Everyday connections between online and offline: Imagining others and constructing community through local online initiatives

Many local online platforms for people to give away or sell items have arisen in recent years. While some research has analysed modes of consumption emerging in such sites, there has been little exploration of the nature of the contact between local residents that these sites occasion and their implications for local sense of community. This article analyses interviews with users of local online platforms for giving and selling items within one town in south-east England, identifying judgments that users make about one another and exploring the connections that are made between online and offline. Imagining other users and projecting social norms onto them emerges as important in making transactions meaningful. Users also often imagine social difference and make judgments that reproduce socio-economic stereotypes. Usage is portrayed as a positive experience enhancing users’ views of local community in a general sense, but shows limited tendencies to overcome existing social divisions.