Explanations of mediated relationships - Description
Reduced cues theory
- Computer-mediated communication (CMC) lacks direct social cues, such as eye contact. Culnan and Markus (1987) reduced cues theory suggest this makes it less effective than face-to-face (FtF) communication.
- The lack of cues may lead to deindividualisation fostering aggressive behaviour and making relationships more difficult.
Social identity model of deindividualisation effects (SIDE)
- The SIDE suggests that CMC can lead to deindivudalisation but this is because people feel annonymous within a group and adopt the group's social identity. Reduced cues hide differences, and stereotypes enhance similairties, strengthening social identity. This shared identity can help relationship formation within the group.
- As this social identity also causes the internalisation of group norms ot can explain why people ignore normal social controls and become more aggressive. Mason suugests that is how cyberbullying operates.
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