Social media and the re-evaluation of the terms ‘community’, ‘virtual community’ and ‘virtual identity’ as concepts of analysis

Udo Richard Averweg*, Marcus Leaning**
* Information Services, eThekwini Municipality and Graduate School of Business & Leadership, College of Law and Management Studies, University of KwaZulu-Natal, Durban, South Africa.
** School of Media and Film, University of Winchester, Winchester, Hampshire, United Kingdom.
Periodicity:September - November'2012
DOI : https://doi.org/10.26634/jit.1.4.2012

Abstract

In this article we examine the concepts of community, virtual community and virtual identity and consider if they have any continued relevancy as analytic terms in relation to social media. Firstly, we trace the origins of the term ‘community’ and contextualize its interpretation arguing that the term has political overtones. We then consider the notion of ‘virtual communities’ and suggest a working definition for this term. Thereafter we consider virtual identities. Finally, we contend that while the categories are deeply rooted in a particular understanding of communication, community and identity they do offer some very useful terms of analysis for social media.

Keywords

Community, social media, virtual community, virtual identity

How to Cite this Article?

Averweg, U. R., and Leaning, M. (2012). Social Media And The Re-Evaluation Of The Terms 'Community', 'Virtual Community' And 'Virtual Identity' As Concepts Of Analysis. i-manager’s Journal on Information Technology, 1(4), 1-12. https://doi.org/10.26634/jit.1.4.2012

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