A Social Identity Model of Deindividuation Phenomena

This chapter challenges traditional models of deindividuation. These are based on the assumption that such factors as immersion in a group and anonymity lead to a loss of selfhood and hence of control over behaviour. We argue that such models depend upon an individualistic conception of the self, viewed as a unitary construct referring to that which makes individuals unique. This is rejected in favour of the idea that self can be defined at various different levels including the categorical self as well as the personal self. Hence a social identity model of deindividuation (SIDE) is outlined. Evidence is presented to show that deindividuation manipulations gain effect, firstly, through the ways in which they affect the salience of social identity (and hence conformity to categorical norms) and, secondly, through their effects upon strategic considerations relating to the expression of social identities. We conclude that the classic deindividuation paradigm of anonymity within a social group, far from leading to uncontrolled behaviour, maximizes the opportunity of group members to give full voice to their collective identities.