Abstract
This chapter provides an overview of the SIDE model, the Social Identity model of Deindividuation Effect, especially as applied to the new media (email, Internet, social networking). It reviews some of the evidence for the utility and heuristic value of this model in explaining social influence when using these media, and also its relevance for facilitating collective action in cyberspace, and the possibilities the new media provide for political action. However, while eschewing technological determinism SIDE may yet provide some lessons about media use and media design, and the chapter speculates these issues. In order to understand the SIDE model, one actually has to “unpack” deindividuation theory and distinguish two aspects of anonymity that are very relevant to the social identity analysis of deindividuation phenomena and the resulting SIDE model. A final important application of the SIDE model concerns collective action online.
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