The first is the case of "imitation," wherein the individual sees similarities in his/her social environment that this reinforces his/her self-concept or desired image (i.e., the image desired is the same for the individual and the social environment). However, when the individual sees that the majority or social environment does not subscribe to the desired image or behavior of the individual, s/he will adapt and assume a different behavior/image in accordance to the social environment or situation. This case is called "contagion."
Social identity theory's foundations are similar with social comparison theory, in that self-concept maintenance is highly dependent on the response or favorability of the social environment to the developed self-concept of the individual. As posited by Stets and Burke (2008), "[a] particular identity becomes activated/salient as a function of the interaction between the characteristics of the perceiver (accessibility) and of the situation (fit)" (231). Thus, when the social situation requires the individual to assume a different self-concept, s/he would do so if s/he is able and willing. Otherwise, the self-concept developed will be in direct conflict with the desire of the social environment, but then this would be the image that will determine and identify the individual for that particular social context.
Applying these theories in the media program "The Virtual Office," the viewers are introduced to the characters of Kathy and Jeanette. Both women, being employees of a packaging/delivery service company, were given the same assessment / performance review scores. However, interestingly, each woman responded differently to their boss's evaluation of her performance for the year.
Kathy, in the context...
Kathy's modesty and politeness throughout the review reflects confidence in self-regulation or controlled maintenance of her role as an employee of the company. Further, she managed to maintain an image that sets her apart from Jeanette, who almost seemed arrogant, ungrateful to her boss's evaluation, and simply disrespectful to her boss. In so doing, puts her in a favorable position because she was able to "conform" to the desired behavior that her boss expects her to behave as an employee: respectful of authority and grateful yet challenged to the performance scores given to her. Jeanette, on the other hand, showed complete loss of control of her self-concept as an employee, and perhaps she is not able to develop her self-concept to assume a behavior expected of her as an employee and a contemporary of the same level to her colleague, Kathy (Twenge, 2003:471).
References
Carver, C. (2001). "Self-regulation." In Blackwell Handbook of Social Psychology: Intraindividual Processes. A. Tesser and N. Schwarz (Eds.). MA: Blackwell Publishers.
Kaminka, G. (2007). "Towards a cognitive model of crowd behavior based on social comparison theory." American Association for Artificial Intelligence.
Stets, J. And P. Burke. (2008). "Identity theory and social identity theory." Social Psychology Quarterly, Vol. 63, No. 3.
Twenge, J. (2003). "Individual differences in narcissism: inflated self-views across the lifespan and around the world." Journal of Research in Personality, Vol. 37.
