WHERE DID YOU HEAR THAT - TECHNOLOGY AND THE SOCIAL-ORGANIZATION OF GOSSIP

What happens when gossip-one of the most traditionally intimate forms of communication-''goes public'' on electronic bulletin boards? We exp lore how impersonal trust, generated by the mode of transmission and t he social context in which it occurs, alters gossip in particular and observable ways. Drawing upon exchanges about the entertainment indust ry that are representative of gossip on electronic bulletin boards, we find that members draw upon a variety of resources that shift gossip' s verifiability from reliance on intimate social bonds and assurances of truthfulness to overt negotiations that emphasize honesty. We also observe how status and power hierarchies surrounding information are i nfluenced by negotiated honesty. We conclude with some observations ab out the impact of technologies on the nature of social bonds.