Tutorial Six: The Internet and Online Communities

The online community that I am investigating is Threadless

www.threadless.com

Threadless is a community-centred online apparel store. Members of the threadless community submit t-shirt designs online and the public vote for the best designs. A small percentage of designs are chosen to be printed and sold online. Designers are paid if their designs are chosen to be printed (retrieved on 12 May, 2009 from www.wikipedia.org/wiki/Threadless).

Threadless offers account holders the opportunity to score and purchase t-shirts online. It offers a great help service for new users with information about orders and shopping, product information, returns and submitting designs.
It is very interactive, very community-centered with lots of feedback from the public. There is a blog forum where people can contribute their own comments and have other people comment on their posting. It is a place where members can post their t-shirt designs to get feedback before they submit it to be scored.

People choose to contribute to this community for many reasons including:

• Anticipated reciprocity - people are motivated to contribute to the site if they know they will get something out of it (eg, comments on their designs).
• Increased recognition - people want to know that their information that they are sharing is wanted.
• Sense of efficacy - the act of contributing lets people know that they have helped someone (eg, by commenting on a t-shirt they have made someone feel good about their design)
• Sense of community - people are social beings, this site gives people a sense of 'belonging' to a group.

Considering the nature of this community-centred website there are potential ethical issues that may arise. Anyone can make any comment on the blog forum (if the website isn't moderated) and because of the lack of identity known there is no need for the person to be accountable for their comments.

The types of topics being discussed are those in relation to feedback on people's designs. For example:

This is going to be my official submissions entry. If you have the time, please vote and/or comment on my subs/WIPs/slogans below. Thank you verrrry much! :)

I'm liking your stuff. A LOT. But you knew this. Good luck on all your designs, they're gonna get high marks from me!

A great start! I've been trying to think of a rubik's cube design for ages and you've got a great idea there. Really well executed, too.

way to be! I predict that camouflage will be a big hit with voters and the extra work you put into it really shows.

nice! keep up the great work!

There are benefits that this online community holds over traditional notions of community.

• It can compliment real life
• It can provide large amounts of information
• It can provide connections over great distances instantly
• Gives the ability to connect with people of similar interests/needs/concerns
• Can foster understanding and unity
• It allows silent observation prior to participation
• Is without monetary cost

(Sutherland lecture, 4 May 2009)

There are however things that online communities lack/cannot provide which traditional communities can.

• The digital divide - only people who have access to the technology can participate
• Misuse - people may have an agenda when participating in the online community
• Delusional reliance on virtual communities
• Validity of the information being shared.
• Deciding who sustains and manages the community

(Sutherland lecture, 4 May 2009)