abstract: This dissertation shares the results of a study of the community of the mobile augmented reality game Pokémon Go. It also serves to build on and expand the framework of Distributed Teaching and Learning (DTALS), which here is used as a framework through which to explore the game’s community (Gee & Gee, 2016; Holmes, Tran, & Gee, 2017).  DTALS serves to expand on other models which examine learning in out-of-school contexts, and in particular on the connections between classroom and out-of-school learning, which numerous scholars argue is of critical importance (Sefton-Green, 2004; Vadeboncoeur, Kady-Rachid, & Moghtader, 2014). This framework serves to build bridges as well as fill gaps in some key literature on learning in out-of-school contexts, including connected learning (Ito et al., 2009), participatory culture (Jenkins, Purushotma, Weigel, Clinton, & Robison, 2009), learning ecologies (Barron, 2006), and affinity spaces (Gee, 2004; Gee & Hayes, 2012). The model also focuses on teaching in addition to learning in and across informal contexts. While DTALS can be used to examine any number of phenomena, this dissertation focuses on the community around Pokémon Go. The game, with its emphasis on geography and community, presents unique opportunities for research. This research draws on existing video game research which focuses on not only games but their communities, and in particular the learning and literacy activities which occur in these communities (Gee & Hayes, 2012; Hayes & Duncan, 2012; Squire, 2006; Steinkuehler, 2006). The results here are presented as three separate manuscripts. Chapter Two takes a broad view of a local community of players, and discusses different player types and how they teach and learn around the game. Chapter Three focuses on families who play the game together, and in particular three focal parents who share their perceptions of the game's merits, especially its potential to promote family bonding and learning. Chapter Four discusses teaching, in particular guides written about the game and the ways in which they are situated in particular Discourses (Gee, 2014). Finally, Chapter Five offers implications from these three chapters, including implications for designers and researchers as well as calls for future research. / Dissertation/Thesis / Doctoral Dissertation Learning, Literacies and Technologies 2018

With technology continuing to advance, a lot of everyday tasks are becoming easier to perform and less physically demanding. However, as a result of this, peoples lives are also becoming more sedentary. There is a need for motivating people to be more active. The project's solution to this problem was to develop a mobile game application which made use of Augmented Reality (AR) technology together with GPS to be able to set the outdoor world as the playing field. Along with using the science of gamification, we strove to create a gameplay that encourages players to continue to play. The resulting game makes the player move outdoors to be able to progress within the game. This feature of the game counteracts sedentary behavior. The results suggest that the use of gamification is an important aspect of making a game that players find fun and motivating. The AR technology was less important and needs more functions than just being able to view 3D-models. / Med fortsatta avancemang inom teknologi, blir vardagliga uppgifter lättare att utföra och mindre fysiskt ansträngande. Dock som ett resultat av detta blir människors vardag mer stillasittande. Det finns ett behov av att motivera människor till att bli mer aktiva. Projektets lösning till detta problem var att utveckla ett spel till mobiltelefoner som använde sig av Augmented Reality teknologi ihop med GPS för att sätta upp världen utomhus som spelplan. Tillsammans med vetenskapen om spelifiering, strävade vi efter att skapa en spelupplevelse som uppmuntrar spelare att fortsätta att spela. Det resulterande spelet kräver att spelare rör på sig utomhus för att kunna nå framsteg inom spelet. Denna aspekt av spelet motverkar stillasittande beteende. Resultaten föreslår att användningen av spelifiering är en viktig aspekt i skapandet av ett spel som spelare finner roligt och motiverande. Användningen av AR-teknologi var mindre viktig och behöver fler funktioner än att bara kunna visa 3D-modeller.

Developments in digital marketing are putting pressure on companies to keep up in the rapidly changing market environment. To do so, companies must take proactive steps in identifying new strategies to optimize their customers’ experiences in a digital era of increasing customer demands for online solutions. Among the most promising technological developments is the growth of Augmented Reality (AR) applications. While the future of augmented reality is relatively unknown, its unique attributes of bridging the digital and physical world have gotten investors excited. Yet, the knowledge of how to utilize AR’s unique attributes in marketing strategies is still limited, and the discussion on how to get the restless new generation to accept this emerging technology is accelerating. Within the retail industry, IKEA is considered a pioneer in deploying augmented reality in their customer experience. This project is a case study on IKEA’s implementation of augmented reality, a source of inspiration for future deployment strategies. The research data consists of interviews with respondents from both IKEA and IKEA’s innovation lab SPACE10, representing the industry practitioners, and two focus groups representing the low- and high-involvements customer perspectives. Supported by both theoretical and case study findings, this study develops a conceptual framework for AR deployment within the retail industry. The framework highlights the main elements to consider for an effective deployment of AR within a retail context. Firstly, companies should identify which customer values the AR program aims to provide, evaluate whether or not the AR technology is more effective than traditional methods for the intended value creation and thereafter design the program objectives accordingly. Secondly, the deployment stage consists of three entangled dimensions that are intertwined with a customer feedback loop. The three dimensions represent AR deployment success factors, and they are: (1) User experience (2) Utilizing unique attributes and (3) Strategy coherence.

Submitted by Fernando Oliveira da Silva null (foxsilva1@hotmail.com) on 2017-08-26T14:34:29Z No. of bitstreams: 1 silva_f_me_prud2.pdf: 2344658 bytes, checksum: 6d88ae3532b012692c8de66b04d483a1 (MD5) / Approved for entry into archive by LUIZA DE MENEZES ROMANETTO (luizamenezes@reitoria.unesp.br) on 2017-08-28T14:31:57Z (GMT) No. of bitstreams: 1 silva_f_me_prud.pdf: 2344658 bytes, checksum: 6d88ae3532b012692c8de66b04d483a1 (MD5) / Made available in DSpace on 2017-08-28T14:31:57Z (GMT). No. of bitstreams: 1 silva_f_me_prud.pdf: 2344658 bytes, checksum: 6d88ae3532b012692c8de66b04d483a1 (MD5) Previous issue date: 2017-07-28 / As Tecnologias de Informação de Comunicação (TIC’s) estão presentes no cotidiano da humanidade e cada vez mais acessíveis no contexto escolar. O uso dessas tecnologias pode viabilizar uma educação matemática de qualidade propiciando a formação de cidadãos críticos e detentores de conhecimento matemático. Entretanto a educação promovida, principalmente pelas escolas públicas, não tem acompanhado os desenvolvimentos tecnológicos, fazendo que o ensino de matemática aconteça de forma dissociada do cotidiano vivenciado pelos alunos e ocasionando lacunas no aprendizado. O presente trabalho tem como objetivo analisar os aspectos relevantes do uso de Tecnologias de Informação e Comunicação no Ensino de Matemática, em especial o desenvolvimento e uso de aplicativos educacionais da área de matemática baseados em dispositivos móveis com a utilização de recursos de Realidade Aumentada. Com um do mapeamento sistemático foram identificados os principais trabalhos de pesquisa, tecnologias e aplicativos utilizados na área, e os resultados obtidos serviram como requisitos para o desenvolvimento do aplicativo ARSolids, que aborda conteúdos de Geometria, através dos sólidos de Platão e suas particularidades, utilizando recursos de Realidade Aumentada. Um experimento foi elaborado com o propósito de identificar e analisar a pré-disposição de docentes em utilizar TIC’s nas aulas de matemática, como também a interação e satisfação do uso do aplicativo ARSolids por alunos e docentes. Com a análise dos resultados constatou-se que os alunos obtiveram resultado satisfatório utilizando o aplicativo, com uma média de acertos de 82%. Ressaltando-se que havia maior complexidade dos objetos apresentados nos testes utilizando o ARSolids. A maioria dos entrevistados considera relevante, em relação ao método de ensino tradicional, o uso deste tipo de tecnologia na sala de aula para a abordagem de conteúdos de matemática. / Communication Information Technologies (ICTs) are present in the daily lives of humanity and increasingly accessible in the school context. The use of these technologies can enable a quality mathematical education by providing training for critical citizens and holders of mathematical knowledge. However, the education promoted, mainly by the public schools, has not accompanied the technological developments, making the teaching of mathematics happen in a way dissociated from the daily life experienced by the students and causing learning gaps. The present work has the objective of analyzing the relevant aspects of the use of Information and Communication Technologies in Mathematics Teaching, especially the development and use of educational applications in the field of mathematics based on mobile devices with the use of Augmented Reality resources. With one of the systematic mapping, the main research works, technologies and applications used in the area were identified, and the results obtained served as requirements for the development of the ARSolids application, which deals with Geometry contents, through Plato's solids and their particularities, using Augmented Reality features. An experiment was developed with the purpose of identifying and analyzing the pre-disposition of teachers in using ICTs in mathematics classes, as well as the interaction and satisfaction of the use of the ARSolids application by students and teachers. With the analysis of the results, it was found that the students obtained a satisfactory result using the application, with a mean of 82%. It was emphasized that there was greater complexity of the objects presented in the tests using ARSolids. Most of the interviewees consider the use of this type of technology in the classroom to approach mathematics content relevant to the traditional teaching method.

É apresentado como problema atual na área de Publicidade e Propaganda a exibição de conteúdo personalizado para nichos específicos. A propaganda acaba se concentrando nos produtos de maior sucesso, tendo como foco alguns públicos-alvo previamente determinados. Assim, o estudo pretende avaliar um novo canal para exibição de propaganda em nível individual, através das perspectivas da Cauda Longa e da Realidade Aumentada (R.A.). O ponto principal desse trabalho é, portanto, mostrar a quantidade de nichos existentes e sugerir uma personalização da propaganda a um nível praticamente individual, como uma ligação direta entre produto e consumidor, usando como suporte tecnológico a R.A. A partir da análise de trabalhos de Romero Tori, Paul Milgram, Ronald Azuma, Cláudio Kirner, Robson Siscouto, Lúcia Santaella, entre outros autores, foi feita uma avaliação dos principais pontos de interesse da tecnologia de Realidade Aumentada para profissionais da área do Design. Discorrendo não só sobre suas características como também identificando problemas e questionamentos atuais, tanto para esses profissionais como para o consumidor final. A tese se enquadra na linha de pesquisa de Design e Tecnologia ao passo que os profissionais desta área de conhecimento são responsáveis diretos por pensar as formas de interação de modo que sejam mais orgânicas e intuitivas para os usuários. Existe muito trabalho a ser realizado, no tocante à Ergonomia e Usabilidade, nas soluções que usam a Realidade Aumentada, principalmente na forma como se dá a sobreposição da informação digital ao ambiente real capturado pela câmera e sua manipulação pelo indivíduo. / Show custom content for specific market segments is a current problem in the Advertising industry. The advertisement ends up prioritizing the most successful products, with the focus on some predetermined audiences. With that in mind, this study evaluates a new channel for advertising on an individual level, through the perspectives of the Long Tail and Augmented Reality (AR). For that reason, the main point of this work is demonstrate the amount of existing niches and suggest customized ads to an individual level, as a direct link between product and consumer, using as technological support AR. From the analysis of the authors Romero Tori, Paul Milgram, Ronald Azuma, Claudio Kirner, Robson Siscouto, Lucia Santaella, among others, an assessment was made about the main points of interest in AR to the field of professional designers. Reflecting not only about their characteristics as well as identifying current problems and questions , both for these professionals and to the final consumer. The work fits the Design and Technology area because their professionals are directly responsible for thinking ways of interaction in order to be more intuitive for users. There is much more work to be done with regards to Ergonomics and Usability in the solutions that use Augmented Reality, especially in the way the digital information overlays the environment captured by the camera and its manipulation by the individual.

Esta tese envolve o desenvolvimento de um sistema informatizado para ser utilizado em atividades dialógicas na arte (em consonância com os Parâmetros Curriculares Nacionais de Artes de 1998, a Política Nacional dos Museus e o Art. 29 da Subseção II da Lei nº 11.904). A partir do estudo da teoria de Mikhail Bakhtin, o sistema foi pensado como possuidor de uma Pragmática Comunicacional que se alicerça em conceitos trabalhados pelo autor. Esses conceitos foram incorporados ao Modelo Semântico/Formal do Sistema e compreendem o locutor e o interlocutor, os enunciados proferidos, a alternância entre vozes, dentre outros. A partir deles, registramos o percurso discursivo do público de Museus, Centro Culturais, Institutos Culturais, Galerias de Arte, Memoriais Artísticas e Culturais, dentre outros espaços expositivo, durante o ato de se expressar sobre obras de arte (produção de sentidos na arte). Mediante a formulação de enunciados verbais, imagéticos e sonoros - como efeitos da interação entre os interlocutores - buscou-se dar visibilidade a pontos de vista múltiplos, que envolvem o conteúdo do ato, seu processo e sua valoração. Cabe ressaltar que o objetivo do sistema é fomentar uma ação de diálogo entre todos os sujeitos envolvidos, na medida em que concebe meios tecnológicos para o registro e a exposição de enunciados acerca de obras de arte, a partir da adoção de tecnologia de Realidade Aumentada, no próprio espaço expositivo. Para avaliar a eficácia do sistema, realizamos uma série de atividades que envolveram Museus de Arte e Instituições de Ensino. Após, analisamos os enunciados proferidos durante as atividades, tendo em vista o locutor e o interlocutor, as vozes proferidas, a compenetração e o acabamento de sentido. Durante essa etapa, buscamos detectar elementos de linguagem, presentes nos registros dos participantes, que sinalizassem a produção de sentidos na arte. / This thesis involves the development of a computerized system for use in dialogical activities in Art (according to the National Arts Curricular Parameters of 1998, the National political Museum and Art. 29 of Subsection II of Law nº 11,904). Based on the study of Bakhtin's theory, the system was developed as a means of Pragmatic Communication which is based on concepts of the author. These concepts were incorporated into the Conceptual Model of the system and involves the speaker and interlocutor, the statements given, the alternation of voices, among others. From them, we registered the speech of the visitors to the Museum, Cultural centers, Cultural Institutes, Art Galleries, Cultural and Artistic Memorials, among other exhibition spaces, when interacting with works of art. The registration of the verbal statements, images and sound and also the effects of the interaction that occurred between the interlocutors presenting multiple viewpoints, involving the contents of the act, its process and its evaluation. The aim of the system is to promote a dialogue among all actors involved, by designing technologies which register and make it visible the statements about the works on display in the museum. Augmented Reality technology is used in the exhibition space. We have evaluated the efficiency of the system through a range of activities, involving art museums and educational institutions. We also analyzed the statements made during the activities, considering the speaker and interlocutor, the voices, the comprehension and the sense of completion. At this stage, we focused on the detecting language elements present in the statements of participants that indicate the production of senses in art. These records were exposed by the Augmented Reality technology in the museum space. At this moment, we understand that a new dialogue was initiated by the public, who had access to the system from tablet computers. From the analysis of these statements and impressions of the statements of participants of the dialogue, we believe that the system provides a means, which when used correctly, contributes to the production of meanings in art.

Background: During the recent years, the applications of Augmented Reality (AR) have increased due to advances in technology and improved accessibility of smart devices. The novel technological use of Augmented Reality is being introduced in the retail sector to create value both for retailers and customers. Through Augmented Reality, potential customers can virtually try and interact with different products on online platforms, saving both time and efforts needed to make their purchase decisions. Purpose: The purpose of this study was to examine the impacts of Augmented Reality on Product Purchase Intentions among millennials in the Swedish eyewear industry; and whether there was a relationship between the use of the technology and the purchasing decisions of customers. Due to the novelty of AR technology and its applications in the eyewear retail industry, there is a lack of theoretical development on the impacts of this technology on purchasing intention of eyewear products. Method: The study was based on the theory of Technology Acceptance Model (TAM), and the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). A quantitative research and an explanatory research approach were conducted and followed by surveying (103) participants belonging to Generation Y in Sweden. The AR mobile application of the largest Scandinavian eyewear retailer, ‘Synsam’ that sells various brands was utilised to carry out the research. Multiple Linear Regression was used to test for the relationship between use of AR technology determinants and the purchase intentions of eyewear products of customers. Conclusion: The findings of this study showed that AR technology had an impact on Product Purchase Intentions. The technology characteristics that were of high importance included information about products (Product Information), virtual interaction with the product (Telepresence) and the enjoyment of using this technology (Hedonic Motivation). Furthermore, Millennials in Sweden have found that using the AR technology to be a useful method for purchasing eyewear products, and that such a technology assisted them in making their purchasing decisions. These findings are useful for managers to satisfy their customers and provide them with unique experiences through AR technology embedded in marketing channels, which serves as a powerful tool for retaining customers and building a unique competitive advantage.

Syftet med denna studie var att undersöka om AR-teknik uppmuntrar till lärande hos förskolebarn. Detta gjordes genom att utvärdera lärandet baserat på lärandeeffekter i form av ökad kunskap. Dessutom undersöktes barnens upplevelse och emotioner kopplade till lärandetillfället för att se om detta påverkade barnens resultat. För att uppnå syftet ställdes två frågeställningar: (i) Ökar barnens kunskap efter genomförd rundvandring med AR-applikationen Minnesmark? (ii) Finns det något samband mellan ökad kunskap och den självskattade upplevelsen av rundvandringen? För att besvara den första frågeställningen genomförde barnen ett kunskapstest innan och efter rundvandringen. Den andra frågeställningen besvarades med ett frågeformulär samt observationer under rundvandringen. Resultaten visade att barnen kunde signifikant mer på kunskapstestet efter rundvandringen, vilket tyder på ökad kunskap. Det fanns ingen korrelation mellan de mätta emotionerna och resultaten från kunskapstesterna, men observationerna tyder dock på att emotioner påverkar lärandet.

O número de aplicações industriais para ambientes de “Realidade Aumentada” (AR) e “Realidade Virtual” (VR) tem crescido de forma significativa nos últimos anos. Sistemas óticos de rastreamento (optical tracking systems) constituem um importante componente dos ambientes de AR/VR. Este trabalho propõe um sistema ótico de rastreamento de baixo custo e com características adequadas para uso profissional. O sistema opera na região espectral do infravermelho para trabalhar com ruído ótico reduzido. Uma câmera de alta velocidade, equipada com filtro para bloqueio da luz visível e com flash infravermelho, transfere imagens de escala de cinza não comprimidas para um PC usual, onde um software de pré-processamento de imagens e o algoritmo PTrack de rastreamento reconhecem um conjunto de marcadores retrorefletivos e extraem a sua posição e orientação em 3D. É feita neste trabalho uma pesquisa abrangente sobre algoritmos de pré-processamento de imagens e de rastreamento. Uma bancada de testes foi construída para a realização de testes de acurácia e precisão. Os resultados mostram que o sistema atinge níveis de exatidão levemente piores, mas ainda comparáveis aos de sistemas profissionais. Devido à sua modularidade, o sistema pode ser expandido através do uso de vários módulos monoculares de rastreamento interligados por um algoritmo de fusão de sensores, de modo a atingir um maior alcance operacional. Uma configuração com dois módulos foi montada e testada, tendo alcançado um desempenho semelhante à configuração de um só módulo. / In the last years the number of industrial applications for Augmented Reality (AR) and Virtual Reality (VR) environments has significantly increased. Optical tracking systems are an important component of AR/VR environments. In this work, a low cost optical tracking system with adequate attributes for professional use is proposed. The system works in infrared spectral region to reduce optical noise. A highspeed camera, equipped with daylight blocking filter and infrared flash strobes, transfers uncompressed grayscale images to a regular PC, where image pre-processing software and the PTrack tracking algorithm recognize a set of retro-reflective markers and extract its 3D position and orientation. Included in this work is a comprehensive research on image pre-processing and tracking algorithms. A testbed was built to perform accuracy and precision tests. Results show that the system reaches accuracy and precision levels slightly worse than but still comparable to professional systems. Due to its modularity, the system can be expanded by using several one-camera tracking modules linked by a sensor fusion algorithm, in order to obtain a larger working range. A setup with two modules was built and tested, resulting in performance similar to the stand-alone configuration.

Esta tese envolve o desenvolvimento de um sistema informatizado para ser utilizado em atividades dialógicas na arte (em consonância com os Parâmetros Curriculares Nacionais de Artes de 1998, a Política Nacional dos Museus e o Art. 29 da Subseção II da Lei nº 11.904). A partir do estudo da teoria de Mikhail Bakhtin, o sistema foi pensado como possuidor de uma Pragmática Comunicacional que se alicerça em conceitos trabalhados pelo autor. Esses conceitos foram incorporados ao Modelo Semântico/Formal do Sistema e compreendem o locutor e o interlocutor, os enunciados proferidos, a alternância entre vozes, dentre outros. A partir deles, registramos o percurso discursivo do público de Museus, Centro Culturais, Institutos Culturais, Galerias de Arte, Memoriais Artísticas e Culturais, dentre outros espaços expositivo, durante o ato de se expressar sobre obras de arte (produção de sentidos na arte). Mediante a formulação de enunciados verbais, imagéticos e sonoros - como efeitos da interação entre os interlocutores - buscou-se dar visibilidade a pontos de vista múltiplos, que envolvem o conteúdo do ato, seu processo e sua valoração. Cabe ressaltar que o objetivo do sistema é fomentar uma ação de diálogo entre todos os sujeitos envolvidos, na medida em que concebe meios tecnológicos para o registro e a exposição de enunciados acerca de obras de arte, a partir da adoção de tecnologia de Realidade Aumentada, no próprio espaço expositivo. Para avaliar a eficácia do sistema, realizamos uma série de atividades que envolveram Museus de Arte e Instituições de Ensino. Após, analisamos os enunciados proferidos durante as atividades, tendo em vista o locutor e o interlocutor, as vozes proferidas, a compenetração e o acabamento de sentido. Durante essa etapa, buscamos detectar elementos de linguagem, presentes nos registros dos participantes, que sinalizassem a produção de sentidos na arte. / This thesis involves the development of a computerized system for use in dialogical activities in Art (according to the National Arts Curricular Parameters of 1998, the National political Museum and Art. 29 of Subsection II of Law nº 11,904). Based on the study of Bakhtin's theory, the system was developed as a means of Pragmatic Communication which is based on concepts of the author. These concepts were incorporated into the Conceptual Model of the system and involves the speaker and interlocutor, the statements given, the alternation of voices, among others. From them, we registered the speech of the visitors to the Museum, Cultural centers, Cultural Institutes, Art Galleries, Cultural and Artistic Memorials, among other exhibition spaces, when interacting with works of art. The registration of the verbal statements, images and sound and also the effects of the interaction that occurred between the interlocutors presenting multiple viewpoints, involving the contents of the act, its process and its evaluation. The aim of the system is to promote a dialogue among all actors involved, by designing technologies which register and make it visible the statements about the works on display in the museum. Augmented Reality technology is used in the exhibition space. We have evaluated the efficiency of the system through a range of activities, involving art museums and educational institutions. We also analyzed the statements made during the activities, considering the speaker and interlocutor, the voices, the comprehension and the sense of completion. At this stage, we focused on the detecting language elements present in the statements of participants that indicate the production of senses in art. These records were exposed by the Augmented Reality technology in the museum space. At this moment, we understand that a new dialogue was initiated by the public, who had access to the system from tablet computers. From the analysis of these statements and impressions of the statements of participants of the dialogue, we believe that the system provides a means, which when used correctly, contributes to the production of meanings in art.