Do Profile Photos Enhance Vicarious Intergroup Contact? Testing Theoretical Perspectives from Social Identity, the Social Identity Model of Deindividuation Effects (SIDE), and Social Presence

Profile photos are ubiquitous in online environments, yet little is known about how they shape observers’ impressions when mediated interactions involve members of different social groups. This experiment (N = 1,661) examined how profile photos influence impressions formed during observed intergroup exchanges in news comment sections. A 2 × 2 design (topic × photo) tested mechanisms derived from Social Identity Theory (SIT), the Social Identity Model of Deindividuation Effects (SIDE), and Social Presence Theory. Results showed that profile photos heightened awareness of the relevant group distinction and, through identification with the ingroup commenter, led to more positive outgroup responses—but only when the photos clearly conveyed the group difference central to the interaction. When both interpersonal and intergroup processes were modeled together, only the intergroup pathway remained supported. These findings clarify how profile photos shape mediated impressions and identify cue diagnosticity as key for enhancing vicarious intergroup contact.