“Virtual Community” as a Sociological Construct, or How to Use Digital Traces in Research

Introduction. The purpose of this article is to develop a methodology for the operationalization of the concept of a “virtual community”, enabling an empirical distinction between online groups that exhibit signs of communality and other digital formations. The paper discusses the semantic content of the term “virtual community” and proposes digital indicators for a formalized analysis of the three levels of virtual community development. Methodology and sources. The methodological framework is based on the works of classical and digital sociology scholars – F. Tönnies, R. Park, B. Wellman, C. Fuchs, A. Caliandro, H. Rheingold, J. Katz, and others. The study employs methods of comparative analysis, generalization, and systematization of theoretical approaches, as well as non-reactive analysis of digital behavioral data – digital footprints. Results and discussion. The study proposes measurable indicators for each level of virtual community development: technological infrastructure and user engagement; communication density, reciprocity, and regularity; as well as signs of cooperation, shared identity, and symbolic core. It is demonstrated that the use of digital footprints makes it possible to reliably differentiate communities from other social formations on the Internet. Conclusion. The study of the Internet as an autonomous social space requires clarification of sociological terminology and the development of methods for capturing digital forms of social activity. Virtual communities are characterized by shared interests, stable interactions, internal norms, and a sense of belonging. However, their distinctive feature is the mediation of communication through technological environments that shape specific practices of participation and connection maintenance. The operationalization of the concept of a “virtual community” through the identification of communicative features and analysis of digital footprints enables precise determination of the community’s level of development and its empirical typologization. The proposed metrics form a foundation for quantitative and comparative studies of networked forms of sociality, expanding the methodological tools of digital sociology and deepening the understanding of how social solidarity is reproduced in digital environments.

Authors: Nadezhda V. Kazarinova, Mikhail S. Matveev

Direction: Sociology

Keywords: virtual communities, digital sociology, digital footprints, online communication, network interactions, operationalization of concepts

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