There is provided a wireless communication device including a wireless communication unit configured to receive application information, the application information indicating which of a content providing side or a content user side an application of each of one or more second wireless communication devices is, a setting unit configured to set a parameter indicating a priority to operate as a master unit in accordance with, among the wireless communication device and the second wireless communication device(s), a relationship between the number of providing devices whose applications are content providing sides and the number of user devices whose applications are content user sides, and a control unit configured to control a negotiation with at least one of the second wireless communication devices to determine a wireless communication device to operate as a master unit, using the parameter set by the setting unit.