Rediscovering Word-of-Mouth: An Ethnomethodological Analysis of Word-of-Mouth

Rhetorical Methods in an Online Community

Anat Toder–AlonFrederic Brunel

WOM - AN EXAMPLAR

Seeks advice

Janine

Janine:

I have to get a new crib mattress … well I have looked for a new mattress at Walmart and pennies and can not find a hard one! … is this right? are they now saying babies have to sleep on a soft surface or a hard one???

Janine

Kori

Provides information

Kori:

I read that when picking a mattress, under 100 coils is not enough support, over 200 coils is overkill, so it's best to get a mattress around 150 coils. I got a Sealy Maxipedic 160 coil i think it was $79 or $89

Janine

KoriChristiereinforces

Christie: I have read the same stuff Kori has read about 160 coils being the best thing. Lots of cheaper mattresses only have 80 coils …

Janine

KoriChristie

Kylee

Seeks information

Kylee: I haven't heard anything about mattresses or how to pick them, we just bought one yesterday and we just got the cheapest one, … I didn't know that there were specifics for mattress buying, so I hope that it is okay

Janine

KoriChristie

Kylee

Elaborates

Kori:

Kylee- there are specifics for buying mattresses, they should be very very firm for two reasons ...

Janine

KoriChristie

KyleeAccepts information & Seeks advice

Janine:

thanks ladies, i thought they were supposed to all be firm! … the bassinet mattress is … 3/4 inch thick! i spent over 100 bucks on it and i would think it would be a little thicker, so i am going to look for one of those as well... anyone else have a problem with the bassinet mattress???

Janine

KoriChristie

Kylee

Elaborates,Seeks advice

Amy

Amy:

Janine, I have a problem with my bassinette mattress/pad. It is flimsier than a changing pad! … I didn't think of getting a new one, I guess that would be good, but it'd have to fit my bassinette brand exactly, which is Graco. I guess it's worth looking into!

Janine

KoriChristie

KyleeAmy

Provides recommendation

Janine:

amy~ mine is the Graco triad and we got it through target, bought it over internet,... i saw one at jcpenny.com and they have a 2 inch one for like 13.00 which is an awesome price, so we will see.... maybe this will help you too!

Janine

KoriChristie

KyleeAmy

Accepts recommendation

Amy:

Hey thanks Janine!I will check the JC Penny at the mall. $13.00? That's pretty cheap. So worth it since the one I have I really dislike! Thanks again

OBSERVATIONS

WOM is basically a conversation

The details of WOM talk ought to be a major object of investigation

There is more to WOM than a few isolated dyadic communication routes

Group processes should play a significant role in WOM communication

The relationships and activities are evolving. They are temporally located and sequentially produced

Dynamic WOM analysis

REDISCOVERING WOM

Traditional WOM Research

Traditional WOM Research

Participants • Dyad – Source & Seeker• Relationships – Static Analysis

Participants • Dyad – Source & Seeker• Relationships – Static Analysis

Interaction • Communication = Black box• Certain roles

Interaction • Communication = Black box• Certain roles

Outcome • Direct• One dimensional

Outcome • Direct• One dimensional

WOM as Social ActionWOM as Social Action

Participants • Group context• Dynamic analysis

Participants • Group context• Dynamic analysis

Interaction • Talk Analysis• Fluidity of roles

Interaction • Talk Analysis• Fluidity of roles

Outcome • Non-direct• Multidirectional

Outcome • Non-direct• Multidirectional

RESEARCH GOALS

To explore 2 aspects of a group’s WOM repertoire:

1. TypologyTo demonstrate the existence of different methods of WOM rhetoric

2. DynamicTo explore the conditions of interaction that give rise to different WOM rhetorics

SETTING THE SCENE

Online communities provide an opportunity to unobtrusively

observe and capture WOM communication BabyCenter.com - a site for new & expectant

parents Birth clubs bulletin boards are organized

according to "due date“ enables to analyze changes and trends within

the community from inception to decline

Published Content

Members-generated Content

SETTING THE SCENE

Unit of analysis the verbatim thread transcripts operationalized as a post (seed) with all

replies Ethnomethodology - Talk as it is actually used

in social interaction in its concrete details

DATA

The complete text of all messages of a one bulletin board - November 2003

9 months period (from March - the period that participants were discovering that they are pregnant and due in November)

12162 threads were reviewed.

1076 threads were archived for further analysis (60.3 MB in HTML files)

WOM conversations (661 threads)

WOM INITIATION

Components Methods

Seeker’s Self Introduction Categorization as individual or as part of a group

Subject Matter Formulation Full diagnosis, problem only or solution only

Responder’s Entitlement Experience or group membership

Requested Response Framing Paradigmatic versus Narrative

WOM INITIATION

Components Methods

Seeker’s Self Introduction Categorization as individual or as part of a group

Subject Matter Formulation Full diagnosis, problem only or solution only

Responder’s Entitlement Experience or group membership

Requested Response Framing Paradigmatic versus Narrative

SELF CATEGORIZATION – EXTENDED GROUPCloth versus disposable diapers

I'm a first time mom and I was wondering the pros and cons of having cloth diapers. In my babybook that I got it says that a newborn usually goes through 80 diapers a week! I'm trying to save money but are cloth diapers worth the hassle?

SELF CATEGORIZATION – EXTENDED GROUPCloth versus disposable diapers

I'm a first time mom and I was wondering the pros and cons of having cloth diapers. In my babybook that I got it says that a newborn usually goes through 80 diapers a week! I'm trying to save money but are cloth diapers worth the hassle?

SELF CATEGORIZATION – AN INDIVIDUALMedela Pumps - Mini-electric vs. PIS ((pump in style))

This is a question for those who have pumped before ... I plan to breastfeed, and I want to continue to do so for as long as possible. I will be working from home, so I won't be needing to pump away from home all day… Since I haven't breastfed or pumped before (since this is baby #1), it is reasonable to think that I'll only need a smaller, less powerful pump (like the Medala Mini-Electric or the Avent Isis), or should I splurge and get the PIS just because it is so much better (even though I won't be using it "full time") …

SELF CATEGORIZATION – AN INDIVIDUALMedela Pumps - Mini-electric vs. PIS ((pump in style))

This is a question for those who have pumped before ... I plan to breastfeed, and I want to continue to do so for as long as possible. I will be working from home, so I won't be needing to pump away from home all day. Since I haven't breastfed or pumped before (since this is baby #1), it is reasonable to think that I'll only need a smaller, less powerful pump (like the Medala Mini-Electric or the Avent Isis), or should I splurge and get the PIS just because it is so much better (even though I won't be using it "full time") …

WOM INITIATION

Components Methods

Seeker’s Self Introduction Categorization as individual or as part of a group

Subject Matter Formulation Full diagnosis, problem only or solution only

Responder’s Entitlement Experience or group membership

Requested Response Framing Paradigmatic versus Narrative

FORMULATION OF THE SUBJECT MATTER – FULL DIAGNOSISMedela Pumps - Mini-electric vs. PIS This is a question for those who have pumped before ... I plan to

breastfeed, and I want to continue to do so for as long as possible. I will be working from home, so I won't be needing to pump away from home all day -- I'll be pretty much available to baby whenever he/she needs. I expect that I'll need to pump the occasional bottle so I can leave baby with a sitter or go to a meeting, etc. Since I haven't breastfed or pumped before (since this is baby #1), it is reasonable to think that I'll only need a smaller, less powerful pump (like the Medala Mini-Electric or the Avent Isis), or should I splurge and get the PIS just because it is so much better (even though I won't be using it "full time") And do you think I'll find that I pump more than I anticipate? I will (god willing) have at least one more child after this. Assume I have no one to borrow or purchase a used PIS from (and DH ((dear husband)) is not fond of the e-bay idea …

FORMULATION OF THE SUBJECT MATTER – FULL DIAGNOSISMedela Pumps - Mini-electric vs. PIS This is a question for those who have pumped before ... I plan to

breastfeed, and I want to continue to do so for as long as possible. I will be working from home, so I won't be needing to pump away from home all day -- I'll be pretty much available to baby whenever he/she needs. I expect that I'll need to pump the occasional bottle so I can leave baby with a sitter or go to a meeting, etc. Since I haven't breastfed or pumped before (since this is baby #1), it is reasonable to think that I'll only need a smaller, less powerful pump (like the Medala Mini-Electric or the Avent Isis), or should I splurge and get the PIS just because it is so much better (even though I won't be using it "full time") And do you think I'll find that I pump more than I anticipate? I will (god willing) have at least one more child after this. Assume I have no one to borrow or purchase a used PIS from (and DH ((dear husband)) is not fond of the e-bay idea …

FORMULATION OF THE SUBJECT MATTER – SOLUTION ONLY

best hpt ((home pregnancy test))

I was wondering if you could share some info with me? I wanted to know what is the best hpt to buy. Which is the most sensitive and how many days past ovulation can I test. I suspect that I may be pregnant and I have no patience to wait, Thanks for your help.

FORMULATION OF THE SUBJECT MATTER – SOLUTION ONLY

best hpt ((home pregnancy test))

I was wondering if you could share some info with me? I wanted to know what is the best hpt to buy. Which is the most sensitive and how many days past ovulation can I test. I suspect that I may be pregnant and I have no patience to wait, Thanks for your help.

WOM INITIATION

Components Methods

Seeker’s Self Introduction Categorization as individual or as part of a group

Subject Matter Formulation Full diagnosis, problem only or solution only

Responder’s Entitlement Experience or group membership

Requested Response Framing Paradigmatic versus Narrative

ENTITELMENT - EXPERIENCE

Medela Pumps - Mini-electric vs. PIS

This is a question for those who have pumped before ... I plan to breastfeed, and I want to continue to do so for as long as possible. I will be working from home, so I won't be needing to pump away from home all day -- I'll be pretty much available to baby whenever he/she needs…

ENTITELMENT - EXPERIENCE

Medela Pumps - Mini-electric vs. PIS

This is a question for those who have pumped before ... I plan to breastfeed, and I want to continue to do so for as long as possible. I will be working from home, so I won't be needing to pump away from home all day -- I'll be pretty much available to baby whenever he/she needs…

ENTITELMENT – MEMBERSHIP IN AN EXTENDED GROUPBest diapers For those experienced moms out there, what do you

think is the best brand of disposable diapers? There are so many out there I wouldn't know which to choose

Furniture question For all you "veterans", I'm wondering about nursery

furniture. We can afford to buy the really expensive, heavy duty, solid wood etc. stuff, which I originally thought to get. However, that was in the beginning, when it was going to be "nothing but the best" for baby. Now, I'm back to being my practical, hate to waste money self, and want to just get what is necessary …

ENTITELMENT – MEMBERSHIP IN AN EXTENDED GROUPBest diapers For those experienced moms out there, what do you

think is the best brand of disposable diapers? There are so many out there I wouldn't know which to choose

Furniture question For all you "veterans", I'm wondering about nursery

furniture. We can afford to buy the really expensive, heavy duty, solid wood etc. stuff, which I originally thought to get. However, that was in the beginning, when it was going to be "nothing but the best" for baby. Now, I'm back to being my practical, hate to waste money self, and want to just get what is necessary …

WOM INITIATION

Components Methods

Seeker’s Self Introduction Categorization as individual or as part of a group

Subject Matter Formulation Full diagnosis, problem only or solution only

Responder’s Entitlement Experience or group membership

Requested Response Framing Paradigmatic versus Narrative

THE REQUESTED RESPONSE - PARADIGMATIC Formal tools of validation, analytical,

functional, general, non-personal, context independent

Examples:

Product characteristics, comparison between alternative brands based on objective attributes

THE REQUESTED RESPONSE - PARADIGMATICCloth versus disposable diapers

I'm a first time mom and I was wondering the pros and cons of having cloth diapers. In my babybook that I got it says that a newborn usually goes through 80 diapers a week! I'm trying to save money but are cloth diapers worth the hassle?

THE REQUESTED RESPONSE - PARADIGMATICCloth versus disposable diapers

I'm a first time mom and I was wondering the pros and cons of having cloth diapers. In my babybook that I got it says that a newborn usually goes through 80 diapers a week! I'm trying to save money but are cloth diapers worth the hassle?

THE REQUESTED RESPONSE - NARRATIVE Specific, personal, context-dependent

Examples:

Anecdotal descriptions of particular incidents, utilizing narrative tools, drama, human intentions and actions

THE REQUESTED RESPONSE - NARRATIVETwo cribs or a big kid bed

I'm interested to see what other people facing the 2-under-2 situation are doing about this. My ds ((dear son)) will be about 17 months when the new baby arrives, which is early for a big boy bed - but he's already the size of an 18-month-old … I've thought about just having the new baby sleep in the pack-n-play (slightly bigger than our bassinet) for a while … What are other people with small children doing about this, or what did you do if you've already been in the situation? I go back and forth on it just about every day!

THE REQUESTED RESPONSE - NARRATIVETwo cribs or a big kid bed

I'm interested to see what other people facing the 2-under-2 situation are doing about this. My ds ((dear son)) will be about 17 months when the new baby arrives, which is early for a big boy bed - but he's already the size of an 18-month-old … I've thought about just having the new baby sleep in the pack-n-play (slightly bigger than our bassinet) for a while … What are other people with small children doing about this, or what did you do if you've already been in the situation? I go back and forth on it just about every day!

WOM INITIATION - CONCLUSION The sense of WOM initiation is accomplished

through participants’ meaningful selection of categories

Assumption: the methods initiators choose to formulate the WOM initiation make relevant for different WOM responses

WOM RESPONSE

Components Methods

Foundation of Authority Formal sources / experience

Behavior / Intention to behave

Advice Form Paradigmatic versus Narrative

Advice Rhetoric Object versus Person-oriented

Self versus Other-referential

Advice Upshot Information, recommendation,

Warning, Instructions,

Evaluation, Avoidance

WOM RESPONSE

Components Methods

Foundation of Authority Formal sources / experience

Behavior / Intention to behave

Advice Form Paradigmatic versus Narrative

Advice Rhetoric Object versus Person-oriented

Self versus Other-referential

Advice Upshot Information, recommendation,

Warning, Instructions,

Evaluation, Avoidance

FOUNDATION OF AUTHORITY – FORMAL SOURCESDummies – pacifiers

I am not trying to have a debate either, but our pediatrician told us with ds ((dear son)) that it is better for their teeth than sucking thumb …and it shouldn't cause problems with buck teeth…

FOUNDATION OF AUTHORITY – FORMAL SOURCESDummies – pacifiers

I am not trying to have a debate either, but our pediatrician told us with ds ((dear son)) that it is better for their teeth than sucking thumb …and it shouldn't cause problems with buck teeth…

FOUNDATION OF AUTHORITY - EXPERIENCEStrollers and car seats

We bought the Evenflo Travel System. I would NEVER recommend it to anyone! The car seat is great, it is the stroller that is terrible … one day I was pushing the stroller with dd ((dear daughter)) in it, and the WHEEL fell off! Talk about a big safety issue…

FOUNDATION OF AUTHORITY - EXPERIENCEStrollers and car seats

We bought the Evenflo Travel System. I would NEVER recommend it to anyone! The car seat is great, it is the stroller that is terrible … one day I was pushing the stroller with dd ((dear daughter)) in it, and the WHEEL fell off! Talk about a big safety issue…

FOUNDATION OF AUTHORITY – MULTIPLE METHODSWhere I can get a sling tonight

For this pg ((pregnancy)) I have purchased an Over The Shoulder Baby Holder sling, upon recommendation of my neighbor who is a very experienced mom and a breastfeeding machine. I also did a lot of internet research, and decided this would fit my needs best. I have already received it, although I am still waiting for Baby #2 to make his debut. Already I can tell that my newborn won't get lost in it like my older son did with the Nojo…

WOM RESPONSE

Components Methods

Foundation of Authority Formal sources / experience

Behavior / Intention to behave

Advice Form Paradigmatic versus Narrative

Advice Rhetoric Object versus Person-oriented

Self versus Other-referential

Advice Upshot Information, recommendation,

Warning, Instructions,

Evaluation, Avoidance

FORM OF WOM ADVICE - PARADIGMATICDiapers – what kind are you using?

I have been using cloth diapers for about 18mos now with my first son … For me the reasons are as follows (in order of priority): 1. Minimizing contact with toxic chemicals …2. Environment. Human waste should be treated and not added to landfills …3. Other health reasons. …4. Easier clean up. …5. Cost. …6. Cute…

FORM OF WOM ADVICE - PARADIGMATICDiapers – what kind are you using?

I have been using cloth diapers for about 18mos now with my first son … For me the reasons are as follows (in order of priority): 1. Minimizing contact with toxic chemicals …2. Environment. Human waste should be treated and not added to landfills …3. Other health reasons. …4. Easier clean up. …5. Cost. …6. Cute…

FORM OF WOM ADVICE - NARRATIVEDummies / pacifiers

My ds ((dear son)) is 2 1/2 and he still uses his "binkie" ((pacifier)) … it drives my dh (dear husband) crazy that he uses it so much but it really doesn't bother me … They gave us one in the hospital they provided it and he took to it right away, … both of my nephews had them till they were at least 3 or older and then the "plug fairy" came and exchanged them for toys … I sucked one when I was little and when my parents took it away I started sucking my thumb … and my teeth stick out a bit, I am waiting until after the baby and going to get checked for braces cause they bother me so bad, so in my opinion, not debate I would rather them suck a pacifier than their thumb or finger.

WOM RESPONSE

Components Methods

Foundation of Authority Formal sources / experience

Behavior / Intention to behave

Advice Form Paradigmatic versus Narrative

Advice Rhetoric Object versus Person-oriented

Self versus Other-referential

Advice Upshot Information, recommendation,

Warning, Instructions,

Evaluation, Avoidance

ADVICE RHETORIC

Definition - the ‘launch pad’ (justifications or

refutations) from which the claims or arguments

are originating

ADVICE RHETORIC – OBJECT ORIENTEDBreast pumps

I have both an Avent Isis and the Medela Pump in Style.Avent Isis: For a manual pump, very easy to use. Way too many parts to wash and I had a hard time keeping track of the little pieces sometimes. Priced right … Quiet totally portable … Pump in style. Bigger, more expensive. Needs outlet or battery. Easy to use, … Double pumping is possible. Fewer parts to wash… Perfect for going back to work. … Takes about 15 min to do both sides, I got about 10-11 oz total. Good customer service.So see what your needs are. Try the Avent first, but if you find it isn't working as well as you hoped. you may need to go up to a double electric

ADVICE RHETORIC – OBJECT ORIENTEDBreast pumps

I have both an Avent Isis and the Medela Pump in Style.Avent Isis: For a manual pump, very easy to use. Way too many parts to wash and I had a hard time keeping track of the little pieces sometimes. Priced right … Quiet totally portable … Pump in style. Bigger, more expensive. Needs outlet or battery. Easy to use, … Double pumping is possible. Fewer parts to wash… Perfect for going back to work. … Takes about 15 min to do both sides, I got about 10-11 oz total. Good customer service.So see what your needs are. Try the Avent first, but if you find it isn't working as well as you hoped. you may need to go up to a double electric

ADVICE RHETORIC – PERSON ORIENTED

Vroooom

My hubby and I are a bit eccentric (tattoos, lost track of the body piercings) and I would never think of myself as the mini-van type but that is what we have to have now. I love the way SUV's look and feel but they drink up the gas. … I am planning to buy a Dodge Caravan. They get great gas mileage and have a good safety rating. … My hubby worked as a car salesman for a long time so he said we would stay away from SUV's unless money suddenly started growing on trees

ADVICE RHETORIC – PERSON ORIENTED

Vroooom

My hubby and I are a bit eccentric (tattoos, lost track of the body piercings) and I would never think of myself as the mini-van type but that is what we have to have now. I love the way SUV's look and feel but they drink up the gas. … I am planning to buy a Dodge Caravan. They get great gas mileage and have a good safety rating. … My hubby worked as a car salesman for a long time so he said we would stay away from SUV's unless money suddenly started growing on trees

COUNTER-DISPOSITIONAL CONSTRUCTION

ADVICE RHETORIC – SELF REFERENTIALDouble stroller question

When dd ((dear daughter)) was born I went on the "oh, ds ((dear son)) won't sit in it anyway, so why bother" theory and within 2 months I was begging for a double! We still use ours on an almost daily basis and it is by far the best investment I made for my kids! … I don't know how I'd get by without a double stroller with my two, and certainly not with 3!

ADVICE RHETORIC – SELF REFERENTIALDouble stroller question

When dd ((dear daughter)) was born I went on the "oh, ds ((dear son)) won't sit in it anyway, so why bother" theory and within 2 months I was begging for a double! We still use ours on an almost daily basis and it is by far the best investment I made for my kids! … I don't know how I'd get by without a double stroller with my two, and certainly not with 3!

COUNTER (SELF)

EXPERIENCE

ADVICE RHETORIC – OTHER REFERENTIALProblems with daughter

I don't have any first-hand experience with 10-year old girls, but I do think counseling is an excellent idea. It sounds like something is bothering your dd (dear daughter) … I do remember you saying that you went for counseling, but it was too expensive and stopped. Maybe you can fight to get some coverage through your insurance company. If not, free counseling from your church or her school (as someone else already mentioned) might help …

ADVICE RHETORIC – OTHER REFERENTIALProblems with daughter

I don't have any first-hand experience with 10-year old girls, but I do think counseling is an excellent idea. It sounds like something is bothering your dd (dear daughter) … I do remember you saying that you went for counseling, but it was too expensive and stopped. Maybe you can fight to get some coverage through your insurance company. If not, free counseling from your church or her school (as someone else already mentioned) might help …

WOM RESPONSE

Components Methods

Foundation of Authority Formal sources / experience

Behavior / Intention to behave

Advice Form Paradigmatic versus Narrative

Advice Rhetoric Object versus Person-oriented

Self versus Other-referential

Advice Upshot Information, recommendation,

Warning, Instructions,

Evaluation, Avoidance

ADVICE UPSHOT

InformationLilyPads

I'm a day late and a dollar short on this, as usual. But I DO have info on coping with overactive letdown, for those of you that have to deal with it:An overactive letdown may make feeding more difficult for your baby, but it won't harm him ((…)) LLL ((lalecheleague)) lists these as common side effects of an Overactive Let-Down:Mother may experience: * Strong or even painful sensation when milk ejects ((…)) Baby may exhibit: * Fussiness and/or gassiness ((…)) Try the following: Nurse on only one breast per feeding ((…))Overactive Let-Down: Consequences and Treatmentshttp://www.lalecheleague.org/NB/LVSepOct95p71NB.html

ADVICE UPSHOT

WarningMedela pump – Mini Electric vs. PIS

Please, please, please, please avoid the Gerber/Playtex/Evenflo pumps…not only are they ineffective (which can really jeopardize your milk supply), but I have also heard of women actually getting tissue damage from using the darned things! Yikes!

InstructionsWhere I can get a sling tonight

Just a word of caution *Try it before you buy it*. I bought the Nojo Dr Sears sling for Sam, he hated it until he was old enough to sit up. By that time, I hated it, because it dug into my shoulders. You should be able to find that one at toysrus or babiesrus, possibly target also. I am taking my baby with me when I go to get my baby bjorn …

WOM ADVICE - CONCLUSION

The invoked device categories provide for reading the WOM response in different ways due to particular category selection and arrangement of items

NEXT STEPS

1. WOM Interaction

2. Community Level of Analysis

NEXT STEPS

1. WOM Interaction Do different methods of WOM initiations

provide possibilities for different methods of WOM responses?

2. Community Level of Analysis

NEXT STEPS

1. WOM Interaction2. Community Level of Analysis

Do WOM acts or WOM episodes (the micro-discursive levels) somehow add up to a community WOM genre repertoire? And If so how?

How do the macro-levels (e.g., intra-community relationships, community life-span) contextualize the micro-levels?

THANK YOU!