Social Identification In Mass Media

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Social identification concept has been studied much in social psychology literature within the theoretical framework of social identity (Tajfel, 1978; Tajfel & Turner, 1979). Latest research has revealed that social identification has multidimensional structure rather than as a sole dimension itself. The importance of this concept is its power to uncover one important part of the self-concept, which is dependence upon the perception regarding the group membership one belongs (Turner & Oaks, 1986). Also, social comparison is one key component of the theory, which is associated with privileging one’s ingroup resulting in growing discrepancies between various groups (Tajfel & Turner, 1979). This, in turn, influences the manners and behaviours…show more content…
The social identification with a character in a TV series has been discussed from various approaches within the mass media literature and most of the time it is analysed in terms of the divergent but at the same time interconnected reactions given by viewers to the characters such as perceiving similarity (Hoffner & Cantor, 1991). One prominent framework in the mass media literature is ‘Uses and Gratifications’ (U & G) suggesting that it is the creativity of individuals leading them to catch gratifications in media messages (Katz, Blumler, & Gurevitch, 1974; Rosengren, Wenner, & Palmgreen, 1985). While this emphasises the individual or interpersonal level inspirations for reacting certain TV shows (Rubin, 1983; Palmgreen, Wenner, & Rayburn, 1980), gratifications are also related to social identity level of motivations. In other words, in order to empower one’s social identification with a certain group in mass media, individuals may pursue certain representation in mass media offering them social gratifications. In the present study these aspects of social identification with TV characters are discussed with the gender stereotypes in the case of…show more content…
They will be randomly selected among entrants of proficiency exam at the beginning of the academic year. In order to avoid the differences can be occur due to socioeconomic status, the students from middle class will be used in the analysis. The participants will be informed about the procedure through letters of explanation and consent forms, and their personal information will be kept confidential.

Procedure
The students consist of 50 males and 50 females will be given the questionnaires in a private location in the campus during the first semester of the academic year. They will be asked first to complete the questıonnaire developed by Buchanan & Hoffner
GENDER AND SOCIAL IDENTIFICATION

(2005) measuring their perception of correspondence of attitudes and traits of characters. Then, in order to measure their identification with characters they will be asked to complete Cameron’s (2004) “Three Dimensional Strength of Group Identification Scale” consists of 12 items. Measures
The measurement tools utilised in this study are derived from the previous studies, through which analyses with valid results are conducted. Translation and back-translation of these measurements will be made based on the respondents’ native language which is Turkish.

Perceptions Regarding

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