Change Talk at iVillage.com

Jolane Flanigan (University of Massachusetts Amherst, USA)
Copyright: © 2010 |Pages: 333
EISBN13: 9781609603458|DOI: 10.4018/978-1-61520-863-0.ch017
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Abstract

With the growing number of women going online, women-centered Internet sites have become more abundant. This case focuses on social support offered by relationship message board members at iVillage.com, a popular and pioneering site for women. Findings suggest that community members promote a form of individualism that reflects a dominant United States (US) cultural understanding of self. Read against research that suggests US females tend to have a more relational than individual sense of self, the promotion of an individual self may be an unhelpful aspect of the social support given on the relationship boards.
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