Social media is one of the great consequences of web 2.0, providing an easy and instant portal for mass personal communication. Catalysed by the introduction of the internet and the social nature of human beings, social media platforms are examples of the combination of online capabilities and human nature have resulted in a cultural phenomenon.  

Posse.com has capitalised on the popularity of web 2.0 to encourage engagement and support for music groups. By rewarding fans with ‘posse status’, information, free concert tickets and personal meetings with the band, the website asks fans to follow their favourite bands, artists and festivals to help them succeed in the music industry. The ‘posse’ would then use social media outlets like Facebook, Twitter and blogs to share information, music and merchandise of the band to their friends. Flew (2005) recognises that this internet phenomenon has increasingly enabled “capturing and sharing” (Flew 2005, p. 111) to occur between virtual communities, such as music fan groups. This phenomenon could also be analysed from a cyber-psychological approach where it is believed that online communication is embedded into the modern human identity. Mehdizadeh (2010) believes that the internet provides a platform where users are able to truly express themselves without superficial condemnation. 

The relevance of this example shows the multiple layers of technological effects that exists due to the internet. Firstly, Posse.com has capitalised on gamifying human interest in bands by rewarding fans for supporting their bands through this website, promoting a convergence culture and interaction for the fan community. Secondly, it reveals the sense of belonging enabled by using social websites, such as Posse.com.   Being in the miscellaneous field, this artefact inhibits different effects on its users and demonstrates Kling and peers’ proposition that “The context of ICT use directly affects their meanings and roles” (Kling et al. 2005, p. 95).