Social Identity Theory

Social Identity Theory is all about people that categorise themselves into groups, this way they are able to construct their personal identities which influences them for the rest of their lives. 

This theory was proposed by Henri Taiffel and John Turner. They put their theory into three main sections, Categorisation, Identification and Comparison.

Categorisation: This is when people place themselves and others into specific categories. These can be based upon age, gender, ethnicity or social classes. Examples of this is by saying someone is Jewish, a dancer, of an older generation or even a chav. 

Identification: In this part of the theory it's all about how you chose which group you believe you are apart of. This is your in-group, which could be your family and friends. Your group helps you feel like a sense of belonging and will essentially boost your confidence. Furthermore there is your in-group and an out-group (which is meant to act as a threat to your group).

Comparison: Groups now decide to compare themselves to other groups to see if they have similar common grounds or not. This is like in the younger generations when they divide themselves into further sub-groups based on fashion, music, hobbies and other interests that consist to make them.


Examples of Two Complete Different Social Groups

Skinheads- These are usually a group of working class people in London in the 1960's. Their name comes from their short/bald hair style. Their fashion style originate from the mod look, however the skinheads were then formed by the 'hard mods'. Also this social group was influenced by rudeboys (Jamaican immigrants)   

There music influences is mainly punk, they wore tight white shirts with braces, jeans a Dr martin boots. 

Hippies- A group formed in the 60's in America, there famous motto "make love not war" set the motion in for flower power. Their main image consisted of this psychedelic, free flowing and floral clothing that had a counter culture to the typical white picket, clean cut, american look. At the time America was fighting in the Vietnam war, so the Hipsters were set against the war and brought literature, film, media and protest to try and overcome this fighting. 

How does this Theory apply to Music Magazines?

This links in with music magazines as people do categorise and identify themselves into their personal music preferences. People do begin to judge and question others if they do not have the same interests in music, such as in Pop that is mainly aimed towards the younger generations who are innocent and who are 'clean cut' and have good role models.

Unlike the rock genre who are expressed as rebels and explicit in various ways.They seem to have this 'bad boy' image for their fans. In the magazine it must be set to a specific genre to work, as like pop and rock they are the complete opposite to each other, meaning that you can't create a music magazine that will appeal to everyones interest.