Intergroup differentiation in computer-mediated communication: Effects of depersonalization.

Results indicate that depersonalized groups diverge, or bipolarize, when compared with individuated groups, and support predictions derived from the social identity model of deindividuation effects.

Abstract

Two studies examined intergroup discussions via computer-mediated communication systems. It was hypothesized that depersonalization, in comparison with individuated interaction, would increase the tendency for intergroup differentiation in attitudes and stereotypes, In Study 1, 24 groups communicated internationally over the Internet in a longitudinal design. Interacting groups, based in 2 different countries, were individuated versus partially unidentifiable, and thus depersonalized. Results indicate that depersonalized groups diverge, or bipolarize, when compared with individuated groups. A follow-up study demonstrated that under depersonalized conditions, individual differences are less salient, whereas group memberships are more salient. In addition, stereotypes were more salient in depersonalized conditions. Results support predictions derived from the social identity model of deindividuation effects.