The other day I read an article titled “Why Your Customer’s Social Identities Matter.” It inspired me to think about the ways in which music speaks to people and how it can effectively reinforce one’s social identity.
To recap; we all have an image of ourselves, an idea of who we are, and how we want the world to perceive us. This self-concept is the result of our social identity, which is defined by our membership, as individuals, to different social groups.
This concept is broken down into two components. Firstly, we think of ourselves as members of certain groups but not others and, at any given time, our actions and surroundings impact our thoughts and behaviors. When at a sporting event, for example, we will think of ourselves as members of a group who care about a certain sport or individual team and it is unlikely that we are identifying with a group of people at an art gallery or in a place of religious worship.