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I’ve been thinking about starting a PhD. This is the point where everyone who knew me while I was working on my MBA starts shaking their head. Being a full-time grad student while working full-time wasn’t easy, and I’m sure being a PhD student while working full-time is even more difficult. Outside of the time, money, and sanity issues involved, I have another problem. I don’t know what to study. There are really no degrees in social media or online community. I already have a degree in business and marketing. (Also, criminal justice, which some might say comes in handy at times too.) 

I had never really thought much about anthropology until I saw this video of Michael Wesch speaking at the Library of Congress about the anthropology of YouTube. It’s a long video (55 minutes), but if you haven’t seen it and you’re at all interested in culture and social media, I highly recommend it.

Culture is one of my favorite things to speak about at conferences or when talking to people about their online communities. A lot of “behavioral” issues with members boil down to culture issues. Have a troll wreaking havoc on your forums? He’s violating your community’s culture. Your users are all being mean to the new people? They’ve gone off on their own and formed their own culture and norms. Culture is one of the most overlooked things in setting up and forming community.

It’s easy to think of the internet as having one culture (how many times have you heard the phrase “internet culture”?) but it’s not really true. The internet is full of smaller groups, each with their own distinct culture. For example, the behavior that is expected on LinkedIn is different than what is expected on I Can Has Cheezburger. 

Because of my interest in the cultural differences on the internet, I read this article an Microgeist with much enthusiasm. The walkthroughs of society, culture, norms, language, values, status, roles and other anthropological  items in relation to social media is fascinating, and so true. I agree wholeheartedly with the conclusion — when dealing with the mostly-impersonal internet, it’s easy to forget that you’re still just talking about people and behavior. We should all keep this front-of-mind as we build, manage, and maintain communities. Because it’s what community is ultimately all about — people, behavior, and relationships. 

The article states that communities and social media have not received a lot of anthropological study. I really wonder why, because it seems both timely and absolutely fascinating. I am so inspired by Michael Wesch’s videos and work. Maybe I should think seriously about that PhD again.