Reduces Social Cues Approach
absence of social cues leads to lose individuality
Core Assumptions and Statements
Central assumption is that the absence of social cues in CMC is deindividuating. Deindividuation is a state in which people lose their individuality because “group members do not feel they stand out as individuals” and individuals act if they are “submerged in the group”. (Festinger, Pepitone & Newcomb 1952). The Social Cues Approach describes relatively little social power to computer-mediated communication. This is because cues that enable communicators to perceive one another as individuals are relatively absent in CMC. This diminishes the awareness of the self and the other. This leads to a deregulation of behavior.
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Festinger, L., Pepitone, A., & Newcomb, T. (1952). Some consequences of deinviduation in a group. Journal of Abnormal and Social Psychology, 47, 382-389.