Virtual community - the inner chemistry (Part 1)

Here is the first article of a series about the inner chemistry involved in virtual communities. This part is dedicated to the evolution of virtual communities, based on the Tuckmann’s model (1965).

Definition

What do I mean by virtual community ? I mean every group of people, socially structured, related by a shared interest, interacting partially or entirely through a computerized media and following several rites : a program of interactions.

Evolution

As every structured group of human beings, the life of a virtual community follows several stages between its birth and its death. Although several researchers built complex theories about the evolution of virtual communities, I think that the Tuckmann’s model (1965) remains the most serious and accurate model explaining this phenomenon. Here is my version of this model applied to virtual communities.

5 stages

- 1. Forming

The community emerges from a particular need (share information about a particular topic, find love, friendship, etc). It’s originally initiated by one or several people, the leaders, professionals or not, who will be the main driving force for the group. In this stage, the creator often keeps control over the whole interaction program. The rites and rules are still undefined or at least, not clearly established. The leaders start to enroll the first members, who tend to follow the natural authority of the creators. The interactions are quite formal, based on information sharing.

- 2. Storming

The members begin to have an influence of the community. Some of them initiate debates, discussions, enroll other members, increasing the size of the community. The unestablished rules and roles create instability, conflicts, power struggle, bands, confrontations and criticisms.

- 3. Norming

The rules are now well established and known by every member of the community. The roles and the social structure crystallize and should resist to external forces. Socialization spreads. The members are now more inclined to listen to each other and start to cooperate. Some rites appear and constitute the proof of the community. The members have the feeling that they belong to a unique entity.

- 4. Performing

The community is now fully mature and creative. Collaboration between members allows the resolution of complex problems. The virtual community is now a selfcentered entity which has influence on its environment. A balance is found between the community objectives and the individual expectations. Deep emotional links can take place between some members. The group now defends its internal links to maintain its existence. The members begin to feel control over the community.

- 5. Adjourning (optional)

A virtual community sometimes follows an isolated goal. When this objective is acheived, the community has no reason to live anymore. It’s a well known fact in video games, especially in MMORPG, through the guilde structure. The predefined gameplay gives a strong structure and rules to the interactions, so the groups (or guildes) are quickly formed and organized. But when the game is over, the communities die at the same time. On the other hand, vIrtual communities based on continuous goals (as sharing opinion about politics), even if they have no end, can also explode if a conflict appears and weakens the most essential principles of the community.