danah boyd has a rough copy of her talk at e-tech (march06) on her website. the talk was about g/locization. it’s a great article to read if you are involved in an online community or virtual team. danah focuses on culture. that’s a huge topic and she does a great job giving an overview of what culture can mean to the online world.
she briefly mentions language, ecomonics, norms, symbols, and how we are all a part of multiple cultures (national, religious, organisational and even our interests such as motorbikes or web2.0). she also looks at online communities (namely craigslist, flickr and myspace) and how their cultures come from a person (in these cases, one of the founders of each group). she discusses ‘embedded observation’ which is these founders living & breathing their virtual space to create & manage:
You cannot segment the people who engage with the users from those who build for them. You cannot test for community practices by running user studies on individuals. You cannot populate a community by marketing to people who have used similar software before. You cannot boil down culture into static representation of people. You must live the culture that you are creating.
i have experienced this sort of personality driven community both from a community owner and member side and can vouch for how difficult it can be as the community grows and things change in that person’s life. it can be damaging to the group so she she has 7 good tips for continuing that culture as the community grows.
while she is focused on online communities, i believe this all relates to virtual teams. perhaps it’s my interest with conflict but i enjoy this bit:
Glocalization is the ugliness that ensues when the global and local are shoved uncomfortably into the same concept. It doesn’t sit well on your palette, it doesn’t have a nice euphoric ring. It implies all sorts of linguistic and cognitive discomfort. This is the state of the global and local in digital communities.
from an academic standpoint, this is where it’s very interesting… at that point of discomfort and when you mix your audience so drastically. from a practical point of view…. this is when it’s SOOOO frustrating. when you want to bang your head against the wall (or at least i’ve felt that way). while this does occur in communities, the tangible effects are felt a lot quicker in a team. it damages the goals, team effectiveness and output in a way that’s different to communities because they are different beasts.
i am very intersted in how you manage these situations but also how can software assist these situations… be it communities or virtual teams. i wholeheartedly agree when danah points out:
This means thinking about all sorts of squishy stuff like language, economics, policy, culture, social relations, and values. These are not just issues for marketing or business; they directly affect how people use your technologies and, thus, how you must design them.