Communities: Virtual vs. Real
Amitai
Etzioni and Oren Etzioni
Research on virtual communities has been dominated by the
question of whether online communities can be designed in ways that
allow them to match the accomplishments of off-line communities. The
answer, at least according to several leading students of virtual
communities, is that human relations in computer-mediated
communities cannot be as intimate, strong, and affect-laden as in
social communities. Howard Rheingold concludes his book The
Virtual Community with the words "(we) must pay for our access
to each other by forever questioning the reality of our online
culture."
Michael Dertouzos, in his new book, What Will Be, writes
about "the forces of the cave." He notes that the primordial
feelings of fear, love, and anger cannot be transmitted online,
because the participant knows "intellectually, but more importantly,
intuitively, that he can turn off the machine" and avoid the impact
of the forces. He adds that for this reason, while MIT is planning
to provide virtual classrooms for its students, the students will
also be required to come to the campus once in a while--to return to
the cave, the real community.
But the question of whether virtual communities match real ones
is slanted: Virtual communities must somehow live up to the
accomplishments of real ones. Those psychologically inclined might
suggest that this one-sided approach reflects an unconscious aim to
reassure us that the new Frankenstein we have created will not
outsmart us and dominate our real communities. As the recent
brouhaha over Deep Blue's chess victory over Gary Kasparov
indicates, the computer is still viewed with apprehension by some.
A different view emerges when we recast the question: What
virtues of online communities are absent in off-line ones?
Computer-mediated and face-to-face communities each have their own
advantages as well as their own weaknesses. We should investigate
what real communities can do that virtual communities cannot do, and
vice versa.
Even with current technical limitations, online communities have
several advantages. They let people bond without being in close
proximity either spatially or temporally (unlike phone
conversations, online communication can be asynchronous).
Communities can evolve across national borders and time zones. They
can encompass individuals who are homebound because of illness, age,
or handicap. They are safer--a major consideration in many cities.
Online discussion groups or forums can accommodate many more
individuals than off-line meeting rooms can accommodate. And online
communities have much stronger memories than off-line communities in
matters ranging from the resolutions passed many town meetings ago
to names of the founders of the community. Finally, people can
explore new relationships or even new identities online--they are
not constrained by their physical appearance or off-line identity,
as Sherry Turkle of MIT has documented. An embodiment of these
features of online communities is the WELL (Whole Earth 'Lectronic
Link). With its carefully crafted community guidelines, the WELL
boasts a large membership and numerous discussion groups on topics
ranging from "Women and Men" to "Science and Technology."
Real communities are better than virtual communities (at least as
currently designed) in communicating affect, identifying
participants and holding them accountable, and in providing group
feedback (for example, cheering a speaker at a "real" town meeting).
Which combinations of virtual and real communities are able to
overcome the weaknesses of each and combine many of the strengths of
both? Several studies show the advantage of mixed person-machine
systems over pure interpersonal or computer-mediated systems. For
quite a few years, members of the AAAS have combined face-to-face
communications at annual and committee meetings with a rich diet of
e-mail exchanges. In the future, such communities, whose members
have close in-person relations and are all "wired" together as well,
may benefit from a high volume of asynchronous communication and
strong memory (features of online communities) and also from the
accountability and communication of affect allowed by off-line
communities.
Amitai Etzioni is director of The
George Washington University Institute for Communitarian Policy
Studies. Oren Etzioni is
an associate professor of computer science at the University of
Washington.