Identity theory (IT) and social identity theory (SIT) are eminent research programs from sociology and psychology, respectively. We test collective identity as a point of convergence between the two programs. Collective identity is a subtheory of SIT that pertains to activist identification. Collective identity maps closely onto identity theory’s group/social identity, which refers to identification with socially situated identity categories. We propose conceptualizing collective identity as a type of group/social identity, integrating activist collectives into the identity theory model. We test this conceptualization by applying identity theory hypotheses to the “vegan” identity, which is both a social category and part of an active social movement. Data come from comments on two viral YouTube videos about veganism. One video negates prevailing meanings of the vegan identity. A response video brings shared vegan identity meanings back into focus. Identity theory predicts that nonverifying identity feedback elicits negative emotion and active behavioral response, while identity verification elicits positive emotion and an attenuated behavioral response. We test these tenets using sentiment analysis and word counts for comments across the two videos. Results show support for identity theory hypotheses as applied to a collective social identity. We supplement results with qualitative analysis of video comments. The findings position collective identity as a bridge between IT and SIT, demonstrate innovative digital methods, and provide theoretical scaffolding for mobilization research in light of emergent technologies and diverse modes of activist participation.
Each year the Communication, Information Technologies, and Media Sociology section of the American Sociological Association curates a special issue highlighting sociological contributions to technology and media studies. That tradition continued in 2020, even as everything else changed. The articles included in this year's special issue were mostly written pre-Pandemic, yet their implications seem amplified by the current historical moment. With a globe gone remote, mediated communication rose from a specialist academic subject to an acute social consideration, intersecting with and illuminating basic sociological concerns about inequality, the nature of work, family life, and the compounding effects of race, class, gender, and sexuality as they interplay with social and material conditions. These topics are all reflected in the articles from this year's issue, now inflected with a post-Pandemic reality that shows insights from CITAMS are needed now, more than ever.
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