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3. History of the Study of Collective Behaviour (cont’d)

SBI/Sociocybernetic Perspective (McPhail) – emphasis on

 understanding how people control, regulate their own

 behaviour, how this influences the behaviour of others in

 interaction, and how this can ‘spread’ to form the basis for

 collective behaviour

Individualist Theories – ‘Convergence Theory’, ‘Learning

 Theory’ , Social Identity Theory’ – focus on individual

 personality traits, the coming together of these in combination

 with one another, igniting group behaviour (e.g. a bunch

 of gullible people coming together).

Miller and Dollard (1941) Social Leaning and Imitation, also

 Hogg and Abrams (1988), Social Identifications

group behaviour as the sum of the parts?

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