circle of the year
Another reason why Malinowski's postulation that the fieldworker should stay at least one year in the field should be transposed to the online-fields, too. The festivities, you shouldn't miss the festivities and their consequences. In order to celebrate Halloween Google changed its logo for one day. I already was struck by this adapting of logos, banners, or the whole design to events dictated by the calendar, while following the Max-Payne websites through the years. During Christmas time icicles, snow, and Santa-Claus paraphernalia suddenly pop up at websites. But it is evident that only sites which understand themselves to be institutions—e.g. institutions of the Max-Payne community—follow that practice.