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Norway is an interesting case in terms of social networking. There are two particular ways of grouping around a common interest that stand out: voluntary communal work, as exemplified through the Norwegian concept dugnad, and social networking online. Historically and culturally, social networking in Norway can be traced back to the loose networks of rural Norway, where the local communities worked together on common interests, rituals, and events that required groups of people to gather, ranging from giving a hand at arranging marriages to helping out with the harvest. This form of communal voluntary work, called dugnad, has played an important role in gathering people and social networking, be it as part of maintaining the many local Norwegian sports clubs or, in more general terms, building and developing the Norwegian welfare state. In terms of digital media, Norway plays a significant role in social networking online, as it is one of the world's most active countries measured in terms of access and daily use of the Internet throughout the population. Facebook is the most popular social network site in Norway. On a typical day during the last quarter of 2009, 36 percent of the entire Norwegian population visited Facebook.

The Networking Role of Dugnad

Dugnad has a strong resonance in Norwegian history. The term designates the readiness to participate in voluntary communal work, be it for the local sports club or the annual spring cleaning of shared apartment complexes. Although dugnad is commonly translated in terms of “community work,” its full connotations defy translation, as it is a concept used to discuss a form of social contract that is idiosyncratic to Norwegian culture. Its etymology, however, derives from the word roots due, stemming from the same root as dyd, meaning virtue; and duge, meaning sufficient. Thus, dugnad conjures up the notion of doing something for others, for the community, out of virtue. Historically, dugnad played a necessary part in preindustrial rural Norway, where everyone was expected to help out in the community at extraordinary events. Participating in a dugnad by the giving of time and efforts with no expectation of monetary compensation thus makes one a “good enough” member of society, someone who has contributed to the common good. The importance of dugnad for Norwegian economic and political history became particularly evident after World War II, when the modernization and rebuilding of the country was administered by the Labour Party as an immense voluntary communal work, all for the common good of the welfare state.

The spirit of dugnad has thus become an integral part of communal life in Norway. As a central arena for social networking, local sports clubs, but also sports in general, are often run and managed through voluntary communal work. Sports organizations comprise the largest part of the voluntary sector in Norwegian organizational society. It is very common for Norwegian children to be part of several sports clubs and have their parents play an active role in the sports community. It is thus safe to say that sports plays an essential role in social networking in the Norwegian context, often performed in terms of the social contract of dugnad.

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