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A Systemic Approach to Online Sharing Motivations: A Cross-Disciplinary Synthesis of Rhetorical Analysis and Gift Research
Stockholm University, Faculty of Humanities, Department of Media Studies.ORCID iD: 0000-0003-2053-0933
2014 (English)In: Cyber Behavior: Concepts, Methodologies, Tools, and Applications / [ed] Mehdi Khosrow-Pour et al., Hershey PA: IGI Global, 2014, p. 1959-1974Chapter in book (Refereed)
Abstract [en]

The purpose of this conceptual chapter is to present and argue for a cross-disciplinary and systemic approach to the examination of motivations for sharing digital media objects via social mediating technologies. The theoretical foundation of this approach is built on two social theories from rhetorical analysis (Burke’s pentad) and gift research (gift systems), respectively. A synthesis of these two theories provides an approach capable of producing more coherent and contextually grounded insights regarding online sharing motivations. The reason these two theories were identi ed as useful is that they acknowl- edge and incorporate social and contextual factors. This is important to overcome the assumption that motivations to share are detached from the speci cs of actors, situations, and sociotechnical means. As such, this cross-disciplinary combination challenges the limited, but common approach of trying to identify generic motivations for contributing to virtual communities. Instead, this chapter argues for a consideration of situated and contextual motivations for contributing by highlighting the conceptual questions what, to whom, how, where, and nally, why. In conclusion, the chapter lls a gap in the lit- erature on online motivations mainly because current models focus on motivations as self-containing. Instead, this chapter suggests to consider sociotechnical means, types of relationships, values of media objects, identity, or culture in cohort.

Place, publisher, year, edition, pages
Hershey PA: IGI Global, 2014. p. 1959-1974
Series
Contemporary Research in Information Science and Technology
Keywords [en]
gift-giving, gifting, online sharing
National Category
Media Studies
Research subject
Media and Communication Studies
Identifiers
URN: urn:nbn:se:su:diva-152920DOI: 10.4018/978-1-4666-5942-1.ch103ISBN: 9781466659421 (print)ISBN: 9781466659438 (electronic)OAI: oai:DiVA.org:su-152920DiVA, id: diva2:1182085
Available from: 2018-02-12 Created: 2018-02-12 Last updated: 2018-03-20Bibliographically approved

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CiteExportLink to record
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