A Netnography of a Harry Potter Based Virtual Community (Hogwarts Running Club)
THE REAL-WORLD IMPLICATIONS OF AN IMAGINARY WORLD: A NETNOGRAPHY OF A HARRY POTTER BASED VIRTUAL COMMUNITY (HOGWARTS RUNNING CLUB) BY ROBIN LIZZO DISSERTATION Submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Recreation, Sport, and Tourism in the Graduate College of the University of Illinois at Urbana-Champaign, 2019 Urbana, Illinois Doctoral Committee: Associate Professor Toni Liechty, Chair Professor Kim Graber Professor Kim Shinew Assistant Professor Matt Browning ABSTRACT The rapid development, growth, and diffusion of technology throughout the world today has spurred an integration with socializing and engagement that is fast becoming a part of everyday life (Baym, 2015; Blank, 2012; Consalvo & Ess, 2011). One such manifestation of this new form of social interaction is communities formed online or virtual communities (Ridings, Gefen, & Arinze, 2002). Virtual communities have been in existence for over thirty years (Ridings, Gefen, and Arinze, 2002) and existing studies of these communities have yielded powerful insights into learning, communication, marketing, relationships, benefits of participation, and more (Hiltz & Wellman, 1997; Mamonov, Koufaris, & Benbunan-Fich, 2016; Nimrod, 2014; Welbourne, Blanchard, & Boughton, 2009; Wellman & Gulia, 1999; Winkelman & Choo, 2003). However, there are still aspects of virtual communities about which little is known. Therefore, this study utilized the qualitative research technique of Netnography (Kozinets, 2010; 2015) to explore the experiences of participation in a virtual community and the meanings participants associate with membership in this group. Specific research questions focused on motivations, potential benefits, and potential implications for participants’ offline reality. The Hogwarts Running Club (HRC), a virtual community established in 2014 (HRC, 2017), on Facebook was the study setting.
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