Identifying yourself with someone at the age of 10 is absolutely normal. But a person grows, his personality develops, his character is formed. And the need for identification with another individual disappears.
What if this doesn't happen? If identification continues in an adult? Let's look at this topic. And let's start by finding out what identification means in psychology.
Concept
Identification - oneself with another person, members of a group, a character in a film or book. In other words, the concept of identification in psychology can be considered as likening oneself to someone.
Identification is divided into two types: primary and secondary. The primary one can be attributed to the formation of the child’s personality, going through the process of identification. First, the baby identifies itself with its parents.
Secondary identification is identifying oneself with those people who are not parents.
Types of identification
In psychology, personal identification is of the following types:
Situational. It appears from childhood. yourself with your parents, brothers and sisters. In general, with family members whom the child loves and strives to be like.
Group. Assimilation of community in the group. It manifests itself in the fact that a person recognizes the foundations and values of the group as his own. Understands himself and accepts himself as a member of this group.
In this case, the person identifies himself as an agent of the social circle.
Personal. This is a set of characteristic traits inherent in a particular person that allows him to be distinctive from others and become similar to himself. Personal identification in psychology understands constancy and unity. We are talking about life attitudes, goals, and motives of the individual. Thus, personal identification is not just any character trait, but the entire essence of a person, his “self,” manifested in actions and deeds, in reactions to these actions.
There is also political identification, but it is included in the personal section. This is a specific life position of an individual and identification of oneself with this position.
Let's give a definition. Mechanisms
This is the definition: identification in psychology is a person’s need to establish coincidences and similarities with the object of his veneration. Note that this is an internal unconscious need.
We are talking about identification. What's behind this? What is the mechanism of identification in psychology?
S. Freud also spoke about this. He was the first to develop this mechanism. According to Freud, a person who perceives the world as a system of riddles and mysterious things is unable to independently realize the true purpose of the world around him and the meaning of existence. Such a person needs a system of reference points in order to be able to compare himself with a specific object.
Based on this, Freud considered the identification mechanism as an attempt by a weak person to compare himself with those individuals who are authorities for him. A weak person is afraid of reality. And such a mechanism allows him to reduce his fear of her.
Identity
Identity and identification in psychology are the same thing? No, in the first case, these are a person’s own foundations and values, his views on life. In the second, identifying oneself with other people or a group.
When a person knows who he wants to become and comes to it, he achieves both identity and identification.
Components of Identification
When a person identifies himself with someone, he tries on the parameters of that personality. Focusing on them, he unconsciously tries to turn into an object of imitation, to look at the world through his eyes. Psychologists identify the following components of identification in psychology:
Transferring the sensations of the object of imitation into your inner world, accepting his life attitudes and values.
Projecting that personality onto yourself. A person begins to continue to imitate the object, that is, to identify himself with it. This helps to transfer one’s own character, emotional component, desires, etc. to that person.
An attempt to “live the life” of the object of identification. That is, acceptance and assimilation of its behavioral nature.
Communication
There are two mechanisms by which a person develops in the psychology of communication: identification and separation. It is human nature to feel the connection of times. Identification with one's clan, with members of one's family contributes to this. As far as isolation is concerned, the normal personality grows and develops. She cannot help but understand her uniqueness. It is isolation that allows one to become aware of one’s own, unique “I.”
Identification in psychology
This is a process in which a person completely rejects himself. He projects the object of identification onto his essence, tries to become something he has never been. That is, leaving himself, such an individual tries on someone else’s role and tries to play it - to put it in simple words.
For the development and formation of personality, this is a normal process that manifests itself in childhood.
What example of identification in psychology can be given? Identification of the child with the father. A son or daughter is trying to learn the way of thinking of their beloved parent and his actions.
What is the difference between identification and imitation? After all, these concepts are often confused. Their main difference is that imitation is a conscious imitation of someone. And identification occurs on an unconscious level. While a person goes through his individual path, it acts. But sometimes an individual cannot find himself. And then identification turns into a barrier that inhibits human development and takes on the character of a pathology.
Identification of psychological functions
It leads to the creation of a secondary character. That is, the individual transfers his true individuality into an unconscious state by very strongly identifying himself with the most developed function.
In psychology, the problem of gender identification is precisely this type. What is she like? One aspect of gender. is defined as the self-identification of a person with a certain gender. That is, this feeling of being a woman, a man, or an intermediate state. This exists, no matter how strange it may sound.
Gender identification usually corresponds to biological sex. But this does not always happen.
Gender identification. A person considers himself to belong to one of the genders, which means that his guideline is the requirements corresponding to this gender.
Identification in psychology can represent a defense mechanism. It is the idea of someone as oneself. The most striking example of such a mechanism is parents’ identification with their own children. The parent projects his own desires and needs onto the child, and then prescribes his achievements. For example, my mother dreamed of being a pianist all her life. But she became an accountant. She creates the antecedents in the environment so that her daughter will follow this path. Against the child's will. And when she achieves success, my mother is as proud of herself as if she had succeeded as a pianist.
Adaptive process
Let's consider identification as an adaptive process. What does it consist of? In an attempt to become like a certain person, to adopt his features. Instead of an individual, there can be a group of people. This begins in childhood, so initially identification is quite primitive. Over time, a strong emotional attachment develops to the chosen object, or to a group of people. The person feels one with them and “absorbs” not only character traits and characteristics, but also the values, attitudes and patterns of behavior of the group or object of worship.
Adaptive identification can change over time. For example, if during her school years her target was a local bully and this gave her a certain social status, then an adult is unlikely to want to have the status of a criminal.
Interesting facts about Freudian identification
S. Freud developed two key directions of identification in psychology: erotic and mimetic. The first refers to those people who act as objects of desire. The second is those people whom the individual looks up to. In other words, those they want to be like.
It is mimetic identification that serves as the “thread”. With its help you can control not only one person, but also a crowd. A group of people abandons their own ideals and turns their attention to one common leader. Another thing is that you need to try hard to gain authority among the crowd.
Let's summarize
What to remember from the article?
Identification in psychology is identifying oneself with a person, group of people or image.
It can be primary and secondary. Primary is typical for a child, secondary - for an adult.
The identification mechanism, according to Freud, is that a weak person cannot rely on himself. He needs an authority with which he will identify his essence.
Identification can be viewed as both a defense mechanism and an adaptive process.
A defense mechanism is the transfer of one’s desires to another object, while the achievements of this object are regarded as one’s own. It is characteristic of parents in relation to children.
The adaptive process is an attempt to become like an individual person, or a group of people, to adopt his/their values.
According to Freud, identification is divided into mimetic and erotic.
Final information
So, we looked at the concept of identification in psychology. It should not be confused with identity.
Identification is characteristic of an immature personality; its processes begin in childhood. As a rule, an adult who rejects his essence is a big child. Only weak people with an unstable psyche can turn their “I” into an unconscious state.
Based on all of the above, the following conclusion suggests itself: all our complexes come from childhood.
One of the deepest human needs, noted by From, is the desire for likeness, the search for an object of worship. An individual, thrown into the world of mysterious things and phenomena, is simply unable to independently understand the purpose and meaning of the surrounding existence. He needs a system of orientation that would enable him to identify himself with some recognized model.
For the first time, such mechanisms were considered in Freud’s psychological concept, which arose on the basis of pathopsychological observations, and then they were extended to normal spiritual life. Freud viewed identification as the child's (or weak person's) attempt to take over the strength of the father, mother (or leader) and thus reduce the feeling of fear of reality.
Modern research allows us to significantly expand our understanding of this mechanism. The world of human experience is extremely complex. At the heart of such emotional states as love, tenderness, compassion, empathy, responsibility, there is something that invariably involves looking not only at oneself, but also at others. After all, these feelings, by their very manifestation, are open, directed at another object. Consequently, a person’s deepest need is to constantly see some personalized examples in front of him.
Of course, a person first of all looks for them in his immediate environment. But it is so familiar and sometimes monotonous. Another thing is the screen. An unusual, sometimes eccentric image is created here, in which my own ideas about naturalness, tenderness, and depth of feelings are visibly embodied. Here, for example, is the image of the Kuprin sorceress created by Marina Vladi (1955). High cheekbones, with transparent eyes, she pierced the hearts of millions of people. The image so convincingly symbolized a return to naturalness: here she is, barefoot, with whitish strands flowing over her shoulders, a real child of nature...
A person strives to understand himself. All these attempts to find a specifically human property in oneself or to give a self-characteristic ultimately reflect the action of the identification mechanism. But this feeling is a very rare phenomenon. It is the lot of the chosen ones... Perhaps, only purely theoretically can one imagine such a person who has penetrated into the core of his own subjectivity, comprehended himself, and created an internally stable image of his individuality.
Much more often, a person is a restless creature, constantly changing his own ideas about himself. He lives in a world of tense and contradictory motives, aspirations and expectations. He constantly needs support; he needs to correlate his behavior with a personalized model. The girls play "mother's daughters." It is a constantly repeated, enduring ritual of play. The ideal of many youths is personified "I quoted in John Lennon. It may be shaky, but fashion. A party worker strives to become like his superior... Cavalcades of rockers... Informals with their own emblems... People try to express themselves indirectly, through a system of established rituals, stereotypes, ready-made images.
At the dawn of national radio broadcasting, someone came up with the idea: what if we organized morning exercise lessons on the air. The announcer began to encourage citizens to start the morning with vigorous body movements. For some reason, no one was in a hurry to heed the announcer’s calls. Then they decided to entrust the morning complex to the most popular commentator. However, the popularity of gymnastics remained zero... We turned to Nikolai Gordeev. A clear, cheerful voice poured out of the ether. The people perked up and listened. What's happened? A seductive image was born in the imagination of the listeners. Here he is - a fit, energetic person, convinced that life is wonderful when the morning begins with gymnastics.
Nikolai Gordeev is a magician, a hero of his time... However, he never played sports. His favorite pastime was lying on the sofa and abstractly thinking about life. What to do, everyone has their own inclinations. He also had a far from athletic figure. And he enchanted young radio listeners with his imaginary slender figure, his readiness to greet the morning with coolness, and the working day with heroic achievements. This is the image that was already taking shape on air...
Once in the program “Pioneer Dawn” a phrase was heard about Evenki boys. She instantly wove some kind of exotic image in the boys’ minds. It would seem that what is phenomenal here? There are other children in the country - Buryats, Kazakhs, Udmurts. But, as it turns out, we are not interested in these yet. But the Evenki boy is something amazing. Letters were sent to the radio from all over the country. The guys wrote to the Evenki boy. The editors maintained correspondence for a whole year. How many new topics have appeared! But no one even thought about this.
Why is the image not similar to its prototype? How does the process of alienation of the essence from what appears on the screen occur? Why does a particular person on the screen suddenly cause massive excitement, while another doesn’t even cause any excitement? In 1943, for example, American radio star Kat Smith appealed to listeners to buy war bonds and achieved incredible success. Millions of women instantly identified themselves with the image that was dictated by the voice sounding from the receivers and which simultaneously grew from the inner world of every radio listener.
The rich actress, who has no family, was considered a modest and thrifty housewife, a mother alarmed by the danger that threatens her children. So, did the creators of the program deliberately strive for such a hoax? Nothing like this. It arose spontaneously, as a result of the collective delusion of the listeners. The case of Kat Smith and her radio marathon can only be fully explained by the real situation that developed in America on the eve of the military crisis, when millions of confused people sought salvation in the symbols of family, home, and a stable home life.
Where does a person’s attraction to a personalized idea, message, image come from? But he himself, apart from others, has a very vague idea of what he is. Pavel looks at Peter as if in a mirror. This is Marx's thought. Outside the society of his own kind, a person does not even suspect that he is handsome, smart, and talented. He learns about all this through others, since ugly, stupid, untalented people live nearby. Based on them, he creates an image of himself. And others too...
The human psyche constantly generates the process of humanization. On earth, in heaven and on sea, she perceives the presence of man. E. Fromm, who paid attention to the animated series about Mickey Mouse, tried, like Dzorno, to understand the popularity of the image of the mouse. An American researcher formulated his own concept of television spectacle, trying to understand its effects and reveal the reasons for its impact on the psyche. Just like Adorno, Fromm applied socio-psychological methods to the analysis of television production.
Of course, the popularity of the series of animations, the contradictory perception of this spectacle (a bizarre interweaving of sympathy and hatred among viewers), and the need for constant continuation of the cycle could be explained according to Adorno: an ordinary individual, faced with harsh reality and experiencing psychological stress, seeks an illusory embodiment of his impulses. Feeling like a grain of sand, a person strives to see himself as a weaker, defenseless being in the image of an omnipotent and successful one. On the other hand, he longs for revenge, that is, humiliation of those whom he envies, whom he considers “lucky.” In this way a person gets rid of painful tensions >i^
either through fictitious tension of one’s drives (dream), or through an aggressive act (fanaticism).
However, in this interpretation of the metaphysics of mass culture, according to Fromm, there are many inconsistencies, if only because the entire analysis, in essence, here comes down to an endless registration of various manifestations of escapism (escape from reality). The researcher's monotonous indication that hallucinatory effects and plots of villainy can be found in cultural products does not allow revealing the content of the television spectacle in a more specific and detailed manner.
How can we improve this analysis? Fromm explains that the interweaving of two complexes creates different socio-psychological types. Consequently, it is necessary to take one more step towards analyzing the structure of cultural production - to pay attention to all kinds of personifications generated by psychological mechanisms. Fromm proposes to study social characters, images of various public characters, which contain generalized ideas about social and psychological types of perception.
Any person can experience a breakdown in spiritual self-interpretation and its replacement with a new, fictitious one. The individual, roughly speaking, ceases to understand who he is and tries to get out of the impasse with the help of a semi-fantastic orientation towards the image that came from the screen. A teenager imitating Stirlitz, a student who suddenly turned into a vamp beauty, a homeless man who imagined himself as a socialite... Ready-made standards often satisfy the psychological needs of the viewer.
Modern culture is built on the basis of the most important socio-psychological mechanisms interpreted by Freudism. Social practice and mass cultural production serve these mechanisms. Psychoanalysis has provided the most detailed phenomenology of the perception of cultural activity in the modern world. However, he deserves criticism on another point, in his desire to present these mechanisms as a general model of culture.
Literature
Bibler B.C. From scientific teaching to the logic of culture. M., 1991. Borev V.Yu., Kovalenko A.V. Culture and mass communication. M„ 1986.
M., 1991. Fromm E. Anatomy of human destructiveness. M., 1994
Gurevich P.S. Adventures of image. M., 1991. Dodeltsev R.F. Concept of culture 3. Freud. M., 1989. Losev A.F. Philosophy. Mythology. Culture. M., 1991. Lotman Yu.M. Culture and explosion. M., 1992. Mass culture: illusions and reality / Ed. E.Yu. Solovyova. - M., 1975. Solovyov E.Yu. The past interprets us. Essays on the history and philosophy of culture.
Review questions
1. Why did information processes become the basis of modern culture?
2. Why did modern consciousness take on factory forms?
3. What is the sublimation mechanism?
4. Is sublimation possible without projection?
5. What are the contradictions of the identification process?
6. What is the difference between sublimation and catharsis?
Based on the fact that identification, to one degree or another, is always conscious: although the process of identification itself remains unconscious, the choice of objects of identification is fully conscious and amenable to subjective control.
As a defense mechanism
In addition, such a process as “identification with the aggressor,” although essentially more of an introjection of the aggressor, can be partially realized and then it is more correct to attribute it to a defensive form of identification.
As an adaptive process
Identification underlies normal attempts to become like another person or group of people, to adopt significant traits. In this form, it is present from early childhood and gradually develops from a primitive desire to “absorb into oneself” to more complex, effective and subjectively controlled forms. Identification promotes the establishment of a deep emotional connection with another person or group of people, a feeling of belonging, unity with them. Thus, not only character traits and characteristics can be adopted, but also norms, values, and patterns, which manifests itself in the form of conformism.
The adaptive power of identification can vary significantly, depending on who and when is chosen as the object of identification. Identification that increases socialization at one stage of life can reduce it at another: if at school age identification with a neighborhood brawler can help increase social status, then in adulthood the opposite effect is more likely.
Conscious and unconscious identification can make it possible to “stand in someone else’s place” - to be immersed, transported into the field, space, circumstances of another person, which contributes to a deep understanding of him.
Literature
- Freud, Anna. Psychology of the Self and Defense Mechanisms= Das Ich und die Abwehrmechanismen. - Moscow: Pedagogy-Press, 1993. - 68 p. - ISBN 3-596-42001-6
- McWilliams, Nancy. Psychoanalytic diagnostics: Understanding personality structure in the clinical process= Psychoanalytic diagnosis: Understanding personality structure in the clinical process. - Moscow: Class, 1998. - 480 p. - ISBN 5-86375-098-7
- Freud, Sigmund. "I" and "It"= Das Ich und das Es (1923). - ABC, 2008. - 288 p. - 7000 copies.
- ISBN 978-5-91181-292-8
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Science:Psychology/Psychiatry
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See what “Identification (psychology)” is in other dictionaries:- 'PSYCHOLOGY OF MASSES AND ANALYSIS OF THE HUMAN SELF' is a work by Freud (1921), dedicated to the social psychological analysis of mass communities. This work marks the transition from the interpretation of psychoanalysis as a therapeutic methodology to psychoanalysis... ... Great psychological encyclopedia
- (from Wed. Lat. identificare to identify, liken, establish a coincidence) a deep, difficult to satisfy human need for likening, for searching for an object of worship. An individual who perceives the world as a system of mysterious things and phenomena... Philosophical Encyclopedia
IDENTIFICATION IN PSYCHOLOGY- (from the French identification identification), identification of oneself with another being; one of the basic concepts of psychoanalysis. I. processes appear especially clearly in dreams, where they represent a partial type of condensation, that is, connection... ... Great Medical Encyclopedia
The science of mental reality, how an individual perceives, perceives, feels, thinks and acts. For a deeper understanding of the human psyche, psychologists study the mental regulation of animal behavior and the functioning of such... ... Collier's Encyclopedia
To improve this article, it is desirable?: Find and arrange in the form of footnotes links to authoritative sources confirming what has been written. After adding footnotes, add more precise indications of the sources... Wikipedia
IDENTIFICATION- the process of unconscious identification of oneself with the subject of communication, activity (personality, social community, nation, etc.), with the object of identification (with another person, with a certain group, community of people, another nation, nationality), in ... Encyclopedic Dictionary of Psychology and Pedagogy
This term has other meanings, see Psychology of perception. Psychology of odor perception processes related to a person's ability to perceive and identify odors. The process of human perception of smell is very different... ... Wikipedia
PSYCHOLOGY OF MASSES AND ANALYSIS OF THE HUMAN SELF- a work by S. Freud (1921), dedicated to the socio-psychological analysis of mass communities. This work marks the transition from the interpretation of psychoanalysis as a therapeutic methodology to psychoanalysis as a form of philosophizing. Such… … Sociology: Encyclopedia
Freud's work (1921), dedicated to the socio-psychological analysis of mass communities. This work marks the transition from the interpretation of psychoanalysis as a therapeutic methodology to psychoanalysis as a form of philosophizing. Such a transition... ... History of Philosophy: Encyclopedia
1.1 Concept of identification
Identification is the recognition of someone or something and likening, identifying oneself and one’s actions with someone or something.
Identical - identical, identical.
In personality and social psychology, “identification” is defined as the emotional-cognitive process of “identifying a subject with another subject, group, or model.”
The concept of “identification” was first introduced by S. Freud, and identification mechanisms, in his opinion, ensured the mutual connection of individuals in a group.
In unorthodox psychoanalysis, the concept of identification acts as a central mechanism for the formation of the ability of the “I” - the subject for self-development; at the same time, between the subject and the reflected object, a certain emotional connection is established, the content of which is the experience of one’s identity with the object.
The concept of “identification” has become widespread in social psychology, where it is considered as a mechanism of socialization, manifested in the individual’s acceptance of a social role when joining a group, in his awareness of group membership, and the formation of social attitudes.
In modern psychology, the concept of “identification” has three different meanings:
1. The process of a subject uniting himself with another subject, or group, on the basis of an established emotional connection, or inclusion in his inner world, and acceptance of his own norms, values, and images.
2. Representation, the subject’s vision of another person as a continuation of himself, endowing him with his feelings, desires, traits.
3. The mechanism of the subject putting himself in the place of another, which manifests itself in the form of immersion, the individual’s transference of himself into the field, space, circumstances of another person, which leads him to assimilate personal meanings.
This type of identification makes it possible to model the semantic field of a communication partner, ensures the process of mutual understanding, and causes appropriate behavior. Identifying oneself as another (or group) may indicate a desire to belong or not to belong to a particular social group.
As already indicated, the identification mechanism had its origins in the psychoanalysis of S. Freud. Identification is based on an emotional connection with another person. The specific properties and qualities of another person, his facial expressions, demeanor, gait, style of behavior - all this is copied and reproduced. Thanks to identification, the formation of behavior and personality traits taken as a model occurs.
In his work “Psychology of the Masses and Analysis of the Human Self,” S. Freud identifies several types of identification: a) identification with a loved one; b) identification with an unloved person; c) primary identification: the primary relationship between mother and child, in which there is no differentiation between subject and object; d) identification as a replacement for libidinal attachment to an object, formed through regression and introjection of the object into the structure of the Self; e) identification that arises from the perception of commonality with another person who is not the object of sexual desire.
To understand others, people often strive to become like them, thus trying to guess their mental states. The existence of a close connection between identification and empathy, which implies affective “understanding,” has been established.
The first persons surrounding the child determine the conditions of life and socialization not only in the current situation of infancy and childhood, but they continue to influence (sometimes catastrophically fatal) further, in other age periods of a person.
The influence of the first persons on the personality is manifested in the formation of the so-called imago, internal images that represent real parents, teachers, etc. in the child’s psyche.
Gippenreiter Yu.B. identifies the identification mechanism as one of the mechanisms of personality formation. This is a spontaneous mechanism, since the subject is not fully aware of it and does not consciously control it. Identification with parents is imitation of parents, their tastes, and relationships with others. This process is not realized and not controlled by the child. At a later age, the object of identification is shifted to a movie star, a literary hero, etc.
In communication processes, the identification mechanism acts (along with reflection and stereotyping) as one of the most important mechanisms of interpersonal perception. Identification is a way of understanding another person through conscious or unconscious assimilation to the characteristics of the subject himself.
1.2 Adolescence identity
Perhaps no aspect of the psychology of adolescence has received more attention than the issues of self-concept, self-esteem and identity have received over the years. Back in 1980, William James devoted an entire chapter to the phenomenon of self in his book “Principles of Psychology” (James, 1980). In 1947, Carl Rogers gave a talk to the American Psychological Association on self-esteem (Rogers, 1961), and Hilgard continued to develop this topic in 1949 (Hilgard, 1949). Erik Erikson titled his highly influential work Identity, Youth and Crisis (Ericson, 1968). In it, the author argues that the main psychosocial task of youth is the formation of identity.
Let us briefly discuss the meaning of the concepts of self-concept and self-esteem and their significance and connection with mental health.
The part of a person’s personality that he is aware of is called the self. Self-concept can be defined as the individual’s conscious cognitive perception and assessment of himself. That is, thoughts and opinions about yourself. The self-concept can also be called a “self-assumed, hypothetical identity.” Erikson (1968) calls the self-concept an individual's “ego identity,” or the individual's coherent self-perception of his personality.
Self-concept is often described as a global concept, that is, a person’s general attitude towards himself. But it can also be considered as a set of self-concepts, each of which is formed in relation to a role.
Most psychologists believe that the full development of personal identity is not possible until the adolescent reaches the formal operations stage of his cognitive development. After all, it is at this stage that reflection about oneself becomes possible. Teenagers collect information that allows them to evaluate themselves: Am I capable? Am I attractive to the opposite sex? Am I smart? Based on the data received, they form ideas about themselves. In the future, they check their feelings and assessments through various experiments and in their relationships with other people. They compare themselves to their own ideals and to the ideals of others.
Ruth Strang identified four main aspects of the self:
· general, basic self - a concept that implies a teenager’s idea of his own personality and “perception of his abilities, as well as status and roles in the outside world”;
· individual temporary or transitional self-concepts, depending on mood, situation, past or current experiences;
· social self of a teenager: his ideas about what other people think about him. These ideas in turn influence the young person's thoughts about himself;
· ideal self, that is, what a teenager would like to become. These perceptions can be realistic, underestimated or overestimated. A low ideal self hinders achievement; an inflated image of the ideal self can lead to frustration and decreased self-esteem. Realistic self-concepts promote self-acceptance. Mental health and achieving realistic goals.
Thus, self-esteem plays an important role in the further self-determination of an individual. After forming an idea of himself, the teenager evaluates the resulting picture. Self-esteem is sufficient to accept yourself and live with these ideas about yourself. Since people need self-esteem, there must be a connection between their self-concept and their ideal self.
At the onset of puberty, most adolescents begin to conduct a thorough assessment of themselves. Comparing your external data, physical development, motor skills. Intellectual abilities and social skills with similar qualities of their peers and ideal heroes. This critical self-evaluation is usually accompanied by a period of shyness when the teenager is extremely vulnerable and easily embarrassed. Therefore, adolescents are very concerned about somehow reconciling their perceived self with the ideal self. In older adolescence, they usually manage to understand themselves and determine what they can do with maximum efficiency. And connect your goals with your ideal self.
The meaning of adequate self-concept and self-esteem. Individuals with a weak identity or insufficient development of self-esteem exhibit a range of symptoms of emotional disorders. They may develop psychosomatic symptoms of anxiety.
Another reason for increased anxiety is that in individuals with low self-esteem, identity is unstable and changes frequently. Teens with low self-esteem are shy and overly vulnerable to criticism or rejection, which serves as evidence of their inadequacy, incompetence and unfitness.
The theory about the existence of a relationship between the self-concept and academic achievements is receiving more and more confirmation. Thus, a study of students in the sixth, seventh and eighth grades found that for boys the interdependence between achievements and self-image is more pronounced compared to girls, and with age this correlation increases for them, while for girls it weakens. This finding is consistent with the hypothesis that social pressure to achieve increases on boys as they grow older.
Significant others. It is generally accepted that the concept of self is partly determined by what others think of us, or by what we perceive as their attitudes towards us.
The influence of significant others on the self-esteem of young men decreased with age. Between early and late adolescence, the influence of mothers and fathers increased slightly, but the influence of teachers and friends decreased so much that the overall influence of significant others weakened. For boys, the influence and opinion of their father turned out to be especially significant.
The influence of significant others on the self-esteem of girls increased with age. Between early and late adolescence, the influence of teachers and fathers decreased somewhat, but the influence of mothers and friends increased so much that the overall influence of significant others increased. For them, the influence and opinion of their mother and friends were especially important. as relations with them became closer.
A number of factors contribute to the formation of a positive self-concept and high self-esteem. Teenage girls who are close to their mother feel confident, smart, thoughtful and independent. Those who do not feel such closeness see negative qualities in themselves - rebellion, impulsiveness, touchiness and tactlessness. These results indicate that the self-concept is influenced by the degree of identification with the mother. Erikson (1968) believed that complete identification with parents kills “nascent identity” through ego suppression. However, with insufficient identification with parents, children also develop a weak ego identity; in girls this occurs both with poor and complete identification with the mother. The best option is a moderate degree of identification.
The father also plays an important role in the development of a girl. A warm and satisfying relationship with her father helps the daughter take pride in her femininity, promote self-acceptance as a woman and facilitate easier, more satisfying heterosexual adaptation. If a boy identifies with his father, but also has a warm and reciprocal relationship with his mother, then his future relationships with women are likely to be comfortable and pleasant.
The main factor determining the presence or absence of a positive influence of parents on the formation of a healthy identity in a teenager is the warmth, care and interest they show towards the teenager.
According to Erik Erikson's theory, one of the central developmental tasks of adolescence is the formation of an adequate personal identity. In the process of a teenager choosing values, beliefs and life goals, his identity is formed. Society expects young people to choose a college and/or job, enter into romantic relationships, and make choices regarding political philosophy and religious practice. Erikson described identity formation as a process of choice that occurs through exploring different options and trying out roles. If, as a teenager grows up, he is no longer satisfied with his chosen values, beliefs, goals and practices, he can redefine and clarify his identity, which is not something stable, but changes throughout a person’s life.
Since the mid-60s, a large number of scientific works have appeared, some of which are the work of James Marsh, confirming Erikson's psychosocial model. He believed that the criteria for achieving a mature identity were two variables related to the choice of occupation, religion and political ideology: experiencing a crisis and acquiring convictions. Mature identity is achieved when an individual has experienced a crisis and made a meaningful choice of profession and ideology.
In his works, Marsh identified four main identity statuses: blurred identity, premature, moratorium and achieved identity.
A blurred identity is characterized by the fact that individuals have not gone through a crisis and have not chosen a profession, religion, acceptable political philosophy, gender role or personal norms of sexual behavior.
If a teenager tried to make a choice related to the search for identity and failed, his reaction may be anger directed at his parents or religious, political, or community leaders. Boys and girls with an uncertain identity who seek to escape anxiety, crisis and choice of beliefs with the help of alcohol and drugs, thereby try to deny the existence of any problems.
Thus, the most accurate description of an individual with a blurred identity would be the word “care.” The most common reaction to stress is to withdraw from it. Related to this is the fact that individuals with blurred identities have the lowest levels of intimacy in their relationships with same-sex and opposite-sex friends or lack any meaningful social relationships.
If the individual has made a professional and ideological choice. Without facing a crisis and not as a result of an independent search, but under the pressure of other people’s advice, most often parental, then premature or premature identity takes place. Young people with such an identity make their own decisions and become what others force them to become.
Early identity status in adolescents is often a symptom of neurotic dependence. Typically, such people have high levels of authoritarianism and intolerance, and exhibit strong conformism and conservatism. They seek the security and support that significant others or familiar surroundings can provide.
It has been suggested that premature identity is a way to reduce anxiety.
The word moratorium means a period of grace given to someone who is not ready to make a decision or make a commitment. This term refers to the period in youth when a teenager explores developmental options before making a final choice. Some individuals at the moratorium stage are in a state of normative crisis. As a result, they appear restless, unstable, and dissatisfied. Some people avoid solving problems and tend to drag out the process until the situation itself dictates a certain course of action. Young people are prone to anxiety, which is how they experience a crisis. One study even found that adolescents in the moratorium stage experienced greater fear of death than in the other three stages.
The experience gained by young people during the moratorium stage may even be positive. If a teenager, faced with the problems of the moratorium, has enough opportunities to search, experiment, explore different areas and try himself in a variety of roles, then he has a great chance of finding himself, forming an identity, gaining political and religious convictions, setting professional goals and clearly defining gender role and sexual preferences.
Young people in the status of an achieved or mature identity have gone through the stage of psychological moratorium, resolved the crisis of their identity and, through careful assessment and selection of options, came to independent decisions and conclusions. They tend to have a strong achievement motivation, and they can achieve a lot not due to special abilities, but rather due to a higher level of internal mental integrity and social adaptation. Upon achieving identity, self-acceptance, stable self-determination and meaningful choice of profession, religion and political ideology occur.
It should be noted that identity statuses do not always replace each other in exact accordance with the sequence described above. This sequence allows for three possible deviations. Firstly, a significant number of individuals enter adolescence with a blurred identity; some of them remain there. Secondly, some young people do not go through the moratorium status at all and do not achieve a mature identity, being firmly entrenched in the status of an early identity. Third, sometimes people who have achieved a mature identity regress and return to lower statuses.
A little about female identity. In the past, women traditionally found their identity through their role in the family. Today, most of them strive to achieve identity in the professional sphere.
There are certain differences between men and women in achieving professional identity. Despite women's increasing attention to their careers, they are more likely than men to experience difficulties in achieving a professional identity.
There is evidence that differences between men and women in the process, areas of activity and timing of identity development are decreasing. A 1989 study found that women who were more self-reflective achieved higher levels of identity development than those who were less self-reflective.
Research results indicate that the paths to achieving identity for men and women differ. Women show a tendency towards self-determination through establishing relationships with other people, while representatives of the stronger sex follow “traditionally masculine” lines of self-determination through their professional self. Unlike men, for women the issue of paramount importance is emotional intimacy with other people.
Thus, the following conclusions can be drawn:
1. Self concept is the individual’s conscious cognitive perception and assessment of himself. It is the ego identity that defines the personality of a given individual.
2. Ruth Strang identified four main aspects of the self: general, basic self-concept, temporary or transitional self-concepts, social self and ideal self.
3. Identity and level of self-esteem affects mental health. Interpersonal relationships and social adjustment, academic achievement, vocational aspirations, and delinquent behavior.
4. The development of the self occurs on the basis of information received through four main channels: auditory signals. Physical sensations, body image and personal memories. A person gets to know himself as his personal experience expands.
5. A teenager's relationship with his parents is of great importance. For them, they are examples of roles with which teenagers identify.
6. A healthy ego identity is formed by parental care, love, and interest, parenting with firm but consistent methods, and inductive rather than productive leadership methods.
7. The degree of acceptance of one’s bodily image influences the formation of the self-concept.
8. The central task of development in adolescence is the formation of an adequate personal identity.
9. Marsh identified four main identity statuses: blurred identity, premature identification, moratorium and achieved identity.
10.Individuals may go through a sequence of stages of identity development more than once in their lives.
11. Women are more likely than men to encounter difficulties in establishing a professional identity.
12. Women can find their identity on paths different from those chosen by men. For some women, a way to achieve identity is through meaningful relationships.
1.3 Mechanisms of the psychological impact of advertising
The problem of psychological influences (or influences) for the psychology of advertising is one of the most important; many psychologists and advertisers even believe that advertising and psychological influence are essentially the same thing. So, V.K. Selchenok notes that advertising is “the art of achieving one’s selfish results through hidden control of people’s inclinations, desires and opinions; the art of controlling the human psyche and behavior.”
According to the definition of E.V. Sidorenko, “Psychological influence is the influence on the mental state, feelings, thoughts and actions of other people using exclusively psychological means.” The position that the person being influenced has is very important. Including advertising influence, it is possible to resist it using psychological means. In children and adolescents, the ability to resist psychological influence is much lower than in adults, but, nevertheless, this is fundamentally possible.
When considering the problem of influences in advertising, many authors pay special attention to conscious and unconscious influences. They also consider in detail the features and effectiveness of rational influences. Based on logic and persuasive arguments, and irrational, based on emotions and feelings. Many researchers are inclined to believe that mainly emotional and unconscious influences are extremely effective. Thus, according to G. Münsterberg, “The most direct path to psychological influence is that some feeling or mood is evoked, imitation is aroused, or suggestion is made.” At the same time, the generally accepted position is that unconscious and emotional influences have the strongest influence on children and adolescents, which is fully used when creating advertising.
Advertising uses a large number of different methods, methods, and techniques of psychological influence. Psychological influence and manipulation. In particular, various forms of hypnosis, suggestion, imitation, infection, persuasion, socio-psychological attitude. To create effective methods of influence, psychological stereotype, image, myth, “halo” mechanisms, identification, technology of advertising shows, “25th frame”, neuro-linguistic programming (NLP), etc. are used.
Let us consider those methods and mechanisms of the psychological impact of advertising that have the greatest impact on adolescents.
The main psychological method of influence, references to which can most often be found in the literature on the psychology of advertising, is suggestion. According to a number of authors, suggestion (or suggestion) should be understood as the direct and unreasoned influence of one person (suggestor) on another (suggestor) or on a group. With suggestion, a process of influence is carried out based on the uncritical perception of information. Suggestion was initially considered as a very important factor for the implementation of primarily therapeutic measures. In this capacity, she attracted attention in the second half of the 19th century. For a long time, neurologists and psychiatrists dealt with the problem of suggestion. Later, teachers and psychologists became interested in it, and over time it attracted the attention of sociologists, lawyers, politicians, and advertising workers, going far beyond the boundaries of medical science.
Ukrainian psychiatrist A.P. Slobodyanik (1983) notes that suggestion can be carried out using various techniques. For example, suggestion by some action or other non-verbal method is called real suggestion. If the suggestive person uses speech, then they speak of verbal suggestion. There are also direct and indirect suggestions. With direct suggestion, speech directly influences a person, usually in the form of an order. With indirect (or indirect), hidden (trans-subjective). According to V.M. For Bekhterev, certain conditions are created during suggestion, for example, a connection with taking an indifferent drug (placebo effect). It is believed that in this case, two centers of excitation are formed in the cerebral cortex: one from the word, the other from a real stimulus.
Over the course of many decades, researchers' views on the essence of suggestion have diverged. Sometimes suggestion was considered as a form or stage of classical hypnosis, sometimes as an independent method of mental influence. Most experts talked about suggestion only in that case. If the impact under normal conditions would meet resistance from the recipient. It is believed that during suggestion, due to the actions of a suggestor, a certain delay in all opposing impulses occurs in the cerebral cortex. To cause such a delay and force a person to act without reasoning meant, in the opinion of many hypnologists, to make a suggestion.
Their very incorrect, in the opinion of A.P. Slobodyanik, definitions of suggestion were proposed by G. Bernheim, A. Moll, P. Dubois and V. Stern. According to G. Bernheim, suggestion is a process through which a certain idea is “introduced” into the brain. According to A. Moll, this process occurs when the idea of the occurrence of a certain action is “awakened” in a person. V. Stern believed that suggestion is “the acceptance of someone else’s mental state under the appearance of one’s own.” In his opinion, this is “an attitude or imitation of mental attitudes.” By expression. A.P. Slobodyanik, all these formulations “do not contain characteristics of the specific features of suggestion, do not indicate their difference from logical argumentation, a simple order, advice, request, etc.”
Russian specialists in the field of advertising and marketing F.G. Pankratov, Seregina, V.G. Shakhurin (1998) believe that suggestion presupposes the ability of people to accept information based not on evidence, but on the prestige of sources. The authors argue that one should distinguish between primary (psychomotor) suggestibility, the essence of which boils down to the willingness to agree with information based on uncritical perception, and prestigious suggestibility - a change of opinion under the influence of information received from a highly authoritative source.
Suggestion is usually verbal in nature. However, I.K. Platonov and K.K. Platonov, for example, repeatedly described cases of suggestion without any verbal influence, for example, in the case when the voice of the suggestor was reproduced to the suggestor using a tape recorder. This proves the theoretical possibility of advertising suggestion using the media (for example, television and radio). However, this possibility must be carefully studied in numerous laboratory experiments.
Many authors note that children are more suggestible than adults; Tired and asthenic people are more susceptible to suggestion. The point of view is often expressed that suggestion involves repeated repetition of the same suggestive attitudes in the form of words, texts, or repeated presentation of the same optical images. Moreover, the dynamic characteristics of the presentation of suggestive attitudes are of great importance.
In order to trace the dynamics and some features of advertising suggestion in laboratory conditions, the following experiment was conducted at the Psychological Agency for Advertising Research (PARI).
The study was conducted by D.A. Sugakom (1997). As stimulus material, groups of subjects were presented with two advertising videos with high and low dynamics (frame changes, speaker’s speech rate, etc.):
The participation of the subjects was voluntary, not paid, that is, the basis of their motivation was curiosity.
One group of subjects was continuously presented with the same video with low dynamic characteristics, the second group - with high dynamic characteristics. The results of objective measurements (galvanic skin response according to the method of V.V. Sukhodoev), statements of the subjects and non-verbal actions that were recorded on a video recorder were compared.
The study revealed a relationship between the type of roller and the intensity of changes in the physiological parameters of the body.
It was concluded that these changes could be used to quantify the degree of psychological impact of advertising.
The dynamics of human psychophysiological states and subjective states changed depending on the number of repetitions of a particular commercial.
Thus, a video with low dynamic characteristics caused emotional satiety in the subjects after 7-8 presentations, and they could watch a video with high dynamic characteristics without significant emotional reactions only 3-4 times. Moreover, after the experiment, the subjects in both groups did not notice the emergence of appetite, nor any desire to try or purchase the advertised product. On the contrary, presentation of videos above a certain norm caused them to feel irritation, verbal aggression, disgust, and fatigue.
As a result of the experiment, it was concluded that repeated and continuous presentation of various advertising videos (above a certain empirically determined norm) does not provide a direct suggestive effect that can create a need for the advertised product, but, on the contrary, can cause a defensive reaction and rejection.
In their opinion, to achieve the effect of suggestion, it is necessary that the suggested message be repeated several times, and at the same time, each time something new is introduced into it, the methods and forms of presenting the material change.
Other authors, namely C. Sandage, W. Freiburger, K. Rotzall (1989), draw attention to the fact that continuous, long and monotonous repetition of advertising stories is most likely not capable of automatically causing sustainable consumer behavior, it must somehow combine with the internal states of the person at whom this influence is directed, and in particular with his needs.
It can be assumed that one of the reasons for using repeated presentation of advertising is that it affects a person at different times of the day and affects most strongly during certain “favorable” periods of time, for example, depending on natural or induced changes in psychophysiological states a person, as well as the state of his thinking and reflection.
A.V. Brushlinsky (1981) believed that human thinking works continuously (non-disjunctive). But in some cases it can be more effective, and in others less so, that is, sometimes a person solves problems better and sometimes worse (performing logical operations, controlling mental activity, etc.). In certain cases, a person experiences increased mental or physical stress, mental asthenia manifests itself, and mental abilities and associative abilities weaken. In these cases, a person does not have enough arguments to compare the facts and draw any logical conclusion, formulate a statement, judgment or evidence. Thinking does not cope well with the problem.
It is at these moments that advertising can be more successful. It seems to continue his thoughts for a person, leads him to a decision, helps him accept this or that argument, influences his choice, etc. And most often, advertising messages (videos) “come” while watching evening programs, passive relaxation in front of the TV screen when a person is relaxed and, accordingly, his level of critical perception of information is significantly reduced. In such cases, repeated repetitions of advertising blocks (messages) on television, radio, etc., can be quite effective.
In such situations, a person may accept the advertiser's point of view as his own, sometimes without even noticing it, especially if this point of view is consistent with his previous experience.
According to G.A. Andreeva (1988), imitation is not a simple acceptance of the external traits of another person’s behavior, but an individual’s reproduction of traits and patterns of behavior specifically demonstrated by someone.
In the works of L. I. Bozhovich (1968), it is shown that, for example, the development of children’s motivation comes from imitation to conscious goal setting.
Thus, in her opinion, there is reason to believe that the mechanism of “blind” imitation will have a stronger effect on young children and adolescents than on adults.
G. Craig believes that in children imitation plays an important role in language acquisition. A child learns his first words through hearing and imitation. From the point of view of G. Craig, this is how most of the child’s vocabulary is formed, since he cannot invent words himself and discover their meaning to himself (G. Craig).
Many young mothers repeatedly note that their young children, who do not yet know how to speak properly, love to watch advertising and at the same time are completely indifferent to other television programs. They often express concern about whether television broadcasters are using any special technologies to influence young children that are harmful to their mental health. It should be noted that since children who cannot speak will in no way be able to influence their parents, from the position of marketing (or the “art” of sales) such technologies do not make sense (which, however, cannot be said about older children). Their effect occurs at the perceptual level.
By carefully looking at himself and the world around him, a person creates a man-made (and mental) space, filling it with information and technology capable of storing and transforming information.
According to R.S. Nemov, “in adolescence, the content and role of imitation in personality development change. If at the early stages of ontogenesis it is spontaneous in nature, little controlled by the consciousness and will of the child, then with the onset of adolescence, imitation becomes controllable and begins to serve the numerous needs of the child’s intellectual and personal development.” In addition, a typical trait of teenagers is extremely high conformity. Teenagers are often completely uncritical of the opinions of people significant to them. In this regard, the likelihood of imitation reactions increases, which often represent imitation of older teenagers who have leadership qualities and high social status in the group. This feature of teenagers is actively used in advertising, where a role model that is beneficial for advertisers is created.
Many psychologists define the mechanism of infection as an individual’s unconscious, involuntary exposure to certain mental states. It manifests itself not through the conscious acceptance of some information or patterns of behavior, but through the transmission of a certain emotional state (G.M. Andreeva, B.D. Parygin, Yu.A. Sherkovin, etc.). Here the individual does not experience deliberate pressure, but unconsciously assimilates the behavior patterns of other people, obeying them.
G. Lebon, analyzing this mechanism of social influence, wrote that mental infection is most characteristic of the crowd. In his words, “In a crowd, every feeling, every action is contagious and, moreover, to such an extent that the individual very easily brings his personal interests to the collective interest.”
Therefore, the phenomenon of mental infection as a method of advertising influence is especially clearly manifested during mass events for young people gathered at discos, where specific music and lighting effects are used as a special stimulating emotional background.
The method of infection has an extremely strong impact on the psyche of adolescents due to the enormous importance that interpersonal relationships with peers have for them. According to D.I. Felshtein, the behavior of adolescents is essentially collective and group. “The consciousness of group affiliation and solidarity gives a teenager an extremely important sense of emotional well-being and stability, which is why a teenager so uncontrollably strives to become part of a group that is attractive to him, to accept its norms, laws, and to follow the way of life that it applies.”
Persuasion is often based on increasing the amount of information about the advertised object, on exaggerations, on comparing the advantages of the advertised product with the disadvantages of others. Since this method is, for a number of reasons (insufficiently high level of development of abstract logical thinking, emotionality of information perception, unstable value system, etc.) a relatively ineffective method of psychological influence on young men and adolescents, and is rarely used in advertising addressed to children, therefore we do not We will consider it in detail.
Let us only note that one of the main tasks of advertising persuasion is to influence the individual’s value system, which can have a significant impact on his motivational sphere.
Many authors call image in advertising a means of manipulating human consciousness. So N. Golyadkin writes: “When the market is flooded with hundreds and thousands of homogeneous, functionally more or less identical products from competing companies, the task of advertising is to distinguish them from the rest, endowing them with a certain image - an image.
The image is built on emotional perception, this image is simple enough to be remembered, but not standard, and not complete, located between reality and expectations, leaving room for speculation. This image corresponds in some features to the advertised object; otherwise, they will not believe in it, and it will lose all value; at the same time, it is an idealized image, since it often ascribes to goods functions that go beyond their immediate purpose.”
Russian advertising specialist G.S. Melnik believes that the image creates a given socio-psychological attitude that determines a person’s behavior in relation to the object. In his opinion, people perceive an object as the result of their own vision, and not as something imposed from the outside. These properties of the image make it possible for propaganda and advertising to use it as a tool for manipulating consciousness. The power of image is manifested in all spheres of life: in family life, in fashion, in external lifestyle, in the definition of spiritual values, in the entire human appearance.
Despite the fact that many authors include in the concept of image numerous psychophysiological characteristics (sensation of color, sound, perception of shape, etc.), the basis of its influence is still formed by socio-psychological variables, for example, the concept of prestige.
It should be noted that the effectiveness of the impact of this advertising method on youth is due to the need for self-affirmation, which is very relevant at this age stage, and is also associated with the desire to take a high social position among peers, to have all the elements of a prestigious lifestyle among young people.
Closely related to the image method is another mechanism of the psychological impact of advertising – identification.
At the beginning of the twentieth century, psychologists began to conduct numerous applied studies in the field of advertising. The objectives of advertising were formulated mainly as suggestion, that is, a method of psychological influence on a person’s will with the goal of “creating his need for the advertised product.” It was assumed that such needs could be created artificially, correctly taking into account the mental processes of the consumer.
The term identification in psychology began to be most widely used by S. Freud and at first had nothing to do with advertising or psychological (social) influences. In his opinion, identification is known to psychoanalysis as the earliest manifestation of an emotional connection with another person. Thus, a young boy shows special interest in his father. He wants to be like his father, to be in his place. That is, identification, according to Z. Freud, is closely related to the Oedipus complex.
In advertising practice, as well as in advertising psychology, identification began to be called the phenomenon when the consumer mentally puts himself in the place of the character depicted in the advertisement and at the same time wants to be like him. Sometimes it is only with the help of this mechanism that advertising manages to convince the consumer of the high quality of a particular product and the presence of the necessary functional characteristics.
In 1923, in his book “The Path to the Buyer,” K.T. Friedlander wrote: “The ultimate goal of all advertising is to influence a person’s consciousness to such an extent as to induce him to commit a certain act, which for the most part consists of purchasing a given product. Thus, advertising is closely connected with the cognitive activity of those to whom it is addressed, and therefore its foundations largely rest on the data of science, which explores and establishes the laws of human cognition and rational activity. This science is psychology” (Friedlander K.T.).
In the same year, the German psychologist, professor at the Psychological Institute of the University of Würzburg, T. Koenig (1925), argued that trade advertising is nothing more than a systematic influence on the human psyche in order to evoke in it a volitional readiness to buy the advertised product. He did not consider the consumer’s objective need for the advertised product (actual or potential) as the main condition for effective advertising.
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