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They have become a familiar part of the Internet space. There is no need to meet in one place, it is enough to post a photo or video with a hashtag on the Web to encourage hundreds of users to donate money to charity or pay attention to social problems. Why has this form of interaction become popular? Psychologists identify four main reasons.
Basic Ideas
- Flash mobs help us feel important. This is a personal moment of glory.
- A person is always more comfortable in a group.
- The Internet and participation in various events is a way of self-expression.
- We want to be like celebrities, wanting to imitate them, we participate in flash mobs.
Flash mobs came into fashion about ten years ago. Through the Internet, people agreed on the time and place of the meeting, gathered in a public place, and at the appointed hour, quite unexpectedly for passers-by, they began to perform their routine – dancing, singing, or doing something else unusual. Some turned into a real show, and their videos became viral and quickly gained popularity on the Internet. Now flash mobs are moving entirely to the Web. Physical presence is no longer required. With minimal effort, we receive feedback from the world, confirmation that we are.
Psychologists identify four main reasons forcing people to take part in online performances.
1. Feeling of self-importance
At the heart of any flash mob is an official idea – to draw attention to the problem, raise funds for charity, release accumulated emotions or popularize cultural values. Duke University psychology professor Dan Ariely notes that everyone strives to create an image of a good, respectable person.1. Participating in flash mobs with noble ideas is one of the easiest ways to achieve this goal.
Post a picture on the web, sitting on the couch, — easier than doing something in the real world. At the same time, we receive an immediate reward – likes, reposts and comments from our virtual friends. In 2007, a team led by University of Michigan School of Computer Science professor Nicole Ellison investigated how young people use social media. Scientists have concluded that active activity in social networks contributes to an increase in self-esteem and level of satisfaction with life.2.
“Group actions make it possible to feel involved to some “important matter”, which always increases self-esteem,” explains psychologist Elena Solomeina. “Unfortunately, when solving their problems in this way, many do not pay attention to the essence of the flash mob, to the idea for which everything was started. This is an emotional and demonstrative component of the flash mob. “I belong to a group of those who are not indifferent, I help people and in general is useful for society and the world as a whole” – in our time, it is not so much success that is relevant, but the demonstration of this success to the world.
The Internet allows you to get the result instantly: posted a funny video with your participation – and you are a celebrity
Flashmob participants create the illusion of working towards achieving socially significant goals. “However, the real changes that are available to a person in the first place are changes in his real life,” says psychologist Mikhail Balakin. They require more effort, courage, and determination than publishing a story or completing a task online. Unlike changes in real life, in a flash mob you don’t have to think about what to do.
Virtual reality created by social networks is a replacement for real activity, substitution of life, its simulation. Playing is always easier than actually working. The Internet allows you to get the result instantly: you signed an appeal, spoke about something intimate, posted a funny video with your participation – and you are a celebrity. They talk about you, they discuss you – a personal moment of glory.
Flash mobs allow us to become part of something bigger. Thematic – find like-minded people, some of whom can become friends in real life.
In the case of emotionally colored flash mobs, people understand that they are not alone. in their trouble, and enlist mutual support. The need to be part of a group is not new. The survival of our ancestors depended on the ability to settle down in society. Belonging to a community increased the chances of survival. Outlaws died. These mechanisms are still in operation today.
In 2010, a group of scientists led by Michael Bernstein, Ph.D., from the University of Pennsylvania, conducted a study in the field of social isolation. The participants in the experiment were divided into three groups: the first was asked to write an essay about how they were rejected by society; the second is about acceptance and engagement; the third – on a neutral topic. All participants were then shown a series of short videos of people smiling. The subjects had to recognize sincere and fake smiles. The results showed − the “rejected” members did the most. The scientists concluded that social isolation activates an adaptive mechanism that helps us re-establish contact with the community.3.
Singing in a choir is not as scary as performing solo
It is important for a person to feel like a member of a community. or groups. This allows him to form an idea about himself, to answer the question “who am I?”. “By joining this or that community, a person gets a sense of belonging and strength due to the acquisition of like-minded people,” says Mikhail Balakin.
“In the virtual space, people satisfy social needs,” says psychologist Alena Al-As. “You can easily join a group of your own kind and become part of something big. Even a closed, timid and lonely person finds “friends”, they begin to respect him, they begin to listen to him.
“It’s not easy to be open about your views and feelings. When everyone does it, it becomes easier, says psychologist Elena Solomeina. “Singing in a choir is not as scary as performing solo.”
3. The possibility of self-expression
The web is the most popular platform for creativity. First, there are no entry barriers. Anyone can register an account on a social network. There is no need to climb onto the podium or otherwise physically get people’s attention. Secondly, a limitless audience. Perhaps among your acquaintances there are not enough like-minded people or people who have faced similar problems. You can find them on the web for sure.
Communications expert Alena August believes that the network circle of communication is much wider than what we have in real life. On the Web, you can meet a person with whom you have something in common, and reinforce this connection with relevant posts. You can say something that is unlikely to be asked in everyday life, as in the case of the flash mob #not afraid to say. The lack of direct physical contact creates a sense of security. No one is safe from malicious comments, but they definitely won’t throw rotten eggs.
Flash mob is a group psychological training during which a person expresses himself openly, discarding stiffness
“The Internet gives a person experiences that are lacking in reality, brings additional adrenaline – and all this against the backdrop of a feeling of complete security, – Sergey Gorin confirms. – The Internet creates a feeling of being chosen and dedicated to secrets.
“On the Web, we implement what is not enough spirit in real life,” says Alena Al-As. “It allows a person to express their feelings, cope with the fear of rejection and get the support they need to deal with difficult situations.”
“Flashmob – group psychological training, during which a person openly expresses himself, discarding stiffness, ”says psychologist Elena Solomeina. This has a positive effect on the emotional sphere of his life.
4. Craving for imitation
Famous personalities took part in the most popular flash mobs – Vin Diesel, Mark Zuckerberg, Stephen King were poured with ice water in the #icebucketchallenge movement. We want to prove that we are no worse than famous personalities. We try to get close and join them. The same thing happens when all our friends participate in a flash mob. We feel left out if we don’t join the movement.
Every group has a leader a bright creative personality who calls for something. The group accepts the message and implements its idea, Alena Al-As explains. Usually flash mobs depend on such bright personalities.
But psychologist Valentin Denisov-Melnikov explains the popularity of the flash mob by the fact that it is easier for many to be like everyone else. The #icebucketchallenge got such a response because few dared to say no when challenged. It was embarrassing for them to show themselves as cowards and not pour ice water over them. Only the most independent could say: “I don’t want to.”
Participate in flash mobs
Flash mobs not only draw public attention to important issues, but also help participants to have fun or feel better. The main thing is the right approach to these events.
Remember the main idea. Before posting a picture under a popular hashtag, think about whether you really support and share the idea that the flash mob is promoting.
Test yourself for conformity. Ask yourself the question: Am I involved in this because it is important to me, or am I uncomfortable being left out of the mass activity?
Think about the consequences. What is once posted on the Web remains there forever. Disclosing personal or traumatic information can bring relief for a short time, and then give way to feelings of shame and regret.
1 D. Ariely «The (Honest) Truth About Dishonesty: How We Lie to Everyone — Especially Ourselves» (Harper Collins, 2013).
2 N. Ellison et al. «The benefits of Facebook ‘friends’: Social capital and college students’ use of online social network sites», Journal of Computer-Mediated Communication, 2007, vol. 12, № 4.
3 M. Bernstein et al. «A preference for genuine smiles following social exclusion», Journal of Experimental Social Psychology, 2010, vol. 46, № 1.