Desindividualização e emergência de normas sociais numa audiência: experiência de campo sobre o comportamento colectivo

Abstract

In this paper two conflicting theories were compared with each other: «deindividuation» theory which represents a psychological and individualistic approach to the study of collective behavior and «emergent norm» theory which reflects a sociological point of view. In a 2x2x2 experimental design audiences composed of acquaintances or strangers were watching an emotionally arousing film. Within these two conditions people sat either very close together or further apart in a darkened or lighted room. Consistently with a modified version of emergent norm theory, acquaintances showed more impulsive behavior, contentment with onself and attraction to the group than strangers who are more anonymous to each other. Moreover, first order interactions of the acquaintanceship condition with the physical proximity and the identifiability variables seems more in accord with the emergent norm hypothesis than with deindividuation theory. In conclusion it was argued that the concept of anonymity requires further specification.