Targeting Insiders

Description
This pattern occurs when users actively considers the language or typography of their shared content as a way to either express affinity, something that might appear offensive to users that receive the content but are excluded from the target group.

Examples
The Internet language lolspeak used by the Lolcat community is an example of a typography that could be perceived as offensive by those not indoctrinated. If previously never encountered by this, it would most likely be seen as an extreme lack of spelling knowledge and lead to frustration caused by problems with understanding the message.

Another example is when leaving out context in a post so that it becomes understandable only once already in possession of certain information. For instance sharing a sports result, “1-0”, would only matter to those who already know what game is currently being played. Other people would stand questioning.

Both these examples could be solved by restricting the audience to which the content is shared.

Pros and Cons
This might be seen as an unwanted pattern since it might dilute relationships but service providers might also want to keep it since the positive experience of a community is greatly based on affinities.

The users who understands the content may feel that they are a part of a group, that they are the target of the content. This feeling is often positive, which also makes the pattern something to strive for in some sense. On the other hand, the users who does not understand the content might be upset or feel stupid.

Relations
When only having the option to post to everyone, only to friends or not at all might lead to Targeting Insiders. On the other hand, if the application supports sharing to just a group of friends, one point with Targeting Insiders might be lost. Refering to the sport example above, if "1-0" was only shared to the group of friends knowing about the game, the post would be uninteresting since the friends most likely already know the result. One of the user's goal might be to get attention, and to get questions about what game it is. See Circle of Connections (Crumlish & Malone)

This pattern can be compared to the dynamics Attention Seeking and Showing Off. There are also similarities to Perceived Audience.

A pattern that counters Targeting Insiders might be Language Dilemma.

Contributors
Created by Patric Westberg from the inspiration of Malin Mattsson and Magnus Spånggård.