What do virtual “tells” tell? Placing cybersociety research into a hierarchy of social explanation

Like archaeological Tells, large mounds resulting from the accumulation of human settlement debris, the remains of virtual communities can inform researchers about phenomena operating at many levels. However, for excavations to be effective they need to be conducted within the framework of a scientific research program. The theory of interactive communication in cyber places developed here distinguishes between the social relationships that emerge from interactive group computer-mediated communication, and the cyber places where such communication occurs. It also links the density and form of cyber material to communication technology types. In so doing, it identifies four distinct levels of analysis. These are: i) individual behavior or social theory; ii) spatial and temporal patterning of artifacts in cyberspace; iii) technology and the parameters of human interaction; and iv) cyber-ecology or online behavior and resource supply. The recognition of four distinct levels of analysis allows for the production of a hierarchy of social explanation for cybersociety. To date the majority of research into online behavior has focused on the level of social theory. However, a balanced understanding of all levels of the hierarchy is preferable. The theory outlined is also linked to a research program into the material aspects of computer-mediated communication. Research into this under represented level should inform e-commerce strategists as well as those interested in usability as a group level concept.