Examining the Development of

Communities in Second Life

Image created by Yoko Ono as part of her Imagine Peace Tower on Second Life

Regina Collins
PTC 698 – Dr. Andrew Klobucar
NJIT Spring 2010
Introduction

Online communication can be a liberating experience for many people. Some people

appreciate the ability inherent in computer-mediated communication (CMC) to compose their

thoughts prior to transmitting them across the internet. Others appreciate the anonymity of

online interactions because it alleviates their feelings of shyness or loneliness. But for most

people, the appeal of CMC lies in discovering a group of individuals dispersed across the world

with whom they share some common interest or goal. These shared affinities provide new

opportunities for socialization and the development of a sense of communal identity.

Studies have shown that people who participate in CMC experience a sense of deindividuation

or depersonalization that reduces their focus on their own individuality and instead encourages

them to identify more strongly with the group with which they are interacting. This process

eventually results in the creation of a community in which shared identity of membership forms

a bond between group members. The purpose of my research is to examine how this

deindividuation occurs and to identify the factors are most relevant to the subversion of the

individual identity with respect to the shared identity of the group.

Defining Community

According to Jeremiah Owyang, online communities can be defined as “bodies of people loosely

joined together by a common interest that exchange information using web tools.” According

to his blog, people who join online communities share “commonalities/affinities.” Although

this broad definition encompasses even casual players of Second Life, my research will focus on
groups that have achieved sufficient stability and membership to be organized and recognized

as a Second Life group.

Overview of Second Life

Although there are many online environments that boast online communities, my research will

focus on Second Life, a robust virtual world initially launched in 2003. In the Second Life

environment, the users (called Residents) are allowed to interact in a virtual world through the

use of avatars. According to Wikipedia.org, the average number of residents logged into Second

Life at any given time is approximately 38,000, with a recorded high of 88,200 users inworld in

early 2009. Based on these statistics, Second Life provides a rich resource for the examination

of communal development and activities.

Aims and Objectives

The objective of this research is to, through an examination of existing communities on Second

Life, develop a theory describing the factors that are critical to the successful development and

maintenance of communities within Second Life. By analyzing existing communities and

soliciting feedback from Second Life users, my classmates, and others, I will analyze how

residents of Second Life transcend their individual identities to become integrated members of

their chosen communities.

Although the focus of this research is on the development of online communities within virtual

environments, the findings of this research could also be applied to the formation of group

identities in our “first life” as well. The process of deindividuation and subsequent
identification with group values must occur in real life (RL) as well as in online communities. By

examining the process of group development in Second Life, we can apply our knowledge to

other areas as well, including face-to-face RL groups, long-distance RL groups, and even online

educational communities such as the New Jersey Institute of Technology distance learning

program. For example, by identifying the factors required to develop a group identity, we can

establish a framework for fostering closer collaboration among online students, helping them

to feel more a part of the collective student body, rather than individuals laboring in relative

isolation.

Although not within the scope of this research, it would be interesting to examine whether

deindividuation occurs more readily in real life or Second Life; in other words, does the use of

an avatar help or hinder the deindividuation process?

Methodology

My research will use several venues for data collection, listed below:

 Interaction in Second Life, specifically within groups. I will identify one or more

communities in Second Life which seem to have affinities similar to my own. I will make

an effort to join the group(s), keeping notes on the process involved, my personal

responses to the process, and how well I identify with the group at the end of a two-

week period.

 Review of Second Life blogs. I will examine the blogs affiliated with Second Life,

searching for terminology relating to the development of groups. I will also search for
 blogs written by or about communities within Second Life, paying special attention to

such factors as whether the blog poster is the same individual or whether the task is

shared within the group, how much other group members contribute or comment on

the blog, and the frequency with which the blog is updated.

 Postings in Second Life forums. I will review information in the Second Life forums,

again searching for terminology relating to groups and their development. I will find the

most relevant forum(s) and post discussion topics requesting Second Life users to

discuss their own experiences in becoming members of virtual communities. If

appropriate, I will request a inworld meeting with some of my respondents to solicit

additional feedback.

 Examination of Second Life educational tools. Based on my brief research to date,

there are tools deployed in Second Life specifically to enhance educational experiences.

I will examine these tools in more detail, also paying attention to the manner of their

deployment to determine if, by providing these tools in a centralized location, Second

Life has in effect helped to develop a community of educators inworld.

 Analysis of Second Life’s own guide to developing communities. Although focusing on

business communities, this guide will provide factual data regarding the guidelines the

creators of Second Life provide their business users to encourage the development of

formal communities inworld.

 Review of other sources regarding online communities. Jeremiah Owyang presented a

“very pragmatic and very valuable” presentation entitled Online Community Best
 Practices. This presentation, his blog, and other related social media sources will be

examined for relevant information.

Purpose and Goal of Social Media

One of the primary benefits of social media is the opportunity to share discoveries, creations,

and information. This media sharing creates knowledge centers, innovation think tanks, and

networks of collaboration. The purpose of my research is to enhance the open dialogue

between online communities by ensuring their successful creation and maintenance. By

developing a framework of guidelines for online communities, we can foster emerging

communities and provide guidance to established online groups. Similarly, we can use this

same framework to encourage the development of a sense of community in other online

environments such as distance learning. As social media opens more avenues for online

interaction, the encouragement of group development will prove critical to online innovation

and collaboration.

Prioritized List of Social Media Initiatives

As a result of this research, I will develop a knowledge base describing the key components of

online community development. This knowledge base, in the form of a wiki, will provide a

central repository for online group development information and will allow open discussion and

collaboration with others who are interested in this topic. In addition, the use of a Scribd

account to publish the research will encourage others to share their comments and ideas
regarding online communities. To this end, a link to the wiki will be provided from the Scribd

document, and the wiki will include the research document as part of its content.

Other social media resources created as part of this research will include discussion threads in

Second Life forums discussing users’ own experiences in developing or joining virtual

communities. If appropriate, blog comments will also be posted in the hopes that they will

solicit further discussion. Membership in and input from Second Life groups will complete the

social media initiatives specifically addressed by this research.

Implementation Plan

The following table provides an overview of the implementation plan for this research.

Timeframe Tasks Resources

Week One  Join Second Life, create avatar, and Second Life avatar

interact with users Wiki site

 Identify Second Life groups with Scribd account

affinities similar to my own and attempt

to join

 Post discussions in Second Life forum

 Review Second Life blogs

Week Two  Review responses to Second Life Second Life meeting area

discussion thread, encourage additional

 discussion

 Review responses to blog comments

 Identify Second Life respondents who

might be willing to meet inworld for in-

depth discussion

Week Three  Analyze data and post to wiki No new resources required

 Invite Second Life friends, group

members, and classmates to review wiki

and provide input

 Complete research and post to both wiki

site and Scribd account

Performance Metrics

The success of this research can be measured through examination of several performance

metrics. Of primary importance is the development of a set of guidelines for online community

creation which will be well-documented in the wiki. The guidelines, however, can only be well-

researched if Second Life residents become active participants in the knowledge creation of this

research. Therefore, of secondary importance is the number of Second Life residents who

participate in my research by providing valuable input and/or feedback. The number of

residents who actively participate in my research, as well as interactions in blogs, forums, and
communities, will together reveal how thoroughly I was able to investigate this topic and

become a member of Second Life’s communities. Therefore, relevant interactions will be

documented in both the final Scribd document and the wiki through the use of hyperlinks.

Resources

Barak, Azy, Meyran Boniel-Nissim, and John Suler. “Fostering Empowerment in Online

Support Groups.” Computers in Human Behavior 24.5 (Sep. 2008): 1867-83. Web.

Nicolopoulou, Katerina, Mitja Kostomaj, and Andre Campos. “How to Address Group

Dynamics in Virtual Worlds.” AI & Society 20.3 (June 2006): 351-371. Web.

Owyang, Jeremiah. Web Strategy by Jeremiah Owyang. http://web-strategist.com/blog/

Second Life. www.SecondLife.com. Linden Research, Inc. Web.

Wang, Zuoming, Joseph Walther, and Jeffrey Hancock. “Social Identification and

Interpersonal Communication in Computer-Mediated Communication: What You Do

Versus Who You Are in Virtual Groups.” Human Communication Research 35.1 (Jan.

2009): 59-85. Web.