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 SIDE model provides an alternative explanation for effects of anonymity and other "deindividuating" factors that classic deindividuation theory cannot adequately explain. The model suggests that anonymity changes the relative salience of personal vs. social identity, and thereby can have a profound effect on group behavior. With the advance of technology, it is becoming increasingly researched how having the control of being incognito on the web and having profiles that represent one's person is affecting relationships and communication in our lives. The model of deindividuation is described by scholarly articles as "the situation in which individuals act in groups and do not see themselves as individuals, thereby facilitating antinormative behavior". Furthermore, research on the SIDE model investigates prosocial behavior, prevention of social disturbance, and prevention of child prejudice. It is said that conformity to group norms is a large part of deindividuation when understanding social identity within it. Other studies suggest that the identification of self through online groups lessens ones actual idea of personal identity outside of online spaces; concluding that even when personal identity is seemingly salient in online spaces it still further disassociates the person with themselves outside of online communities.
Background SIDE developed as a critique of deindividuation theory. Deindividuation theory was developed to explain the phenomenon that in crowds, people become capable of acts that rational individuals would not normally endorse (see also Crowd psychology). In the crowd, so it would seem, humans become disinhibited and behave anti-normatively. Early versions of deindividuation theory saw this as a consequence of reduced self-awareness and accountability. Diener and others later focused more exclusively on loss of self as the core psychological process underlying deindividuation. Reicher criticized deindividuation theory for several reasons. Among others, historical evidence and case studies strongly suggested that the psychological process proposed by deindividuation theory (a loss of self) did not occur in the crowd. A meta-analysis of empirical deindividuation research confirmed there was no consistent empirical evidence for the processes it proposed. To the contrary: anonymity and reduced self-awareness enhanced sensitivity to local norms. SIDE researchers concluded that there is no good empirical support for the process of deindividuation, and factors that should produce deindividuation have highly variable effects on behavior. To account for this, SIDE proposes that there are no blanket indiscriminate effects of anonymity, but that anonymity effects are influenced by, and can only be understood through, their interaction with the social context. Reicher also challenged the conceptualization of deindividuation as a loss of self. This process assumes that individuals have a unitary self-concept that they can be more or less aware of. Reicher and others argued that individuals do not have a unitary sense of self. Social identity theory, for instance, points out that one's sense of self is made up of personal identity and multiple social identities, all of which combine to shape one's personality. Social identities are likely to become the basis for self-definition when that social identity is salient, such as when making comparisons between "them" and "us". One consequence of salience is "depersonalization". In social identity research, the term depersonalization refers to a switch to a group level of self-categorization in which self and others are seen in terms of their group identities. (Note: in research on social identity, depersonalization is not the same as deindividuation or a loss of self.) According to self-categorization theory, depersonalization makes perceptions of the outgroup more stereotypical. Self-perceptions also shift: self and other ingroup members become interchangeable, and the individual self-stereotypes in terms of group attributes. Depersonalization thus transforms individuals into group members who regulate their behavior according to ingroup norms. Importantly, and in contrast to deindividuation, the psychological state of depersonalization does not imply a loss of rationality or behavioural disinhibition; rather, the individual behaves rationally and regulates behaviour according to ingroup standards. These ideas from social identity theory and self-categorization theory provided key ingredients for Reicher's critique of deindividuation theory, and are also the foundations upon which SIDE was modelled. Deindividuation is basically when one person does not think of themselves as an individual being, but rather as a group or more than one being. This does not necessarily mean bad or inappropriate behavior. This means that the group norms are changed. There has been recent studies on the SIDE model may put an end to racism in growing children, as well as social awkwardness. With fresh minds and our growing world of technology, the SIDE model is becoming a more researched topic. The SIDE model tells us that people change their behavior when introduced into groups. For example, when a person engages in an activity, such as a party or social event, they change their behavior. They become less individualized and unique, and merge themselves with the surrounding people to become almost one person. They can act and do things as a group.
… excerpt ends here. Continue reading the full article.
