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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.
The most recent model of deindividuation, the social identity model of deindividuation effects , was developed by Russell Spears and Martin Lea in 1995. The SIDE model argues that deindividuation manipulations can have the effect of decreasing attention to individual characteristics and interpersonal differences within the group.
The social identity model of deindividuation effects (SIDE) was developed from further research on the social identity theory and the self-categorization theory, further specifying the effects of situational factors on the functioning of processes proposed by the two theories.
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.
The social identity model of deindividuation effects model totally disregards identity construction in daily communication activities like talk, text & email. In order to understand this they tried to re study online interaction and specifically studied an online forum on depression.
Social presence theory explores how the "sense of being with another" is influenced by digital interfaces in human-computer interactions. [1] Developed from the foundations of interpersonal communication and symbolic interactionism, social presence theory was first formally introduced by John Short, Ederyn Williams, and Bruce Christie in The Social Psychology of Telecommunications. [2]
The social identity model of deindividuation effects (SIDE) (Postmes, Spears and Lea 1999; [14] Reicher, Spears and Postmes, 1995; [15] Spears & Lea, 1994 [16]) was developed as a response to the idea that anonymity and reduced presence made communication technology socially impoverished (or "deindividuated").
Reicher's work on crowd psychology has challenged the dominant notion of crowd as site of irrationality and deindividuation. His social identity model (SIM, 1982, 1984, 1987) of crowd behaviour suggests that people are able to act as one in crowd events not because of 'contagion' or social facilitation but because they share a common social ...