Best of luck, max. I agree with your views. I may end up doing my Ph.D. on IRC communities just to get some more academic visibility into it. We can't let these marketers take over the definition of "internet community" the way they've taken over "family values" and are trying to take over "social networking." Let me know if you need a hand technically, or if you want to "be published" in a peer-reviewed journal, it'd be my privilege to help in any way you need. You can find me on EFNet anytime.
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