A new perspective on de-individuation via computer-mediated communication

Abstract

Research examining de-individuation via computer-mediated communication (CMC) suggests that group pressure is more pronounced in CMC-using groups than in groups meeting face to face, because CMC strips away non-verbal cues and makes individuals feel more similar to the others in their group. Similarly, electronic voting research suggests that group influence is more pronounced via group support systems when the opinions of others are communicated in real time. However, recent research involving complete anonymity suggests that group influence is mitigated via anonymous CMC because of a lack of awareness of others. Thus, we propose that increased group influence is facilitated when others’ opinions are communicated, and is heightened with the common identity created through the use of nominal labels. This paper reports the results of a laboratory experiment involving groups making an organization decision via a text-based chat room. The results show that a simple electronic voting interface element increased the amount of group influence on individual members, and led to decreased participation and higher dispensability.

Keywords:

• de-individuation
• computer-mediated communication
• electronic voting
• media richness theory
• social information processing theory
• anonymity

Additional information

Notes on contributors

Russell Haines

Russell Haines is an Associate Professor of Information Technology at Old Dominion University. He received his B.S. and Master of Accountancy from Brigham Young University and his Ph.D. from The University of Houston. His research specializes in laboratory experiments, supply chain decision-making, ethical decision-making, and awareness in computer-mediated communication.

Joan Ellen Cheney Mann

Joan Ellen Cheney Mann is an Associate Professor at Old Dominion University. She holds a Ph.D. in Management Information Systems from Georgia State University. Her research generally focuses on Runaway IS projects, Global IT issues and other management of information topics.