remixing the american dream

Cátia Ferreira, CECC | UCP

November 18, 2011Second Life | UTAD (Portugal)

SLACTIONS’11

18 November | SL & UTAD

Second Life has 25 million registered users

In this platform players are invited to actively participate in

its development, not only in space construction, but also in

its social development

Intellectual property

Linden Dollar

Building tools and Linden Scripting Language available to all

players

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18 November | SL & UTAD

To verify if Second Life’s development may be

considered a remix of the chasing of the American

Dream

To accomplish this goal we analyzed several in-world

locations in order to see how users are taking

advantage of the building tools available

SLACTIONS’11

18 November | SL & UTAD

A qualitative methodology was used based on a

multimodal netnographic research (Kozinets, 1998,

2002, 2006, 2010)

“[netnography is] a specialized form of ethnography adapted

to the unique computer-mediated contingencies of today's

social worlds” (Kozinets, 2010: 1)

SLACTIONS’11

18 November | SL & UTAD

Data collection methods:

◦ Detailed observational data collection of 64 locations

◦ Auto-netnography (Kedzior and Kozinets, 2009)

Data analyzed through an inductive approach

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Objective: To observe the different selected spaces, as well

as avatars’ behavior

Observation categories:

◦ Logged in users Place Region Owner General place

characteristics Traffic Number of avatars in the visited

place Zones of higher avatars concentration Complexity

level Interaction potential Sub-locations Avatars

description Avatars interaction

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18 November | SL & UTAD

Observed locations

◦ 64 organized in 10 thematic groups

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Second Life world map in June 2003

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Second Life world map in April 2009

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Players have a close relationship with territory and are the

main contributors to in-world development

Both space and place are culturally produced through player

generated space narratives

◦ Space – empty land available to be bought

◦ Representational spaces and places – complex locations,

compound of different elements, highly interactive

SLACTIONS’11

18 November | SL & UTAD

Places seem built not only to entertain, but to make visitors comfortable

◦ Sitting places are available throughout the world

◦ Houses have kitchens, living rooms, bedrooms and bathrooms

◦ Public spaces offer many different activities and ways of

interaction

The majority of destinations available were created by groups of residents and some of them are the official space of specific communities

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Second Life may be seen as a remix platform

◦ Lawrence Lessig conceptualized remix as “the mix [that] provides

new creative work” (Lessig, 2008: 69)

Virtual space is being transformed into a network of places and representational spaces through the mix of simulations of ‘real’ world with fantasy

The effort made by players to transform ‘empty’ land into a prosperous one may be considered a remix of the American Dream

SLACTIONS’11

18 November | SL & UTAD

"The American dream is that dream of a land in which life

should be better and richer and fuller for everyone, with

opportunity for each according to ability or achievement.

[…] It is not a dream of motor cars and high wages merely,

but a dream of social order in which each man and each

woman shall be able to attain to the fullest stature of which

they are innately capable, and be recognized by others for

what they are, regardless of the fortuitous circumstances of

birth or position." (Adams, 2001: 414-5)

SLACTIONS’11

18 November | SL & UTAD

‘Your world, your imagination’

SLACTIONS’11

18 November | SL & UTAD csaferreira@sapo.pt

Melissa Finley, my avatar, in The pot healer adventure,Numbalculla Island Project