Now let’s take a look at Collective Behavior.
This is a different beast alt together because
now we’re moving away from the individual
and we’re moving towards a collective work group.
So we say the collective behavior is
a group driven type of behavior
that encourages people to engage in behaviors
that maybe considered atypical.
Again, we’re looking at individuals that are
doing things that might be outside of the social norms
not because as an individual they want to
or because they’re following a larger group.
So some of the characteristics
of a collective behavior include
things the fact that they’re short-lived.
So we’ll see in the next couple of slides
things like trends and fads
these are very short-lived, you’re following
the collective group and instilling in that behavior.
So say for example, and we see this all the time
with certain behaviors like say smoking.
Smoking was very, very prominent
in the 50's and 60's.
And if you look at images or movies, everybody smoking.
And the group follows that and it seems that
everybody was smoking in the age groups
that started to smoke at younger
and younger and younger.
But then, eventually, we realize that this isn’t
really healthy and hey I really don’t want cancer.
And so we start to see a shift away from that.
And you’ll see there's a lot of
different health phenomenon,
different diets and different things that people
follow that collective behavior you tend to follow that.
Another characteristic of this type of behavior
is that there's no membership requires.
You don’t need to be part of a special group.
Anybody and everybody can join
this movement this collective behavior.
You can just continue decide to follow that.
You can also decide to not
follow that at any point.
And the other main point is
that you’re violating a norm.
This does necessarily mean
that it’s a illegal thing
you’re just simple deviating from that norm.
So if the norms says
“Well, everybody smokes.”
And all of a sudden you’ve decided
not to smoke or vice versa
is that everybody smokes
and you don’t smoke.
You are just going against the norm.
And so putting this three together
gives you a collective behavior.
Now let’s take a look at three main types.
I've already eluded to one. So Fad.
We have Mass hysteria and we have Riots.
Here’s an example of a fad.
So not sure if you remember this fad
but this is something called planking.
It’s an odd thing where people go on odd objects
and lie down and balance their body
on their stomach or on their core
and look like a piece of wood or a plank
that’s the name planking.
And somebody did this and put it up
on social media and it caught fire.
All of a sudden everybody was
taking pictures in odd places planking
and was putting it up on social media.
And then it will get a lot of likes.
And this snowballed into this crazy fad
which was quite short-lived.
I think after people start to
falling and hurting themselves.
And it just became passé saying
there's another planking picture.
That’s an example of a fad.
We can have things like mass hysteria.
This is when the collective or
the groups has ideas of fear
or rumors that something really, really bad
is going to happen or is happening.
Now it’s not always founded but what happen
is the groups starts to move towards that behavior
and others follow because of the fear.
Again can be quite short-lived.
So an example of this is usually around illness.
So they think that there's
a mysterious illness going around
and we call that mass psychogenic illness.
It’s not always founded,
it’s not always for real.
But people get really, really worried.
And so everybody starts wearing mask
and there's health advisories and
the government starts getting involved
make sure you sanitize your hands and
wear a mask and everybody kind of starts
getting really worked up but at the end of the day
they were just the handful of people
it was because they really didn’t
follow the appropriate steps
so they're engage in some inappropriate type
of situation where they were exposed
and this is something that’s going
to normally impact the rest of society.
but people still kind of get quite upset.
Some other examples of mass
hysteria things like extreme weather
or larger events in the news.
So in today’s society especially
in the U.S we have the news
I’m not going to point out the specific channel
but you’ll have sort of a ticker tape on the side
you have a little panel on the other side
showing some late breaking event,
some ticker tape has different colors
flashing red means terror alert
and orange means the worlds going to explode
and integrate with all that information.
And it’s almost like they’re trying to
establish a certain level of hysteria
where people are constantly worried
about what’s going on right now.
Extreme weather there's a tornado coming,
there's a tornado coming
or it’s just going to be an extreme weather warning
and people start boarding up their windows
and getting their emergency kits ready
and their all hiding in the cellar.
and it’s just normal rain that end up happening.
And so this mass hysteria can happen
to people to collective follow.
If you notice your neighbor boarding up his windows
and getting a whole bunch of cans of soup
and has a biohazard suit on
you probably going to start
asking questions and wondering
“Well geez, should I be doing that?”
And you start following.
Well maybe, I will be going to get
a couple of cans of soup and get my mask on
even though it’s not founded.
When you realize that it all passes
and you know this quite as short-lived.
Riots is another one and it kind of falls
along the lines of mass hysteria.
But this one is a little bit more violent in nature
and it’s usually a little more public as well.
So we defined this as characterizes
large group of individuals lashing out
in violent public disturbances against
authority breaking up property
and gathering as a group.
So here typically, we’re going against societal norms.
And its usually in response to a trigger.
A lot of times it’s political,
its economically driven
where those who are less privileged or are
going against a more dominant social norm
because they feel like they have been
cast out they will respond by rioting.
A lot of times this happens in response to
even things like sporting events.
and when their team loses they’re
quite upset and they’re deviating from
the normal behavior that you should have
and start destroying everything.
Again very short-lived, a lot of people
follow but then realize that
they’re going against societal norms
and there's consequences for that.
So all these collectively together show you how
you can have normal or normative behavior
and non-normative behavior.
What drives that and what are
some of the consequences of it.