Group-level prosocial behaviour and social identity

: an analysis of appeals for support in anti-deportation campaigns

Abstract

Prior research indicates that group-level prosocial behaviours are more likely when aligned with social identity and hence with self. Psychological dynamics pertaining to the boundaries, content, and interests of social identity are known to be important in producing such alignment. This thesis aimed to extend and enrich current understandings of relationships between group-level prosocial behaviour and social identity by investigating appeals for support in the context of anti-deportation campaigns – examples of real-world prosocial causes – paying particular attention to the role of social identity boundaries, content, and interests.

Study 1 was an in-depth qualitative investigation of appeals for support in a contemporary anti- deportation campaign. Study 2 was a broad qualitative analysis of appeals for support across twenty campaigns spanning 1979-1996. Analyses found that across these different analytical contexts, appeals for support sought to present those in need of help as part of a collective self and to align helping behaviour with ingroup identity and interests. However, different campaigns did so in very different ways. These differences raise a number of conceptual insights that take us further in our understandings of social identity and group-level prosocial behaviour.

Studies 3-5, a series of controlled experiments, found evidence indicating that appeals based on social identity boundaries and ingroup interests are effective in generating campaign support. In light of methodological considerations, firm conclusions could not be drawn regarding the effects of appeals based on social identity content.

The results of this thesis contribute to the further development of our understandings of group-level prosocial behaviour, offering a detailed account of the ways in which psychological dynamics pertaining to social identity may be marshalled in real-world efforts to promote such behaviours. In addition, this research raises important conceptual insights, particularly regarding the intersection of different prosocial humanitarian and political goals in the context of prosocial group-level causes.

Date of Award	22 Jun 2016
Original language	English
Awarding Institution	University of St Andrews
Supervisor	Stephen David Reicher (Supervisor)