Basking in Reflected Glory - Major Theoretical Approaches

Major Theoretical Approaches

Although Cialdini’s studies introduced the concept of BIRGing to the public and its relevance to social psychology, an operational definition is quite difficult to form. With such a wide range of possible examples, there is no set criteria by which to clearly recognize BIRGing. Rather, by a classical definition, it is more described as a subjective feeling possessed by one individual who seeks to gain acceptance or respect by associating themselves with the successes of others. However, over recent years, advances in technology (among other domains) have challenged the classic definition of BIRGing. For example, when Apple Computers became very successful, many individuals not only purchased Apple products, but many more sought jobs or other associations with the company. Contemporary BIRGing in today’s world can be seen by individuals not only associating themselves with the success of other people or groups, as was originally thought by Cialdini among others; Rather, BIRGing is the association of oneself to any company, business, or activity which is popular or highly regarded. Facebook, Twitter, and other social networking sites have increased BIRGing with popular brands, as it allows everyone to post their affinity for or their associations with popular companies, media, businesses, etc. Furthermore, the ability for everyone to follow their favorite athletes, actors, etc. on Facebook or Twitter allows for a closer connection to and knowledge of these celebrities, therefore leading to more BIRGing. Thus, the spread of technology has not only increased the realms under which BIRGing may fall, but also increased the ease with which individuals may partake in BIRGing.

Psychological approaches to BIRGing would include Ludwig Lewisohn's behavioral approach, Charles Darwin’s evolutionary approach, and to some extent even Sigmund Freud’s psychodynamic approach. The behavioral approach is relevant to BIRGing as it analyzes the behavior and success of others. If one partakes in observing this behavior, they can learn which actions and people are successful or popular and can then engage in BIRGing by associating themselves with these actions or people. Darwin’s evolutionary approach can also be used to analyze BIRGing due to the idea behind survival of the fittest. In contemporary psychology, survival of the fittest applies to achieving the greatest successes possible in order to ensure the passage of one’s genes into future generations. From this biological perspective, it is favorable to be popular and respected, as more mating opportunities will present themselves. This can be seen in BIRGing as individuals associate themselves with popular, attractive, or respected actions and people in order to be perceived as having more successes. Freud’s psychodynamic theory can be applied to BIRGing in terms of the super ego’s relationship to the ego. The super ego refers to the ideal self image; it constitutes a view of one’s self as perfect. The ego refers to the real self, meaning our consciousness and perceptions of our current selves. Thus, if an individual seeks to gain more respect or popularity, the super ego may lead to BIRGing, as that individual will associate him or herself with popular and respected entities in order to increase that individual’s notion of ego.