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A virtual community or online community is a group of people that primarily or initially communicates or interacts via the Internet. The dawn of the "information age" found groups communicating electronically rather than face to face. A "Computer-mediated community" (CMC) uses social software to regulate the activities of participants. An online community such as one responsible for collaboratively producing open source software is sometimes called a development community. Significant socio-technical change has resulted from the proliferation of Internet-based social networks. Overview Today, virtual community or online community can be used loosely for a variety of social groups interacting via the Internet. It does not necessarily mean that there is a strong bond among the members, although Rheingold mentions in that virtual communities form "when people carry on public discussions long enough, with sufficient human feeling, to form webs of personal relationships" *. An email distribution list may have hundreds of members and the communication which takes place may be merely informational (questions and answers are posted), but members may remain relative strangers and the membership turnover rate could be high. This is in line with the liberal use of the term community. The term virtual community is attributed to the book of the same title by Howard Rheingold, published in 1993. The book discussed his adventures on The WELL and onward into a range of computer-mediated communication and social groups. The technologies included Usenet, MUDs (Multi-User Dungeon) and their derivatives MUSHes and MOOs, IRC (Internet Relay Chat), chat rooms and electronic mailing lists; the World Wide Web as we know it today was not yet used by many people. Rheingold pointed out the potential benefits for personal psychological well-being, as well as for society at large, of belonging to such a group. Virtual communities may synthesize Web 2.0 technologies with the community, and therefore have been described as Community 2.0, although strong community bonds have been forged online since the early days of USENET. Virtual communities depend upon social interaction and exchange between users online. This emphasizes the reciprocity element of the unwritten social contract between community members. Web 2.0 is essentially characterized by virtual communities such as Flickr, Facebook, and Del.icio.us. Different virtual communities have different levels of interaction and participation among their members. This ranges from adding comments or tags to a blog or message board post to competing against other people in online video games such as MMORPGs. Not unlike traditional social groups or clubs, virtual communities often divide themselves into cliques or even separate to form new communities. Author Amy Jo Kim points out a potential difference between traditional structured online communities (message boards, chat rooms, etc), and more individual-centric, bottom-up social tools (blogs, instant messaging buddy lists), and suggests the latter are gaining in popularity. The ability to interact with likeminded individuals instantaneously from anywhere on the globe has considerable benefits, but virtual communities have bred some fear and criticism. Virtual communities can serve as dangerous hunting grounds for online criminals, such as identity thieves and stalkers, with children particularly at risk. Others fear that spending too much time in virtual communities may have negative repercussions on real-world interaction (see Internet addiction disorder). The idea that media could generate a community is quite old. Progressive thinkers such as Charles Cooley, early in the 20th century in the United States, envisioned a nation whose members were united strongly because of the increased use of mass media. Also well-known is the term community without propinquity, coined by sociologist Melvin Webber in 1963. As well, Benedict Anderson's Imagined Communities describes how different technologies contributed to the development of a national consciousness among early nation-states. Particularly relevant is his description of how national newspapers, which collected and presented news from a certain geographical area, soon made it natural to think of that geographical area as comprising a single entity. In other words, national newspapers contributed to the idea of a nation, and from thence to the construction of a nation-state. The explosive diffusion of the Internet into some countries such as the United States was also accompanied by the proliferation of virtual communities. The nature of those communities and communications is rather diverse, and the benefits that Rheingold envisioned are not necessarily realized, or pursued, by many. At the same time, it is rather commonplace to see anecdotes of someone in need of special help or in search of a community benefiting from the use of the Internet. The term "community", when used about virtual communities, is contentious among some circles. The traditional definition of a community is of a geographically circumbscribed entity (neighbourhoods, villages, etc). Virtual communities, of course, are inherently dispersed geographically, and therefore are not communities under the original definition. However, if one considers communities to simply possess boundaries of some sort between their members and non-members, then a virtual community is certainly a community. The idea of neatly bounded communities is also being critiqued, since communities are fluid just as much as they are static, with members joining and leaving and even being part of different communities simultaneously. Motivations for contributing to online communities There are several motivations that lead people to contribute to online communities. Various online media (i.e. Wikis, Blogs, Chat rooms, Internet forums, Electronic mailing lists) are becoming ever greater knowledge-sharing resources. Many of these communities are highly cooperative and establish their own unique culture. They also involve significant time from contributors with no monetary gain. Some key examples are the following: These are examples of successful online knowledge sharing infrastructures. What motivates this incredible contribution and how did these and other online knowledge-sharing infrastructures encourage this voluntary contribution? Research into motivations for contribution Peter Kollock (1999) researched motivations for contributing to online communities. In "The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace", he outlines three motivations (Kollock:227) that do not rely on altruistic behavior on the part of the contributor: There is another motivation, implicit in the above, which Mark Smith mentions in his 1992 thesis: Voices from the WELL: The Logic of the Virtual Commons: In the following sections we examine each of these motivations and describe how they have played out in online communities. Anticipated Reciprocity A person is motivated to contribute valuable information to the group in the expectation that one will receive useful help and information in return. Indeed, there is evidence that active participants in online communities get more responses faster to questions than unknown participants (Kollock 178). Increased Reputation Reputation is important to online contributors such that, in general, individuals want recognition for their contributions, some have called this Egoboo. Kollock outlines the importance of reputation online: “Rheingold (1993) in his discussion of the WELL (an early online community) lists the desire for prestige as one of the key motivations of individuals’ contributions to the group. To the extent this is the concern of an individual, contributions will likely be increased to the degree that the contribution is visible to the community as a whole and to the extent there is some recognition of the person’s contributions. … the powerful effects of seemingly trivial markers of recognition (e.g. being designated as an “official helper”) has been commented on in a number of online communities…” One of the key ingredients of encouraging a reputation is to allow contributors to be known or not to be anonymous. The following example, from Meyers (1989) study of the computer underground illustrates the power of reputation. When involved in illegal activities, computer hackers must protect their personal identities with pseudonyms. If hackers use the same nicknames repeatedly, this can help the authorities to trace them. Nevertheless, hackers are reluctant to change their pseudonyms regularly because the status associated with a particular nickname would be lost. Profiles and reputation are clearly evident in online communities today. Amazon.com is a case in point, as all contributors are allowed to create profiles about themselves and as their contributions are measured by the community, their reputation increases. Myspace.com encourages elaborate profiles for members where they can share all kinds of information about themselves including what music they like, their heroes, etc. In addition to this, many communities give incentives for contributing. For example, many forums award you points for posting. Members can spend these points in a virtual store. eBay is an example of an online community where reputation is very important because it is used to measure the trustworthiness of someone you potentially will do business with. With eBay, you have the opportunity to rate your experience with someone and they, likewise, can rate you. This has an effect on the reputation score. Sense of Efficacy Individuals may contribute valuable information because the act results in a sense of efficacy, that is, a sense that they have had some effect on this environment. There is well-developed research literature that has shown how important a sense of efficacy is (e.g. Bandura 1995), and making regular and high quality contributions to the group can help individuals believe that they have an impact on the group and support their own self-image as an efficacious person. Wikipedia is a prime example of an online community that gives contributors a sense of efficacy. Wikipedia is an online encyclopedia which uses online software to enable anyone to create new articles and change any article in the encyclopedia. The changes you make are immediate, obvious, and available to the world. Sense of Community People, in general, are fairly social beings and it is motivating to many people to be responded to directly for their contributions. Most online communities enable this by allowing people to reply back to contributions (i.e. many Blogs allow comments from readers, you can reply back to forum posts, etc). Again, using Amazon.com, other users can rate whether your product review was helpful or not. Granted, there is some overlap between increasing reputation and gaining a sense of community, however, it seems safe to say that there is some overlapping areas between all four motivators. Online Community Design Given these findings as a base, below are some guidelines that can be of use when trying to design an online community or foster a better knowledge sharing environment in your organization: Online Community Virtuous Cycle Most online communities grow slowly at first due, in part, to the fact that many of the motivations for contributing are proportional to the size of the community. For example, what is the point of posting to a forum if you do not think anyone will read it? Because of this reason and the fact that organizational culture does not change overnight, you can expect slow progress at first. On the flip side, as more people begin to participate, the before mentioned motivations will increase creating a virtuous cycle where the more participation begets more participation. It's like a network wherby a network's value is directly proportional to the square of the amount of users it has. Many online community members describe their participation as "addictive". Benchmark virtual communities Discussion boards Social networks See article: List of social networking websites Art communities MUD, MUSH, MOO Other types Virtual community pioneers and experts See also Notes | |||||||
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