ABSTRACT
This chapter reviews conceptualizations of identity from the social identity perspective and other psychological perspectives on the self. Across these various models, identity is characterized as dependent on context and as composed of multiple components, with the components varying in both accessibility and weight as a function of contextual stimuli. Within a media-effects framework that links communication with behavioral effects, these features allow identity to serve both as a moderator of communication effects and as a mediator of communication effects—and on occasion even at the same time. The metaphor of a prism is offered to help conceptualize these dual and sometimes simultaneously occurring roles. Implications for the design and evaluation of persuasive communication campaigns and efforts are discussed.
