Events and online interaction: the construction of hybrid event communities

Events are per definition limited in time and space. However, the social interaction taking place during events can continue virtually. This can result in hybrid communities, existing of an offline and an online dimension. This paper explores the construction of hybrid event communities based on the following research questions: (1) What type of online practices can be identified before, during and after the event? (2) How do online and offline event practices and rituals influence each other? (3) How do combinations of online and offline practices contribute to the creation and maintenance of hybrid event communities? The practices of three events were studied using qualitative methods. Fifty-six interviews were conducted, and participant observation took place during 11 editions of the events. This was complemented with an online study. The findings identify different types of online practices around events such as connecting practices, recruiting practices and creative practices. Moreover, the combinations of practices lead to different types of event communities. The paper develops a framework of online/offline interaction processes that result in different types of event communities, contributing to our knowledge about the role that events can play in the contemporary network society.