CCT300 – Critical Analysis of MediaOctober 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)
“A virtual world is a computer-basedsimulated environment intended for itsusers to inhabit and interact via avatars.” - Wikipedia
Second Life is one of the most talked aboutnon-gaming virtual worlds right now...
... let’s see how it works!
Users download the Second Lifeclient to enter the virtual world
Makers of Second Life
Second Life servers are hosted by onecompany:
‣ SL development‣ SL “central bank”‣ SL “law” makers and enforcers‣ financed by users purchasingvirtual land on LL servers
... but it’s the residents thatmake the world come alive!
> 14 million unique residents> 1,5 million logged in the last 60 days≈ 50 000 users in-world at any time> 90 000 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 differenttools within Second Life...
Communication toolsin 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 walkand fly...
... or teleportanywhere 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 DollarsSecond Life
currency(1 US$ ≈ 270 L$)real money trading
(RMT)L$ can be used on
theweb 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 LifeLi
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Second Life
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abs
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Second Life
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Second Life Documentary
Another Perfect World (2008)
Dir(s): Jorien van Nes, Femke Wolting
Screening: YouTube (13 mins):
http://www.youtube.com/watch?v=NxZP_ur_Tvo&feature=player_embedded#
Activity
• In groups of 3 or 4 visit the Second Life Markeplace site:
• https://marketplace.secondlife.com/?lang=en-US
• Select a product and answer the following questions:
• 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?