Bishop, J. (2007). [Increasing participation in online communities: A framework for human-computer interaction](http://linkinghub.elsevier.com/retrieve/pii/S0747563205000956). Computers in Human Behavior. 23. pp. 1881-1893.
lots of blah blah and lit review, but some interesting stuff buried in the blabbidyblab...
on designing for perceived affordances:
>Developing systems that offer perceived affordances is another way of encouraging participation in online communities, as is engaging an actor in a state of flow, whereby they will experience intemperance or even deference. However, this may mean that individuals will act out less positive desires, such as vengeance, and flame other community members that offend them.