The Effect of Transformed Self-Representation on Behavior

The first thing that caught me in this article was the concept of the Social Identity Model of Deindividuation Effects (SIDE).  The gist of which states that the very things that deindividualize us online - like anonymity - may actually reinforce group norms and conformity in social situations.  This was a huge surprise to me as I, like a large majority I expect, assume that anonymity online leads to negative behaviours more often than not.

Yee et al. also explore Self-Perception Theory as it pertains to online environments.  In short the theory states that, "We observe our own behaviours to understand what attitudes may have caused them."  We react to emotional and physical stimuli by trying to understand what has caused those stimuli, and then react to the situation.  The study gives the example of someone who is paid to do something they already enjoy.  Often, that person will begin to enjoy the task less because an impartial observer would have concluded that they are doing it more for the money than the task itself.

Lastly, Yee et al. refer to Behavioural Confirmation.  In a long list of studies it has been found that we react to the way we are perceived by others by altering our behaviour to match those perceptions.  If others react to the attractiveness of an avatar in a positive fashion, it can cause the owner of that avatar to behave in a more friendly and charming manner.

The study then suggests that these are all possible pieces of the Proteus Effect: our online avatars have the power to effect how we behave online.  Because the online environment cause deindividuation, we take cues from our avatars in how to act.

The two experiments conducted give evidence of this.  In the first, the attractiveness of an avatar was altered and the reactions of others to that avatar were explored.  Participants opened up more to the attractive avatar, which in turn, allowed the user to be more forthcoming and open.  In the second experiment height was used as the variable.  The suggestion being that the taller avatars would act more confidently in a game.  Once again, though not right away, participants reacted to the increase height of their avatars by acting more boldly in situations. 

"Our self-representations shape our behaviours in turn."  What a concept.  We create our avatars as representations of ourselves, perhaps our true selves, yet these avatars then alter the way we behave in social situations online.  The next step is to consider whether or not these changes in our online interactions alter the way we behave in physical situations.  Through the process of psychological learning and behaviour modification it could be expected that if someone spent enough time online with a modified behavioural profile and as a result received enough positive reinforcement for those behaviours, their offline behaviour would be altered as well.

Wow.

Yee, N., & Bailenson, J. (2007). The Proteus effect: the effect of transformed self-representation on behavior. Human Communication Research, 33(3), 271-290.