The dynamic development of new technologies influences consumers in many different ways reaching far beyond the shift in consumption patterns, challenging the way consumers live their lives. The role of new information technologies is continually growing in our daily lives changing the way we see the self and the world around us. Consequently, the advent of the computer culture incites a radical rethinking of who we are and the nature of being human, which clearly illustrates the postmodern age. As a result, over the past decades consumer research has moved away from simply viewing consumers as information processors to consumers as socially conceptualized beings. This Consumer Culture Theory (CCT) movement views consumers and consumer behaviour as articulations of meanings and materiality within the productive of complex cultural milieu. This ethnographic thesis focuses on the three-dimensional virtual world of Second Life, which is a ¿Real Life¿ simulation and where the residents represent themselves through ¿avatars¿, creating a kind of virtual materiality. This raises interesting questions for consumer researchers, not just about how consumption is enacted, produced and articulated within this environment, but also in relation to theoretical and methodological issues. More specifically, this thesis critically examines the development of interpretive consumer research and the emergence of the Consumer Culture Theory framework in the context of the juxtaposition of reality and hyperreality and takes a position which goes beyond the 'body in the net/physical body' binary. Therefore, this thesis places the ¿avatar-as-consumer¿ at the centre of the research focus. The current thesis develops a theoretical framework which examines the role of consumption in resolving key paradoxes. Moreover, it extends the netnography framework from mainly text based research to the visual characteristics of virtual worlds so that it can be useful for the study of complex online environments and as a result, how the role of the researcher goes beyond netnography to virtualography is discussed.

The rapid evolution of portable devices and social media has enabled pervasive forms of distributed cooperation. A group could perform a task using a heterogeneous set of the devices (desktop, mobile), connections (wireless, wired, 3G) and software clients. We call this form of systems Distributed Dynamic Cooperative Environments (DDCEs). Content in DDCEs is created and shared by the users. The content could be static (e.g., video or audio), dynamic (e.g.,wikis), and/or Objects with behavior. Objects with behavior are programmed objects that take advantage of the available computational services (e.g., cloud-based services). Providing a desired Quality of Experience (QoE) in DDCEs is a challenge for cooperative systems designers. DDCEs are expected to provide groups with the utmost flexibility in conducting their cooperative activities. More flexibility at the user side means less control and predictability of the groups' behavior at the system side. Due to the lack of Quality of Service (QoS) guarantees in DDCEs, groups may experience changes in the system behavior that are usually manifested as delays and inconsistencies in the shared state. We question the extent to which cooperation among group members is sensitive to system changes in DDCEs. We argue that a QoE definition for groups should account for cooperation emergence and sustainability. An experiment was conducted, where fifteen groups performed a loosely-coupled task that simulates social traps in a 3D virtual world. The groups were exposed to two forms of system delays. Exo-content delays are exogenous to the provided content (e.g., network delay). Endo-content delays are endogenous to the provided content (e.g., delay in processing time for Objects with behavior). Groups' performance in the experiment and their verbal communication have been recorded and analyzed. The results demonstrate the nonlinearity of groups' behavior when dealing with endo-content delays. System interventions are needed to maintain QoE even though that may increase the cost or the required resources. Systems are designed to be used rather than understood by users. When the system behavior changes, designers have two choices. The first is to expect the users to understand the system behavior and adjust their interaction accordingly. That did not happen in our experiment. Understanding the system behavior informed groups' behavior. It partially influenced how the groups succeeded or failed in accomplishing its goal. The second choice is to understand the semantics of the application and provide guarantees based on these semantics. Based on our results, we introduce the following design guidelines for QoE provision in DDCEs. • If possible the system should keep track of information about group goals and add guarding constraints to protect these goals. • QoE guarantees should be provided based on the semantics of the user-generated content that constitutes the group activity. • Users should be given the option to define the content that is sensitive to system changes (e.g., Objects with behavior that are sensitive to delays or require intensive computations) to avoid the negative impacts of endo-content delays. • Users should define the Objects with behavior that contribute to the shared state in order for the system to maintain the consistency of the shared state. • Endo-content delays were proven to have significantly negative impacts on the groups in our experiment compared to exo-content delays. We argue that system designers, if they have the choice, should trade processing time needed for Objects with behavior for exo-content delay. / Ph. D.

The significance of technology and technological devices in the modern western society is steadily expanding, and affecting how the consumers of these products interact with one another. Both through these devices, but also how they interact without them the importance of studying these forms of interaction is therefore of rising significance. This thesis explores the world of online-gaming in order to map out how the players use, and are affected by the virtual aspects of the platform they use to create and reproduce their social bonds with one another. By analysing the relationship between the virtual and the actual it is possible to shed light on the potentials as well as the limits of online communication. The thesis purpose is to add to a deeper understanding within the anthropological discipline for interpersonal interaction within the frames of virtual spaces. The research has been conducted through a qualitative ethnographic field study with a guild of players who interact through the game World of Warcraft. This thesis will show that there is a strong interaction between the virtual worlds and the actual world. Thus it is possible for events that occurred in either space to affect the player.

Réalisé en cotutelle avec l'Université de Grenoble. / La complexité des mondes virtuels ne cesse d’augmenter et les techniques de modélisation classiques peinent à satisfaire les contraintes de quantité nécessaires à la production de telles scènes. Les techniques de génération procédurale permettent la création automatisée de mondes virtuels complexes à l’aide d’algorithmes, mais sont souvent contre-intuitives et par conséquent réservées à des artistes expérimentés. En effet, ces méthodes offrent peu de contrôle à l’utilisateur et sont rarement interactives. De plus, il s’agit souvent pour l’utilisateur de trouver des valeurs pour leurs nombreux paramètres en effectuant des séries d’essais et d’erreurs jusqu’à l’obtention d’un résultat satisfaisant, ce qui est souvent long et fastidieux. L’objectif de cette thèse est de combiner la puissance créatrice de la génération procédurale avec un contrôle utilisateur intuitif afin de proposer de nouvelles méthodes interactives de modéli- sation de mondes virtuels. Tout d’abord, nous présentons une méthode de génération procédurale de villages sur des terrains accidentés, dont les éléments sont soumis à de fortes contraintes de l’environnement. Ensuite, nous proposons une méthode interactive de modélisation de cascades, basée sur un contrôle utilisateur fin et la génération automatisée d’un contenu cohérent en regard de l’hydrologie et du terrain. Puis, nous présentons une méthode d’édition de terrains par croquis, où les éléments caractéristiques du terrain comme les lignes de crêtes sont analysés et déformés pour correspondre aux silhouettes complexes tracées par l’utilisateur. Enfin, nous proposons une métaphore de peinture pour la création et l’édition interactive des mondes virtuels, où des tech- niques de synthèse d’éléments vectoriels sont utilisées pour automatiser la déformation et l’édition de la scène tout en préservant sa cohérence. / The complexity required for virtual worlds is always increasing. Conventional modeling tech- niques are struggling to meet the constraints and efficiency required for the production of such scenes. Procedural generation techniques use algorithms for the automated creation of virtual worlds, but are often non-intuitive and therefore reserved to experienced programmers. Indeed, these methods offer fewer controls to users and are rarely interactive. Moreover, the user often needs to find values for several parameters. The user only gets indirect control through a series of trials and errors, which makes modeling tasks long and tedious. The objective of this thesis is to combine the power of procedural modeling techniques with intuitive user control towards interactive methods for designing virtual worlds. First, we present a technique for procedural modeling of villages over arbitrary terrains, where elements are subjected to strong environmental constraints. Second, we propose an interactive technique for the procedural modeling of waterfall sceneries, combining intuitive user control with the automated generation of consistent content, in regard of hydrology and terrain constraints. Then, we describe an interactive sketch-based technique for editing terrains, where terrain features are extracted and deformed to fit the user sketches. Finally, we present a painting metaphor for virtual world creation and editing, where methods for example-based synthesis of vectorial elements are used to automate deformation and editing of the scene while maintaining its consistency.

Made available in DSpace on 2015-03-04T20:07:56Z (GMT). No. of bitstreams: 0 Previous issue date: 29 / Nenhuma,Comunidade Virtual de Aprendizagem da Rede de Instituições Católicas de Ensino Superior / Esta dissertação consiste no estudo teórico embasado, principalmente, na Teoria da Biologia do Conhecer da autoria de Humberto Maturana na articulação com o viver e conviver no Metaverso Second Life, tanto dos sujeitos que compõe a amostra da pesquisa quanto da própria pesquisadora. Deste modo, foram realizadas observações no contexto de dois processos formativos desenvolvidos pelo Grupo de Pesquisa em Educação Digital GPe-du UNISINOS/CNPq para a Rede de Instituições Católicas de Ensino Superior – RICESU, o desenvolvimento de uma atividade complementar intitulada “Educação Online em Mundos Digitais Virtuais em 3D – MDV3D: possibilidade ou realidade?” no contexto do Programa de Aprendizagem “Ensino e Aprendizagem no Mundo Educação Digital” parte do currículo do curso de Pedagogia da UNISINOS e a aplicação de questionários, bem como entrevistas com os sujeitos dos diferentes domínios investigativos que compõe a pesquisa. O foco principal da investigação foi compreender de que forma a (re)criação(?) de identidad / This dissertation is a theoretical study chiefly based on Humberto Maturana’s Biology of Knowledge in linking with living in and living with Second Life metaverse by both subjects in the research sample and the very researcher. Thus, we have observed two formative processes the Digital Education Research Group GPe-du UNISINOS/CNPq developed for the Catholic Network of Higher Education Institutions (RICESU): first the development of a complementary activity entitled ‘Online Education in 3D Digital-Virtual Worlds — MDV3: possibility or reality’ in the Learning Programme ‘Teaching and Learning in the Digital Education World’, which is part of the Pedagogy course at UNISINOS; and last but not least, administering questionnaires and interviews with subjects in different investigating areas making up the research. The central focus for the investigation was to understand how (re)creating (?) digital-virtual identities for interaction in Three-Dimensional Digital-Virtual Worlds might help to ameliorate paradigms as

<p>This dissertation is a study of social interaction in virtual worlds and virtual world design. A virtual world is a synchronous, multi-user system that offers a persistent spatial environment for iconically represented participants. Together, these form an example of social interaction design. I have applied an arena perspective on my object of study, meaning that I focus on these socio-technical systems as places.</p><p>I have investigated the persistent qualities of social interaction in virtual worlds. What I have found is that virtual worlds are as real as the physical world. They are filled with real people interacting with each other evoking real emotions and leading to real consequences. There are no fixed boundaries between the virtual and physical arenas that make up a participant’s lifeworld.</p><p>I have found that participants in virtual worlds are not anonymous and bodiless actors on a level playing field. Participants construct everything needed to create social structures such as identities and status symbols. The qualities of social interaction in virtual worlds cannot be measured against physical interaction. Doing so conceals the qualities of virtual interaction. Through the concepts of levity and proximity, I offer an alternative measure that better captures the unique properties of the medium. Levity is related to the use of avatars and the displacement into a virtual context and manifests itself as a kind of lightness in the way participants approach the interaction. Proximity is my term for the transformation of social distances that takes place in virtual worlds. While participants perceive that they are in the same place despite being physically separated, the technology can also create barriers separating participants from their physical surroundings. The gap between the participant and her avatar is also of social significance.</p><p>As a theoretical foundation for design, I have used Michael Heim’s writings and practices as a base for a phenomenologically grounded approach, which provides an alternative to the dominating perspectives of architecture and engineering. Based on an explorative design project and the earlier mentioned findings regarding social interaction, I have formulated a model for virtual world design called interacture. This model takes the interaction between participants as the fundamental building material and the starting point of the design process. From there, layers of function and structure are added, all the time balancing the design between fantasy and realism.</p><p>I have explored the possibilities of using ethnographic studies as the foundation for a participant centered design approach. I have aimed for an inside view of my object of study both as an ethnographer and as a designer. One outcome of this approach is that I have come to understand virtual worlds not just as places but also as processes where the experience of participating can change drastically over time as the participant reaches new stages in the process.</p><p>In conclusion, the method of integrating ethnography with design and the understanding of social interaction as the fundamental building material is woven into a general approach to the study and design of socio-technical systems called social interaction design.</p>

This dissertation is a study of social interaction in virtual worlds and virtual world design. A virtual world is a synchronous, multi-user system that offers a persistent spatial environment for iconically represented participants. Together, these form an example of social interaction design. I have applied an arena perspective on my object of study, meaning that I focus on these socio-technical systems as places. I have investigated the persistent qualities of social interaction in virtual worlds. What I have found is that virtual worlds are as real as the physical world. They are filled with real people interacting with each other evoking real emotions and leading to real consequences. There are no fixed boundaries between the virtual and physical arenas that make up a participant’s lifeworld. I have found that participants in virtual worlds are not anonymous and bodiless actors on a level playing field. Participants construct everything needed to create social structures such as identities and status symbols. The qualities of social interaction in virtual worlds cannot be measured against physical interaction. Doing so conceals the qualities of virtual interaction. Through the concepts of levity and proximity, I offer an alternative measure that better captures the unique properties of the medium. Levity is related to the use of avatars and the displacement into a virtual context and manifests itself as a kind of lightness in the way participants approach the interaction. Proximity is my term for the transformation of social distances that takes place in virtual worlds. While participants perceive that they are in the same place despite being physically separated, the technology can also create barriers separating participants from their physical surroundings. The gap between the participant and her avatar is also of social significance. As a theoretical foundation for design, I have used Michael Heim’s writings and practices as a base for a phenomenologically grounded approach, which provides an alternative to the dominating perspectives of architecture and engineering. Based on an explorative design project and the earlier mentioned findings regarding social interaction, I have formulated a model for virtual world design called interacture. This model takes the interaction between participants as the fundamental building material and the starting point of the design process. From there, layers of function and structure are added, all the time balancing the design between fantasy and realism. I have explored the possibilities of using ethnographic studies as the foundation for a participant centered design approach. I have aimed for an inside view of my object of study both as an ethnographer and as a designer. One outcome of this approach is that I have come to understand virtual worlds not just as places but also as processes where the experience of participating can change drastically over time as the participant reaches new stages in the process. In conclusion, the method of integrating ethnography with design and the understanding of social interaction as the fundamental building material is woven into a general approach to the study and design of socio-technical systems called social interaction design.

This research considers how the culture of game developer Cyan Worlds influences the gameplay environment and the culture of fans in Myst Online: Uru Live. The game has gone through two commercial releases and in both cases it was cancelled after a short time. Fans have attempted to salvage the game by producing their own server software and content creation tools. Recently, Cyan released their own source code and development tools to the fan community, giving fans an official channel for creating new content. This work builds off of Pearce's (2009b) study of the culture of Uru players and emergent play, but adds the dimension of considering the culture of developers themselves. A primary goal of this study was to determine how the culture of a game developer like Cyan shapes the constraints of the designed "play ecosystem" (Pearce 2009b: 7), and how it shapes the processes by which fans can salvage aspects of the game to create new content. One finding is that the design of Uru's gameplay environment is rooted in the cultural practices, personal philosophical goals and individual personality traits of its developers. Fans were able to assert ownership over the Uru story-world and the means of production of new content by proactively applying technical and problem-solving skills--the same sorts of skills that players must apply to solving puzzles in Myst games. This fan action, coupled with Cyan's goal of making an open-ended world, has helped to propel the initiative to provide open-source tools for creating new content. When fans produce new content, they draw significantly from an existing shared cultural repertoire of cues and conventions. These conventions are supported both by the software affordances of the development environment and by cultural precedent--they are readily adapted to Myst-like narratives and are easily "read" by experienced players.

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