CCT300 – Critical Analysis of Media October 14, 2010 CCT300 – Labs Mainstreaming of Second Life Week 6.

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CCT300 – Critical Analysis of Media October 14, 2010 CCT300 – Labs Mainstreaming of Second Life Week 6

Karl Marx (1973) predicted that the dynamics of capitalism would eventually lead to a point at which the importance of direct expenditure of labor power in value creation would be subordinated to other forces. At that point, wealth creation would depend on the effective mobilization of knowledge—social knowledge. (Arvidsson 2006; Boellstorff 2008; Dyer-Witheford 2003; Humphreys and Grayson 2008) (Arvidsson 2006; Boellstorff 2008; Dyer-Witheford 2003; Humphreys and Grayson 2008)

“A virtual world is a computer-based simulated environment intended for its users to inhabit and interact via avatars.” - Wikipedia

Second Life is one of the most talked about non-gaming virtual worlds right now let’s see how it works!

Users download the Second Life client to enter the virtual world

Makers of Second Life Second Life servers are hosted by one company: ‣ SL development ‣ SL “central bank” ‣ SL “law” makers and enforcers ‣ financed by users purchasing virtual land on LL servers

... but it’s the residents that make the world come alive!

> 14 million unique residents > 1,5 million logged in the last 60 days ≈ users in-world at any time > premium residents DEMOGRAPHICS  all users must be over 18*  average age 33  43 % female users  active users: 44 % EU, 26 % USA  User Stats  Demographics

Residents have different tools within Second Life...

Communication tools in private (Instant Messages -IM) - or - in public (places or group IM) verbally (text or/and voice chat) - and - non-verbally (visual appearance, proxemics, gestures and animations)

Tools for travel You can walk and fly or teleport anywhere in an instant!

Tools for creating and shaping the world

“You create it, you own it.”... users retain FULL IP RIGHTS over content they create in Second Life

Linden Dollars Second Life currency (1 US$ ≈ 270 L$) real money trading (RMT) L$ can be used on the web or in-world

Business opportunities (for individuals and companies) ‣ selling virtual goods (C2C, B2C, B2B), ‣ building communities, ‣ costumer support, ‣ training & research, ‣ public relations, ‣ marketing, ‣ events,... ‣ gambling

How is Second Life used for marketing? There are 3 main reasons why Second Life has been successful to-date: Micropayments which can be converted into real dollars Intellectual property rights owned by residents Open source so developers or businesses can extend what is possible

Creating business in Second Life SL users are part of an economy where Linden Dollars micropayments are exchanged for furniture, clothes, land or other services Turnover daily is $600,000 6,000 full-time jobs created for residents

Second Life Linden Labs Inc.

Second Life Linden Labs Inc.

Second Life Linden Labs Inc.

Second Life Documentary Another Perfect World (2008) Dir(s): Jorien van Nes, Femke Wolting Screening: YouTube (13 mins): &feature=player_embedded# &feature=player_embedded#

Activity In groups of 3 or 4 visit the Second Life Markeplace site: In groups of 3 or 4 visit the Second Life Markeplace site: Select a product and answer the following questions: Select a product and answer the following questions: How useful do you find the product in real life? How useful do you find the product in real life? Why is this product relevant in Second Life? Would you purchase this if you have the ability to? Why is this product relevant in Second Life? Would you purchase this if you have the ability to?