How Shared Social Identity and Social Norms Shape Risk-Taking at Mass Gatherings

Abstract

Mass gatherings have long been recognised as posing substantial public health risks. Prior research, primarily from a medical perspective, has often placed considerable emphasis on various physical risk factors associated with shaping health risks at mass gatherings. This mixed-method thesis, however, adopts a social identity perspective to investigate the ways in which psychosocial factors contribute to health risks associated with mass gatherings. Chapter 2 presents a comprehensive systematic review of the literature of risks at mass gatherings, with a primary focus on social norms associated with shaping risks at mass gatherings. Chapter 3 provides initial empirical evidence across three pre-registered imaginary-based online experiments of how shared social identity interacts with perceived social norms to increase the likelihood of engaging in risk-taking behaviours, such as resource-sharing associated with elevating infectious diseases transmissions at mass gatherings. Chapter 4, however, moves beyond quantitative methods, utilising in-depth semi-structured online interviews to explore shared Muslim identity processes among pilgrims in relation to health risks associated with the Hajj. Chapter 5 further explores shared Muslim identity processes among pilgrims, this time in relation to maintaining safety within the Hajj context. Together, findings from Chapters 2-5 offer empirical evidence of how social identity processes, specifically shared social identity and social norms, influence risk-taking behaviours associated with shaping health risks at mass gatherings. This mixed-method thesis also presents theoretical, methodological, and practical implications for building effective health risk mitigation strategies to reduce the burden of health risks and facilitate the safety and well-being of attendees at mass gatherings.