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Социальные эффекты онлайн-сообществ: нетнография YouTube- сообщества вышивальщиц
The study reveals the features of emergence and existence of social communities during the evolution of society. FlossTube association as the example of a long-term stable community is analyzed in order to clarify the reasons for existence of modern online communities. The study presents the organizational structure of the community, a typology of its participants, the features of their interactions, and the social effects of the community. The empirical base of the study is represented by 8 in-depth semi-structured interviews and netnography of 47 videos of community members.
Research outcomes demonstrate that the social effects of the embroiderer’s community can be considered both expected and unintended results of its activity. As direct social effects, when joining a community, its members receive psychological comfort and belonging to the community, group solidarity and recognition of like-minded people, opportunities for self-development and professional specialization. At the same time, the community legitimizes consumption and provides external arbitration for the actions of participants, as well as enhance their bargaining power in market interactions. The community studied is an example of a voluntary association of people that organizes itself on the principles of utilitarian rationality and individualized utility for its members. Internally motivated needs of individuals condition the existence of an online community that unites people for a long time.
The study will be useful to scientists studying the structure and functioning mechanisms of online communities. The practical use of the study involves providing a scientific foundation for people and business who interact with online communities on an economic basis or plan to create and manage stable online communities.