Task 5 required me to research how different organizations implemented their presence within Second Life (SL). Throughout this course this semester, I gained a new interest in Web 2.0 technologies and what they could do for me. After an earlier discussion on social networking sites, I logged in to my LinkedIn account, and spent time updating and sending out invites to people I knew. One person who happens to be an acquaintance I know through mutual friends accepted my offer. She also happens to be an IT Applications Manager for Manpower, one of the companies I was now investigating for Task 5. I sent her an message through LinkedIn to say hi and explain my assignment to her. She thought it was great and forwarded my request on to the Second Life development team. I finally got a response back from her with some information but unfortunately, it was past the due date for my assignment. I learned a couple things from their email:
• Manpower is using SL Life specifically to target tech-savvy people in the 24-44 age groups.
• Using SL to remain competitive and to explore new communication and marketing methods.
• As a company they want to demonstrate the collaborative technologies and their applications in the way people work and play.
Interestingly enough, the SL team, did not run in to many issues starting up except of the hectic schedule since they wanted to create the site quickly. Since their initial launch they have had more than 10,000 visitors and plan to increase that number during the 2008 phases.
Manpower is actually using SL to recruit people for positions in real life. They have conducted virtual job and career fairs and plan to continue to post those positions along with those relevant to the audiences of virtual worlds.
All of the above information was learned through an email (personal communication, May 8, 2008). I thought my own personal experiment in the usage of a social networking site to contact someone for information worked quite well. While I did not get this in my original writing for task 5 I feel it really exemplifies what technology allows us to do.
Sunday, May 11, 2008
Task 7: Implementation of a Virtual World
Virtual worlds, computer generated virtual environments in which a user can explore using a character called an avatar, have the potential to impact individual users as well as society. An avatar is a user created character that is used to explore a virtual world and communicate with other users in that virtual world. Virtual worlds vary from real life simulators like SecondLife and The Sims to epic fantasy worlds commonly found in Massively Multiplayer Online Role Playing Games (MMORPG’s) like EverQuest and Warcraft. The impacts virtual worlds can have on individuals and society are as varied as the virtual worlds and the users that inhabit them.
When discussing effects of virtual worlds, the concept of the “digital divide” often surfaces. According to Jackson (2003) the “digital divide” refers to the gap between those who have and use technology like the Internet and virtual worlds and those who do not. There is a fear that there will be a disconnect between the users and the non-users. This fear is most often framed negatively, with economic issues as the cause and a greater separation of society as the effect. The “digital divide” is becoming a thing of the past in the United States. Even back in 2002 a Department of Commerce (DOC) report revealed that “Internet use is continuing to increase for everyone regardless of income, education, age, race, ethnicity or gender” (Arrison, 2002, para. 3). As Internet access becomes more reliable, widespread, and affordable the digital divide is continuing to close. According to the Nielsen Ratings as summarized by the Internet World Stats website (2007), about two thirds of the U.S. population uses the Internet. As Arrison (2002) points out, how many of the one third of the U.S. population that do not use the internet choose to not use it as opposed to not having access to it. With this in mind, the potential effect of the “digital divide” is minuscule.
An often-neglected positive effect of virtual worlds is in the area of gender roles, especially in such virtual worlds as EverQuest. Women can and do explore gender roles that are traditionally and stereotypically defined as male. For example, female players can enjoy exploring the elaborate and massive virtual worlds of MMORPG’s like Everquest and Warcraft. "While men and women alike can enjoy traversing these spaces, women are afforded an experience they are likely not to have had offline. While both the landscape and its creatures might threaten the explorer, in the game space this threat is not based upon gender." (Taylor, 2006, p. 98) Positions of leadership are more accessible to women in virtual worlds. “Grouping in worlds such as EverQuest provide an interesting opportunity for women not only to participate in group play, but to work closely with men and even lead them” (Taylor, 2006, p. 106). Virtual worlds can be viewed as an equalizer to the gender discrimination that has been prevalent in American society for centuries.
Virtual worlds can have both positive and negative effects on individuals and society. This relatively new form of communication is still in its infancy and its ramifications on individuals and society have yet to be fully explored and understood.
References
Arrison, S. (2002, March 13). Perspective: What digital divide. CNET News. Retrieved May 7, 2008, from http://www.news.com/2010-1071-858537.html,
Taylor, T. L. (2006). Play between worlds: Exploring online game culture. Cambridge: MIT Press.
Internet World Stats. United States of America internet usage and broadband usage report. (2008) Retrieved May 11, 2008, fromhttp://www.internetworldstats.com/am/us.htm
When discussing effects of virtual worlds, the concept of the “digital divide” often surfaces. According to Jackson (2003) the “digital divide” refers to the gap between those who have and use technology like the Internet and virtual worlds and those who do not. There is a fear that there will be a disconnect between the users and the non-users. This fear is most often framed negatively, with economic issues as the cause and a greater separation of society as the effect. The “digital divide” is becoming a thing of the past in the United States. Even back in 2002 a Department of Commerce (DOC) report revealed that “Internet use is continuing to increase for everyone regardless of income, education, age, race, ethnicity or gender” (Arrison, 2002, para. 3). As Internet access becomes more reliable, widespread, and affordable the digital divide is continuing to close. According to the Nielsen Ratings as summarized by the Internet World Stats website (2007), about two thirds of the U.S. population uses the Internet. As Arrison (2002) points out, how many of the one third of the U.S. population that do not use the internet choose to not use it as opposed to not having access to it. With this in mind, the potential effect of the “digital divide” is minuscule.
An often-neglected positive effect of virtual worlds is in the area of gender roles, especially in such virtual worlds as EverQuest. Women can and do explore gender roles that are traditionally and stereotypically defined as male. For example, female players can enjoy exploring the elaborate and massive virtual worlds of MMORPG’s like Everquest and Warcraft. "While men and women alike can enjoy traversing these spaces, women are afforded an experience they are likely not to have had offline. While both the landscape and its creatures might threaten the explorer, in the game space this threat is not based upon gender." (Taylor, 2006, p. 98) Positions of leadership are more accessible to women in virtual worlds. “Grouping in worlds such as EverQuest provide an interesting opportunity for women not only to participate in group play, but to work closely with men and even lead them” (Taylor, 2006, p. 106). Virtual worlds can be viewed as an equalizer to the gender discrimination that has been prevalent in American society for centuries.
Virtual worlds can have both positive and negative effects on individuals and society. This relatively new form of communication is still in its infancy and its ramifications on individuals and society have yet to be fully explored and understood.
References
Arrison, S. (2002, March 13). Perspective: What digital divide. CNET News. Retrieved May 7, 2008, from http://www.news.com/2010-1071-858537.html,
Taylor, T. L. (2006). Play between worlds: Exploring online game culture. Cambridge: MIT Press.
Internet World Stats. United States of America internet usage and broadband usage report. (2008) Retrieved May 11, 2008, fromhttp://www.internetworldstats.com/am/us.htm
Task 6: Implementation of Virtual Worlds
In order to develop a plan for the implementation of Second Life (SL) into the existing UWM organization, a few initial steps would have to be taken. First, there needs to be a clear benefit to the organization in making the change. This could be proven by comparing the media characteristics inherent to SL with the current models, and by conducting research studies to show that there is an interest or need for adding virtual world technology to the existing infrastructure for either students and/or staff. Second, the hardware needed to access these programs would have to be proven sufficiently available to a majority of the targeted user population. Also, in order to initially connect the two worlds, orientation and advanced training in using the program would need to be accessible to both students and staff. Additional considerations might include planning for the introduction of virtual classrooms, administrative services, and social meeting spaces by constructing curriculum specific to the medium, addressing potential staffing restructuring, and, importantly, obtaining a critical mass of users to make the effort successful.
One way to show that selecting SL would meet the communication needs of UWM is to consider the objective media characteristics of SL. In other words, what does SL offer UWM that might expand or enhance its current communications systems? For starters, SL, unlike the traditional physical campus setting, can offer students and faculty a meeting space and access to synchronistic communication with administration potentially twenty-four hours a day, seven days a week. Therefore, it could be possible for staff and faculty to work from home, and take advantage of a flextime model of scheduling. As stated in Organizational Communication: Approach and Process, from a human relations approach to the process, "emphasis is placed on technological impacts on workers attitudes" (Miller, 2006, p. 303). Hence, if surveys were to suggest that UWM workers would welcome the addition of SL, the organization would also benefit.
Another possible benefit UWM might experience in expanding its virtual campus is that SL has the potential to link previously unsynchronized tasks together. For instance, currently students must make use of 4 separate university sites (the official UWM website, Panther Mail, Paws, and D2L) in order to gather information, access mail options, manage class schedules and finances, and connect to posted online course material. SL has the operational capacity to streamline this process, by offering all services on one website. From a systems approach, "organizational communication technology is seen as a way to link organizational sub-systems, and to link the organization with the environment" (Miller, 2006, p. 303). Therefore, expanding into SL would prove beneficial to the university from this systems perspective as well.
After considering just a few of the objective media characteristics of SL, it is also worth considering what are the university’s needs and interests that are driving the exploration of virtual worlds. In other words, what social information exists to support the organizational change? For starters, UW-Milwaukee's campus is pushing its physical limits. The student population is growing, the demand for programs and classes is increasing, and the space for these is extremely limited. From the perspective of the University, there is great opportunity for growth, but limited options for expansion. Technology offers an idealistic solution to many of the “space” issues pressuring UW-Milwaukee and offers solutions to many of the student populations individual concerns. The implementation of a UW-Milwaukee virtual community would allow for infinite student expansion and time flexibility appropriate for the schedules of all students and staff.
The need obviously exists for the creation of a virtual UW-Milwaukee world, but does individual interest exist? A University wide survey about this possible expansion would benefit both the designers of the site and those who will most likely be users. It seems as if the use of professional virtual worlds within organizations are on the brink of major expansion. In recent history another technology comes to mind that without warning completely altered the way that people personally and professionally communicate, "Electronic mail has clearly changed both personal and organizational life in the last 15 years" (Miller, 2006, p.286). The same opportunity exists for virtual worlds right now.
Even if there are students on either end of the “digital divide”, the same virtual world can be used productively by both. In some cases, UW-Milwaukee may have to
offer or even require an introductory segment to courses that offer a virtual world component similar to San Jose State University (SJSU). SJSU’s School of Library & Information Science Second Life portal is the country's first graduate degree course for library and information science to utilize the immersive SL experience. An initiate would first take the introductory tutorial lesson to learn how to operate within the SL world before exploring the virtual campus on their own. Interactive classes are held in this environment, as well as archives of lectures, community discussions, research studies, and access to multi-media library resources. Faculty offices are open, and representatives from the university are available for information as well as to host virtual meetings. This full service campus exemplifies the potential protocol for schools such as UWM to follow. Precautionary steps such as these will ensure user comfort and security transitioning in to the virtual environment of SL. Because some students may continue to feel inexperienced and fearful of certain aspects of the virtual world, it is important to offer face-to-face support and education for any student at any time.
The UW-Milwaukee virtual community should consider the potential to bring together campuses separated by physical geography. Different sectors of the virtual world can be dedicated to individual campuses, departments, and even specific classes. The creation of the virtual community should also recognize user diversity. Some students and staff may utilize only a “homepage” for basic communication and information gathering, while others will conduct all of their academic activities within the virtual world. Also, something that has already been recognized with the creation of courses conducted on the Internet through D2L is individual time constraints. Students often times, especially on a campus like UW-Milwaukee with a high commuter population, require access to University resources 24/7.
While the UW-Milwaukee virtual world can offer many things that are not currently available in the on campus environment, there are still those who will deny this technological advancement. Continuing to recognize skepticisms and reluctance of some is important when making these changes so not to isolate the face-to-face student population and staff from the virtual word population.
References
Miller, K., (2006). Organizational communication: Approach and process (4th ed.). Belmont, CA: Wadsworth.
One way to show that selecting SL would meet the communication needs of UWM is to consider the objective media characteristics of SL. In other words, what does SL offer UWM that might expand or enhance its current communications systems? For starters, SL, unlike the traditional physical campus setting, can offer students and faculty a meeting space and access to synchronistic communication with administration potentially twenty-four hours a day, seven days a week. Therefore, it could be possible for staff and faculty to work from home, and take advantage of a flextime model of scheduling. As stated in Organizational Communication: Approach and Process, from a human relations approach to the process, "emphasis is placed on technological impacts on workers attitudes" (Miller, 2006, p. 303). Hence, if surveys were to suggest that UWM workers would welcome the addition of SL, the organization would also benefit.
Another possible benefit UWM might experience in expanding its virtual campus is that SL has the potential to link previously unsynchronized tasks together. For instance, currently students must make use of 4 separate university sites (the official UWM website, Panther Mail, Paws, and D2L) in order to gather information, access mail options, manage class schedules and finances, and connect to posted online course material. SL has the operational capacity to streamline this process, by offering all services on one website. From a systems approach, "organizational communication technology is seen as a way to link organizational sub-systems, and to link the organization with the environment" (Miller, 2006, p. 303). Therefore, expanding into SL would prove beneficial to the university from this systems perspective as well.
After considering just a few of the objective media characteristics of SL, it is also worth considering what are the university’s needs and interests that are driving the exploration of virtual worlds. In other words, what social information exists to support the organizational change? For starters, UW-Milwaukee's campus is pushing its physical limits. The student population is growing, the demand for programs and classes is increasing, and the space for these is extremely limited. From the perspective of the University, there is great opportunity for growth, but limited options for expansion. Technology offers an idealistic solution to many of the “space” issues pressuring UW-Milwaukee and offers solutions to many of the student populations individual concerns. The implementation of a UW-Milwaukee virtual community would allow for infinite student expansion and time flexibility appropriate for the schedules of all students and staff.
The need obviously exists for the creation of a virtual UW-Milwaukee world, but does individual interest exist? A University wide survey about this possible expansion would benefit both the designers of the site and those who will most likely be users. It seems as if the use of professional virtual worlds within organizations are on the brink of major expansion. In recent history another technology comes to mind that without warning completely altered the way that people personally and professionally communicate, "Electronic mail has clearly changed both personal and organizational life in the last 15 years" (Miller, 2006, p.286). The same opportunity exists for virtual worlds right now.
Even if there are students on either end of the “digital divide”, the same virtual world can be used productively by both. In some cases, UW-Milwaukee may have to
offer or even require an introductory segment to courses that offer a virtual world component similar to San Jose State University (SJSU). SJSU’s School of Library & Information Science Second Life portal is the country's first graduate degree course for library and information science to utilize the immersive SL experience. An initiate would first take the introductory tutorial lesson to learn how to operate within the SL world before exploring the virtual campus on their own. Interactive classes are held in this environment, as well as archives of lectures, community discussions, research studies, and access to multi-media library resources. Faculty offices are open, and representatives from the university are available for information as well as to host virtual meetings. This full service campus exemplifies the potential protocol for schools such as UWM to follow. Precautionary steps such as these will ensure user comfort and security transitioning in to the virtual environment of SL. Because some students may continue to feel inexperienced and fearful of certain aspects of the virtual world, it is important to offer face-to-face support and education for any student at any time.
The UW-Milwaukee virtual community should consider the potential to bring together campuses separated by physical geography. Different sectors of the virtual world can be dedicated to individual campuses, departments, and even specific classes. The creation of the virtual community should also recognize user diversity. Some students and staff may utilize only a “homepage” for basic communication and information gathering, while others will conduct all of their academic activities within the virtual world. Also, something that has already been recognized with the creation of courses conducted on the Internet through D2L is individual time constraints. Students often times, especially on a campus like UW-Milwaukee with a high commuter population, require access to University resources 24/7.
While the UW-Milwaukee virtual world can offer many things that are not currently available in the on campus environment, there are still those who will deny this technological advancement. Continuing to recognize skepticisms and reluctance of some is important when making these changes so not to isolate the face-to-face student population and staff from the virtual word population.
References
Miller, K., (2006). Organizational communication: Approach and process (4th ed.). Belmont, CA: Wadsworth.
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