Abstract: Social identity model of deindividuation effects (SIDE) originates from the deindividuation theory. It challenges the past view that deindividuation is the result of loss of self, which brings about the expression of antinormative or antisocial behaviors. SIDE provides new explanations to the deindividuation phenomenon in both cognitive and strategic dimensions. Research has been done to show evidence which supports SIDE and to apply it in terms of identity performance and computer-mediated communication. SIDE is more relevant to the contemporary research on group influence and group behavior in social psychology. However, more research is needed for further validation and consummation

Key words: SIDE, deindividuation, anonymity, social identity, self-categorization