Social norms as communicative phenomena: A communication perspective on the theory of normative social behavior

Geber, Sarah; Hefner, Dorothée

doi:10.5771/2192-4007-2019-1-6

Cited by 87Behavioral Health and InterventionsPsychology of Social InfluenceSocial Power and Status Dynamics

Social norms as communicative phenomena: A communication perspective on the theory of normative social behavior

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Geber, Sarah, Hefner, Dorothée·2019·Studies in Communication | Media

DOI 10.5771/2192-4007-2019-1-6

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Abstract

Much of human behavior is influenced by social norms.Although communication represents one important mechanism through which norms are formed and disseminated, the role of communication has not yet received sufficient attention in social norms research.The present paper develops a communication perspective on normative social influences by applying the theory of normative social behavior (TNSB) as a guiding framework.Taking into account recent and significant changes in our media environment, propositions on the role of communication with referent others (online and offline) a) in the building of norms and b) for the moderation of normative social influences on behaviors are stated.We discuss the benefits and limitations of our communication perspective and raise questions that should be considered in future research.

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Social norms are tied to groups and influence an individual's behavior because the group is relevant for the individual in the respective social context.
“Social norms are tied to groups and influence an individual's behavior because the group is relevant for the individual in the respective social context (Geber & Hefner, 2019; Hogg & Reid, 2006).”
From The Impact of Social Norms on Adolescents’ Self-Presentation Practices on Social Media (2024) · cites this paper as Geber & Hefner, 2019

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Authors: Geber, S., & Hefner, D.
Affiliations: University of Zurich (CH)
ORCID: Geber, Sarah
Hefner, Dorothée
Venue: Studies in Communication | Media
Publisher: Nomos Verlag
Published: 2019
Volume: 8
Issue: 1
Pages: 6-28
ISSN: 2192-4007 (ISSN-L)
DOI: 10.5771/2192-4007-2019-1-6
OpenAlex: W2926470829
Cited by: 87
References: 97
Citations by year: 2026: 10 · 2025: 21 · 2024: 22 · 2023: 13 · 2022: 9 · 2021: 9 · 2019: 3
FWCI: 5.95
Type: journal article
Language: en
Open access: diamond
doi.org
Licence: cc-by
Locations: Studies in Communication and Media (publishedVersion, cc-by)
Zurich Open Repository and Archive (University of Zurich) (acceptedVersion, cc-by-nc-nd)
DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
Zurich Open Repository and Archive (University of Zurich) (submittedVersion, cc-by-nc-nd)
Zurich Open Repository and Archive (University of Zurich)
Topics: Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
Social Sciences › Sociology and Political Science › Psychology of Social Influence
Social Sciences › Sociology and Political Science › Social Power and Status Dynamics
Keywords: social norms, theory of normative social behavior, normative influence, norm formation, online communication, offline communication, media environment

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Social norms as communicative phenomena: A communication perspective on the theory of normative social behavior

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