In these communities people have the opportunity to create new online identities, which either become an entire new personality or reflect reality in some way (Liao, 2008; Flew, 2007). These communities basically have control of the “narrative” and determine where the story goes (Liao, 2008). These virtual gaming communities are not limited to geographic regions, but rather are determined by user interests. There exists a wide range of users with similar interests coming from various backgrounds to collaborate share information (Bruns, 2007). The fluidity and open participation of these environments allows users to freely move between the roles of a consumer and producer within the game (Bruns, 2007). Objects generated within these communities are not always finished and generally leave a space for improvement from others (Bruns, 2007).
The Sims is an early example of produsage. Almost 90% of content is created is generated by users (Bruns, 2007). They create content such as avatars, houses, families, backgrounds and changing existing items (The Sims 2.com, 2008). Users can post these creations on fan websites, blogs and forums for the entire world to see. In the Official Sims Forums users collaborate together on their experiences with the game, give hints and share there creations. These creations are then downloaded by other players and used within their own game. The Sims 2 has a special section called The Sims Exchange where signed up users can find user-generated items to download. Therefore, this type software gives users the opportunity to individualize and personalize there game, presenting a creative and unique experience.
Second Life is a virtual online world where users can connect, communicate and interact with each other and discuss their interests. It is about building a virtual community, meeting people, learning from others and exchanging ideas. Second Life consists of entirely of user-generated content with its creators encouraging users to build virtual worlds with the programming tools given (Jenkins, 2007; Au, 2007). Users engage in collective intelligence by collaborating, changing and editing parts of the game to improve it. They can create and edit almost anything from people, clothing, houses, furniture boats, shopping centers, clubs, almost anything (Au in Jenkins, 2007). In a sense, Second Life it like and extension to the real world, it mirrors the real world due to elements of reality it presents such as people, business, activities and social interactions (Liao, 2007). Users can also buy products and set up their own businesses and in return make money (Karlsson, 2007).What’s interesting with Second Life is that not only are users engaging with this software, but major companies are using second life to “showcase their designs” (Jenkins, 2007). Brands are using this software to advertise and sell their products and target specific niche audiences with specific tastes (Berger, 2007). With over 13 millions users, marketers are taking the opportunity place their products in Second Life, by creating advertisements on buildings and naming places after them. Liao (2007) suggests that Second Life for businesses acts as both an extension of the real world and a representation of another type of real world. It has the ability to not only create its only culture but is able to reflect from its original culture (Liao, 2007)
As gaming becomes more active and participatory, ordinary users are getting the opportunity to showcase their creations. I think that gaming sites like Second Life provides good spaces for people to interact with users across the world. Not only can they meet people from different cultures but they can chat about their similar interests in an interactive, collaborative environment.
References
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