Virtual Behavior Settings: An Application of Behavior Setting Theories to Virtual Communities

Virtual communities are a new social phenomenon in computer-mediated communication (CMC). Within these communities, a sense of place is emerging that may provide a key to understanding them. This paper proposes that virtual communities can be better understood as operating within an emerging environmental form: virtual behavior settings, a concept informed by Barker's (1968, 1978a) and Wicker's (1987, 1992) theories of (face-to-face) behavior settings, altered by considerations of the distinctive qualities of time, place, and objects in CMC. Virtual behavior settings are examined in terms of the emergence and maintenance of setting programs, their participants, and their operation within physical behavior settings.