COMS 315 Lecture Notes - Lecture 99: Communication Accommodation Theory, Social Identity Theory
28 Dec 2017
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Document Summary
Social identity theory (sit: early 1970s, 3 strategies to remedy negative social identity, 1. Portrayals of women in sports coverage are both qualitatively and quantitatively different from those of their male counterparts. Women constitute a mere 5% of coverage on sports commentary shows, despite the fact that they compose 40% of sports participants. Offers an explanation for how and why different individuals/groups alter their communication patterns and identity process in intergroup contexts. Hypothesis: female (vs. male) newspaper reporting will be perceived as deviant from social norms and hence will be judged as less valuable and trustworthy. Similarly, black newspaper reporters will be seen as less qualified, competent, and likeable than their white peers, in the context of traditionally whitedominated sports because of the perceived divergence from sociohistorical/stereotypebased expectations. Moreover, white and black women will be limited (in terms of favorable evaluations) to domains traditionally associated with both their gender and race.
