age-of-the-sage.org/psychology/social/asch_conformity.gif
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Social Conformity
Solomon Asch’s (1955) Social Conformity experiments concluded that a surprising majority of us yield to group pressure. (75% conformed at least once)
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Image Source: pics.ricardostatic.ch/2_651030254_Big/dvds-code-2-europa-/the-stanley-milgram-experiment-obedience-to-authority-rare.jpg
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Obedience Experiments Stanley Milgram’s (1960s) obedience experiments observed how disproportionately compliant we are when following orders.
(65% administered 450 volts)
(2010 French TV show “Le Jeu De La Mort” 64/80 or 80%)
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Roles &
Social Identity
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http://azatty.files.wordpress.com/2011/09/security-guard-1.jpg
10 Social Theories You Need To Know – SMWLondon 2012 - #SMWLondon www.brightlemon.com - @brightlemon
Roles: significance
Philip Zimbardo’s (1971) infamous prison experiment highlighted how the roles we are given dictate our patterns of behaviour.
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Social Identity
Henri Tajfel’s (1970) Social Identity theory - the theory that we define ourselves and sense of self by the “in-groups” that we feel we belong to.
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User Needs
Use Cases Stakeholder needs User Stories User Journeys Personas Demographics Site Audit Analytics >> Social Theory <<
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Identify social theories tweet: @brightlemon #smwldn
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Thank you. Leon Tong BrightLemon.com [email protected]
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