How Media Plays During The Socialization And The Social Identity Creation ( Arnett )

1424 Words Dec 14th, 2016 6 Pages
While studies have shown the importance that media plays during the socialization and the social identity creation (Arnett, 1995; Suess et. al., 1998), less research has been done to specifically look at group dynamics that come into play during a media viewing experience. Therefore this study will analyze the group process of conformity within the entertainment experience.
Conformity
To the best of our knowledge, no study has looked into the social need to conform within the uses and gratification lens of media selection and enjoyment. Conformity has been described as individual tends to adjust their attitudes, beliefs, and behaviors in terms of group norms through shared, implicit rules (Cialdini, 2004). Historically, modern studies of conformity started with Asch’s (1955) modified replication from Sherif’s experiments (1936). In his experiment, Asch (1955) asked participants to view a card with a line on it then view the second card with three different length lines in which there was an obvious difference in length. When participants were in a group of confederates who stated that the lines were the same, Asch found that a third of the participants would conform to the confederates’ answer despite it being obviously wrong. In addition, conformity was stronger as the percentage of those in agreement were higher.
Later on, Kelman (1958) identified three types of conformity including identification, internalization, and compliance. In his conceptualization internalization…

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