The study extends research on the Proteus effect by demonstrating that avatars can prime negative attitudes and cognition in desktop virtual settings. Experiment 1 shows that, after virtual group discussions, participants using black-cloaked avatars developed more aggressive intentions and attitudes but less group cohesion than those using white-cloaked avatars. In Experiment 2, individual participants using a Ku Klux Klan (KKK)-associated avatar created more aggressive Thematic Apperception Test stories in comparison to a control group. Participants using the KKK avatar also wrote less affiliative stories in comparison to those employing avatars dressed as doctors. Overall, the resulting pattern of activation of negative thoughts (i.e., aggression) coupled with the inhibition of inconsistent thoughts (i.e., cohesion, affiliation) is consistent with principles of current priming models and provides initial evidence for automatic cognitive priming in virtual settings.

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Communication within recreational computer-mediated settings has received less attention than interaction in instrumental and organizational contexts. The present study compared the socioemotional and task-oriented content of 5,826 text messages produced by participants of an online video game. The results suggest that participants produced significantly more socioemotional than task content. Consistent with predictions flowing from Social Information Processing Theory, the vast majority of messages were socioemotional and positively valenced, despite the ostensible game objective of fighting other participants. Experience level played an important role in message production. More experienced participants produced both more positive and fewer negative socioemotional messages than the less experienced and used more specialized language conventions (e.g., emoticons, scripted emotes, and abbreviations). The results are discussed in the context of previous research examining the effect of communication medium and interaction purpose on socioemotional and task message production.

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Previous research suggests that “away messages” in instant messaging express informational and entertainment communicative goals while displaying a users’ identity. This study investigated the extent to which these communicative goals are reflected in the language structure of away messages, by examining the speech acts performed through the production of 483 away messages crafted by 44 participants. The messages were also analyzed for the use of non‐standard orthography and humor. The results show that the messages were constructed primarily with assertives, followed by expressives and commissives, but rarely with directives, confirming that away messages tend to reflect both informational and entertainment goals. Non‐standard orthography and humor were also common, although experienced participants used fewer non‐standard forms than less experienced participants. These findings are discussed in terms of computer‐mediated discourse and online self‐presentation.