Applications of Social Identity Theory to Research and Design in Computer-Supported Cooperative Work

Research in computer-supported cooperative work has historically focused on behaviors of individuals at scale, using frames of interpersonal interaction such as Goffman's theories of self-presentation. These frames prioritize research detailing the characteristics, personal identities, and behaviors of large numbers of interacting individuals, while the social identity concepts that lead to intra- and inter-group dynamics have received far less attention. We argue that the emergent properties of self-categorization and social identity, which are particularly fluid and complex in online spaces, provide a complementary perspective with which to re-examine traditional topics in social computing. We discuss the applicability of the Social Identity Perspective to both established and new research domains in CSCW, proposing alternative perspectives on self-presentation, social support, collaboration, misbehavior, and leadership. We propose a set of methodological considerations derived from this body of theories and accompanying empirical work. We close by considering how broad concepts and lessons from social identity provide a valuable lens for inspiring future work in CSCW.