Re: Interactions was: MUG energy
Re: Interactions was: MUG energy
- Subject: Re: Interactions was: MUG energy
- From: Macbeth <email@hidden>
- Date: Fri, 03 Jan 2003 18:29:37 -0500
Barbara Passman wrote:
>
There are psychological theories to explain why people "work for
>
nothing" for recreational or avocational groups or charitable
>
organizations. Sense of accomplishment, Self Image, Belonging
>
,Efficacy Drive (we have an innate drive, push to succeed, to
>
accomplish ,to be effective). etc.....This is , indeed, a fascinating topic.
Very. I really enjoy reading Leahy's articles on the subject in the past.
Re-reading them recently I commisserated with the following on the topics of
"communities" and the three central characteristics displayed by the subjects of
the research:
[From the article "For Mac Users, it takes a Village"]
http://www.wired.com/news/mac/0,2125,56678,00.html
"The authors argued that these communities are real communities, not ad hoc
coalitions of like-minded people. Nor are they "homogenous lifestyle segments"
or "consumption constellations." They are real communities, bound by a brand,
that display three central characteristics of all communities: a shared
consciousness, a set of rituals and traditions, and a sense of moral
responsibility:
Shared consciousness: A shared consciousness, or "consciousness of kind," is the
most important element, the authors note. It is a sense of "we-ness." The
authors argued that it doesn't matter that the Mac community is mediated by mass
media: magazines, books and the Internet. Although members are spread all over
the globe, they easily imagine they are alike because they assume they share
common values. "Members feel that they 'sort of know each other' at some level,
even if they have never met," the authors wrote.
Rituals and traditions: Members of brand communities engage in certain rituals
and traditions. Saab drivers wave to each other as they pass on the road. Mac
users often share stories about the brand -- the Mac's relative immunity to
viruses, for example. There's the communal use of logos. Mac users are
well-known for their predilection for Apple stickers, T-shirts and Web banners,
the authors wrote. They also show a keen interest in the history of Apple. A lot
of Mac users know the date Jan. 24, 1984, the day the Mac was introduced.
Moral responsibility: Members have a sense of moral responsibility to the
community as a whole and to each other. People look out for each another, help
repair products, solve problems and share information, like where to get the
best deals. This information is often more useful than information provided by
the marketer because it's untainted by self-interest, the authors wrote.
In conclusion, Muniz and O'Guinn said brand communities perform several
important functions on behalf of the brand: recruiting new members, perpetuating
the history and culture of the brand, and providing free help and information.
The community also exerts a lot of pressure on members to remain loyal. Of the
three, the Mac community is the most cohesive, the authors noted. "
[End article]
Though the topic also included a downside, I'd rather focus on the benefit
mentioned:
"But Muniz and O'Guinn see positive benefits of brand communities: They give
consumers a greater voice, provide an important information resource and grant
wider social benefits through communal interaction."
I agree with Gail, that Leahy's articles share interesting topics of relevance
to those interested in the Mac community.
Macbeth
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