Cyber-ethnography and the emergence of the virtually new community

• Published in: Journal of information technology Vol. 14; no. 1; pp. 95 - 105
• Main Author: WARD, K. J
• Format: Journal Article
• Language: English
• Published: Oxford Taylor & Francis 01.03.1999; Sage Publications Ltd
• Subjects: Cyber-ethnography; Ethnography; Ethnology; Field of ethnology; Sources and methods; Theories; Virtual communities; Ethnography; Field of research; Methodology; Virtual community
• ISSN: 0268-3962; 1466-4437
• DOI: 10.1080/026839699344773

The aim is to demonstrate how cyber-ethnography has become the most appropriate tool in reaching a definition of the virtual community. It is argued through the cyber-ethnographic examination of two virtual communities that, interpretative research methods traditionally associated with the social sciences enforce preconceived ideas and normative frameworks on to the virtual community. Cyber-ethnography allows a reflexive methodology to emerge, thus enabling the participants of virtual communities to define their own reality and perimeters. It is propounded that there are two elements to the virtual community. First, it is emphasized that a hybrid space is rapidly emerging that is neither absolutely physical or virtual. Through its convergence with the physical the virtual community's existence is apparent, though not unconditionally virtual. Secondly, the participants are depicted as having a transitory, unconditional relationship with the virtual community. That is; they will only participate for short periods when they require use of the resources that the virtual community has to offer.