Lurking as a mode of listening in social media: motivations-based typologies

Abstract

PurposeIn this study, the authors aim to probe the relationship between listening and lurking and discuss types of lurking that occur on social media sites based on the motivations driving them. Although listening is a significant practice of online attention, intimacy, connection, obligation and participation as much as voice is, it is yet to receive the kind of attention voice is given in the context of social media. In the rather limited studies on online attention, the concept that has gained consideration is “lurking”, and this practice has often been treated as a derogatory non-activity or as passivity. The interest to study lurking is based on the premise that lurking is a significant ground on which listening occurs in social media and through which voice can be given attention.Design/methodology/approachThis study adopted a phenomenological approach to understand motivations for lurking in online spaces. Phenomenological research involves data gathering through inductive, qualitative methods with the aim of explaining specific phenomena from the perspective of research participants. In this research, the lived experience studied was lurking and what drives lurking. A total of 12 members of the Licence to Talk project, a research project based at the School of Journalism and Media Studies, Rhodes University, South Africa, took part in the study. They shared their personal experiences of online lurking through a critical reflective writing. Based on the experiences shared, the authors identified and categorised the various types of lurking based on the varied motivations driving them.FindingsThrough the phenomenological approach, the study has theorised a more useful understanding of lurking as a form of online listening by identifying and categorising seven lurking behaviours that are nested within the lurking activity. This study, thus, provides a tentative framework for studying online lurking by bringing to bear listening theory and by reasoning that lurking is a needs-based activity that has purpose imbedded within it.Research limitations/implicationsThe authors recognise that this study is limited by its small number of participants. Nevertheless, as researchers with a strong grounding in listening theory, the authors thought it valuable to interrogate their own practices on social media and to develop a more useful understanding of what lurking might entail and, on the lurking-listening relationship. A larger study would provide stronger evidence to test the hypothesis about lurking as a very interesting form of listening with a relationship to complex behaviours and needs.Originality/valueIt is expected that by conceptualising the various forms of lurking based on the motivations that drive online lurking (listening), it will provide an empirical and theoretical/conceptual basis for further investigations into this pervasive mode of online attention.