Cold comfort at the Magh Mela: Social identity processes and physical hardship

Humans inhabit environments that are both social and physical, and in this article weinvestigate if and how social identity processes shape the experience and negotiation ofphysically demanding environmental conditions. Specifically, we consider how severe coldcan be interpreted and experienced in relation to group members’ social identity. Ourdata comprise ethnographic observation and semi-structured interviews with pilgrimsattending a month-long winter Hindu religious festival that is characterized bynear-freezing conditions. The analysis explores (1) how pilgrims appraised the cold andhow these appraisals were shaped by their identity as pilgrims; (2) how shared identitywith other pilgrims led to forms of mutual support that made it easier to cope with thecold. Our findings therefore extend theorizing on social identity processes to highlighttheir relevance to physical as well as social conditions.

A calming cacophony: Social identity can shape the experience of loud noise

Environmental Psychology has typically considered noise as pollution and focused upon its negative impact. However, recent research in psychology and anthropology indicates the experience of noise as aversive depends upon the meanings with which it is attributed. Moreover, such meanings seem to be dependent on the social context. Here we extend this research through studying the aural experience of a religious festival in North India which is characterised by loud, continuous and cacophonous noise. Reporting an experiment and semi-structured interviews, we show that loud noise is experienced as pleasant or unpleasant according to the meanings attributed to it. Specifically, the experiment shows the same noise is experienced more positively (and listened to longer) when attributed to the festival rather than to a non-festival source. In turn, the qualitative data show that within the Mela, noises judged as having a religious quality are reported as more positive than noises that are not. Moreover, the qualitative data suggest a key factor in the evaluation of noise is our participants’ social identities as pilgrims. This identity provides a framework for interpreting the auditory environment and noises judged as intruding into their religious experience were judged negatively, whereas noises judged as contributing to their religious experience were judged more positively. Our findings therefore point to the ways in which our social identities are implicated in the process of attributing meaning to the auditory environment.

Explaining effervescence:: Shared social identity and positive experience in crowds

We develop and test a dual pathway model of effervescence - the intensely positive experience of being in a crowd. The model proposes that positive feelings arise when those attending a mass event see each other as sharing a common social identity. This sense of shared identity predicts (a) crowd participants’ ability to enact their valued collective identity, and (b) the intimacy of social relations between crowd members. In turn, both of these are theorized to predict crowd members’ positivity of experience. These ideas are tested using survey data from pilgrims (n = 416) attending the Magh Mela - a month-long Hindu pilgrimage festival in north India. The findings provide clear support for the model.

Collective Participation Impacts Social Identity::A Longitudinal Study with Control Data

How does participation in collective activity affect our social identifications and behavior? We investigate this question in a longitudinal questionnaire study conducted at one of the world’s largest collective events – the Magh Mela (a month-long Hindu religious festival in north India). Data gathered from pilgrims and comparable others who did not attend the event show that one month after this mass gathering was over, those who had participated (but not controls) exhibited a heightened social identification as Hindu and increased levels of religious activity (e.g., performing prayer rituals). Additional data gathered from the pilgrim respondents during the festival show that the pilgrims’ perceptions of sharing a common identity with other pilgrims, and of being able to enact their social identity in this event, predicted these outcomes.