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The Social Life of Second Life: An analysis of the networks of a virtual world

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Aleks Krotoski

for the Networks Network at University of Surrey, 27 April 2007

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The Social Life of Second Life An analysis of the Social Networks of a virtual world Aleks Krotoski Networks Network, 27 April 2007
Research Questions ,[object Object],[object Object],[object Object],[object Object]
The context
 
 
How can the interactions in cyberspace be meaningful ? In traditional definitions of “community”, there’d be no such thing in cyberspace How can you develop meaningful relationships with people you’ve never met ?
The Importance of Being Pseudononymous ,[object Object],[object Object],[object Object],[object Object]
The Importance of Being Pseudononymous ,[object Object],[object Object],[object Object],[object Object]
The Importance of Being Pseudononymous ,[object Object],[object Object],[object Object],[object Object]
Three studies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Three Studies ,[object Object],[object Object],[object Object],[object Object],[object Object]
Study 1: Method ,[object Object],[object Object],[object Object],[object Object],[object Object]
Study 1: Results ,[object Object],[object Object],[object Object],[object Object]
 
[object Object],[object Object],[object Object]
Picking apart the “communication” network closeness assumption ,[object Object],[object Object]
Results: Single explanatory variable (General Communication) ,[object Object],*N=538; **N=539; σ 2 e : variance accounted for between avatars; T p<0.000, df=2 0.347 (0.023) 0.408 (0.027) 0.408 (0.027) 0.531 (0.035) 0.543 (0.035) σ 2 e 1086.919 T (1141.021) 0.271 (0.055) 0.035 (0.125) Domain-Specific Trust 1114.31 T (1345.777) 0.645 (0.064) -0.135 (0.098) General Trust 987.966 T (1132.416) 0.399 (0.064) -0.098 (0.118) Social Comparison 1272.354 T (1404.954) 0.519 (0.071) -0.093 (0.102) Credibility 1292.354 T (1335.299) 0.305 (0.066) 0.026 (0.101) Prototypicality Loglikelihood (fixed model LL) β (Std. Error) β 0 (Std. Error) y
Single explanatory variable: General Trust & SNC categories ,[object Object],[object Object],N=539; σ 2 e : variance accounted for between avatars; T p<0.000, df=2 0.427 (0.028) 0.407 (0.027) 0.476 (0.031) σ 2 e 1159.681 T (1345.777) 0.459 (0.047) 0.070 (0.090) Offline Communication 1115.396 T (1345.777) 0.442 (0.062) 0.070 (0.094) Online Private Communication 1124.182 T (1345.777) 0.370 (0.052) 0.085 (0.093) Online Public Communication Loglikelihood (fixed model LL) β (Std. Error) β 0 (Std. Error) Explanatory Variable
Results: Multiple explanatory variables (General Trust) ,[object Object],[object Object],Loglikelihood (fixed model LL) σ 2 e β2 (Std. Error) β1 (Std. Error) β 0 (Std. Error) Explanatory Variable 0.328 (0.046) 0.291 (0.051) 0.375 (0.074) N=539; σ 2 e : variance accounted for between avatars; T p<0.000, df=3; *model rejected on basis of ill-fit 0.314 (0.021) 0.332 (0.022) 0.394 (0.026) 1038.486 T (1115.396) 0.345 (0.057) 0.052 (0.087) Online private and offline communication 1057.941 T (1224.182) 0.399 (0.051) 0.059 (0.085) Online public + offline communication 1144.879 T (1224.182) 0.104 (0.057) 0.065 (0.121) Online public + online private communication
Discussion (Study 1) ,[object Object],[object Object],[object Object],[object Object]
Study 2: Method ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Study 2: Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Density = 0.082
Position and SP 6653.37 0.534 (0.017) 0.190 (0.022) 0.803 (0.026) Prototypicality (N=2685) 0.483 (0.016) 0.530 (0.018) 0.532 (0.018) 0.531 (0.018) 0.420 (0.013) σ 2 e 6400.24 0.312 (0.020) 0.797 (0.026) Social Comparison (N=2685) 6460.3 0.240 (0.021) 0.805 (0.025) Trust about privacy (N=2649) 6510.62 0.215 (0.021) 0.809 (0.026) Trust about sex (N=2649) 6560.19 0.191 (0.021) 0.802 (0.026) Trust about business (N=2651) 6162.35 0.432 (0.020) 0.773 (0.023) Social network trust (N=2786) Loglikelihood (fixed model LL) β (Std. Error) β 0 (Std. Error) y
Opinion leaders ,[object Object],[object Object],[object Object],[object Object],[object Object]
Opinion Leader demographics ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
Limitations ,[object Object],[object Object],[object Object]
Study 3 Adoption data for new technological innovation (Voice)
Voice in Second Life ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
Questions? Aleks Krotoski [email_address]

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The Social Life of Second Life: An analysis of the networks of a virtual world

  • 1. The Social Life of Second Life An analysis of the Social Networks of a virtual world Aleks Krotoski Networks Network, 27 April 2007
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  • 6. How can the interactions in cyberspace be meaningful ? In traditional definitions of “community”, there’d be no such thing in cyberspace How can you develop meaningful relationships with people you’ve never met ?
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  • 24. Position and SP 6653.37 0.534 (0.017) 0.190 (0.022) 0.803 (0.026) Prototypicality (N=2685) 0.483 (0.016) 0.530 (0.018) 0.532 (0.018) 0.531 (0.018) 0.420 (0.013) σ 2 e 6400.24 0.312 (0.020) 0.797 (0.026) Social Comparison (N=2685) 6460.3 0.240 (0.021) 0.805 (0.025) Trust about privacy (N=2649) 6510.62 0.215 (0.021) 0.809 (0.026) Trust about sex (N=2649) 6560.19 0.191 (0.021) 0.802 (0.026) Trust about business (N=2651) 6162.35 0.432 (0.020) 0.773 (0.023) Social network trust (N=2786) Loglikelihood (fixed model LL) β (Std. Error) β 0 (Std. Error) y
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  • 31. Study 3 Adoption data for new technological innovation (Voice)
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  • 34. Questions? Aleks Krotoski [email_address]