Group Behavior: Apply It

Lumen Learning

Group Behavior: Apply It

Understand the concept of conformity and the difference between normative and informational social influence
Describe Stanley Milgram’s experiment and its implications
Describe group dynamics such as groupthink, group polarization, deindividuation, or social loafing
Describe aggression and bullying
Explain the bystander effect and reasons people may not choose to help others

In this section, you learned several different, but related, concepts that describe phenomena observed in individuals as a result of group dynamics. We’ll take a look at how these concepts can have real and significant impacts on our daily lives, but first, let’s check for understanding and mastery.

Social Media and the Polarization of the United States

Often when reviewing landmark studies like the Milgram experiment, we can have a sense that individuals in modern society are less susceptible to conformity pressures than those in the past, or that we ourselves would not fall prey to these pressures. However, evidence shows that group polarization, groupthink, and conformity are as relevant to individual behavior today as they ever were. Bringing awareness of how these group pressures influence our lives gives us greater agency when making choices. In the video Social Media and Political Polarization in America, we’ll take a look at how social media might contribute to, and intentionally exploit, these phenomena.

Watch the clip from the following video (just until the 6 minute, 10 second mark) and consider the questions below:

You can view the transcript for “Social media and political polarization in America | 60 Minutes” here (opens in new window).

Based on what you saw in this video, how is social media contributing to group polarization within our society?

Remember that Group polarization (Teger & Pruitt, 1967) is the strengthening of an original group attitude after the discussion of views within a group. If individuals are systematically shown media and posts that not only align with their original beliefs, but are often more extreme, they will slowly but reliably polarize in their belief systems.
What role does conformity play in the effect of social media on beliefs, attitudes, and behavior of individuals? What about groupthink?

When people see others expressing certain opinions or engaging in certain behaviors on social media, they may be more likely to conform and adopt those beliefs or behaviors themselves. This becomes more likely when we’re systematically shown messages and media that are congruent with our original beliefs and not exposed to differing opinions or data. Social media can also amplify groupthink by creating online echo chambers where individuals are exposed only to information and opinions that support their pre-existing beliefs, and where dissenting opinions are either not heard or dismissed outright.
What potential negative consequences can arise from social media’s impact on group polarization, conformity, group think, and aggression in our society?

Social media can contribute to the polarization of society by amplifying and reinforcing existing divisions as well as diminishing empathy and understanding for those with different beliefs and values. The online environment can often facilitate aggression and cyber bullying due to the perceived distance and depersonalization of the online environment. Since aggressive or angry content tends to get exponentially more interaction online, these are the messages that become most predominant in our feed. When these become the dominant narrative, and dissenting or moderate voices are marginalized, conformity and groupthink can lead to expression of more extreme viewpoints becoming more and more common.
What steps can be taken, both individually and at a societal level, to mitigate the negative effects of social media on group polarization, groupthink, and conformity?

Hold social media and marketing companies accountable, encourage critical thinking, promote diversity and encourage civil discourse, develop empathy, and encourage responsible social media use.