SELF AND COLLECTIVE - COGNITION AND SOCIAL-CONTEXT

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 vanes with the social context. It argues that self-categorizing is inherently variable, fluid, and context dependent, as self-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.