There is provided a wireless communication device including a control-message creation/transmission-instruction unit which sends notification information via a wireless communication network and also sends response information in the case of receiving notification information sent from another device, a reception/interpretation processing unit which receives, from another device which has received the notification information of the wireless communication device, response information of such other device and also receives the notification information sent from such other device, and an operation mode determination unit which determines, based on operation mode determination information included in the notification information of such other device or the response information of such other device, that the wireless communication device is caused to operate as one of a master device and a slave device.