Digital Culture

Digital Culture are social organizations that form, thrive, build relationships, and engage through virtual, computer-mediated forums. Scholars of this theory note that this culture originates online and is exclusively maintained online. Digital Cultures provide space for individuals separated by geographical space, language, or mobility to come together, interact, and build relationships around shared interests.

While MCNW’s online social profile is not a complete match to the characteristics of the theory, I do see elements that are relevant. One of MCNW’s overarching goals is to build up and strengthen the small business community in the pacific northwest. This aim extends to their online social media agenda. MCNW seeks to harbor a small business community by posting relevant content, asking direct questions to their audience (which has similar interests), responding/engaging with replies to questions and other content posted by analogous accounts, and following accounts related to their aims. Furthermore, MCNW frequently posts #SmallBusinessShoutOuts on Instagram, which tag a PNW small business therefore building a relationship and providing an opportunity to interact/engage with members of their small business culture. This culture extends past the digital, which is why it isn’t a complete match for this theory.