Showing posts with label Virtual Worlds. Show all posts
Showing posts with label Virtual Worlds. Show all posts

Friday, October 14, 2011

Frankenstein’s Monster Comes Home: Digital Remix and the Ends of Origin

Frankenstein’s Monster Comes Home:
Digital Remix and the Ends of Origin

Jim Barrett
Language Studies/HUMlab
Umeå University
Sweden

“The labours of men of genius, however erroneously directed, scarcely ever fail in ultimately turning to the solid advantage of mankind. ”
Mary Shelley, Frankenstein or the Modern Prometheus.

“One text that shows the disaster of the divorce between science and poetry would be the one by Mary Shelley whose name is Frankenstein.”
Avital Ronell, Body/No Body (in conversation with Werner Herzog)

Frankenstein by Mary Shelley (published 1818) represents a historical and literary divergence between the poetic and the technical, and is a significant reaction against this split as part of English Romanticism. It is the contention of my presentation that in contemporary digital works of art and narrative we are witnessing a re-marriage of science and poetry. However, this union should be no automatic cause for romantic joy, as the present situation in the education sector of most Western democracies indicates. Today, the natural sciences are separated from and weighted favorably in relation to the production and analysis of culture.  There is little to indicate that this is an effective strategy in light of present global ‘network culture’ initiatives. Today, the union of science and poetry in digital media is felt most acutely in reading, or the performative interpretation of imaginative works. Computer games, websites, digital works of literature, apps, virtual worlds, interactive art, and spatial media (GIS, Kinnect, GPS, Wii) are interpreted as they are performed and often require some knowledge of the medium by the user in order for the work to function. This situation represents a form of reading that has not been practiced widely in Western academic and literate circles for several centuries. We are not witnessing a return to what Walter J. Ong famously terms a “secondary orality” (10-11), but rather we are seeing a form of inscription rapidly emerge that is spatial, multi-temporal, performed, place-bound, visual, sonic, and navigated. Two central concepts are important for understanding how digital works are generally interpreted, and these are simulation and remix. Representation has become the domain of mediating objects, both virtual and physical, while reading is as much about arranging and appropriating as it is about reference, symbolism, iconography and interpretation. Based on a relatively small selection of digital works this presentation examines reception practices involving digital media, which suggest an expanded concept of reading where the material technology of a work determines meaning as much as its representative elements do. In this examination I demonstrate how performance, participation, co-authoring, and remix make the reading of the digital works.  These works are

Patchwork Girl by Shelley Jackson (1995)
Last Meal Requested by Sachiko Hayashi (2004)
Façade By Michael Mateas and Andrew Stern (2006)
Second Life http://youtu.be/9g-kYvK3P-Q
CONSTRUCT by salevy_oh (2011)
The Celebration by Iris Piers (2011)




Patchwork Girl is a work of electronic literature by American author Shelley Jackson. It was written in Storyspace and published by Eastgate Systems in 1995. It is often discussed along with Michael Joyce's 'Afternoon, a story' as an important work of hypertext fiction. "Shelley Jackson's brilliantly realized hypertext Patchwork Girl is an electronic fiction that manages to be at once highly original and intensely parasitic on its print predecessors."



The actions of the avatar, which is the identity of its operator in SL, conform to the traditions of Varjrayana Buddhism. The combination of the actions of the avatar and the audio is a two fold signifying structure, with the operator of the avatar at the center. In a simulative sense the operator of the avatar is enacting a practice that is firmly contextualized in religious and social contexts.



Last Meal Requested is an interactive net art work by Japanese/Swedish artist Sachiko Hayashi. It deals with themes of gender, state power, violence and the rhetoric of the image. The original work can be accessed at http://www.e-garde.net/lmr/lmr2.html

 

Selavy: What happens when you write in a diary? Of course, some people write down “got up at 7am, drank a coffee, had lunch with Jim, went to bed early”, but that’s not the type of diary I’m referring to. It is rather the idea of keeping a record of selected thoughts, feelings, moods, ideas, etc. The important part is, of course, that you do that regularly. And that is exactly what I did in CONSTRUCT: I added one room each day. Every one of the 75 days of the residency has its own room, often relating to the topic of the residency itself, a time capsule of ideas, artifacts, or reference to other work. If you read a diary, you may get an idea about the writer and her life. If you visit CONSTRUCT, you may get an idea about Selavy Oh and her residency.



The Celebration "combines a circular display of flatscreens, reminiscent of a giant zoetrope, containing amateur film footage from the 1910's-1940's with different soundscapes that can be manipulated by the audience" (Piers). How the audience manipulates the various audio and images, and how they combine to create an interactive and immersive space, makes The Celebration an engaging work of interactive digital art. The visitor enters a darkened space, where the only available light comes from the 10 screens showing the films of The Celebration. By moving around the space and judging their own distance, speed of movement, posture and height in relation to the (largely invisible) Arduino trackers, a dance begins with the audio and the cracked black and white images from almost a century ago. Each of the screens that make up The Celebration has an Arduino tracking sensor attached, which maps the movements of the body of a visitor, and implements pre-programmed changes in the presentation of images and sound. Unknown faces stare out from the screens, mostly laughing, talking (unheard) and often looking straight at the camera, and at the audience. As these faces watch, the visitor dodges and weaves, hops and slides, while the images and sounds change. At the same time the visitor is watching the faces, along with their bodies, their families and friends, competitors at sports events and classmates, neighbors and colleagues. It is according to this arrangement that a circuit of movement and gaze is achieved by the programming of The Celebration.




Façade is a prototype of interactive drama, a new genre of character and story-intensive interactive entertainment. Façade is freely downloadable at interactivestory.net. In Façade, you, the player, using your own name and gender, play the character of a longtime friend of Grace and Trip, an attractive and materially successful couple in their early thirties. During an evening get-together at their apartment that quickly turns ugly, you become entangled in the high-conflict dissolution of Grace and Trip’s marriage. No one is safe as the accusations fly, sides are taken and irreversible decisions are forced to be made. By the end of this intense one-act play you will have changed the course of Grace and Trip’s lives – motivating you to re-play the drama to find out how your interaction could make things turn out differently the next time. In this video Facade is used to promote an abstinence program.

Thursday, September 22, 2011

Place and Identity in the Digital Arena (Virtual World and Digital Literature)

"Place is experienced space (Malpas, 1999; Tuan & Mercure, 2004). It is what happens when geographic space takes on meaning of any sort—as an object of memory, desire,or fear. Place can be produced through happenstance (the space of a first kiss), through narrative (the space of childhood that is persistently articulated with story), through familiarity (the space one lives each day),or through representation (the space of art or advertising). This identification with place is an important method of organizing personal experience and social actions." - Using Virtual Worlds to Foster Civic Engagement, Eric Gordon and Gene Koo p206

Place is more than just a name. Place gives identity and meaning to space. Places are marked out and organized according to class, gender, history, power, politics, knowledge, nationality, memory, desire, narrative, and conflict. It is relatively easy to think of a place that has special or specific meaning and then question why it is different from another, perhaps very similar place.

In digital media place takes on a new level of significance in narrative. Place often determines identity in digitally media narratives. Consider the most famous computer games, where location directs action.

World of Warcraft relies on places to order the flow of play. Raids are conducted over boundaries between places. Places take on specific characteristics to enhance play and contextualize characters and action.

It is different in Counter-Strike. Distances, heights and fields of view are that much more meaningful here. Meaningful largely through the functionality of my weapons, to be sure. Still, a variety of tactical behaviours is possible. The spatial structures can be appropriated in different ways. But again, the look of the buildings is largely irrelevant. I learn the valuable properties of places via multiple repeated attempts.

Façade

A "one act interactive drama" where "A couple, Grace and Trip, hosts the player in their apartment for cocktails and proceeds to have a relationship breakdown. Using full typed sentences the player can coach them through their troubles or drive them to be more distant from each other." Facade as a narrative work relies on the representation of place and identity (specifically gender and class) to present a story. In Façade place and gender are combined in the bar and the lounge areas of the three-dimensional apartment that makes up the work. The bar is associated with the male character Trip, and the lounge is given female characteristics though an alignment with Grace. Each character retreats or is drawn into their respective areas in the conflicts of the narrative, often calling for the guest/reader to join them. The objects that are located in the respective areas also function to prompt the reader in responding to the narrative according to associations between gender and place. A painting or a piece of furniture prompts dialogue from the characters to address the reader according to gendered themes in narrative. With the structures provided by the characters and their respective places in the narrative, the reader is restricted to a set number of responses according to gender. In this way the characters and the places they occupy establish the directions for narrative development in Façade.

The relationship between Trip and Grace is composed of stereotypical gender roles and the portrayal of their professional versus private lives. Trip and Grace’s marriage is defined in narrative according to Trip as the stronger and more powerful partner while Grace struggles against being submissive. This, in turn, translates into one character having greater agency where Trip dominates compared to Grace. Many of these conflicts are played out in the narrative in relation to the places depicted in the work. For example, during the evening, he chooses the wine and fixes the drinks. In negotiating the bar and serving the drinks, Grace asks the guest, “Jim, how about something simple, like a nice glass of chardonnay?” only to receive the reply from Trip, “Yeah, no, we need to open this wine! Our friend is here, we're going to enjoy ourselves, that's all there is to it! GRACE: (frustrated sigh)” (Façade). Grace, as representing a narrative direction, is denied agency, in that she is unable to choose her own drink, and once again fails to find her own voice in the dialogue with Trip. As a result the reader is left with the narrative direction initiated by Trip as the only way forward for the story.

The bar area is identified with Trip as part of the gendered structure of the places in Façade. Trip occupies and controls the bar, and he refers to it numerous times with statements that assert a sense of competitive and aggressive pride,

TRIP Oh, yeah, uh, I'm gonna fix us some drinks in a sec! TRIP Ah, you need to help me break in my expensive new set of cocktail making accessories. JIM: cocktails? I love cocktails TRIP: Yeah, hang on, ooh, I'm going to make you one of my fabulous drinks in just a minute, heh! (Façade)

The bar is a masculinized place in Façade by virtue of Trip’s dominance of it, as it is only there that he can display his power and status,

TRIP. Y -- yeah, uh, we need drinks! JIM: large drinks TRIP: This is great... -- (interrupted) TRIP: W -- well, uh, I'm going to open an exquisite Bordeaux! TRIP: Best of the best, you can't buy this in stores. Very, very special - GRACE: God Trip, you are such a wine snob. Just like my dad. (Façade)

The comparison between Trip and Grace’s wealthy father is part of the masculine and authoritative narrative qualities assigned to the bar. Readings are set up according to the power and status implied by the exclusive wine offered by Trip. The alcohol is presented in contrast to the tastes of Grace, who is parodied and humiliated in the contexts of the bar. This humiliation is demonstrated in exchanges such as, “TRIP: Why don't I make us one of my new drink inventions, TRIP: I call it Grace's Inner Soul. TRIP: It's a mixture of chardonnay, bitters and lots of ice” (Façade). Grace is contrasted to the social prestige associated with the bar in relation to Trip.

The bar area functions as support for Trip, which confines the reader to a single male perspective. A picture of the Italian countryside, from a holiday that Trip references as a “second honeymoon” (Façade) is beside the bar, and he draws attention,

TRIP: Oh, Jim, I thought you might like this photo I just put up from our recent trip to Italy. JIM: thanks GRACE: Uhh, it's a beautiful picture of the Italian countryside, of course he'll like it! (Grace sips her Grace's drink.) TRIP: Grace, I know you don't like it, but our friend might. GRACE: By the way, anybody, join me on the couch if you like. (Façade)

If the guest joins Grace on the couch the narrative themes connected to her and prompted by the objects, decorations and art that surround are moved into the centre of dialogue. A move to the lounge by the guest/reader shifts the progression of narrative away from the perspectives of Trip and towards those of Grace. If Trip is not at the bar and instead moves closer to the couch and Grace, the overall narrative moves to center more on the concerns of Grace and eventually on both characters. The two places in the apartment, the lounge and the bar are actually extensions of the characters Grace and Trip as far as narrative is concerned.

From these place-based narrative exchanges identity converges for each of the characters. The reader/guest establishes perspective regarding the characters and the 'best' ways to address them as identities considering the contexts of dialogue.

"There is no self that is prior to the convergence or who maintains 'integrity' prior to its entrance into this conflicted cultural field. There is only the taking up of the tools where they lie, where the very ’taking up’ is enabled by the tool lying there”. - Judith Butler (1990 145)

This is a still image of my avatar in Second Life. It has no biological sex, no genitals or DNA that identifies it according to a scientific standard as male. However, it is consistently referred to by myself and others as 'he' or 'him' and the things it owns as 'his'. Visually, this avatar presents as male and the above image illustrates this 'maleness' in a contemporary style. The business suit, hair style and physical features indicate to me a form of 'soft masculinity', with influence from some of the androgynous gender tropes from popular culture. Lack of facial hair, long eye lashes, large eyes, longish hair style, slight build that lacks developed muscle definition, and thin hips add to the androgyny of the avatar. The image of the avatar is not suffused with sexual imagery and the erotic zones of the body are not emphasized in gender specific ways. The lips are one area of the body that can carry erotic connotation in particular cultures (both male and female) and these are somewhat emphasized with the avatar. The soft masculinity of the avatar can be related to a larger masculine culture in East Asia, where male bodies are represented without excessive muscles or hair and attention is paid to cosmetics and appearance preparation. This video is an example of such a soft masculinity:

South Korean idol boy band, Dong Bang Shin Ki singing Under My Skin in 2008, (Notice the avatar-like flying of some of the characters) Further analysis of this video and "mu-kuk-jok 'soft masculinity'" is HERE
"Feminist geographers often consider the body as a place, a “location or site . . . of the individual”(McDowell,1999). Judith Butler (1990) developed the influential concept of“performativity,”regarding gender identities as a performance in the “stylized repetition ofacts.”To Butler,being a woman is not a natural fact but “a cultural performance [in which] ‘naturalness’ [is] constituted through discursively constrained performative acts that produce the body through and within the categories of sex”(cited in McDowell, 1999,p.54)." Bardzell and Odom The Slave's Body as a Place p252

Apart from the visual appearance of the avatar in regards to gender and sexuality there is also the concept of performing gender. My avatar performs as a predominantly heterosexual identity in Second Life. While stereotyping plays a large role in the performance of heterosexuality masculinity, the attributes of my own avatar that indicates a predominately hetero-orientation can be the same that indicate androgyny; lack of overt sexualized physical attributes, a gender-neutral physical stance and movements, and the absence of queer, bi or gay (HTB) symbols in reference to what is considered the so-called 'default sexuality' (i.e. heteronormativity).

I presented my avatar to some students recently as "fairly standard in regards to gender" and it was only while thinking about it further today that I understood what this can mean. The opening quote, "There is only the taking up of the tools where they lie, where the very ’taking up’ is enabled by the tool lying there” from Judith Butler is very much about the components of gender performance. When we work in virtual worlds we operate under the same rules to which Butler refers. What is available is what people can use to identify socially with gender and sexuality. Agency emerges from this range of possibilities according to what is tolerated, permitted and encouraged in the "conflicted cultural field"..

The avatar above references symbols of soft-masculine power in the suit, formal qualities (expensive clothes, neck tie) and attention to appearance. These factors ally power with economic wealth in the formation of identity. These qualities are surprisingly similar to many of the images from the video of the South Korean pop band. The role of my avatar in my job influences the references and values I represent within it. I have attempted to build connections between agency and power in my avatar by referencing formal qualities in male contexts. The technological aspects of my job can be related to the East Asian cultural reference where a stereotype of a technical mediated identity is common. I also think about Science Fiction novels, especially those by William Gibson, and the ways they portray East Asia as a digital society where gender-ambiguous figures move freely in information spaces.

Background Commentary

In performing the above reading I considered the following:

- Performativity: We have talked about gender being created performatively by our everyday practices. In this sense the practice of creating avatars is part of the process of creating gender. So how do the avatars (re)produce gender stereotypes? How do they exceed them?

- Representations of gender and sexuality: as both representing what is not present (the avatar representing 'me' in SL, the avatar's gender representing cultural notions/norms of gender such as the heteronormative), and as actually creating/being what is thus represented (and never just 'mirroring' the student, or cultural notions/norms). So, what do the avatars create when it comes to gender/sexuality? What do they think of the potential political power behind this kinds of representations? Do you think about the looks of the avatar's as being feminist in any sense? If so - how?

- The Butler quote: "There is only the taking up of the tools where they lie, where the very ’taking up’ is enabled by the tool lying there”. This is somewhat difficult to grasp, but virtual worlds are good examples in order to illustrate it, since "the tools" (for performed gender for example) are on the one hand per-determined by the architecture of the computer program, and on the other hand, as is the case with Second Life the tools for the manipulation of gender imagery and performance are many.

- Agency: The above also relates to agency, and having a choice (although always conditioned by the "convergence or who maintains 'integrity' prior to its entrance into this conflicted cultural field").

- Gender is said to be the prime thing in people's identifications and in identifications of others. So what choices are made in relation to identify and identification in the construction of the avatar? Initially it is necessary to decide whether the avatar is male or female (which is of course an interesting thing in itself). Why does one choose the avatar's gender as the same as my own? Why does one choose an oppositional gender? In relation to becoming a subject occurring in relation to subjecting oneself to different norms (for example gender norms). In a virtual environment simulations of gender performance can be experimented with. My avatar is not specifically incomprehensible and this is a result of reference to standard contemporary gender norms .

For further references to avatars, agency and the representation and performance of Self see HERE.

"Donna Leishman’s “Red Ridinghood” is an interactive story and a prime example of electronic literature. The viewer has to click on certain objects within the scene in order to make the story progress resulting in interaction. While at one point the viewer is offered two choices to click, both routes end up leading to the same ending. This type of story can be mistakenly labeled as a ‘game’ meaning that the viewer actually has the ability to change the outcome of the story line. Yet “Red Ridinghood” does not actually offer the reader to choose the ending of the story, it simply allows them to become an essential part of the story. Thus the literary aspect is kept in tact, the viewer is allowed a sense of control over the story, but is ultimately not able to change the plot in any way. This element of interactivity with the story is makes “Red Riding Hood” an example of how an interactive story can still be literature and not art or even an online game. The narrative cannot be completed without an outside force, in this case the reader clicking through the passages. The narrative itself is also something that can only be produced on an electronic level. It is made up of pictures and sounds rather then words. While Little Red Riding Hood is a common story, the illustrations put a new twist on it, making it a new urbanized fairy tale that doesn’t adhere exactly to the original plot line."

Place plays a significant role in the establishment of Red as a characte both in terms of the depicted body and the locations it occupies:

"Red and Wolf are two deeply intertwined characters acting out in this story. Red's perspective is one of compromised authenticity; so much of the background storyline is acted out through her dreams (or written in her diary) that it is hard to know how her evident inner turmoil has skewed the Wolf's character. Leishman excels in bringing to life the complex inner workings of a young woman, particularly through the view of Red's bedroom. Who is Red? What are her mental fabrications and what is fact? These are questions that the author begs us to raise with this scene." - A Peak into the Bedroom

Thursday, December 9, 2010

Virtual worlds - can it really be anything for businesses? If developments and trends (2 hr lecture / workshop FSV 1, 2, 7)


Virtual worlds are three-dimensional digital spaces that are distributed over the Internet, where large numbers of people can communicate, interact, create and consume both virtual and physical goods and services. Branding is a major presence in virtual worlds like Second Life, Entropia Universe, Planet Calypso, and Blue Mars. This lecture and workshop will focus on how some companies have used virtual worlds, including the mistakes they have made and how the media can be improved in terms of development of a customer base, profiling the business and creating a brand presence in virtual worlds. Case studies discussed include the Second House of Sweden and the business model employed by Planet Calypso.

Background Factors to Virtual Worlds and Business


Age is a particularly important factor in the virtual worlds. Most of the users of virtual worlds are today under 15 years of age.

It is estimated that there are over one billion registered accounts in virtual worlds today. An estimated 700 Million of them are under the age of 15.

What are Virtual Worlds?
The concept of a virtual worlds can be distinguished from the concept of game space by the absence of the characteristics of a “game.” Bell (2008) presents a number of previously proposed definitions of a virtual world and proposes a synthesized, more contemporary definition that attempts to take into account changes that have appeared in virtual worlds over the past several years (Chesebro, 1985; Bartle, 2003; Koster, 2004; Castronova, 2004). Bell states that a virtual world can be defined as “a synchronous, persistent network of people, represented as avatars, facilitated by networked computers” (2008, p. 1). Bell’s definition has three key components:

1. “synchronous” indicates that shared activities necessitate synchronous or real-time
communication

2. “persistent,” as explained previously, indicates that a “virtual world cannot be
paused” or does not shutdown when the user exits

3. the “avatar” is “any digital representation (graphical or textual), beyond a simple
label or name, that has agency (an ability to perform actions) and is controlled by a
human agent in real time” (2008, p. 1).

Schroeder emphasizes the experiential element of virtual worlds. Schroeder defines a
virtual environment or, equivalently, a virtual reality as “a computer-generated display that allows or compels the user (or users) to have a sense of being present in an environment other than the one they are actually in, and to interact with that environment” (Schroeder, 1996, p. 25). “Virtual Worlds Research: Consumer Behavior in Virtual Worlds”
There are three main forms of business in relation to virtual worlds:

1. Virtual goods and services
Virtual goods are non-physical objects that are purchased with real money for use in online
communities, virtual worlds, or games and fulfill a functional or decorative purpose in an online
environment. Virtual goods are typically priced from $1 to $3, but can be sold for much higher prices depending on scarcity, functionality, and design. Virtual goods include weapons or tools that help players progress in a game, decorative items like avatar gear or profile themes that allow users to express their individuality, and virtual gifts that enhance communication between friends and family. Perhaps most importantly, virtual goods also act as social badges that, depending on the social context, can convey a level of status, achievement or acceptance similar to that associated with ownership of real status symbols.

The Entropia Universe entered the Guinness World Records Book in both 2004 and 2008 for the most expensive virtual world objects ever sold, and in 2009, a virtual space station, a popular destination, sold for $330,000. This was then eclipsed in November 2010 when a player sold a virtual resort on Planet Calypso for $635,000; this property was sold in chunks, with the largest sold for $335,000.

2. Branding
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include:

* Delivers the message clearly
* Confirms your credibility
* Connects your target prospects emotionally
* Motivates the buyer
* Concretes User Loyalty

Branded Virtual Goods (BVGs) are virtual goods that – in addition to offering some functional or
decorative value – display an insignia, copyright protected mark, logo or derivative image of a known brand, and by virtue of being “branded”, command a higher social and monetary value among end users. This premium positioning is analogous to the difference between generic and branded products in the real world where branded items typically sell more units and fetch higher prices than their generic counterparts. A plain white t-shirt can be transformed from a cheap commodity to a sought-after product by incorporating the mark of a well-known company or celebrity. Brands have a similar impact on virtual goods. In this report, we define brands broadly, i.e. they include not only popular consumer brands, but also images of and associations with celebrities, famous athletes, sports teams, colleges, movies, musicians and televisions shows. In short, a brand creates a point of differentiation in the user’s mind, and this differentiation represents an opportunity for monetization that is not found in generic goods.
See Branded Virtual Goods Market Report : Opportunities and Strategies for Aligning Brands with Virtual Goods (August 2010)

Nation branding is a field of theory and practice which aims to measure, build and manage the reputation of countries (closely related to place branding). Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasize their distinctive characteristics. The branding and image of a nation-state and the successful transference of this image to its exports - is just as important as what they actually produce and sell. The Second House of Sweden is a virtual world example of nation branding.

3. Provision of a virtual world and related media
Creating a virtual world from scratch and building a community to populate it is a long terms and specialized occupation. There are free development tools around, NeL gives you a skeleton, for free, but wants half a million Euros for a something you could actually use. Kaneva's game engine is more complete, but you can't use it for free-to-play worlds of any scale (ie. more than 30 players - and they want to host it on their own network). RealmForge is very good except for its network features, although it is rapidly improving in that area. RealmCrafter is only $55, so it's practically free, but its graphics engine is dated and it's still something of a work-in-progress. BYOND is 100% free, and is excellent - if you don't mind having a 2D world rather than a 3D one. Multiverse is a complete, end-to-end platform solution that is free for non-commercial use. The business model appears to be to build up an installed base of Multiverse browsers through free games, thereby making the platform attractive to commercial developers (who will have to pay to use it).


Links for Further Reading
Robin Teigland
Robin Teigland is an Associate Professor at the Center for Strategy and Competitiveness at the Stockholm School of Economics (SSE) as well as the caretaker of SSE’s island in Second Life. She is also the Program Coordinator for SSE's PhD program in Business Administration and a member of the faculty of the International Management PhD program at the University of Agder in Norway.

The work of the Berkman Professor of Entrepreneurship Legal Studies at Harvard University, Yochai Benkler is influential in my approach to the role that virtual worlds can play in business. His book, The Wealth of Networks: How Social Production Transforms Markets and Freedom (2006) should be considered as background to my lecture.

Revenue recognition on the sale of virtual goods


Hypergrid Business: THE MAGAZINE FOR ENTERPRISE USERS OF VIRTUAL WORLDS
By reading Hypergrid Business. We offer in-depth and up-to-date coverage of the OpenSim technology and community, which is currently the leading contender to be the hyperlinked 3D Web, with news, case studies, opinion, and feature stories. We also cover alternative open source platforms like Open Wonderland, and proprietary enterprise platforms like ProtoSphere and Teleplace.


Selected Bibliography

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Tuesday, October 12, 2010

Virtuality and Virtual Worlds


Virtual Lindellhallen, HUMlab Island, Second Life.

What are Virtual Worlds?
The concept of virtual worlds has been used in narrative fiction for a long time. Elements of virtual worlds have existed for a long time in literature, theater, performance arts, story telling, interactive cinema, architecture and town planning. For a more developed history of virtual worlds see an earlier blog post. In the contexts we are discussing today virtual worlds are online three (sometimes two) dimensional shared presistent spaces. A virtual world is a computer-based simulated environment intended for its users to inhabit and interact via avatars. These avatars are usually depicted as textual, two-dimensional, or three-dimensional graphical representations, although other forms are possible (auditory and touch sensations for example). Some, but not all, virtual worlds allow for multiple users. Virtual online worlds go by a number of names:

Massive Multiplayer Online Role Playing Games (MMORPGs)
Massively multiplayer online role-playing game (commonly abbreviated MMORPG) is a genre of computer role-playing games in which a very large number of players interact with one another within a virtual game world.
Although modern MMORPGs sometimes differ dramatically from their antecedents, many of them share some basic characteristics. These include several common themes: some form of progression, social interaction within the game, in-game culture, system architecture, and character customization. Characters can often be customized quite extensively, both in the technical and visual aspects, with new choices often added over time by the developers. Many games also offer some form of modding in order to allow for even greater flexibility of choice.
Character abilities are often very specific due to this. Depending on the particular game, the specialties might be as basic as simply having a greater affinity in one statistic, gaining certain bonuses of in-game resources related in-game race, job, etc. MMOG or simply MMO are variations on the MMORPG theme.


Memorial Gathering in WW2 Online

Multi User Virtual Environment (MUVE)
MUVE (plural MUVEs) refers to online, multi-user virtual environments, sometimes called virtual worlds. While this term has been used previously to refer to a generational change in MUDs, MOOs, and MMORPGs, it is most widely used to describe MMOGs that are not necessarily game-specific. The term was first used in Chip Morningstar's 1990 paper The Lessons of Lucasfilm's Habitat. A number of the most popular and well-known MUVEs are:

Croquet Project
Neverwinter Nights
OpenSimulator
Project Wonderland
Second Life
There

Modern MUVEs have 3D isometric/third-person graphics, are accessed over the Internet, allow for some dozens of simultaneous users to interact, and represent a persistent virtual world.


A crowd in Second Life



Virtuality
"Created, simulated, or carried on by means of a computer or computer network: virtual conversations in a chatroom."

Avatars
The avatar is the central point for life in a virtual world. An avatar (अवतार, from the Sanskrit word for "descent") is a computer user's representation of himself/herself or alter ego, whether in the form of a three-dimensional model used in computer games, a two-dimensional icon (picture) used on Internet forums and other communities, or a text construct found on early systems such as MUDs. It is an “object” representing the embodiment of the user. The term "avatar" can also refer to the personality connected with the screen name, or handle, of an Internet user.
The research on avatars across academic and industry settings is broad and extensive.





People and Their Avatars, from the book, Alter Ego: Avatars and their Creators by Robbie Cooper.


For the purposes of cultural study and analysis what is perhaps most interesting about virtual worlds is that they are social. Millions of people meet in online virtual worlds and share ideas, virtual objects, art, secrets, passions, work and languages. How these people meet and communicate is a fascinating area of knowledge. Questions that are relevant here include, What does it mean to 'meet' someone in a virtual world?, How does a person represent or construct a self in a virtual world?, How can terms such as author, player, user, reader, identity, viewer, narrative, participant, sender and receiver can be used in relation to virtual worlds?

Culture and Virtual Worlds
Wherever there is social activity there is most likely to be cultures. Virtual worlds are useful when it comes to cultural studies and criticism for a number of reasons. While we must always be aware that we are dealing with highly mediated spaces (that are in themselves cultural artifacts) in engaging with virtual worlds, they are at the same time sites of highly complex human interactions, with all its accompanying strategies of representations, depictions, simulations, communications and architectures.

In virtual worlds the role of participation has been added to simulation and representation as part of the signifying elements. It is possible in virtual worlds to enact financial transactions, to attend religious rituals, to engage in sexual acts, to build and create things, and of course to communicate with other people. In the movements between simulation, representation and participation, a very large number of cultural and social references are made. Included in these references are aspects of social stratification, or class.

Gender
An Australian filmmaker produced a video asking MMORPG (Massive MultiPlayer Online Role-Playing Games) users to discuss their gender-bending behavior in the online world. His video received 993 responses (far more than most of the related surveys conducted up to that point) relaying users’ personal experiences in gender-switching. The responses were incredibly varied, but many males admitted to playing females, and often offered one of two similar motivations:

“Well as for me, I like playing as a girl because looking at the back side of a woman for 12 or more hours is nicer then looking at a dude for that long.”

“I chose to make my character female because they seem to have some more perks. Free stuff and being treated more kindly.”

Some admitted to playing female avatars with a twinge of self-consciousness. Others clarified that "While I do sometimes play female toons, I'm up front about player gender." These respondents seemed to acknowledge, on some level, a moral complexity within the act of gender-switching. Perhaps this moral complexity arises from the reality that many users feel strong emotional attachments within virtual communities. As Julian Dibbell writes in his article “A Rape in Cyberspace,” "...What happens inside a MUD-made world is neither exactly real nor exactly make-believe, but nonetheless profoundly, compellingly, and emotionally true." Gamers and Second Life users know this fact better than anyone.
Class
Social and economic Class take on global dimension in virtual worlds. If we take Second Life for example the majority of signifiers in the virtual world present an elite vision of society. Avatars dress in designer labels, houses are large, cars are all expensive models.


The Villa Piazza was designed by Style Jackson to be an Italian Palace, of the kind seen off the Amalfi Coast or on the island of Capri. From June, 1007 through May, 2008 it served as the key building for Eddi Haskell's Eddiland estate which spanned over 2 1/2 sims. The music is Resphigi's Pines of Rome. Faith Maxwell sculptures can be seen in the outside sculpture garden.


The home of rap star 50 Cent as featured on MTV Cribs


The representation of class is not so stratified in Second Life. Poverty, like old age, disease and ugliness, is not a general feature of a social world such as Second Life. In game virtual worlds such as World of Warcraft or Runescape social class is programmed into the game. The statement by a Runescape resident on income and money in the virtual world is one example of this;
i have massive drop partys where i drop like 120k of rune and stuff just for fun of makin people happy. ive never had more than even 400k i only got 378k before and still drop 100k on some drops.its not fun when people lvl 23 that cant lvl for beans say i have a phat so i own u noob.
im like wtf?u own me? im lvl 71 noob!ur lvl 23! and then they go to bank and put it on talkin about AHAHAHA im rich and ur a poor noob…
then ur all like ‘huh?’ ‘im the noob??? are u sure????’and they go showing off sayin ‘i could own every1 in this room’

In each of these examples a single class culture based on capital accumulation and commodification is being referenced. The extent to which this culture is predominant in virtual worlds is illustrated by the virtual world for children, Club Penguin and how it rewards participation.

Research
As a research object Virtual Worlds can be approached from many different angles. As games, as social fields of experience and representation, as New Media artifacts, as interactive design tools. The list is potentially very very long. Here are some recent research ventures into the world of Virtual Worlds:

Beware, Your Imagination Leaves Traces by Bruno Latour
Imagination no longer comes as cheaply as it did in the past. The slightest move in the virtual landscape has to be paid for in lines of code. If you want your avatar to wear a new golden helmet or jump in the air, gangs of underpaid software engineers somewhere in Bangalore have to get out of bed to work on your demands. The fancies of our brains have shifted so little from the real to the virtual that tens of thousands of children in China are earning a living by causing avatars to graduate to higher levels in various digital games before reselling them for a good prize to boys in America who like to play those games but have not the time nor patience to earn enough “points” for their aliases. When Segolène Royal, the French presidential candidate, bought a piece of real estate on Second Life to start a campaign headquarters there she paid for it in hard cash.

We'll all be citizens of virtual worlds By Victor Keegan (The Guardian)
Most people still look askance if you admit to using virtual worlds where you move around with an avatar or 3D version of yourself. It recalls the technophobic reactions in the early days of the Internet. But attitudes may now change for two reasons. First, children are piling into their own virtual worlds, so their parents can get a glimpse of what it is all about. And second, a huger user base is being created, one that is accustomed to virtual worlds and is ready to trade up to more sophisticated ones as they grow older.

Gender Swapping and Socializing in Cyberspace: An Exploratory Study
Massively multiplayer online role-playing games (MMORPGs) are one of the most interesting innovations in the area of online computer gaming. Given the relative lack of research in the area, the main aims of the study were to examine (a) the impact of online gaming (e.g., typical playing behavior) in the lives of online gamers, (b) the effect of online socializing in the lives of gamers, and (c) why people engage in gender swapping. A self-selecting sample of 119 online gamers ranging from 18 to 69 years of age (M = 28.5 years) completed a questionnaire. The results showed that just over one in five gamers (21%) said they preferred socializing online to offline. Significantly more male gamers than female gamers said that they found it easier to converse online than offline. It was also found that 57% of gamers had engaged in gender swapping, and it is suggested that the online female persona has a number of positive social attributes in a male-oriented environment.

Avatars and the Invisible Omniscience: The panoptical model within virtual worlds.
(PDF)

"This Exegesis and accompanying artworks are the culmination of research conducted into the existence of surveillance in virtual worlds. A panoptical model has been used as a probe, and its premise tested through extension into these communal spaces. Issues such as data security, personal and corporate privacy have been investigated, as has the use of art as a propositional mode.

In producing this Exegesis, I have drawn on existing and new theoretical arguments and observations that have aided the development of research outcomes. These include a discussion of action research as a methodology and questionnaire outcomes designed to assist in understanding player perceptions and concerns.

A series of artworks was completed as part of the research to assist in understanding the nature of virtual surveillance. They have been used as a method to provoke and examine outcomes, and as an experiential interface for viewers of the research. The artworks investigate a series of surveillance perspectives including parental gaze, machine surveillance and self-surveillance."

Sex Lies and Reality (Myths and Truths of Virtual Worlds)
The way the article(s) talk about the issue, the difference is not really on the virtual world itself, but how the mainstream perceives the virtual world. Maria João Lima, writing for the online Portuguese magazine “Meios & Publicidade“, expands on this point: the media is still attached to fabricated myths and stereotypes that label and tag virtual worlds as the place where freaks and borderlines spend their time because they’ve got no other thing to do. This image is still very strong and sells newspapers. However, media agencies are here to help brands and their corporations to sell their own services and goods, and they have to follow their customers — and these are communicating inside virtual worlds. It’s time to dispel the myths, look at what really happens in virtual worlds, and exploit this medium for better communication with the customers.

Meeting in the Ether
Virtual worlds, shared graphical spaces on the Internet, are an exciting new medium of human presence for the 21st Century. This article explores the origins, evolution and future of the virtual world medium from their humble beginnings in multi-player games to their use in education, business, science and engineering. Our focus will be on the development of social virtual worlds including environments such as Habitat, Active Worlds and Second Life.

Evaluating Cultural Learning in Virtual Environments. PhD thesis, University of Melbourne by Eric Champion

Living in Virtual Worlds
30 Days in ActiveWorlds – Community,Design and Terrorism in a Virtual World.
Chapter 8 in the Social Life of Avatars.
The idea behind ‘30 Days in ActiveWorlds’ was to fully document the development of a virtual environment from beginning to end, as a plot of virgin virtual land which, it was hoped, would develop into a community and a fully-fledged new virtual world. The aim was not to create a dialog of life in the virtual environment, such as the well-documented “My Tiny Life” by Julian Dibbell or “The Cybergypsies” by Indra Sinha, yet the events that unfolded over the 30 Day period led to just such a documentation, and with it my conclusions about not only community and design in a virtual environment, but also views on the increasingly blurred boundaries between what is real and what is virtual.

My Virtual Life
A journey into a place in cyberspace where thousands of people have imaginary lives. Some even make a good living. Big advertisers are taking notice.


According to the lore on forums, an avid WoW player, who was an officer in a Horde guild on the Illidan server, suffered a fatal stroke. Her friends decided to organize a virtual funeral to say farewell. It was said that she enjoyed fishing, and the snow. So the meeting place was set in Winterspring and posts advertising the event explicitly requested that attendees be left alone out of respect.

This is where things got out of hand. Once Alliance guild Serenity Now got word of the event, they decided to crash the Horde e-Funeral, earning many honorable kills for their most dishonorable attack. Some have argued that while Serenity Now’s actions can’t be described as right, they didn’t really do anything wrong. This may have been a funeral for a friend, but it was an “in-game” funeral on a PvP server where slaying players from the opposing faction is a big part of the game. In this sense, Serenity Now’s raid on the Horde funeral didn’t break any rules.

But rules were broken on that day, social rules that fall outside the artificial boundaries of “in-game” rules. These are the same rules that separate us from savages – and they’re the reason why most of you wouldn’t gather a group of friends together to piss on a stranger’s grave at their funeral. Games Radar Blog Post


Watch Wonderland: Virtual Adultery and Cyberspace Love

Carolyn is a 37 year-old mother of four in the midst of a passionate affair that is tearing her family apart. She's spending up to 18 hours a day with her lover, and her husband is in despair. But the extraordinary thing about this affair is that Carolyn's lover is a man she has never met. Because he's not a human being. This is a film about those who've become so disillusioned with their real life that they've sidelined it in favor of a virtual life. It's about people who've cheated on their life partners and risked losing everything, for the promise of a life that's so far only been experienced in the pixels of a computer screen and the dream world of their own fantasies.
The reality of virtual worlds is apparent in the Wonderland documentary. People's lives are changed and challenged by what occurs through the mediation of Second Life. In a similar way, culture is enacted and produced through the use of virtual worlds´.

The key to studying virtual worlds, like computer games, is participation. You have to be in it to understand it. So my final bit of advice it that if you are interested in studying virtual worlds more, join one. Make an avatar, look around, meet others, create a project. Good luck. It is a wonderful metaverse out there. Here is a list of hundreds of virtual worlds you may want to explore.

Monday, October 4, 2010

Using a Virtual World in Learning

The idea that computer games and learning can be combined is not so radical.


Digital games for learning are now being used (Myst for Writing) in classrooms all over the world.


What is difficult is assessing the effectiveness of games in learning.
(If you are interested in research comparing computer games, serious games and simulations to other instructional methods, then here is a definitive list of resources and references.)

Combined with the need to understand what is effective is the need to meet the learners half way, to find tools and opportunities for learning among what is already part of the creative life of students. In this brief presentation I want to present some ideas around the very popular online virtual game world RuneScape and learning.


RuneScape is a fantasy massively multiplayer online role-playing game (MMORPG) released in January 2001. It is a graphical browser game implemented on the client-side in Java, and incorporates 3D rendering. The game has approximately 10 million active accounts, over 130 million registered accounts, and is recognised by the Guinness World Records as the world's most popular free MMORPG.

In terms of learning, RuneScape has potential related to languages, literature, culture and international studies. Firstly in relation to language learning:

a) RuneScape runs on 171 English servers located throughout the world, which are numbered and referred to as worlds by players. They are located in the United Kingdom, the United States, Canada, the Netherlands, Australia, Sweden, Finland, Belgium, Ireland, Norway, Denmark, New Zealand, Mexico, France and India. As well as the English language servers there are five German RuneScape servers, two French servers, and five Brazilian Portuguese servers. Combined the RuneScape server network is a potential resource for language learning. I have only played in English, but RuneScape is a well thought out system when it comes to language. Players learn directions, objects, tasks, and conversation. Making RuneScape a part of classroom learning would involve setting specific tasks for students to perform during their play. One example could be the compiling of lists of verbs. Once the list of verbs is complied from RuneScape play, they could be used in written composition in the classroom.

b) As the above example from Myst shows, virtual game worlds can be used to inspire creative writing in students. Screen capture of game play (still and video) from RuneScape can be used in the classroom for writing exercises.



This image is taken directly from game play in RuneScape, it speaks of medieval European history, the market square and it's role in public life as well as costumes and characters.

Incidentally, the gender bias towards males in RuneScape is acknowledged on a number of player websites. The vast majority of RuneScape players are reported as male. This may prompt using another game or virtual world site in learning. The perceived dominance of males in such a digital game space can also be a part of a school project that introduces learners to gender concepts. Girls and gaming is a huge area in research and the community of players.

c) RuneScape is a cultural artifact. I have already mentioned the fantasy genre to which it belongs, as well as its references to historical tropes, and the questions that it raises regarding gender . These elements of the game can be used for learning. According to one fan site:

According to statistics, 62% of girls characters in Runescape are really boys. And of those 62%, 79% of them pretend they are girls. And of those 62% of girls characters who are boys, 21% only use a girl account for either cheaper armor, their username that may have belonged to a girl, or maybe like stumping other boys telling everyone that their a she-man.
With millions of young people playing RuneScape (including many in Sweden) it is an important form of media that needs to be learned and understood by educators and parents. RuneScape is a rich cultural and creative field. At least one fan forum is already setting up lessons in Swedish language and culture for English speaking players:

"Hello all. My name is Keaton. I recently visited the Swedish forums to see what it like. I liked what I saw and wanted to have more english players take advantage on learning a new language. That is why I am opening a clan chat that will let english players intract with swedish players! People could teach people about there culture,holidays and the language! If this is in the wrong forum please move it to the best spot.

Rules:

1. All Jagex rules apply.
2. No spamming, swearing, buying/selling, advertising other cc's.
3. Respect other peoples cultures,holiday and words in there language.
4. YOU must have fun!"
Such sharing in digital spaces brings with it great opportunities. These should not be wasted as learning from them has the potential for great rewards, especially when one considers the present day demographics for online virtual worlds such as RuneScape:



Age is a particularly important factor in the virtual worlds. Most of the users of virtual worlds are today under 15 years of age.

It is estimated that there are over one billion registered accounts in virtual worlds today. An estimated 700 Million of them are under the age of 15. The future awaits us.........

Sunday, October 3, 2010

Social Stratification and Virtual Worlds


A beggar on the Brazilian Island in Second Life. He approaches other avatars asking for one Linden Dollar. He dresses as the beggars and street kids in Rio de Janeiro do.

Virtual worlds operate according to two levels of meaning, simulation and representation:

1. Simulation
Is the imitation of some real thing, state of affairs, or process. The act of simulating something generally entails representing certain key characteristics or behaviors of a selected physical or abstract system.


Virtual Guantanamo
A simulation of the United States military detention center in Cuba within the virtual online world of Second Life.

2. Representation
To represent is "to bring to mind by description," also "to symbolize, to be the embodiment of;" from O.Fr. representer (12c.), from L. repraesentare, from re-, intensive prefix, + praesentare "to present," lit. "to place before".

A representation is a type of recording in which the sensory information about a physical object is described in a medium. The degree to which an artistic representation resembles the object it represents is a function of resolution and does not bear on the denotation of the word. For example, both the Mona Lisa and a child's crayon drawing of Lisa del Giocondo would be considered representational, and any preference for one over the other would need to be understood as a matter of aesthetics.

Representation describes the signs that stand in for and take the place of something else. It is through representation people know and understand the world and reality through the act of naming it. Signs are manipulated in order to make sense of the world.


Macbeth in Second Life - Final Edit: A Virtual Study
A machinima, built, acted, animated and recorded in Second Life by Digital Communications and Media students at NYU McGhee. A Fall 07 class project of "Machinima - filmmaking in Second Life" developed and taught by Mechthild Schmidt. The film Macbeth in Second Life involves representation, including multiple references to the play Macbeth by William Shakespeare.

Story telling and most other activity in virtual worlds relies on some form of narrative. Representation is at the center of narrative, whereby something stands for something else.

For many philosophers, both ancient and modern, man is regarded as the "representational animal" or homo symbolicum, the creature whose distinct character is the creation and the manipulation of signs – things that "stand for" or "take the place of" something else.

Representation has been associated with aesthetics (art) and semiotics (signs). Mitchell says "representation is an extremely elastic notion, which extends all the way from a stone representing a man to a novel representing the day in the life of several Dubliners".


"Signatures of all things I am here to read, seaspawn and seawrack, the nearing tide, that rusty boot. Snotgreen, bluesilver, rust: coloured signs. Limits of the diaphane." James Joyce, Ulysses
The term representation carries a range of meanings and interpretations. In literary theory representation is commonly defined in three ways.

1. To look like or resemble
2. To stand in for something or someone
3. To present a second time to re-present

In virtual worlds the role of participation has been added to simulation and representation as part of the signifying elements. It is possible in virtual worlds to enact financial transactions, to attend religious rituals, to engage in sexual acts, to build and create things, and of course to communicate with other people. In the movements between simulation, representation and participation, a very large number of cultural and social references are made. Included in these references are aspects of social stratification, or class.

In relation to virtual worlds Class is relevant first in terms of who has access. One quarter of the world's population cannot get electricity, so an online virtual world is the stuff of science fiction for many. Even those that do have electricity often have very limited access to the net:


Internet Traffic Flows 2005. You will notice the channels for the Net run from East to West not from North to South. Access to the Internet is a matter of Class on a global scale.


Age is a particularly important factor in the virtual worlds. Most of the users of virtual worlds are today under 15 years of age.

It is estimated that there are over one billion registered accounts in virtual worlds today.

What is much more interesting from the perspectives of representation, simulation and participation is what these users are doing in virtual worlds. Each virtual world is a microcosm of social and cultural meaning. Like a shopping mall or a night club, a virtual world is where people perform and participate in social rituals and engage in communication. Identity is negotiated in virtual worlds. This includes class and gender identities.

Gender
An Australian filmmaker produced a video asking MMORPG (Massive MultiPlayer Online Role-Playing Games) users to discuss their gender-bending behavior in the online world. His video received 993 responses (far more than most of the related surveys conducted up to that point) relaying users’ personal experiences in gender-switching. The responses were incredibly varied, but many males admitted to playing females, and often offered one of two similar motivations:

“Well as for me, I like playing as a girl because looking at the back side of a woman for 12 or more hours is nicer then looking at a dude for that long.”

“I chose to make my character female because they seem to have some more perks. Free stuff and being treated more kindly.”

Some admitted to playing female avatars with a twinge of self-consciousness. Others clarified that "While I do sometimes play female toons, I'm up front about player gender." These respondents seemed to acknowledge, on some level, a moral complexity within the act of gender-switching. Perhaps this moral complexity arises from the reality that many users feel strong emotional attachments within virtual communities. As Julian Dibbell writes in his article “A Rape in Cyberspace,” "...What happens inside a MUD-made world is neither exactly real nor exactly make-believe, but nonetheless profoundly, compellingly, and emotionally true." Gamers and Second Life users know this fact better than anyone.
Class
Social and economic Class take on global dimension in virtual worlds. If we take Second Life for example the majority of signifiers in the virtual world present an elite vision of society. Avatars dress in designer labels, houses are large, cars are all expensive models.


The Villa Piazza was designed by Style Jackson to be an Italian Palace, of the kind seen off the Amalfi Coast or on the island of Capri. From June, 1007 through May, 2008 it served as the key building for Eddi Haskell's Eddiland estate which spanned over 2 1/2 sims. The music is Resphigi's Pines of Rome. Faith Maxwell sculptures can be seen in the outside sculpture garden.


The home of rap star 50 Cent as featured on MTV Cribs


The representation of class is not so stratified in Second Life. Poverty, like old age, disease and ugliness, is not a general feature of a social world such as Second Life. In game virtual worlds such as World of Warcraft or Runescape social class is programmed into the game. The statement by a Runescape resident on income and money in the virtual world is one example of this;
i have massive drop partys where i drop like 120k of rune and stuff just for fun of makin people happy. ive never had more than even 400k i only got 378k before and still drop 100k on some drops.its not fun when people lvl 23 that cant lvl for beans say i have a phat so i own u noob.
im like wtf?u own me? im lvl 71 noob!ur lvl 23! and then they go to bank and put it on talkin about AHAHAHA im rich and ur a poor noob…
then ur all like ‘huh?’ ‘im the noob??? are u sure????’and they go showing off sayin ‘i could own every1 in this room’


In each of these examples a single class culture based on capital accumulation and commodification is being referenced. The extent to which this culture is predominant in virtual worlds is illustrated by the virtual world for children, Club Penguin and how it rewards participation.

"Always wanted to be rich on Club Penguin? This page has club penguin cheats and tutorials to help you become rich on Club Penguin, so that you can buy those clothes, or decorate your igloo the way you want to. Press Control + F on your keyboard to find the game you need. Comment this page if you know any other club penguin coin cheats."



How to get rich on Club Penguin in minutes!

The culture that is referenced in each of these examples taken from virtual worlds is one centered on what sociologist Raewyn Connell describes in Southern Theory: The global dynamics of knowledge in social science as the global north or the metropole:

"The enormous spectrum of human history that the sociologists took as their domain was organised by a central idea: difference between the civilisation of the metropole and other cultures whose main feature was their primitiveness. I will call this the idea of global difference. Presented in many different forms, this contrast pervades the sociology of the late nineteenth and early twentieth centuries."

Southern Theory: The global dynamics of knowledge in social science by Raewyn Connell

Virtual worlds are a form of knowledge production. As representative, simulative and participatory media, virtual worlds inform people about the world and create images of it. When we consider that the majority of virtual world users are under 20 years of age, we are yet to see the results of this on the large scale formation of culture and society.