Abstract:

The purpose of this paper is to explore the factors that attract people to virtual communities and how hostile messages affect the community. The discussion is based on a single case study of a large Finnish virtual community we call BAP (Baby and Pregnancy community). Based on triangulated data (narratives, interviews and observation) we conclude that BAP seems to meet four types of needs, namely needs of interest, relationship, fantasy and transaction, and that the success of BAP may well be linked to its ability to meet several needs at the same time. We also suggest that the success of a virtual community does not automatically require a tranquil culture, and occasional hostility among the members may be natural and acceptable in emotionally oriented interactions. From the organizers perspective, the hostility may also add to the ‘street credibility’ of the organizer and increase the experienced genuineness of the community.