Researching Virtual Worlds Methodologies For Studying Emergent Practices 1st Edition Louise Phillips Download Full Chapters
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Researching Virtual Worlds
Typeset in Sabon
by Apex CoVantage, LLC
Contents
Notes 175
Contributors 177
Index 181
Figures and Tables
The development of the main themes of the book and the interest in
researching virtual worlds as socio-technical ensembles emerging in ongo-
ing practices and specific situations emanate from a collective, collaborative
and interdisciplinary research project, “Sense-Making Strategies and User-
Driven Innovation in Virtual Worlds: New Market Dynamics, Social and
Cultural Innovation, and Knowledge Construction” (2008–12). The project
was based at Roskilde University and Copenhagen Business School under
the leadership of Professor Sisse Siggaard Jensen, one of the contributors to
the book. We would like to thank Sisse Siggaard Jensen and all the mem-
bers of the research team for fruitful meetings and productive collaboration.
We would also like to thank the Danish Strategic Research Council (KINO
committee) for funding the project (grant no. 09–063261). Finally, thanks
to our reviewers and colleagues who have given valuable feedback on the
chapters and to Emil Krastrup Husted for assistance with the preparation
of the manuscript.
This page intentionally left blank
1 Introduction
Approaching the Study of Virtual Worlds
Ursula Plesner and Louise Phillips
A field of practice and scholarship has developed over the last ten years
around “virtual worlds”; initially it was mostly concerned with defining
what the information technological platforms known as virtual worlds
were or could become (e.g., Bainbridge 2009; Heudin 2004), but it has
increasingly focused on their role in practice and the complex socio-techni-
cal arrangements to which they belong (e.g., Heider 2009; Sonvilla-Weiss
2009). The present book engages in discussions of how we may under-
stand emergent practices in and around virtual worlds with a focus on the
crafting of methodologies that pinpoint the connections between techno-
logical elements and affordances, peoples’ engagement and sense-making,
and discursive patterns and visions. A central point of the book is that
if we recognize how methods perform (Law and Urry 2004), it is neces-
sary to pay attention to how the methods we use in the study of virtual
worlds contribute to enacting them as particular phenomena. This book
about methodology, then, is not about what virtual worlds are, or how
particular methods are best suited to study them, but about how virtual
worlds emerge as objects of study through the development and application
of various methodological strategies. When virtual worlds are not consid-
ered objects that exist as entities with fixed attributes independent of our
continuous engagement with them and interpretation of them, a possible
consequence is to work with a very open approach to virtual worlds. In
this introductory chapter, virtual worlds are referred to as complex ensem-
bles of technology, humans, symbols, discourses, and economic structures,
ensembles that emerge in ongoing practices and specific situations. Such a
formulation is less a definition of virtual worlds than it is an approach to an
amorphous field. This entails that engagement in research on virtual worlds
can be expected to address a large variety of empirical phenomena relat-
ing to virtual worlds, going beyond how they are built, what takes place
“inside” them, or how people use them.
The more fixed definitions of virtual worlds that can be found in the
virtual worlds literature have direct implications for how it is conceivable
to approach a study of them and which elements it seems relevant to focus
on. This follows from highlighting specific characteristics of the IT platform.
2 Ursula Plesner and Louise Phillips
For instance, virtual worlds have been defined as “crafted places inside
computers that are designed to accommodate large numbers of people”
(Castronova 2004, 4), a wording that points to the “placeness” of those
worlds and to their potential social uses. They have also been conceptualized
as “[a] synchronous, persistent network of people, represented as avatars,
facilitated by networked computers” (Bell 2008, 2), a definition which high-
lights the individuals engaged in social interaction. Both these definitions
resonate with the idea of “virtual worlds as places of human culture realized
by computer programs through the Internet” (Boellstorff 2010, 126). Yet
another attempt at pinning down the meaning of virtual worlds defines them
as “[I]nternet-based simulated environments that emulate the real world and
are intended for users to inhabit and interact within them through avatars”
(Hua and Haughton 2008, 889). This definition points to the mirrorlike
aspects of virtual worlds and hints at the potential correspondence between
phenomena inside and outside virtual worlds. Finally, a common way of
defining virtual worlds is to enlist several characteristics that must be ful-
filled in order for us to identify something as a virtual world:
The online journal Virtual Worlds Review defines a virtual world as ‘an
interactive simulated environment accessed by multiple users through
an online interface.’ Six essential features are prescribed: shared space
(multiple users), a graphical user interface, immediacy (“interaction
takes place in real time”), interactivity (“the world allows users to
alter, develop, build, or submit customized content”), persistence (“the
world’s existence continues regardless of whether individual users are
logged in”), and socialization, or a sense of community. (McDonough
et al. 2010, 9).
The distinction drawn above, between online and offline, may be a way of
talking about particular empirical domains in focus, but no sharp distinc-
tion between the two is upheld in the methodological contributions of this
book. Few virtual world researchers operate with an understanding of ‘the
virtual’ and ‘the real’ as two different domains. Virtual worlds, it is argued,
are both virtual and real (Schroeder 2002, 2012) and the virtual is not the
opposite of real. As Schultze (Chapter 4) states, such a distinction belongs to
a representational view of reality. In her view, the online/offline distinction
is out of sync with empirical observations of experiences of entanglement.
Thus, to understand empirical phenomena in and around virtual worlds, we
should avoid distinguishing a priori between physical and digital material-
ity. Although this type of methodological ambition is discussed to varying
degrees in the following chapters, the whole book can be seen as part of
a tendency to dissolve the in-world/out-world dichotomy in the study of
virtual worlds (see also Plesner, Chapter 2), both on a theoretical and a
methodological level (Lehdonvirta 2010; Taylor 2006). The contribution of
Ruckenstein (Chapter 5) in this endeavour is to interrogate the question of
how virtual worlds are interwoven with economic value pursued in corpo-
rate practices by ethnographically studying uses of a virtual world along with
studying the technological development processes in the company behind
that virtual world. Yetis and colleagues (Chapter 8) have a similar interest
in how a virtual world is developed by stakeholders with various affiliations,
with a focus on the resources they bring to the development work and the
particular parts of the virtual world that are cultivated by them.
The book’s contribution does not consist in reiterating the obvious, that a
dichotomous way of understanding virtual worlds may be problematic—but
in presenting specific methodologies that can be used to generate multi-
faceted accounts of the situations and practices that bring virtual worlds
into being. To make this contribution, several chapters construct virtual
worlds as complex ensembles of technology, humans, symbols, discourses,
and other elements and devise methodologies that capture the interwoven-
ness of these elements. Thus, they seek to address the challenges described
by Lehdonvirta (2010) who criticizes much scholarship on virtual worlds for
holding onto an image of virtual worlds as independent “mini-societies”. As
he writes, “[t]hus far, the typical strategy for authors (myself included) to
deal with this has been to treat the caveats as links or interaction between
the real world and the virtual world. This strategy attempts to address the
issues while still clinging on to the dichotomous model.” Many chapters of
the present book transcend the online/offline, virtual/real divide through
multi-sited and multimodal research strategies, which move between sites
relating to the creation and recreation of virtual worlds, focusing on prac-
tices in specific situations. In this way, they try to capture how technology,
humans, symbols, and discourses are linked together in practice.
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