Digital unity or tribal echo chambers? Paradoxes in online residential communities

Purpose This viewpoint explores how online residential communities (ORCs) can serve as both double-edged civic spaces, advancing neighborhood cohesion while also aggravating social polarization. This study aims to examine how these dynamics are shaped by interactions that influence residents’ sense of place, community, and citizenship, offering a critical lens on digital neighborhood life in an increasingly polarized world. Design/methodology/approach This viewpoint adopts a conceptual and interpretive stance. It draws on paradox theory as a lens to make visible the dynamics of ORCs as hyperlocal civic spaces. The analysis uses illustrative vignettes to show how civic paradoxes are enacted and navigated in everyday digital interactions. Findings Paradoxes are ambivalent and persistent tensions embedded in ORCs. We argue that ORCs, shaped by platform logics, surface three interrelated paradoxes – Belonging vs Boundary, Heritage vs Future, and Voice vs Harmony – that permeate residents’ everyday civic life. These paradoxes emerge across experiential dimensions of sense of place, sense of community, and sense of citizenship, and are not resolved but continually reenacted. Illustrative vignettes highlight how paradox navigation occurs through temporal, spatial, and integrative strategies, exposing the fragile and context-dependent character of civic participation online. Originality/value This viewpoint contributes to services marketing literature by conceptualizing ORCs as dynamic civic spaces where different paradoxes evolve through digital infrastructures and which require specific navigation approaches to prevent imbalances. It adds a paradox lens to third place and service ecosystems literatures.