Applications of Social Identity Theory to Research and Design in Computer-Supported Cooperative Work

Abstract

Research in computer-supported cooperative work has historically focused on behaviors of individuals at scale, using frames of interpersonal interaction such as Goffman's theories of self-presentation. These framings result in research detailing characteristics, personal identities, and behaviors of large numbers of connected and interacting individuals, while the social identity concepts that lead to intra- and inter-group dynamics have received less attention. We argue that the emergent properties of self-categorization and social identity, which are particularly fluid and complex in online spaces, provide a complementary perspective with which to re-examine traditional topics in social computing. We discuss the applicability of the Social Identity Perspective to established and new research domains in CSCW, proposing alternative perspectives on self-presentation, social support, collaboration, conflict, and leadership. We note methodological considerations emerging from this theory. Finally, we consider how broad concepts and lessons from the Social Identity Perspective might inspire CSCW work in the future.