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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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?