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.