2. A Brief Outline
Turner and Tajfel came up with the theory of social
identity. The believed that as humans we can instantly
categorise people and compare them to each different
group. This could be that the group is Manchester United
fans and then comparing them to Liverpool fans. We all
have a group and we tend to be bias about the groups
that we choose to be in. this could be in the case of music
videos that you like pop videos better than rock videos
because you like the music better. Whatever group the
audience is in they will be bias towards it. However, every
individual that is in a particular group operates for the
goal of enhancement and this will be based on the
esteem of the group.
3. 2 Belief systems to achieve
enhancement
1. Social mobility belief system
Belief that intergroup boundaries are permeable. So, it is possible for someone to pass
from a lower-status into a higher-status group to improve social identity.
So in music videos this could be skipping between artists that have different
audiences, and some that will have higher status audiences. This could be switching from
a mainstream artist to an artist that is more niece. This will allow that individual to stand
out from the crowd and seem like they are better than following the mainstream
bands/artists.
2.Social change belief system
Belief that intergroup boundaries are impermeable. Therefore, a lower-status individual
can improve social identity only by challenging the legitimacy of the higher-status group's
position.
Cognitive alternatives
Belief that the status quo is unstable and illegitimate, and that social competition with
the dominant group is the appropriate strategy, to improve social identity.
Social creativity
Group-based behavioral strategies that improve social identity. but do not directly attack
the dominant group's position.
4. How will this relate to my music video
This will relate to my music video as it will allow me to see
how an audience reacts to media and the groups that my
target audience will belong to in order to enhance the video
for them. It will help me to target all of the social groups
within the theory, and for that audience it will hopefully
reflect them better, making the video more entertaining.
For example, I would be have a target audience of teenagers,
so they may be interested in the outdoors and the countryside
as they enjoy country music. This would mean I would be able
to use the countryside to get them more interested in the
song, and allow the video to enhance the experience. This will
allow the video to fulfil its purpose of being a marketing tool
for the actual songs.
