Explicit and implicit structuring of genres in electronic communication: Reinforcement and change of social interaction

In a study of how an R&D group in a Japanese firm adopted and used a new el ectronic medium, we identified two contrasting patterns of use: the use of community-wide communication types, or genres, deliberately shaped by the a ction of a small, sanctioned group of mediators; and the use of local genre s tacitly shaped by members within their own research teams. We suggest tha t these patterns reflect the more general processes of explicit and implici t structuring, resulting in both the reinforcement and change of social int eraction within communities. Explicit structuring included the planned repl ication, planned modification, and opportunistic modification of existing g enres, while implicit structuring included the migration and variation of e xisting genres. We believe that these two processes provide suggestive mode ls for understanding the initial and ongoing use of new electronic media wi thin a community.