Two faces of anonymity: Paradoxical effects of cues to identity in CMC
Tanis, M., and Postmes, T. (2007)
Computers in Human Behavior, 23, 955-970
Electronic interactions 'prompt us to rethink the assumptions of original theories' p956
This article 'separates social effects on an interpersonal level ( in terms of evaluations of the person one is communicating with) from higher order effects that revolve around the interaction itself.' p956
research findings in this paper suggest that 'disembodiment obstructs certain social outcomes whilst enhancing others'
Social effects of communication technology: classic theories
KRO - collecting what is meant by social effects - communication patterns, social networks, relational ( collaboration), interpersonal
'different CMC vary in their level of interactivity' , p956 ( KRO differ on potential for individuation as well as interactivity)
'various approaches (Social Presence theory, Cuelessness Models, reduced Social Cues Approach) implicitly or explicitly assume that personalized identifiably or visibility will lead to increased awareness and more personalized or intimate perceptions of others and this is assumed to have generalized positive consequences for social effects in general', p956 i.e 'the literature on CMC has a tendency to amalgamate what social effects are' p957
'implicit in all these theories is that bodily communication is the key method to reduce uncertainty about key factors in interaction. According to Uncertainty Reduction Theory (URT) ( Berger & Calabrese, 1975) uncertainty reduction is one of the main goals in initial interaction between strangers' p957
Walther, Slovacek & Tidwell ( 2001) 'especially in new , unacquainted teams, the possibility to picture one another promotes affection and social attraction', p958 but authors of current paper suggest ' this does not mean one has positive evaluations about the outcome of that interaction ( its productivity ) or even about the interaction itself', p958. " Likewise, one's satisfaction with the medium of interaction might be determined by factors beside the interpersonal relationship' p958 '
As well as social effects there are task related things to consider.
More recently ideas of you and me have shifted to ideas of us (KRO- does that apply to task related issues?) SIDE The social identity model of deindividuation effects. SIDE ' proposes that anonymity may be associated with a relative amplification of the social and contextual aspects of group life'
leads to RQ
If lack of cues (KRO - to identity - not emotion) is associated with a greater awareness of the social dimension of interaction (us) there is a possibility that satisfaction with the collaboration and its aspects would increase , and uncertainty decrease'
Study 1
2 x 2 factorial design; experiences CMC/non experienced and cues to identity (photo+first name)/no cue.
DV= various dimensions of certainty, person impressions and medium satisfaction measured by 7 point Likert scale.
interpersonal evaluation ( 4 questions) - 2 questions about positivity ( impression, niceness) and 2 ambiguity of impressions. -
certainty ( comfort, ease, uncertainty) 3 questions -
medium satisfaction 2 questions ( confidence, pleasantness)
Dyad interaction where participants were made to believe that they were interacting with another person, the interaction was in fact computer generated and involved 5 topics for the exchange. 125 undergraduate students.
Cues to identity -
- some indication ( but not significant!) that slightly more positive impressions
- experienced users were more certain when cues were absent a finding that sits uncomfortably with URT ' people will try to reduce uncertainty in order to predict outcomes of interactions' ie cues to identity have a negative effect on satisfaction with the medium
- experienced users were more satisfied with the medium when cues to identity were absent.
? whether the experimental paradigm , particularly the choice of topic, gave an authentic sense of interaction.
Study 2
1 factor only clue to identity/no clues nb photo had neutral expression.
participants all familiar with online communication.
part of course assessment therefore relevant and 'staked' ( ? high stakes). Because of imbalance some dyads were same sex and some mixed sex. 15 minutes in dyad , encouraged to discuss.
DV
satisfaction with the medium , 3 statements ( feel confident, pleasant medium, preferred to face to face)
subjective measure of performance, 3 statements, confident about outcome, learned much about topic, told a lot about the topic
certainty , 2 statements , uncertain, comfortable
Cues to identity
- have a negative effect on medium satisfaction
- have a negative effect on subjective estimation of performance
- no effect on certainty ( unlike study 1 however statements were more retrospectively inclined
Discussion
raises the distinction between identifiably of the other and identifiably to the other. Links to the ideas of Walther et al (2001) that in presence of photos 'participants are less able to mold the impressions that others formed of them' p967
Joinsen (2001) anonymity associated with a greater tendency to self disclose - but study 1 did not offer the opportunity to self disclose and given the time restraints the same could probably be said about study 2.
Turner, Hogg, Oakes, Reicher & Wetherell (1987) 'people see themselves as closely intertwined with, and functionally distinguishable from their groups, even in complete isolation' p968 ie an isolated person can display group behaviour. KRO- does task setting induce social categorical effects?
KRO
- does interpersonal impressions mediate other social interactions?
- information about oneself also individuates a person the process does not depend just on visual, name
note 'multiplication of weak ties that are spawned by electronic interactions' Haythornthwaite, 2002)
