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
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?