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As an original source of linguistic data, computer-mediated communication (CMC) offers advantages for language research. Exchanges among on-line users, for instance, provide a record of linguistic interactions at a scale that traditional ethnographic methods cannot approximate. Using computational tools and quantitative methods that exploit the rich structure of CMC, we analyze data from StackOverflow (a question/answer on-line forum) to support the hypothesis that users tend to participate in exchanges with other users based on the topic or the content of the discussion and their personal expertise (H1). H1 has consequences for a social theory of communication,