How Identity and Uncertainty Affect Online Social Influence An Agent-Based Approach

Computer simulations have been used to model psychological and sociological phenomena in order to provide insight into how they affect human behavior and population-wide systems. In this study, three agent-based simulations (ABSs) were developed to model opinion dynamics in an online social media context. The main focus was to test the effects of 'social identity' and 'certainty' on social influence. When humans interact, they influence each other's opinions and behavior. It was hypothesized that the influence of other agents based on ingroup/outgroup perceptions can lead to extremism and polarization under conditions of uncertainty. The first two simulations isolated social identity and certainty respectively to see how social influence would shape the attitude formation of the agents, and the opinion distribution by extension. Problems with previous models were remedied to some extent, but not fully resolved. The third combined the two to see if the limitations of both designs would be ameliorated with added complexity. The combination proved to be moderating, and while stable opinion clusters form, extremism and polarization do not develop in the system without added forces.