Self and Collective: Cognition and Social Context

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Abstract
The relationship between the self and the collective is discussed from the perspective of self-categorization theory. Self-categorization theory makes a basic distinction between personal and social identity as different levels of self-categorization. It shows how the emergent properties of group processes can be explained in terms of a shift in self perception from personal to social identity. It also elucidates how self-categorization varies with the social context. It argues that self-categorizing is inherently variable, fluid, and context dependent, as sedf-categories are social comparative and are always relative to a frame of reference. This notion has major implications for accepted ways of thinking about the self: The variability of self-categorizing provides the perceiver with behavioral and cognitive flexibility and ensures that cognition is always shaped by the social context in which it takes place.