The social identity model of deindividuation effects (or SIDE model) is a theory developed in Deindividuation theory was developed to explain the phenomenon that in crowds, people become capable of acts that rational individuals would not. This chapter challenges traditional models of deindividuation. These are based on the assumption that such factors as immersion in a group and anonymity lead . Reicher, S.D., Spears, R. and Postmes, T. () A Social Identity Model of Deindividuation Phenomena. European Review of Social Psychology, 6,

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Deindividuated groups are more attractive to its members than individuated ones Zimbardo Reduction of self-observation and concern for social evaluation A Deindividuation State arises, which is characterized by changes in the perception of oneself and others.

A Social Identity Model of Deindividuation Phenomena

Uhrich and Tombs hypothesized a positive relationship between the time that customers remain in stores and the number of customers in the store and suggested that this relationship was mediated by a deinndividuation chain of public self-awareness and emotional discomfort. Evidence is presented to show that deindividuation manipulations gain effect, firstly, through the ways in which they affect the salience of social identity and hence conformity to categorical norms and, secondly, through their effects upon strategic considerations relating to the expression of social identities.

Crowd behaviour as social action. Journal of Business Research67— Personality and Social Psychology Identitt1128— Journal of Experimental Social Psychology1— Self-observation and concern for social evaluation are reduced, creating a tendency to behaviors that are normally inhibited. The salience of a particular group identity tends to make subjects exacerbate their differences from members who phenimena not belong to the salient group and act according to the rules of this group due to reduced cognitive mediation of behavior.


It is said that conformity to group norms is a large part of deindividuation when understanding social identity with in it [4]. Therefore, if an individual is in a deindividuation situation and there is a tendency toward prosocial behavior as suggested by the nurse costumethe person tends to act in a prosocial manner.

It is essential to highlight the importance of integration between the social dominance and deindividuation theories of Guegan et al. They investigated the role of gender perceptions in a CMC. Another model that takes into account the deindividuated state was proposed by Prentice-Dunn and Rogers From Crowd to Computer-Mediated Communication.

SIDE explains the effects of anonymity and identifiability on group behavior. Kyung Young Lee 4 Estimated H-index: Under the following terms: Breaching or building social boundaries?

How the subject feels when Deindividuation occurs may provoke an effect opposite to the predicted.

Social identity model of deindividuation effects | Ng Yaocong –

It is important to note that this process can only operate to the extent that some sense of groupness exists from the outset. SIDE developed as a critique of deindividuation theory.

After the experiment, the subjects of both conditions completed a questionnaire developed exclusively for the experiment that sought to assess the deindividuated state. Plan 9 from cyberspace: A social identity mofel of deindividuation phenomena. Toward a general theory of strategic self-presentation. When one is not in accordance with these standards, a negative effect is produced.

Social Identity Model of Deindividuation Effects

Reicher and others argued that individuals do not have a unitary sense of self. Influencing Factors on Sharing News deindividuatjon Twitter. Additionally, the researchers showed interest in the intensity of the shock applied, and they told the participants that they would meet the test subject after the experiment and that the participants were individually responsible for what happened to the test subject.


New Media [3] Reicher, S. When individuals are alone, they tend to behave differently than when they are in groups. Although there are different kinds of crowds, they have similar characteristics, such as the power of destruction, the certainty of impunity and a direct relationship between the certainty of impunity and the size of the crowd.

Because members of the dominated group are already seen as more deindividuated, the effects of deindividuation on them should be lower compared to the effects on the dominant group.

In the high accountability cues condition, the subject who would receive the shocks in the memory experiment was in the same deindivivuation as the participants when the participants arrived. SIDE- ences de l’Homme. This is because if there were such a correlation, it would indicate that the way the stranger behaved during the taped interview would serve as a discriminative stimulus in the behavior of applying shocks, contradicting the model.

Social Identity Model of Deindividuation Effects. This situation may contribute to initiatives that reduce contemporary social tensions and promote peaceful intercultural contact.