I have not long finished the Kozinets chapter entitiled ‘Understanding Culture Online’, Netnography: doing ethnographic research online‘ and found it very easy to relate to some of the observations that he noted throughout his studies.
Over the past decade I have been a member of different online communities ranging from personal interests (such as football related forums) to work-related groups (such as user forums). Until completing the Kozinets chapter I hadn’t ever really stopped to think about the dynamic of each community and the types of relationships that members within them form.
“How deep, long-lasting, meaningful and intense are those relationships? Are these people considered to be merely somewhat-interesting strangers, or are they long term friends that are as close to the participant as anyone else in their life?” (Kozinets, 2010, p 32).
This quote has been ringing in my ears since I read it. For me, the answer to this question influences the formation of a community and the development of a natural synergy.
Anyway, whilst lying in bed the other evening I spent some time reading through my Twitter timeline and eventually went down the rabbit hole (randomly diving into random conversation threads without any clear idea of where I was going) and stumbled on a link to a conversation thread on a parenting community called Mumsnet. In this thread there were several parents debating their opinion of a particular topic started by a current member. As the debate went on people were challenging, agreeing, disagreeing, dismissing, and praising each other based on their contributions to the thread. There was a level of interaction that allowed other members to consider changing their own opinion or forming new ones based on the experience and opinions of others.
In contrasting the Mumsnet community with the ‘Internet of Things’ MOOC community the difference is immediately noticeable despite having striking similarities. Both communities make use of discussion forums and both forums take a Q and A approach. In Mumsnet, a member asks a question and peers reply. In the MOOC the tutor asks a question and the students reply. Yet there is a distinct lack of interaction in the MOOC.
Could this be because of the reason that people join these communities?
When considering virtual worlds, Kozinets (2010) suggests that they are “structured so that social intercourse is the primary pursuit and objective” and that communities will therefore naturally form through discussion and interaction. However, a MOOC’s primary pursuit and objective, it could be argued, is personal interest and gain where social interaction plays a lesser role. Maybe this is the reason I am noticing such differences despite their similarities.
This is something that I will definitely be considering when conducting my micro-ethnography.
Kozinets, R. V. (2010). Understanding Culture Online. In Netnography: doing ethnographic research online. (London, Sage): pp. 21-40.
I’ll leave you with these (rather humerous) observations of the Mumsnet community that I sourced from Twitter: