Technology and Community

1
Technology and Community

• Group 3 Additional Reading
• Jody Chatalas

2
Group 3 Additional Reading
Flavián, C., and Guinalíu, M. (2005). The
influence of virtual communities on distribution
strategies in the internet. International Journal
of Retail Distribution Management, 33(6/7),
405-425. ABI/INFORM Global database. (Document
ID 877316031). Businesses are accustomed to
employing the Internet in their endeavors, and it
has been an effective tool for reaching large
numbers of consumers. But the use of online
communities is proving to be an excellent method
for building brand loyalty.
3
Brand Communities

• Consciousness of Kind - connecting individuals to
  a brand, often in comparison to competition
• Ritual Tradition - transmission of community
  meaning, relating with history and patterns of
  the brand.
• Sense of Moral Responsibility - commitment which
  integrates and retains members, ensuring
  community longevity.

4
Benefits of Virtual Communities

• Taking community online expands capabilities of
  brand communities
• Enhanced relationships and trust.
• Sharing of information.
• Economic transactions ease in sales and
  distribution of products.
• Advertising revenue.

5
Examples Cited in Article

• iVillage - Website of Tesco
• Guiness - Irish stout beer
• Amazon
• Apple virtual community
• Manchester United soccer club

6
Selected Reading by Jody
Adamic, L., and Glance, N. (2005). The political
blogosphere and the 2004 u.s. election divided
they blog. Proceedings of the 3rd International
Workshop on Link Discovery. 36-43. Adamic and
Glance examine the effect that political blogs
had on the 2004 US presidential election. The
study analyzes some trends of liberal and
conservative blogs during the two months prior to
the election, mostly focused on the use of
linking by the blogs, which demonstrates how the
left and right communities attempts to further
their agenda.
7
Findings of Study

• Liberal and Conservative blogs overwhelmingly
  link to sites that share the same views and
  ideals.
• Conservative blogs cross-cite more often, but
  still to sites that reinforce points.
• Media links consistent in this, too.
• Conservative blogs linked to NY Post, Wathington
  Times and Wall Street Journal opinion page.
• Liberal blogs linked to LA Times, New Republic
  and Wall Street Journal news pages.
• NY Times linked to roughly the same by both.

8
Effect on 2004 Election

• Blogs helped energize candidate support and
  fundraising.
• Liberal blogs better at using virtual community
  as an organizing tool.
• Conservative blogs focused on two big stories and
  kept them alive, likely energizing that base
  further
• Attacks John Kerrys military service
  (Swiftboat).
• Dismissal of Dan Rathers report on GW Bushs
  military maneuverings. Rather eventually fired.

9
Political Blogs as Community

• This subset of the blogosphere is entirely
  similar to brand/virtual community.
• The liberal site Daily Kos epitomizes this.
• Consciousness of progressive politics
• Comparisons to competition (conservatives)
• Trust in writers, contributors and content.