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from a presentation at the ExPERT Centre at Uni of Portsmouth on 8 May 2008. An* overview of three areas: online social psychology and identity, measruring relationships in SL (my research to date) and online research methods.
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Innovation pathways in Cyberspace:
How information spreads through the communities of Second Life
Aleks KrotoskiUniversity of Surrey
ExPERT Centre, University of Portsmouth 9 May 2008
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace
How this seminar will work:
Session 1: The nature of online communitySession 2: Measuring diffusionSession 3: Researching the virtual world
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace
How does information spread?
Aye Kilda
Mynci Gorky
Social Psychology (Persuasion)Social Network Analysis (Diffusion)
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: The nature of online community
Things are different online
•Anonymity•Non-verbal social cues•Transient relationships
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: The nature of online community
And relationships are all about one thing:
Trust
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: The nature of online community
How does trust develop online?
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: The nature of online community
Things are the same online
•Pseudonymity•Emotes•Relationship development
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: The nature of online community
Human-centred relationships
•Mutual experience•Openness and honesty•Consensual hallucination
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace
End of Part 1
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: Measuring diffusion
Part 2: Measuring diffusion
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace
How does information spread?
Aye Kilda
Mynci Gorky
Social Psychology (Persuasion)Social Network Analysis (Diffusion)
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: Measuring diffusion
Sociometry: Asking difficult questions:
•Who are your friends?•Who do you trust?•What do you trust them about?
Aye Kilda
Mynci Gorky
Aye Kilda
Mynci Gorky
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: Measuring diffusion
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: Measuring diffusion
A few notes about online social networks
•Can define links automatically (meaningless?) •Pseudonymity is essential•Faster turnover of key players (weak ties)•Fewer than 6 degrees of separation•The existence of social capital (when adapted)•Exposure plays a bigger role in diffusion
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: Measuring diffusion
Diffusion in Second Life
•Measuring relationships•Measuring attitudes•Measuring behaviours
Network N = 6767 N = 750
Average between reachable friends = 5.81
Average number of friends = 7
As sexually activeLess likely to have experienced a breach of personal privacyAs likely to have been scammed
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace
End of Part 2
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: Researching the virtual world
Part 3: Researching the virtual world
Qualitative Analysis
• Design• Doing the deed
– Takes longer than you think• Getting the results
– Text-based– Voice-based
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: Researching the virtual world
Quantitative Analysis
• Design• Doing the deed
– Data capture • Getting the results
– Largesse multiplied by largesse
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: Researching the virtual world
Representativeness
Men80% in Fantasy
titles20-28 years oldStudents or techy-
types
Women20% of Fantasy-
based games60% of The Sims
Online
30-45 years oldIn a Relationship
70% play with partner
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: Researching the virtual world
Social Virtual Worlds
• Forty-sixty gender split• Older on average
• (Unless you’re into Disney)
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: Researching the virtual world
The Unbearable Lightness of Pseudonymity
• Knowing me, knowing my avatar• Curiosity killed the community
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: Researching the virtual world
Interdisciplinarity
• Internet users are vulnerable:• What risks are associated with publishing or
promoting an online work?
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: Researching the virtual world
It’s a big big big world out there
Public or Private?
• When public goes private• The Way Back Machine• (Web) Logging
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: Researching the virtual world
Community
• Drive-by researchers (biting the hands that feed you)
• Public humiliation• Deception
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: Researching the virtual world
Good Practice & Guidelines
• Informed Consent• Researcher Participation• AoIR
ExPERT Centre, University of Portsmouth 9 May 2008
Innovation Pathways through Cyberspace: Researching the virtual world
