Social Identification Theory

In this essay, I will be exploring the Social Identification Theory by applying it to the phenomenon of the Amyotrophic Lateral Sclerosis (ALS) Ice Bucket Challenge.

Originally developed by Tajfel and Turner in 1980s, the Social Identification Theory introduced the concept of a social identity in order to explain group behaviour (Tajfel & Turner, 1979). A social group is defined as two or more individuals who perceive themselves to be members of the same social category or share a common social identification (Severin & Tankard, 2014). According to Severin & Tankard (2014), social identification is a cognitive process, so members do not have to relate to each other face-to-face and a formal group structure is not required. In addition, group

However, regardless of these criticisms, it is undeniable that the challenge has brought an enormous amount of attention to ALS and even raised $115 million in donations for the ALS Association (The ALS Association, 2014b), which is a 2300% increase from the $5 million that the association raised during the same time period in the previous year (Klimas,

It recognises how certain behaviours have wider social implications as it demonstrates clearly how the society as a whole influences the actions of individuals, which can be put to good use for purposes that will benefit the society, such as raising awareness for illnesses like ALS.

All in all, by applying the Social Identification Theory on the ALS Ice Bucket Challenge, I have explained and examined the theory in terms of its applicability to the phenomenon of ALS Ice Bucket Challenge as well as address some of its limitations and benefits. The theory has also given us an understanding that if it is applied correctly, social groups can become effective agents of change that will begin to lead to more changes and development in many critical areas, as in the case of the ALS Ice Bucket