Social identity model of deindividuation effects
The social identity model of deindividuation effects (or SIDE model) is a theory developed in social psychology and communication studies. SIDE explains the effects of anonymity and identifiability on group behavior. It has become one of several theories of technology that describe social effects of computer-mediated communication. The SIDE model provides an alternative explanation for effects of anonymity and other "deindividuating" factors that classic deindividuation theory cannot adequately explain. The model suggests that anonymity changes the relative salience of personal vs. social identity, and thereby can have a profound effect on group behavior.