Group Polarization and Computer-Mediated Communication: Effects of Communication Cues, Social Presence, and Anonymity

Abstract

Group polarization is the tendency of people to become more extreme in their thinking following group discussion. It may be beneficial to some, but detrimental to other, organizational decisions. This study examines how computer-mediated communication (CMC) may be associated with group polarization. Two laboratory experiments were carried out. The first experiment, conducted in an identified setting, demonstrated that removal of verbal cues might not have reduced social presence sufficiently to impact group polarization, but removal of visual cues might have reduced social presence sufficiently to raise group polarization. Besides confirming the results of the first experiment, the second experiment showed that the provision of anonymity might also have reduced social presence sufficiently to raise group polarization. Analyses of process data from both experiments indicated that the reduction in social presence might have increased group polarization by causing people to generate more novel arguments and engage in more one-upmanship behavior. Collectively, process and outcome data from both experiments reveal how group polarization might be affected by level of social presence. Specifically, group discussion carried out in an unsupported setting or an identified face-to-face CMC setting tends to result in weaker group polarization. Conversely, group discussion conducted in an anonymous face-to-face CMC setting or a dispersed CMC setting (with or without anonymity) tends to lead to stronger group polarization. Implications of these results for further research and practice are provided.

Cyberpsychology and Human Factors

“…Social interaction involves the exchange of different communication cues3. These can be verbal (e.g., tone, volume), visual (e.g., facial expressions, non-verbal gestures), or textual (e.g., information communicated in written form) 3,4 . These cues assist interpretation of the content of communication, enabling individuals to determine the motivations and intentions of interactional partners, as well as their trustworthiness and emotional mood.…”

“…These cues assist interpretation of the content of communication, enabling individuals to determine the motivations and intentions of interactional partners, as well as their trustworthiness and emotional mood. As a result, they are important in determining how individuals respond to each other during social interaction, and cue availability has been found to influence perceptions of social presence in both the offline and online environment 3,5,6 . Social presence is the sense of closeness and immediacy which develops as individuals interact and communicate 3,6 .…”

“…As a result, they are important in determining how individuals respond to each other during social interaction, and cue availability has been found to influence perceptions of social presence in both the offline and online environment 3,5,6 . Social presence is the sense of closeness and immediacy which develops as individuals interact and communicate 3,6 . It is the 'social glue' which enables the development of intimacy and trust, key aspects of the formation and maintenance of social relationships (e.g., personal, family, work) 3,6 .…”

“…Social presence is the sense of closeness and immediacy which develops as individuals interact and communicate 3,6 . It is the 'social glue' which enables the development of intimacy and trust, key aspects of the formation and maintenance of social relationships (e.g., personal, family, work) 3,6 .…”

“…For example, F2F interaction has been found to result in higher social presence than that which is mediated by technology due to the greater availability of verbal and visual cues, and their ability to convey closeness and immediacy 3,8 . In contrast, research suggests that online interaction is lower in social presence as the result of reliance on textual cues which are less effective at building a sense of immediacy and connection 3,8,9 . Both communication cues and social presence have been found to have an influence on subsequent individual and group behaviour 3,5 .…”