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LIS 674 Trends and Issues
LIS 674 Trends and Issues
LIS 674 Trends and Issues
Scott Summers
Abstract
Virtual communities have become increasingly popular in recent years with the advent of social
media and the continuing use of message boards and other online gathering places. It is
important to understand what virtual communities are, how they are designed, and the positives
and negatives of online interactions to define trends and measure useful application. Online and
virtual communities are especially important for librarians and libraries, particularly in primary
and secondary education, and librarians must become aware of trends and implications of these
communities to become effective leaders and practitioners within their educational settings.
Introduction
shared interest, where the interest is…supported and/or mediated by technology and guided by
some protocols or norms,” (Porter, 2006). From this definition, we understand a virtual
community to take exist entirely online, even if real-life interactions occur. The basis of the
group is rooted in technology and the Internet, which foster communication and discussion. The
topics and interests covered by virtual communities are innumerable, and new communities are
established daily using a variety of platforms and web-based tools. These tools range from
discussion boards to social media, and I myself have used these tools to participate in virtual
communities.
Snapchat, YouTube, and Waze. I also have participated in online group discussion boards about
sports, drum corps (a kind of semi-professional marching band), and video games. In addition to
these social applications, I have been a member of virtual communities for this graduate degree
program, as six of my eight classes so far have been synchronous online classes with no real
classroom component. Each of these six classes has been an aggregation of individuals that
interact around a shared interest in libraries, and WebEx, Canvas, and email have mediated this
interest. We follow social norms and participate in collegial discussions, so this online degree in
and of itself has thrown me head first into a firsthand experience of a virtual community outside
socializing on some type of social media. Therefore, my real life and virtual networks have
significant overlap. A friend on Facebook may also follow me on Twitter, Instagram, and
Snapchat. We use these networks to bridge large distances and to stay aware of events in each
other’s lives. I have distinct groups that exist on social media: one group is comprised of my
family and friends from my hometown in New Jersey, another is the group of people I met while
an undergraduate student at Michigan State University, and a third group is made up of friends
and colleagues I have met since I moved to North Carolina in 2013. Some members of these
groups are part of a virtual community established on various platforms, but the groups rarely
interact with one another. I am sure that there are shared interests among the members of these
three distinct friend groups, but it is impossible to ascertain from my vantage point whether or
not the members of these groups are part of shared virtual communities aside from being my
friend or follower. Given the scope and breadth of social media and virtual communities, I would
hypothesize that even if the people in my virtual community have never met, they likely follow
similar pages on Twitter or Instagram, engage in discussion on Reddit or another board, or have
seen the same videos or follow the same content providers on YouTube.
Virtual communities began in the 1970s with the Bulletin Board System or BBS. As
access to computing technology was not widely available, “hobbyists who carefully nurtured the
social aspects and interest-specific nature of their projects” (Shah, 2016) used the BBS to
download files and games as well as communicate on message boards. As the popularity of the
TRENDS AND ISSUES IN VIRTUAL COMMUNITIES 5
BBS grew, links between boards were established and served as a precursor for the modern
Internet. By the 1980s and 1990s, Internet access was more widely available and provided
companies like CompuServe and America Online (AOL). These services connected thousands of
people on interest-specific message boards, and ignited the want of users to connect not only
with strangers with similar interests, but also with friends, family members, and professionals.
Social media really began with sites like SixDegrees and Friendster, which allowed users
to find their friends and expand their social networks, while LinkedIn provided professional
networking and job related discussion. Social networking as we know it today grew from the
launch of Myspace in 2003, Facebook in 2004, and Twitter in 2006. These sites promoted the
adding of friends, the sharing of a “status,” and allowed users to share their lives digitally while
“liking” posts from their friends and followers. Myriad other sites have come and gone since
2004, but Facebook’s staying power is a testament to the desire to live an interconnected digital
life. A staggering 68% of American adults say they use Facebook, while 35% use Instagram and
24% use Twitter (Smith and Anderson, 2018). It has become easier to join virtual communities
with the use of apps and smartphones, and theses services attract users with expanded
technological offerings like going “live” and applying filters to photographs and videos. The
ultimate basis for virtual communities is sharing and connecting with others, which bring their
There are definite positives to sustained membership in a virtual community. First, a user
is able to find their friends and keep in touch with people who may not occupy their same
physical space. Also, users can network, find jobs, and participate in virtual professional
creativity, and allow users to develop, refine, and share their opinions with others. Another pro
for virtual communities is that there is something for every interest and group. If the group does
not exist, a user can create it. People who would be otherwise cut off from others who share their
interests are given a boost through technology and can find their tribe online. While this can
One con of virtual communities is that, if left to grow unchecked, they can become
breeding grounds for hate speech, terror, and intimidation. Chen (2014) details the work of
moderators who are tasked with removing all kinds of graphic, exploitative, and dangerous
messages from apps and message board feeds. Virtual communities can be places where a user
represents their authentic self digitally, but the opportunity to remain anonymous gives way to
trolling and veils the identity of people who choose to threaten and terrorize from behind a
keyboard. Lastly, the sheer number of virtual communities and their appeal can lead to
technology or social media addiction, as users are unable to pull themselves away from their
computer and phones screens and live in the actual world they inhabit. According to Billieux, et.
al (2015), “excessive mobile phone use is now often associated with potentially harmful and/or
disturbing behaviors (e.g., symptoms of deregulated use, negative impact on various aspects of
daily life such as relationship problems, and work intrusion)” and “has generally been considered
as a behavioral addiction that shares many features with more established drug addictions.”
While there are many positives to using and engaging with virtual communities, the potential
School libraries can use virtual communities as marketing tools, digital calendars, and
forums for discussion. One of the most important aspects of virtual community building,
TRENDS AND ISSUES IN VIRTUAL COMMUNITIES 7
especially in school libraries, is to develop a plan and measure for success. By utilizing a four
step approach of building a page, connecting with people, engaging the audience, and
influencing friends of fans, libraries can better connect their patrons to each other through the
shared interest of the school library space, programming, and staff (Dowd, 2013). Carscaddon
and Chapman (2013) also provide excellent guidelines for school librarians to build and promote
their library on Twitter. They suggest making a plan, monitoring mentions and chatter about the
library, and utilizing a social media management app like HootSuite or TweetDeck. The virtual
community that a library establishes should be an extension of the physical space and should
promote the library in a digital space. It is a great way to meet patrons in their own virtual
communities and form bonds that may result in increased circulation or utilization of library
resources.
The landscape of social media and virtual communities is continually shifting, and new
trends and technologies are quickly emerging. Augmented reality and virtual libraries are
becoming more mainstream and will have significant impacts on how the virtual community
chooses to engage with the library. As libraries begin to shift away from print materials and
databases, virtual communities will become the repositories for digital materials and the
platforms to virtual reference interviews. Librarians will be at the forefront of this stewardship
and service, and will likely “see their role becoming one of helping users find paths through
complex content, and directing them towards making useful connections as efficiently as
possible – potentially by merging smart applications and human crowdsourcing, with the smart
component drawing on the human element by using social sources to retrieve information that is
Conclusion
Libraries should use social media to become present in the communities of their patrons
in the digital space those patrons occupy. Since virtual communities are wholly based in a shared
interest, the patrons and the library have a shared interest of gaining and disseminating
information, which can be a strong basis for a virtual community. In the era of “fake news” and
limited library resources, a virtual community formed by and for a library becomes a trusted
source of verified information and knowledge. Also, using social media can present the library as
a relevant actor in the digital world and show that the library as an institution is a willing partner
in ongoing discussions of current events and hot button issues. By casting wide nets and
engaging users online, the library establishes itself as a warm authority on which patrons can
rely.
currently administer our Twitter account and am the webmaster of our library homepage. We
have made strides in engaging our virtual community by seeking book recommendations via
Google Form and offering program evaluations for our teaching and outreach efforts. Also, we
encourage our patrons and staff to tag the library in their own posts when they think we may
have a vested interest in their reading, writing, or daily lives. Like Dowd suggests, we are
developing a measurement tool to determine the success of our efforts and are eager to continue
As stated above, libraries are becoming more technology based and are suffering from
diminished funding and a declining perception of the need for librarians. An aging workforce
may also become a potential problem in the field as time goes on. However, when looking at the
trends in libraries, the emergence of makerspaces and the maker mindset are given students
hands on experience with new technologies, including 3D printers, coding equipment, and
augmented reality tools. Students are also becoming more aware of technology and seek to
interconnect their learning at school with their peers, their families, and the world. Libraries
stand at the forefront of advocacy for these students and seek to provide access to all children
and patrons, not just those who are privileged or can afford cutting edge technology at home.
Ultimately the outlook for libraries and their use of virtual communities is trending up, and the
References
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Carscaddon, L. & Chapman, K. (2013). Twitter as a marketing tool for libraries. In Thomsett-Scott,
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Chen, A. (2018, June 22). The Laborers Who Keep Dick Pics and Beheadings Out of Your
Dowd, N. (2013, September 09). Social Media: Libraries Are Posting, but Is Anyone Listening?
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Levien, R. (2011). Confronting the Future: Strategic Visions for the 21st Century Public
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