Zoe Cassandra

NYU, SCPS, Graduate Programs in Business

zc279 [at] nyu [dot] edu

Graduate Research Survey on Managing Conflict in Virtual Environments

Managing Virtual Conflict

The latest advances on the web are not about technology, but rather about people using the web to connect with other people.  These virtual communities use technology as a means to allow people to do what they always want to do: talk with each other, share information, tell stories, and connect with others of like mind. 

There are many ways to enable these connections, and the flurry of recent social networking sites like Flikr, LinkedIn, Facebook, and MySpace (to name a few) attest to this development. For the most part social networking has been positive.  However, conflict is inevitable, even in a virtual environment. Two common web-based socializing tools -- discussion forums and comment threads -- appear to be particularly susceptible to outbreaks of conflict.

The practices of flaming (personally attacking or insulting others) or trolling (intentionally baiting others into arguments) can disrupt these virtual communities and even potentially stop people from participating in the community altogether.

What can site administrators do to manage flames and/or trolls so that the feeling of community is not damaged?  Are there established practices for managing these conflicts?  Are some of these practices better or more effective than others?  What might the community itself do to handle these outbreaks of conflict?

The site SlashDot has employed the technique of assigning reputation rankings or thresholds as a method of identifying negative comments, thereby allowing readers to filter out this content at their discretion.  This appears to be a highly effective method because:

However, this is only my observation, and in spite of the apparent benefits, it appears that few sites use this method.  There is also very little research available on the use of reputation rankings outside of consumer-oriented websites.  Would this method not apply to all sites?  Are other methods better or more effective?  Or are people simply unaware of this method?

I hope to answer at least some of these questions in my academic research.  What has your experience been?  What do you think would be the most effective method?  If you'd like to assist in this process of investigation, I invite you to contact me, and/or particpate in my research survey.  The survey takes ~20 minutes to complete.  You will be presented with your rights before participating and it is not required that you complete it.  However, your input will be greatly appreciated.

Survey on Managing Conflict in Virtual Environments

Hopefully the results will be useful to site administrators and community members for maintaining positive, thriving social networks in the virtual world.

Zoe Cassandra can be reached at zc279 [at] nyu [dot] edu.

Selected References

Boyd, d. m., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), article 11. Available from http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html (Accessed 16 June 2008).

Collison, C., Dennison, R., & Bohmer, R. (2007). Using Social Technologies To Aid Communities. Knowledge Management Review, 10(1):14.

Donath, J.S. (2004). Identity and Deception in the Virtual Community. Available from http://smg.media.mit.edu/people/Judith/Identity/IdentityDeception.html (accessed June 7, 2007).

Ellonen, H.K., Kosonen, M., & Henttonen, K. (2007). The development of a sense of virtual community. International Journal of Web Based Communities, 3:1(114-130).

Kamenetz, A. (2006) The Network Unbound. Fast Company, 106. Available from http://www.fastcompany.com/magazine/106/open_social-networks.html (Accessed 28 May 2007).

Nicolopoulou, K., Kostomaj, M., & Campos, A. (2006). How to address group dynamics in virtual worlds. AI & Society, 20:3(351).

O’Keefe, P. (2008). Managing Oline Forums: Everything You Need to Know to Create and Run Successful Community Discussion Boards. AMACOM: New York.

Powazek, D. M. (2002). Design for Community: The Art of Connecting Real People in Virtual Places. Indianapolis: New Riders.

Rheingold, H. (2000). The Virtual Community: Homesteading on the Electronic Frontier. London: MIT Press.

Tapscott, D., & Williams, A. (2006). Wikinomics, How Mass Collaboration Changes Everything. New York: Portfolio.

Turnage, A. K. (2007). Email flaming behaviors and organizational conflict. Journal of Computer-Mediated Communication, 13(1), article 3. Available from http://jcmc.indiana.edu/vol13/issue1/turnage.html (Accessed 16 June 2008).