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Social Science Computer Review
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Finding Online Subcultures in Shared Meanings

Adam B. King

This article describes a cluster analysis of affective sentiments assigned by a sample of 2,400 Internet users to a set of online-relevant concepts. The results of the cluster analysis, which identified five subcultures of the Internet population (Mainstream, Casual, Cliché, Enthusiast, and Neutral), are discussed in regard to demographic and use variations. The results of the study suggest that there is some utility in studying subcultures by seeking shared meanings rather than seeking demographic variations assumed to be culturally bounding. About Internet users in particular, the results suggest that online subcultural variation is mainly between novices and experienced users, although multiple subcultures persist even among experienced users. Interestingly, Internet users seem to affectively respond to online settings quite differently than offline settings, a finding that may recede as online settings become more nuanced.

Key Words: Internet • culture • subculture • cluster analysis • indigenous

This version was published on May 1, 2008

Social Science Computer Review, Vol. 26, No. 2, 137-151 (2008)
DOI: 10.1177/0894439307303177
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