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communities that have been forming on the platform. More broadly, online communities have been a popular topic of academic research. According to Strangelove, the phrase “internet community” has been mentioned over 10 million times online and appears in thousands of academic articles (2010). Preece describes an online community as “[consisting] of people interacting socially and sharing a purpose, of policies to guide the interactions, and of computer systems to facilitate the sense of togetherness” (Malinen, 2015). To Preece, computers and rules play a critical role in the function of developing an online community by assisting the interaction. To others, a community just needs to exist “in the minds of its members” and be demonstrated through “shared meaning” to have value (Malinen, 2015). When evaluating the efficacy of online communities, some scholars are skeptical of the ability to build relationships over the internet. They believe there is an “inherent contradiction” in the phrase online community and that face-to-face communication is necessary to form strong bonds (Strangelove, 2010). At the same time, the internet allows people to easily find and connect to others with similar interests and passions. Ha and James believe that the internet will allow for “fractionated” communities to form in an “endless feast of niches and specialties” (Ruggiero, 2000). Since online communities can form around extremely niche subjects, it is typically easier to seek out individuals with specialized interest online than through a traditional manner (McKenna, 2002). Furthermore, other studies have found that communication online does not hinder an individual's ability to express their “true self”. Instead, the anonymity and informality of internet interactions allows them to feel more comfortable revealing personal information or opinions (McKenna, 2002). 10PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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