“+1 for Imgur”: A Content Analysis of SIDE Theory and Common Voice Effects on a Hierarchical Bidirectionally Voted Commenting System

• In Event: ICA Interactive Paper/Poster Session III
  In Interactive Paper Session: Communication and Technology Interactive Poster Session

Abstract

This research is among the first to attempt cultural analysis of a site-bound digital subculture, using Imgur as a case study. A theoretical framework using SIDE theory and common voice informs a content analysis of Imgur posts and comments in which the Imgur subculture is identified. Evidence of SIDE, which provides the basis for subcultural development, was found in communication regularities and social identity maintenance. Building on initial qualitative work, quantitative evidence is found for common voice, elucidating the Imgur subculture through identification of commenting strategies employed within Imgur. This research seeks to shift away from studying individual users to subcultural analysis. Findings may be extended to other similarly structured sites, particularly those that utilize a hierarchical bidirectionally-voted commenting system. Results provide evidence that cultural study of site-bound digital subgroups is possible, informing future digital media and cultural research by providing a theoretical and methodological framework for examining digital subcultures.

Author

• Brent Hale, Indiana U Bloominton