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New Scientist Technology Blog: Don't flame me, bro'

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Social psychologists have known for decades that, if we reduce our sense of our own identity – a process called deindividuation – we are less likely to stick to social norms. For example, in the 1960s Leon Mann studied a nasty phenomenon called "suicide baiting" – when someone threatening to jump from a high building is encouraged to do so by bystanders. Mann found that people were more likely to do this if they were part of a large crowd, if the jumper was above the 7th floor, and if it was dark. These are all factors that allowed the observers to lose their own individuality.

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In 2005, Epley showed that people can vastly overestimate their ability to communicate unambiguously by email. He suggests that we find it hard to take another person's perspective when communicating electronically. Similarly, a forthcoming study by Kristin Byron found that people tend to interpret emails more negatively than other forms of communication (Academy of Management Review, volume 33, issue 2), making them even more likely to respond aggressively.

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