Social Media and the Social Identity & Knowledge Gap Theory

S O C I A L I D E N T I T Y
& K N O W L E D G E
G A P T H E O R Y
D A V I D O N O U E , A L A N T A Y L O R J R ,
S A N D E E P G O U R K A N T I & H O N G Y U E G U O

S O C I A L I D E N T I T Y
T H E O R Y
D A V I D & A L A N

😴
L E T ’ S G E T T H E B O R I N G
S T U F F O U T T H E W A Y …

H E N R I
T A J F E L
J O H N
T U R N E R
Social Identity Theory (1979)
C R E A T O R S
Retrieved From: http://www.easp.eu/about/awards/henri-tajfel-medals/
Retrieved From: http://psychology.anu.edu.au/about-us/people/john-charles-turner

H I S T O R Y
U N D E R S T A N D T H E P S Y C H O L O G I C A L B A S I S O F
I N T E R G R O U P D I S C R I M I N A T I O N
U N I V E R S I T Y O F T W E N T E . “ S O C I A L I D E N T I T Y T H E O R Y . ” R E T R I E V E D F R O M :
H T T P S : / / W W W . U T W E N T E . N L / C W / T H E O R I E E N O V E R Z I C H T / T H E O R Y % 2 0 C L U S T E R S / I N T E R P E R S O N A L % 2 0 C O M M U N I C A T I O N % 2 0 A N D % 2 0 R E L A T I O N S / S O C I A L _ I D E N T I T Y _ T H E O R Y /

H I S T O R Y
A P E R S O N H A S N O T O N E , “ P E R S O N A L S E L F , ”
B U T R A T H E R S E V E R A L S E L V E S T H A T
C O R R E S P O N D T O W I D E N I N G C I R C L E S O F G R O U P
M E M B E R S H I P .

H I S T O R Y
S O C I A L I D E N T I T Y T H E O R Y A S S E R T S T H A T G R O U P
M E M B E R S H I P C R E A T E S I N - G R O U P / S E L F -
C A T E G O R I Z A T I O N A N D E N H A N C E M E N T I N W A Y S T H A T
F A V O R T H E I N - G R O U P A T T H E E X P E N S E O F T H E O U T -
G R O U P .

H I S T O R Y
A F T E R B E I N G C A T E G O R I Z E D O F A G R O U P
M E M B E R S H I P , I N D I V I D U A L S S E E K T O A C H I E V E
P O S I T I V E S E L F - E S T E E M B Y P O S I T I V E L Y
D I F F E R E N T I A T I N G T H E I R I N - G R O U P F R O M A
C O M P A R I S O N O U T - G R O U P O N S O M E V A L U E D
D I M E N S I O N .

W H A T D O E S A L L
T H I S M E A N ?
🤔

H T T P S : / / Y O U T U . B E / R R T E O K W 7 M 8 0
M E A N G I R L S
M I S S B M A S E . ( 2 0 1 2 , O C T 2 0 ) M E A N M E A N G I R L S - C L I Q U E S G I R L S . R E T R I E V E D F R O M : H T T P S : / / Y O U T U . B E / R R T E O K W 7 M 8 0

McLeod, S. A. (2008). Social Identity Theory. Retrieved from www.simplypsychology.org/social-identity-theory.html
“ G R O U P S G I V E U S A S E N S E O F
S O C I A L I D E N T I T Y ; A S E N S E O F
B E L O N G I N G T O T H E S O C I A L W O R L D . ”
— M C L E O D , S . A . ( 2 0 0 8 ) . S O C I A L I D E N T I T Y T H E O R Y

“ I N O R D E R T O I N C R E A S E O U R S E L F -
I M A G E W E E N H A N C E T H E S T A T U S O F T H E
G R O U P T O W H I C H W E B E L O N G . ”

W E A C H I E V E T H I S “ B Y
D I S C R I M I N A T I N G A N D H O L D I N G
P R E J U D I C E V I E W S A G A I N S T T H E O U T -
G R O U P ( T H E G R O U P W E D O N ’ T
B E L O N G T O ) . ”

🗣 🗣V S
I N - G R O U P V S O U T - G R O U P

“ T H E R E F O R E , W E D I V I D E D T H E W O R L D
I N T O ‘ T H E M ’ A N D ‘ U S ’ B A S E D T H R O U G H A
P R O C E S S O F S O C I A L C A T E G O R I Z A T I O N
( I . E . W E P U T P E O P L E I N T O S O C I A L
G R O U P S ) . ”

I S T H I S T H E O R Y R E L E V A N T
I N S O C I A L M E D I A ?

C A N Y O U T H I N K O F A N Y
S O C I A L G R O U P S O N L I N E ?

E X A M P L E S O F O N L I N E
S O C I A L G R O U P S ?
S W I F T I E S
T A Y L O R S W I F T ’ S
F A N B A S E
B E L I E B E R S
J U S T I N B I E B E R ’ S
F A N B A S E
S O U R C E : F A C E B O O KS O U R C E : T W I T T E R

Marioto, Claudio. “Beyonce Live at Roseland Ballroom in New York” Permission to reprint by Claudio Marioto.
B E Y H I V E ? ?

1 2 B E Y H I V E A T T A C K S :
• RACHEL ROY
• RACHEL RAY
• RITA ORA
• PIERS MORGAN
• AZEALIA BANKS
• KID ROCK
• WENDY WILLIAMS
• RAVEN-SYMONÉ
• KARRUECHE TRAN
• RIHANNA
• KIM KARDASHIAN
• LULULEMON
U S M A G A Z I N E ( 2 0 1 6 , M A Y 2 3 ) . 1 2 T I M E S T H E B E Y H I V E A T T A C K E D T O D E F E N D B E Y O N C E . R E T R I E V E D F E B R U A R Y 0 8 , 2 0 1 7 , F R O M
H T T P : / / W W W . U S M A G A Z I N E . C O M / E N T E R T A I N M E N T / P I C T U R E S / 1 2 - T I M E S - T H E - B E Y H I V E - A T T A C K E D - T O - D E F E N D - B E Y O N C E - W 2 0 6 0 1 4 / K I M - K A R D A S H I A N -
W 2 0 6 0 9 6

T H E B E Y H I V E “ S W A R M ”
B E T S Y M C C A U G H E Y
S W A R T Z , A . ( 2 0 1 6 , O C T O B E R 1 1 ) . B E Y O N C É F A N S C A M E F O R B E T S Y M C C A U G H E Y A F T E R S H E U S E D B E Y O N C É L Y R I C S T O D E F E N D T R U M P . R E T R I E V E D F E B R U A R Y
0 8 , 2 0 1 7 , F R O M H T T P S : / / M I C . C O M / A R T I C L E S / 1 5 6 5 4 7 / B E Y O N C - F A N S - C A M E - F O R - B E T S Y - M C - C A U G H E Y - A F T E R - S H E - U S E D - B E Y O N C - L Y R I C S - T O - D E F E N D -
T R U M P # . O H E V C 9 F 9 L

# E P I C F A I L
S O U R C E : I N S T A G R A M

W O U L D T H E B E Y H I V E E X I S T
W I T H O U T S O C I A L M E D I A ?

Y E S , T H E Y C O U L D S T I L L
E X I S T .
T H E B E Y H I V E W O U L D R E L Y O N
T R A D I T I O N A L M E D I A ( I . E . T V , R A D I O ,
P R I N T ) F O R I N F O R M A T I O N A N D
R E S O R T T O O L D S C H O O L T A C T I C S
O F H A T E M A I L . B U T W H O D O E S
T H A T ?

H O W E V E R …
S O C I A L M E D I A P R O V I D E S A
P L A T F O R M F O R T H E B E Y H I V E T O
O R G A N I Z E A N D “ S T I N G ” T H E O U T -
G R O U P .

H E R E A R E A F E W O T H E R
E X A M P L E S :

T E N N E S S E E
T I T A N S
F A N B A S E
# T I T A N U P
# C O D E B L U E
S O U R C E : F A C E B O O K

D A N + S H A Y
VS
Sense of belonging
Dan + Shay. “How Not To.” (2016, Dec 26). Retrieved From: https://www.facebook.com/DanAndShay/photos/a.555882624464356.1073741824.548874401831845/1398958690156741/?type=1&theater

Y E S
U S I N G H A S H T A G S I S O N E W A Y O F U S I N G S O C I A L
M E D I A T O I D E N T I F Y W I T H A G R O U P . P E O P L E
W H O I D E N T I F Y A S N O N - T R U M P S U P P O R T E R S :
# N O T M Y P R E S I D E N T
S O U R C E : T W I T T E R

P R O - T R U M P
# A M E R I C A F I R S T
S O U R C E : T W I T T E R

# N O T M Y P R E S I D E N T
V S
# A M E R I C A F I R S T

S O C I A L M E D I A S T R E N G T H E N S T H E S O C I A L
I D E N T I T Y T H E O R Y B Y P R O V I D I N G A
P L A T F O R M F O R T H E S E S O C I A L G R O U P S T O
E X I S T , A N D F O R P E O P L E T O B E A B L E T O
I D E N T I F Y W I T H .

Sandeep Gourkanti & Hongyue Guo
THEORY
GA
KNOWLE DGE
P
THE

Creators
Philip J Tichenor George A. Donohue
“As the infusion of mass media information into a social system increases higher
socioeconomic status segments tend to acquire this information faster than lower
socioeconomic status population segments so that gap in knowledge between the two
tends to increase rather than decrease.”
-Tichenor, Donohue, and Olien (1970)
Clarice. N Olien
Tichenor, P.J., Donohue, G.A. and Olien, C.N. (1970). Mass Media Flow and Differential Growth in Knowledge, Public Opinion Quarterly 34: Colombia University Press.
http://www.infoamerica.org/teoria/tichenor1.htm

Hierarchy of Knowledge
The knowledge gap exists
between information and
knowledge.
Weng, Sho-chi (2000). Mass Communication Theory and Practice. Taipei: San-ming.
Wisdom
Knowledge
Information
Data
Knowledge is not distributed
equally throughout society.
People with higher
socioeconomic status have
better ability to acquire
information.

Why does the gap exist?
Communication Skills Stored information Relevant Social Contact
Selective Exposure
Media Target Markets
Bonfadelli, H. (2002). The Internet and knowledge gaps: A theoretical and empirical investigation. European Journal of Communication, 17(1), 65–84.
Donohue, G. A., Olien, C. N., & Tichenor, P. J. (1987). Media access and knowledge gaps. Critical Studies in Mass Communication, 4(1), 87–92.
Eveland, W. P., Jr., & Scheufele, D. A. (2000). Connecting news media use with gaps in knowledge and participation. Political Communication, 17(3), 215-–237.

Media Use and HIV/AIDS
Knowledge in Ethiopia

Does media use open and widen or narrow and close gaps in
HIV/AIDS-related knowledge between urban and rural
Ethiopian residents?
Bekalu, M. & Eggermont, S. (2013). Media use and HIV/AIDS knowledge: a knowledge gap perspective. Oxford Academic.

A household survey was conducted between March and June 2011
in two urban towns and two rural villages located in
northwestern Ethiopia.
The data was collected from 995 respondents between
the ages of 15–34.

Regression plot for the interaction between media use and urbanity versus rurality
The knowledge gap between urban residents and rural residents
tends to widen as media use increases.

Who has more authority?
Source: Twitter

Source: Sysomos MAP
Average Twitter follower authority

“Having the president-elect on our service — using it as a
direct line of communication — allows everyone to see what’s
on his mind in the moment. We’re definitely entering a new
world where everything is on the surface and we can all see it
in real time and we can have conversations about it. Where
does that go? I’m not really sure. But it’s definitely been
fascinating to learn from.”
-Jack Dorsey, Twitter CEO

How to test young people’s
civic online reasoning?
Source: Icon Finder

Source: Stanford History Education Group

Why might this tweet be a useful source?
Source: Stanford History Education Group

What are ways to educate young people to judge the credibility of
social media information?
Discussion:

Bekalu, M. & Eggermont, S. (2013). Media use and HIV/AIDS knowledge: a knowledge gap perspective. Oxford Academic. Retrieved 8 February 2017,
from https://academic.oup.com/heapro/article/29/4/739/565818/Media-use-and-HIV-AIDS-knowledge-a-knowledge-gap
Bonfadelli, H. (2002). The Internet and knowledge gaps: A theoretical and empirical investigation. European Journal of Communication, 17(1), 65–84.
Donohue, G. A., Olien, C. N., & Tichenor, P. J. (1987). Media access and knowledge gaps. Critical Studies in Mass Communication, 4(1), 87–92.
Eveland, W. P., Jr., & Scheufele, D. A. (2000). Connecting news media use with gaps in knowledge and participation. Political Communication, 17(3),
215-–237.
Silver, N. (2016). Education, Not Income, Predicted Who Would Vote For Trump. FiveThirtyEight. Retrieved 8 February 2017, from
http://fivethirtyeight.com/features/education-not-income-predicted-who-would-vote-for-trump/
Stanford University. Evaluating information: The cornerstone of civic online reasoning. (2016). Stanford History Education Group. Retrieved 8 February
2017, from https://sheg.stanford.edu/upload/V3LessonPlans/Executive%20Summary%2011.21.16.pdf
Tichenor, P.J., Donohue, G.A. and Olien, C.N. (1970). Mass Media Flow and Differential Growth in Knowledge, Public Opinion Quarterly 34: Colombia
University Press.
University of Twente. Knowledge Gap. (2016). Utwente.nl. Retrieved 8 February 2017, from
https://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/knowledge_gap/
Weng, Sho-chi (2000). Mass Communication Theory and Practice. Taipei: San-ming
References

References
University of Twente. “SOCIAL IDENTITY THEORY.” Retrieved from:
https://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Interpersonal%20Communication%20and%20Relations/Social_Identity_Theory/
Missbmase. (2012, oct 20) MeanMean Girls - CliquesGirls. Retrieved from: https://youtu.be/RRteokw7m80
Swartz, A. (2016, October 11). Beyoncé fans came for Betsy McCaughey after she used Beyoncé lyrics to defend Trump. Retrieved February 08, 2017,
from https://mic.com/articles/156547/beyonc-fans-came-for-betsy-mc-caughey-after-she-used-beyonc-lyrics-to-defend-trump#.oHEVC9f9L
Dan + Shay. “How Not To.” (2016, Dec 26). Retrieved From:
https://www.facebook.com/DanAndShay/photos/a.555882624464356.1073741824.548874401831845/1398958690156741/?type=1&theater
Retrieved From: http://psychology.anu.edu.au/about-us/people/john-charles-turner
Retrieved From: http://www.easp.eu/about/awards/henri-tajfel-medals/

Social Media and the Social Identity & Knowledge Gap Theory

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