Social Identity Theory

As derived from social identity theory (SIT), secondhand embarrassment theory studies the effect a person’s social identity has on the level of secondhand embarrassment they experience, as a result of viewing a social media post. Social identity theory suggests that people are aware of their social groups and that these groups are important to how one thinks or feels about themselves as individuals (Tajfel & Turner, 197494). SIT also discusses that once people associate themselves with a group, they will strictly refer to their group as “us” and the other group as “they”. This will encourage individuals to act differently towards those not a part of their group (Kruglanski, Higgins, & Van Lange, 2012).
SIT focuses more on the categorization of individuals into groups. Secondhand embarrassment theory only barrows some ideas from SIT, like the idea that the level of social identity a person has with a group will affect their behavior towards them. Social identity theory only covers face-to-face interactions, but our theory introduces communication through a different channel, in...
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