Describe and evaluate research into virtual relationships in social media. ( 16 marks )
As self-disclosure is crucial in Face two face (FTF) relationships, psychologists have turned their
attention to its role in virtual relationships, known as computer mediated communication (CMC).
There are two theories, Reduced cue theory and the hyper personal model.
The reduced cue theory suggests that CMC relationships are less effective than FTF relationships due
to the lack of non-verbal cues (e.g. physical appearance), which are cue we normally depend on in
FTF interactions. CMC particularly lacks cues to our emotional state, such as facial expressions and
voice and this leads to de-individualisation because it reduces peoples sense of individual identity,
which then encourages as a result the disinhibition to other people. Virtual relationships thus are
more likely to involve blunt and even aggressive relationships.
Walther developed the hyper personal model that argued that CMC could be even more social than
FTF communication. There are a number of reason why online relationships may lead to self-
disclosure. Firstly the lack of cue allows greater control over the first impression and opportunity to
avoid social and physical judgements. As individuals are not influenced on whether or not they
should reveal personal info. Moreover with CMC an immediate response is not always needed and
this allows individuals to plan and carefully respond, which may not always be possible with FTF
communication. Thus allowing individuals to manipulate their image.
Mckenna and Bargh argue facial disfigurement or stammer can be obstacles in FTF relationship, but
in online relationship there is “no gate.” Once the relationship has developed and self-disclosure
becomes deeper “the gate” is less of an issue. Thus people are freed to make online personalities
and overcome barriers.
A strength of the hyper is there is research to support the idea of selective self-presentation. For
example Wang et al conducted a study to investigate the factors which affect the impression
formation and the willingness to initiate a virtual relationship. The results showed that both male
and female participants were more willing to initiate relationships with the opposite gender who had
attractive photos. Participants also displayed a higher willingness to make friend with profile owners
who did not include visual cues than with those who had an unattractive profile picture. Thus this
matters because it supports the central assertion of CMC, which is that visual cues are important in
CMC as in FTF interactions.
Another strength is that there is research support for the absence of gating. For example Mckenna
and Bargh found that individuals who suffered from social anxiety or loneliness are more likely to
turn to the internet to express features of themselves that they were unable to do so offline. Thus
this matters because there is an increase in the amount of successful online relationships, indicating
individuals are more confident to use CMC to form relationships.
A limitation of the model is that it does not take into account that relationships are multimodal. For
example, Walther argued that relationships are not solely computer mediated or face to face, usually
it’s a combo of both. Usually what is revealed online may be influenced by face-to-face interactions
and vice versa. Thus this matters because the theories to explain virtual relationships explain
interaction through one manner, when in reality it could be a mixture of both. Thus this limits the
validity of the theory as an explanation.
As self-disclosure is crucial in Face two face (FTF) relationships, psychologists have turned their
attention to its role in virtual relationships, known as computer mediated communication (CMC).
There are two theories, Reduced cue theory and the hyper personal model.
The reduced cue theory suggests that CMC relationships are less effective than FTF relationships due
to the lack of non-verbal cues (e.g. physical appearance), which are cue we normally depend on in
FTF interactions. CMC particularly lacks cues to our emotional state, such as facial expressions and
voice and this leads to de-individualisation because it reduces peoples sense of individual identity,
which then encourages as a result the disinhibition to other people. Virtual relationships thus are
more likely to involve blunt and even aggressive relationships.
Walther developed the hyper personal model that argued that CMC could be even more social than
FTF communication. There are a number of reason why online relationships may lead to self-
disclosure. Firstly the lack of cue allows greater control over the first impression and opportunity to
avoid social and physical judgements. As individuals are not influenced on whether or not they
should reveal personal info. Moreover with CMC an immediate response is not always needed and
this allows individuals to plan and carefully respond, which may not always be possible with FTF
communication. Thus allowing individuals to manipulate their image.
Mckenna and Bargh argue facial disfigurement or stammer can be obstacles in FTF relationship, but
in online relationship there is “no gate.” Once the relationship has developed and self-disclosure
becomes deeper “the gate” is less of an issue. Thus people are freed to make online personalities
and overcome barriers.
A strength of the hyper is there is research to support the idea of selective self-presentation. For
example Wang et al conducted a study to investigate the factors which affect the impression
formation and the willingness to initiate a virtual relationship. The results showed that both male
and female participants were more willing to initiate relationships with the opposite gender who had
attractive photos. Participants also displayed a higher willingness to make friend with profile owners
who did not include visual cues than with those who had an unattractive profile picture. Thus this
matters because it supports the central assertion of CMC, which is that visual cues are important in
CMC as in FTF interactions.
Another strength is that there is research support for the absence of gating. For example Mckenna
and Bargh found that individuals who suffered from social anxiety or loneliness are more likely to
turn to the internet to express features of themselves that they were unable to do so offline. Thus
this matters because there is an increase in the amount of successful online relationships, indicating
individuals are more confident to use CMC to form relationships.
A limitation of the model is that it does not take into account that relationships are multimodal. For
example, Walther argued that relationships are not solely computer mediated or face to face, usually
it’s a combo of both. Usually what is revealed online may be influenced by face-to-face interactions
and vice versa. Thus this matters because the theories to explain virtual relationships explain
interaction through one manner, when in reality it could be a mixture of both. Thus this limits the
validity of the theory as an explanation.
