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The social identity model of deindividuation effects (or SIDE model) is a theory developed in social psychology and communication studies. SIDE explains the effects of anonymity and identifiability on group behavior. It has become one of several theories of technology that describe social effects of computer-mediated communication.
Figure 1. The explanatory profiles of social identity and self-categorization theories. "Social identity approach" is an umbrella term designed to show that there are two methods used by academics to describe certain complex social phenomena- namely the dynamics between groups and individuals.
Social identity is the portion of an individual's self-concept derived from perceived membership in a relevant social group. [1] [2]As originally formulated by social psychologists Henri Tajfel and John Turner in the 1970s and the 1980s, [3] social identity theory introduced the concept of a social identity as a way in which to explain intergroup behaviour.
90% of activists reported allies as falling below ideal levels of trustworthiness, and 33% rated allies as having more influence than would be ideal.
For the social psychologist, the level of analysis is the individual in the context of a social situation. As such, social psychologists emphasize the role of internal psychological processes. Other social scientists, such as sociologists , are more concerned with broad social, economic, political, and historical factors that influence events ...
People who do not identify strongly with an identity are most likely to resist categorization threat, especially when the categorization is involuntarily imposed on them. When identity is emphasized, these low-identifiers distance themselves from the group, emphasize their individual identity, and might even demean ingroup members. [7]
In contrast, the social identification perspective assumes that the personal and social selves are hydraulically related to one another. As such, activating the personal self should diminish endorsement of pro-group behavior. However, this was not the case for strongly fused individuals, who actually demonstrated the exact opposite effect.
Social influence comprises the ways in which individuals adjust their behavior to meet the demands of a social environment. It takes many forms and can be seen in conformity , socialization , peer pressure , obedience , leadership , persuasion , sales , and marketing .