Meg Pickard: Social anthropology online

If we are going to properly understand an online community, it might be an idea to learn about the theory behind communities: online and offline. We learn a surprising amount from social anthropology: the study human culture and society

“Social anthropology is at its essence about understanding people and patterns of people, patterns of behaviour and cultures and communities”, says Meg Pickard, the Guardian‘s Head of Digital Engagement. She should know, having studied the subject for many years before moving into the media!

3 key questions to ask are:

• What are people doing?
• Why are they doing it (i.e. Why is it important to them?)
• What does it mean for them and the kind of relationships they have?

Meg says social anthropology is “incredibly relevant” to the digital area. She argues that the internet is an extension of our understanding of community, socialisation and forming relationships.

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