1. Explanations of Crowd Behaviour A. Contagion Theory B. Convergence Theory C. Emergent-Norm Theory

2. A. CONTAGION THEORY  Focuses on the social-psychological aspects of collective behaviour; it attempts to explain how moods, attitudes, and behaviour are communicated rapidly and why they are accepted by others.

3. This theory asserts that…  People engage in anti-social behavior because they are anonymous and feel invulnerable  Individuals with rational minds turn into a “single organism” with a collective mind  Because fear and hate are contagious in crowds, people do things collectively that they would never do as individuals

4. B. CONVERGENCE THEORY  Focuses on the shared emotions, goals and beliefs that many people bring to crowd behavior.

5. This theory asserts…  People have individual characteristics in common that bring them together in crowds to express a collective emotion.  These crowds SHARE a common belief or emotion before they gather

6. C. EMERGENT-NORM THEORY  People develop their own set of norms for behaviors to fit the situation.  This view represents the use of symbolic-interaction paradigm.  Crowd behavior is neither as irrational as contagion theory suggests, nor as deliberate as convergence theory implies.  Crowd behavior reflects the desires of participants but is also guided by norms that emerge as the situation unfolds.

7. Example…  Cheering vs. Booing in a crowd  People will applaud independantly, but will wait to coordinate their booing with other people so that they don’t boo alone.

8. Mass Behaviour A. Rumours and Gossip B. Mass Hysteria and Panic C. Fads and Fashions

9. MASS BEHAVIOUR  A collective behaviour that takes place when people respond to the same event in much the same way.

10. Rumours  Are unsubstantiated reports on and issue or a subject.  May contain a “kernel” of truth  Spread  Serve the interest of those spreading them  Often spread when little information is available on an issue of great concern  Usually don’t stop until information proves them wrong  With technology can spread very easily and quickly

11. Gossip  Refers to the personal lives of people  Not necessarily about people we actually know personally

12. Mass Hysteria and Panic  A form of dispersed collective behaviour that occurs when a large number of people react with strong emotions and self-destructive behavior or a real or perceived threat  EXAMPLES??

13. Fads and Fashions  A fad is a temporary but widely copied activity enthusiastically followed by a large number of people  Media can bring these fads to large audiences around the world

14.  Fashion: may be defined as a currently valued style of behavior, thinking or appearance.  Child rearing, sports, clothing, music and art  Most sociological research has focused on clothing, particularly on women’s apparel