To me the most interesting way to examine communicative activity in these various Internet contexts is through systems theory, and in particular, complexity theory. As a system - in some ways like an ecological system, the internet isn't so much made up of component parts, but as a whole. Changes that happen online ripple throughout the rest of the online system. So for example, when a social networking site closes - Geocities for example - that creates opportunities for disorganization, organization, and reorganization through the system. People move to other sites, make new friends, lose friends that don't move to the same site, learn how to use the new site and impacting the individuals that are on it. There are individual decisions made, corporate decisions made, social decisions made, new ideas created, old ideas rehashed, new connections formed.
All these decisions effect the system in a myriad of ways that are complex, interrelated, mutually influential (in both large and small ways). Opportunities open. Others close. "Being" in the Internet is also a phenomenological fact that needs to be taken into consideration. If this book proposal gets accepted, I am going to delve back into complexity theory and organizational communication. It will be a fun ride!