Collective behavior refers to forms of social behavior in which people collectively bypass or subvert established institutional patterns. It was once thought to be highly emotional and irrational, but research shows it is more cautious and less emotional. There are various types of collective behavior including crowds, audiences, masses, fashions/fads/crazes, disasters, publics, social movements, and mass communication through media like newspapers, radio, television, and film. While some seek to resist change, collective behavior generally leads to social changes through the establishment of new social norms and values.

1. COLLECTIVE BEHAVIOR

2. What exactly is collective behavior?
There is no single definition of collective behavior
but Turner and Killian define it as “forms of social
behavior in which the usual conventions cease to
guide social actions and people collectively
transcend, bypass. Or subvert established
institutional patterns and structures” (1987:3).
Collective behavior was once believed to be highly
emotional, irrational, and spontaneous, but recent
researches reveal that collective behavior is
characterized by more caution and less emotion than
was originally believed.

3. Various explanation and theoretical formulations have
given to describe the conditions that bring about
collective behavior, these are:
Convergence Perspective
-this explanation is premised on the idea that
human behavior is determined by forces within the
individual.
Emergent Norm Perspective
-this view was proposed by Turner and
Killian(1987:36) and expanded by others.
-characterized by unanimity but by differences in
expressions and emotions.
-these people interact with each other guided by
symbols and an emergent norms comes about.

4. Types of Collective Behavior
The Crowd
-a crowd is said to be a transitory group of
persons in an ambiguous and, to some degree,
unstructured situation where participants do
not have a clear and pre-existing knowledge of
how to behave but feel that something can be
done.
-milling, anonymity, suggestibility, and
circular interaction may be seen in the crowd.

5. Types of Crowd
Casual Crowd
-is a spontaneous, loosely organized and very
momentary type of grouping whose members came
and go.
Conventionalized Crowd
-characterized by established regular ways of
behaving, depending upon the time and place of
performance and order of activities.
Acting Crowd
-the type mostly observed by sociologist. The
more common motivations are rage, fear, and hate.

6. Expressive Crowd
-characterized by rhythmic activity,
intense emotional contagion, and
emotional release. The crowd acts but it
does not develop any goal, nor is there an
agent or external condition that serves as
a target of attack.
-the activity of crowd is channeled to
unrestrained physical movements that
release their anxiety, tensions,
frustrations, or emotions.

7. Types of Collective Behavior
The Audience
-often confused with the conventionalized
crowd is the audience as a “form of
institutionalized crowd” (1944:399-400).
-the spectators or audience are usually
passive and are controlled by certain cultural
codes.
-the audience gather for a specific purpose
like entertainment or getting information on a
certain subkect.

8. Types of Collective Behavior
The Mass
-unlike the crowd, the mass is a diffused collectivity. It
is made up of a number of disparate individuals, each
responding independently to the same stimulus.
-the mass has no social organization, no established
leader, no structure of statuses and roles.
-each member makes a decision independently, so that
discussion is not crucial. The mass only results in a
convergence of decisions.
-mass behavior may be seen in migration, evacuation,
rush to mining sites or to reported places of miracles and
faith healers.

9. Types of Collective Behavior
Fashions, Fads, Crazes
-fashions, fads, crazes are forms of diffused
collectivities and mass interactions.
-they meet the human need for excitement
or self expressions and self esteem, so that
one’s ego is boosted if one is considered as
fashion plate.

10. Fashions, Fads, Crazes
Fashion
-applied to the relatively short-lived,
socially approved variations in clothing and
adornment, art, housing and furniture, and
other areas of behavior.
-it reflects the prevailing interests of a
society and is centered upon the spread of
change in taste and lifestyle.

11. Fashions, Fads, Crazes
Fads
-passing fancies or novelties of
interest related to trivial deviations
from conventional behavior.
-a careful qualitative study of fads
shows that they are specially numerous
in periods of group crisis, so they may
serve to divert one’s attention from the
problem at hand.

12. Fashions, Fads, Crazes
Crazes
-new activities which become important in
life of the community, exciting persons who
become subsequently preoccupied with these
activities.
-crazes are usually very fleeting in duration,
generate interest rapidly, and after the
excitement collapse suddenly.
-according to Smelser (1962:171) refers to
mobilization for action based an a positive wish
fulfillment belief.

13. Types of Collective Behavior
Disaster Behavior
-as the name suggest, this is the type of
behavior elicited in times of disasters such as
earthquakes, volcanic eruptions, typhoons or
hurricanes, and coup de etat.
-disaster behavior combines both crowds
and mass behavior. Some kind of mass
hysteria and panic follows as people scamper
for safety.

14. Types of Collective Behavior
Public
-like the mass, the public is dispersed
collectively, and like the crowd, it includes the
elementary processes of milling and rumor.
-unlike the mass, which is confronted by a
problematic situation, the public is faced with
an issue, a matter on which people have the
right to agree or disagree.

15. Types of Collective Behavior
Public Opinion
-the collective product of discussion and
arrival at a decision is public opinion, which is the
result of interaction vis-à-vis an issue.
-public opinion is the composite of individual
opinions as these are communicated to the
leaders empowered to render a decision.
-public opinion may be expressed through the
ballots referendum, letters, petitions,
delegations, meetings, and interest groups.

16. Types of Collective Behavior
Mass Communication
-mass communication is organized
communication through organizational
structures.
-the role of media is primarily to inform, give
entertainment, and provide education. The media
is important source of information and of
personal opinions about current affairs.
-mass media can also provide warnings about
some imminent threats or dangers, like typhoons,
fall-outs, lahar threats, and military attacks.

17. Types of Collective Behavior
The Newspaper
-a channel for disseminating information to a large
number of persons.
-it relays to the public the news, comments, and
opinions crystallized by opinion leaders-the editors and
columnist.
-it covers issues of local, national, and international
importance and is an important instrument for breaking
through to public opinion and social consciousness.
-in 1986, there were 26 newspaper in the country
competing for readership, which was made possible as a
result of the newly restored freedom.

18. Types of Collective Behavior
The Radio
-a powerful medium as it can reach a wide and
extensive audience, since it can beam its program over an
area of several miles.
-as of 1989, there were 46,435 radio broadcast stations
in the Philippines. Of this number, 2,312 stations are
government-owned and 38,123 are privately owned.
-a study by Coller (1961:53-58) of the impact of radios
donated to isolated rural Philippine barrios and distributed
by CARE 1959-60 revealed the radio listeners of both sexes
preferred the drama to all other types of radio offerings.

19. Types of Collective Behavior
Television
-the uniqueness of the television as compared to the other media
except the movies, is the use of both sight and sound in conveying
ideas to the people.
-television’s advantage over the radio is in its use of visual
projection of events so as to make them more real and stimulating.
-through intended primarily for entertainment, it has far reaching
effects on viewers and can wield a powerful influence in them.
-significant events, both local or international, are brought
directly into the homes of the viewers.
-the establishment of satellite networks has given live coverages
of events taking place throughout the world and thus has provided
global free flow of information.

20. Types of Collective Behavior
Motion Pictures
-like television, motion pictures are primarily for
entertainment, but at the same time are informative
and instructional.
-some films may be effective in cementing or
changing attitudes to some degree; films will be
influential in affecting those attitudes that are remote
from the apparent purpose of the film; film sometimes
implants or strengthens attitudes opposite to those
intended; noncommercial films can be utilized to
increase the information of the audience.

21. Types of Collective Behavior
Social Movements
-a social movement is an interrelated and coacting
unity persons with some degree of organizational
continuity aimed to promote or to resist change in the
society of which it is a part.
-a social movement emphasizes social change. It
comes about as a result of stressful conditions in one’s
environment which cause unrest and dissatisfaction
with existing conditions. An important factor in
bringing about a social movement is the ability to
organize the resources in support of one cause.

22. Social Movements
Types of Social Movements
1. Expressive movement- form of dissent resulting from the
existing structure of power. It is not directed to bring about
changes in power relations but is a kind of response to a sense of
powerlessness or alienation and dissatisfaction.
2. Reform Movements- directed at changing certain aspects
of the social class structure or a segment of the power distribution
of a social system. The most common goal of reform movements
is to make the existing social structure work more effectively by
extending certain rights or privileges to given groups.
3. Rebellion and Revolutionary Movements- aim to change
the whole social order and replace the leadership. Revolutionary
movements involve more sweeping radical, if not violent, changes
in the society.

23. The February 22-25, 1986 People’s
Power Revolution
A notable and unique type of revolution,
different from the armed and violent
revolutions we commonly read about, was the
February 22-25, 1986 People’s Power
Revolution on EDSA, Quezon City. It was
unique in the sense that it was a nonviolent,
peaceful revolution which brought about the
toppling of an almost twenty years’
dictatorship and the eventual restoration of
democracy in the country.

24. Social Consequences of Collective
Behavior
Collective behavior is a result of social change which
promotes non-institutional courses of action with a normative
justification. While some circumstances strengthen resistance
to change, in most cases, collective behavior leads to changes.
Developments in technology and other changes like
urbanization, industrialization, increase in population, and the
coming together of diverse ethnic groups open up new self-
conceptions and create new value perspectives which
challenge existing traditional norms and values. Widespread
collective behavior does not necessarily bring about change.
According to Turner and Killian (1957:526), widespread
collective behavior becomes a vehicle for change when
diverse cultures come in contact within a society and supply
new values around which collective behavior will become
focused.

25. Collective behavior may result in
new directions of the culture and
establishments of new folkways,
mores, and values. Thus, collective
behavior plays an important part in
the process of social change.

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