Paul P. Maglio, Jim Spohrer
Journal of the Academy of Marketing Science
Paper
Schema blending and stable structure in online social systems
Abstract
Autonomous online social systems can emerge from the interaction between the stable social practices of soliciting and eavesdropping when they are performed online. These practices are distributed manifestations of the stable mental operation of conceptual blending. The technology mediating the communication in the practices must be polymorphic, noisy and open. © 2006 Inderscience Enterprises Ltd.
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