100 Million Strong: A Case Study of Group Identification and Deindividualization on Imgur.com

• In Event: Constraint Removal Effects in Social Media

Abstract

Online groups can become communities, developing group identity and fostering deindividuation. But is this possible for very large, anonymous groups with low barriers to entry, highly constrained formats, and great diversity of content? Applying Social Identity Theory, and Social Identification and Deindividuation Effects theory, this study assesses levels of and influences on group identification and deindividuation in the case of Imgur.com. As argued by proponents of computer-mediated communication, demographics play almost no role in these outcomes, while involvement in Imgur, rather than simple use, does. Finally, different aspects of deindividuation are influenced by different aspects of group identification.

Authors

• Jude Mikal, U of Utah

• Ronald E. Rice, U of California - Santa Barbara

• Robert G. Kent, U of Utah

• Bert Uchino, U of Utah