Social Conformity in Online Environments: A Comparison Between Text and Video
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World Conference on E-Learning in Corporate, Government, Healthcare, and Higher Education (ELEARN) 2012
Montréal, Quebec, Canada
October 9, 2012
Theo Bastiaens & Gary Marks
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Table of Contents
Social conformity is defined as movement from one’s own position to a contradictory position based on the expressed positions of others in a group (Cialdini & Trost, 1998). Asch (1955) discovered that roughly one-third of participants went against their judgment to agree with an incorrect response of confederates in their group. Additional studies since then have elucidated the factors associated with conformity in the physical world; however, research on social conformity in online environments is still evolving. Using Google+ Hangout, this experimental study examined social conformity in both synchronous textual and video online environments. Although no statistical difference was found between the two groups, participants in both conditions conformed. Interestingly, participants were equally likely to conform in the text condition as in the video condition. This project adds to the general literature on conformity, as well as direction for future research.
Devers, C., Steenbergh, T., Devers, E., Brighton, R., Ayers, B., Carmichael, E., Keen, J. & Hannum, P. (2012). Social Conformity in Online Environments: A Comparison Between Text and Video. In T. Bastiaens & G. Marks (Eds.), Proceedings of World Conference on E-Learning in Corporate, Government, Healthcare, and Higher Education 2012 (pp. 1777-1781). Chesapeake, VA: AACE. Retrieved December 10, 2013 from http://www.editlib.org/p/41866.
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