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Effects of Representational Similarity on Deindividuation and Conformity to Group Norms in Computer-Mediated Communication

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Abstract:

Two experiments investigated if and how visual representation of interactants affects deindividuation and conformity to group norms in anonymous computer-mediated communication (CMC). In Experiment 1, a 2 (inter-group vs. interpersonal) x 2 (same character vs. different character) between-subjects design experiment, each participant made a decision about social dilemmas after seeing two other (ostensible) participantsí unanimous opinions and then exchanged supporting arguments. Consistent with the Social Identity model of Deindividuation Effects, when the group level of self-identity was rendered salient in an inter-group encounter, uniform virtual appearance of CMC partners triggered deindividuation and subsequent conformity behavior. By contrast, when the personal self-identity was salient, standardized representation tended to reduce conformity. Experiment 2 replicated the effect of visual representation on deindividuation and conformity and furthermore, investigated the causal links between deindividuation, group identification, and conformity. The results suggest that deindividuation accentuated adherence to group norms, both directly and indirectly via group identification.

Most Common Document Word Stems:

group (234), deindividu (104), social (103), partner (82), particip (82), charact (72), similar (69), conform (68), individu (66), ident (66), interact (64), differ (61), identif (56), 1 (55), p (54), 2 (51), person (45), effect (45), represent (45), m (43), norm (41),

Author's Keywords:

computer-mediated communication, deindividuation, Social Identity model of Deindividuation Effects (SIDE), visual representation, conformity, group identity
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MLA Citation:

Lee, Eun-Ju. "Effects of Representational Similarity on Deindividuation and Conformity to Group Norms in Computer-Mediated Communication" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p112313_index.html>

APA Citation:

Lee, E. , 2003-05-27 "Effects of Representational Similarity on Deindividuation and Conformity to Group Norms in Computer-Mediated Communication" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p112313_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Two experiments investigated if and how visual representation of interactants affects deindividuation and conformity to group norms in anonymous computer-mediated communication (CMC). In Experiment 1, a 2 (inter-group vs. interpersonal) x 2 (same character vs. different character) between-subjects design experiment, each participant made a decision about social dilemmas after seeing two other (ostensible) participantsí unanimous opinions and then exchanged supporting arguments. Consistent with the Social Identity model of Deindividuation Effects, when the group level of self-identity was rendered salient in an inter-group encounter, uniform virtual appearance of CMC partners triggered deindividuation and subsequent conformity behavior. By contrast, when the personal self-identity was salient, standardized representation tended to reduce conformity. Experiment 2 replicated the effect of visual representation on deindividuation and conformity and furthermore, investigated the causal links between deindividuation, group identification, and conformity. The results suggest that deindividuation accentuated adherence to group norms, both directly and indirectly via group identification.

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Document Type: .PDF
Page count: 36
Word count: 9427
Text sample:
Effects of Representational Similarity on Deindividuation and Conformity to Group Norms in Computer-Mediated Communication 2 Effects of Representational Similarity on Deindividuation and Conformity to Group Norms in Computer-Mediated Communication ABSTRACT Two experiments investigated if and how visual representation of interactants affects deindividuation and conformity to group norms in anonymous computer-mediated communication (CMC). In Experiment 1 a 2 (inter-group vs. interpersonal) x 2 (same character vs. different character) between-subjects design experiment each participant made a decision about social dilemmas after
by Visual Representation and Salient Self-Identity 0 -0.5 Same Character -1 Diff. Character -1.5 -2 Inter-group Interpersonal 36 Figure 3. Path Analysis of the Predicted Mediation of Group Identification (.32**) .25* Deindividuation Conformity .26* .24* Identification * p < .05 ** p < .01 (one-tailed)


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