Social Identity Theory

Abstract

Social identity theory (SIT) provides a framework for explaining intergroup behavior and intergroup communication based on the inherent value humans place on social group memberships, and their desire to view their specific social groups in a positive light. This desire can lead to intergroup prejudice and conflict. Within the media sphere, SIT can help us understand the links between media ownership and media content, the nature of group portrayals in dominant‐group‐owned media, group‐based selective consumption of specific media messages, and the effects of exposure to that content for dominant and subordinate group members. Newer Internet‐based media provide new challenges and opportunities for those taking a broad social identity approach to mass communication.

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