Anonymity effects in computer-mediated communication in the case of minority influence

Authors:
Félix Moral-Toranzo;Jesús Canto-Ortiz;Luis Gómez-Jacinto
Affiliations:
Departamento de Psicologıa Social, Facultad de Psicologıa, Universidad de Málaga, Campus Universitario de Teatinos Málaga 29071, Spain;Departamento de Psicologıa Social, Facultad de Psicologıa, Universidad de Málaga, Campus Universitario de Teatinos Málaga 29071, Spain;Departamento de Psicologıa Social, Facultad de Psicologıa, Universidad de Málaga, Campus Universitario de Teatinos Málaga 29071, Spain
Venue:
Computers in Human Behavior
Year:
2007

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Abstract

In an experimental study, we analyzed in-group minority social influence within the context of computer-mediated communication (CMC) based on the perspective of the social identity model of deindividuation effects (SIDE). This model hypothesizes that in a group context, in which social identity is salient, anonymity will facilitate influence among the group members. Using a software application, we simulated the creation of a virtual group and the setting of a computer-mediated communication. The interaction between the members of the group centers on the issue of North African immigration. The results show that the influence of an in-group minority (radical pro-immigration) causes changes of opinion, as demonstrated in the two groups participating in the experimental test (anonymous and identifiable users). However, the differences in such changes between the identifiable and the anonymous groups are not statistically significant, whereas for two dependent variables from the opinion questionnaire, (i.e., ''strong'' anti-immigration and pro-immigration), they are significant when these two groups are compared to the control group. Therefore, the postulates of the SIDE model are only partially confirmed. We offer some explanations for the results obtained, and outline different aspects involved in the process of social influence via CMC.