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How did the media go wrong in coverage -- and participation -- in SSL, and what went right? It was a typical hype-and-backlash scenario, as I detailed in a previous post on MediaShift. Some journalists simply tired of SL, as so many people tried it and then bailed because of its steep learning curve and high technological requirements. But the journalists that have been more enmeshed within the world have been rewarded with plenty of cultural and sociological (and yes, business) stories.

John Lester leads customer market development for education and health care for Linden Lab, which runs Second Life. I met him in-world and had an instant-messaging chat with his alter-ego, Pathfinder Linden, about how the media has covered SL over the years. My SL name was Lynx Wickentower: Lynx: Did media miss the bigger story of Second Life? Pathfinder Linden at the educational meeting in SL Pathfinder: That seems to be a typical pattern for the human species, yes? We did it with all the previous mediums. We'll do it again in the future. We always misunderstand new mediums, initially treating them like pre-existing ones (e.g., treating the web like print media; treating television like radio). But then we learn new ways of seeing the tools and new ways to leverage them.

As for Reuters' coverage of SL, they did better than most journalists who did drive-by stories with a day or two of research in-world. The bureau lived for more than two years. Still, James Wagner Au, who writes the excellent New World Notes blog about SL said they could have done better. "Their writers, Adam Pasick and Eric Krangel, are fine journalists, and did some great external business-oriented reports, but at the same time, I don't think they were ever passionately engaged in the medium or Second Life's community on an experiential level," Au told me. "Consequently, their reporting very much had a distanced, 'outside looking in' flavor that caused them to often miss the big picture, in my opinion."

What is it with the Australian media? Why are they focused on slandering Second Life as a failure? I have recently discussed my research findings of commercial activity within Second Life with several journalists, where only minimal quotes have been used out of their original context; in order it seems, to support an obvious negative bias.

This is extremely disappointing as it is not an accurate reflection of the important invaluable opportunity that Second Life has provided pioneering commercial exploration of VR capabilities.

Vital 3D avatar immersion lessons have been learnt, modeling and building skills developed, use of digital agents, telepresence, interactive, navigational and communication applications explored, and platform and cultural limitations realised. This is all invaluable experience for commercial frontrunners preparing to invest in a virtual future.

nd since the outside content doesn't pass through Linden Lab's servers, it won't necessarily appear exactly the same way and at exactly the same time to all viewers. The company is currently working on allowing people to associate live Web content with so-called prims, the geometric building blocks that Second Life denizens use when creating virtual objects. Web content could then be stored on a portable object that a user's avatar can carry anywhere in the virtual world. "You can take it out and show it to someone without that land having to be yours," Miller says.

A virtual whiteboard, for example, might display a document, which two users could work on at the same time. In addition, he says, the company is building a programming interface that will allow other developers to import different types of media--Flash, for example--into Second Life without any change to the virtual world's underlying code. Miller says that companies or individuals will then have much more flexibility to use the types of media that suit their purposes within the world.

However, Rivers Run Red's Bovington says that Second Life tends to be the cheapest, most versatile way for a company or individual to try out Web integration. Although it has fewer security features, he says, it requires a smaller initial investment.

The NMC Campus is an experimental effort developed to inform the New Media Consortium’s work in educational gaming.

Now fully operational, the NMC Campus has been carefully constructed to provide researchers and students dozens of prebuilt settings for experiments in social interaction in 3-D space. Expressly designed to encourage explorations both formal and informal, traditional and nontraditional, real and surreal, and serious and playlike, the spaces are flexible and will lend themselves to additional uses, yet to be defined. The campus has a variety of places for these interactions, from the serious to the fanciful, each designed to support an optimal group size; these range from 2 to more than 75. The campus also supports a wide variety of traditional media, including posters, PowerPoint slides, photographs, charts/graphs, videos, and weblinks, and these resources continue to be added on a regular basis as a core component of the project. All of these resources are available to NMC members who may wish to bring classes to the campus for a visit, as part of a research project, or for a full term. Complete details on using the campus are available on the NMC Campus wiki. Also available is the complete Second Life toolset of sophisticated building tools and the LSL scripting language, with which all of the NMC Campus and Second Life has been created. These allow the creation of virtually any simulated situation, process, or environment, and the incorporation of sophisticated interactivity. For the latest information on the project, see the main pages in this blog,

Are you or someone you know looking for a low-cost way to get started in virtual worlds — or Second Life in particular? As of today, the New Media Consortium (NMC) is offering land parcels in Second Life that are part of three unique custom-designed educational communities. These parcels are available now for lease exclusively to bona fide faculty, educational departments, or learning-focused institutions. The new sim NMC Campus, “Teaching”

The land is full-permissions, and can be used for almost any purpose consistent with research or teaching in Second Life. The parcels come in sizes from 1024 sq m to 8192 sq m. Costs are roughly 10 US cents per sq meter per year. This works out to $100 US per year for the smallest plot (32 x 32; 1024 sq m; 235 prims) and $800 per year for the largest (64 x 128; 8192 sq m; 1875 prims). There are no hidden or additional costs. Common area on the new sim NMC Campus, “Teaching 2″

Each educational community has a beautiful central area which has a number of spaces that all the residents on the island can share — these include a multi-media amphitheater, a conference room, a large classroom or other meeting space, a gallery suitable for exhibiting student work, and a resource center that has been stocked by the folks who run the highly regarded ICT Library in Second Life. Scene on NMC new sim available for lease, “Teaching 3″

has been heavily colonised by higher education institutions since its genesis a little over five years ago. But how useful to educators is it?

The Media Zoo's Second Life island provides a space in which students, researchers and teachers can experiment with learning in a virtual world.

Salmon believes that Second Life constitutes a good example of "edutainment" - the idea that students are more likely to learn if they are first amused. An example of how this works in practice is the programme developed for archaeology students at Leicester. While learning about the ancient culture of the Sami, the indigenous people that live in the area we call Lapland, the students used Second Life to meet in a virtual representation of one of the tents that the ancient nomads would have used for worship.

On finding support groups in Second Life: The SLHealthy wiki (slhealthy.wetpaint.com) is probably your best and most comprehensive resource for Second Life health support groups, organizations and locations.

On "official" Second Life health support groups like those operated by the American Cancer Society versus groups begun by individuals who have suffered from a particular ailment: We have not reviewed the information provided by groups, though in several instances, we've decided not to list information about a group because it's clearly unethical. One example is a pro-ana (or pro-anorexia) group, and another was a for-profit "organization."

If you're thinking about joining a group, I suggest you use the same radar you might in the real world: Do you feel comfortable? You should feel perfectly OK about asking questions you have.

Second Life continues to expand each and every day. New Residents are joining, artists are creating amazing content, new businesses are springing up, big companies are entering for the first time, educational institutions are building virtual universities… and the list goes on. Everyday I learn of something new, something bold, something you’ve created.

Second Life offers something no ones else does - an astoundingly rich array of user-created content and a large, diverse and ever-expanding virtual economy.

The content and economy reflect the diversity of the Resident population. Your creativity covers 1.5 billion meters of space that’s taken more than 500 million hours over the past five years to assemble. It’s a mammoth undertaking.

[SL] Best Practices For Education in Second Life The following best practices were developed by Global Kids, Inc. through the summer 2006 Camp GK in the teen grid of Second Life. Over four weeks, 15 teens spent three hours a day, five days a week, participating in interactive, experiential workshops about pressing global issues. Over the course of the program the teens picked a topic of concern -- child sex trafficking -- and built a maze to educate their online community and inspire them to take action. In its first eight weeks, the content-rich maze was visited by 2,500 teens, amongst whom over 450 donated money to an international organization committed to eradicating this global crime against children. Below is a review of general concepts. For more details download the pdf. Best practices for working in TSL 1. What happens in the teen grid stays in the teen grid. 2. Create multiple places of meaning. 3. If you build it, they will come. 4. Go beyond TSL. Best practices for bringing a youth development model into TSL 1. Build, build, build! 2. Don’t just build; design and manipulate avatars. 3. Think globally, act locally. 4. Know when teens know best. Best practices in workshop design and facilitation in TSL 1. Use real world content when addressing real world issues. 2. Don’t wait until someone has the floor to start typing. 3. Don’t fear multiple communication channels. 4. Incorporate processing into the activity, not just as a final step. Best practices in program design for TSL 1. Employ effective, rigorous, targeted recruitment. 2. Replace the dominant TSL culture with the GK Island culture. 3. Carefully design and build the tools required. 4. Ensure the program is designed for the recruited participants

We’re excited to be able to offer and host a new workshop that will take place in Second Life. Dan Undertone, a.k.a Dan Zellner in real life (Northwestern University), will lead this 8 session workshop that will use the new theater and studio on NMC Campus, the Machinima Building on the Learning sim. We had a small taste of this last October, when Dan led an activity that was part of the Symposium on Digital Media. Participants in a movement activity led by Dan Undertone, October 2006 Here is the information for the new workshop Dan is offering. Description This workshop will focus on using improvisational theatre games and other drama techniques to familiarize users with Second Life and its creative possibilities. Participants will plays the roles of author, actor and audience as various games are played and scenarios created.

The Nielsen people record actual minutes using various "sites" across 180,000+ US-homes. Second Life comes out at 760 minutes per week (that's over 12 hours), or over 1h 45 minutes per day... (wimps - I'd be an outlier around the 2500 minutes per week mark!). Amongst its users (comparing to other user-minutes per week) this makes it more popular than even the 800lb gorilla of World of Warcraft (653 minutes per week).

What does it all mean? Well, it might mean Second Life is a niche market, but it's a fiercely loyal niche market that really, really gets it - and this gives Linden Lab a reasonably solid (hard numbers are impossible to come by) income stream and around that a reasonable likelihood of continuing to provide its service.

Comparing it to social media sites the difference is even more extreme - Facebook does the best at 84 minutes per week: that's 11% of the time that Second Life users spend. Twitter weighs in at about an hour a week on average. Stephen Fry is much bigger in his usage I'm sure, but the averages are up there for easy comparison.