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 What are the underlying social psychological phenomena which contribute to the effectiveness of a method like SNA? What do network definitions mean in social psychological terms? What social psychological knowledge might contribute to the greater predictive quality of the method? What are the relative contributions of each on a measure of social influence?

What are the underlying social psychological phenomena which contribute to the effectiveness of a method like SNA?

What do network definitions mean in social psychological terms?

What social psychological knowledge might contribute to the greater predictive quality of the method?

What are the relative contributions of each on a measure of social influence?

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 Anonymity Users demonstrate enhanced self-awareness when online, and elaborate on the CONTENT rather than peripheral persuasive cues Immersion as a mediator people are more likely to focus on peripheral cues, like perceived trustworthiness, likeability, credibility and expertise of a source in an environment like Second Life (e.g., Blascovich & Yee, 2005)

Anonymity

Users demonstrate enhanced self-awareness when online, and elaborate on the CONTENT rather than peripheral persuasive cues

Immersion as a mediator

people are more likely to focus on peripheral cues, like perceived trustworthiness, likeability, credibility and expertise of a source in an environment like Second Life (e.g., Blascovich & Yee, 2005)

The Importance of Being Pseudononymous Most psychological internet research suggests that anonymity increases deindividuating behaviour From Zimbardo’s nuns to strangers on a train Online, conformity and compliance behaviours have been theorised to be a result of similar processes (e.g., SIDE) As have less agreeable behaviours (e.g., flaming, griefing)

Most psychological internet research suggests that anonymity increases deindividuating behaviour

From Zimbardo’s nuns to strangers on a train

Online, conformity and compliance behaviours have been theorised to be a result of similar processes (e.g., SIDE)

As have less agreeable behaviours (e.g., flaming, griefing)

The Importance of Being Pseudononymous However, most of the online influence research has been conducted in experimental situations , with simulated e-groups What about the norms ? Hierarchies, rules, practices, rituals What about online identity ?

However, most of the online influence research has been conducted in experimental situations , with simulated e-groups

What about the norms ?

Hierarchies, rules, practices, rituals

What about online identity ?

Three studies Study 1 (completed June 2006) To assess the best sociometric criteria for collecting relational data in Second Life To assess the social psychological definition of the social network concepts “closeness” and “distance” Study 2 (completed April 2007) To extend Study 1 and to replicate the findings on a larger scale To assess the individual contributions of social network and social psychological factors on a measure of social influence

Study 1 (completed June 2006)

To assess the best sociometric criteria for collecting relational data in Second Life

To assess the social psychological definition of the social network concepts “closeness” and “distance”

Study 2 (completed April 2007)

To extend Study 1 and to replicate the findings on a larger scale

To assess the individual contributions of social network and social psychological factors on a measure of social influence

Three Studies Study 3 (data collection May 2007) To measure the SL network at the individual (Friends) and group (Groups) level To follow the diffusion of an innovation through SL at the individual and group level To assess the effect central avatars have on diffusion To ascertain any mediating effects group membership has on adoption

Study 3 (data collection May 2007)

To measure the SL network at the individual (Friends) and group (Groups) level

To follow the diffusion of an innovation through SL at the individual and group level

To assess the effect central avatars have on diffusion

To ascertain any mediating effects group membership has on adoption

Study 1: Method Online survey Demographics SN name generator (Calling Cards) SNTrust and SNCommunication scales Social Psychological items

Online survey

Demographics

SN name generator (Calling Cards)

SNTrust and SNCommunication scales

Social Psychological items

Study 1: Results N (respondents) = 33 N (actors) = 650 N (arcs) = 1734 Average neighbours: 2.32 (SD=11.10; min = 1, max = 331)

N (respondents) = 33

N (actors) = 650

N (arcs) = 1734

Average neighbours: 2.32 (SD=11.10; min = 1, max = 331)

SNC scale offers a more robust measure of the effect of the social network on influence, by controlling for potential confluence with the social psychological measures. The Social Network Communication Scale is a more discrete measure of a “social network” in this environment, whilst retaining reliable network measures Instances of communication are the only way for Residents to develop interpersonal trust online

SNC scale offers a more robust measure of the effect of the social network on influence, by controlling for potential confluence with the social psychological measures.

The Social Network Communication Scale is a more discrete measure of a “social network” in this environment, whilst retaining reliable network measures

Instances of communication are the only way for Residents to develop interpersonal trust online

Picking apart the “communication” network closeness assumption But what does it mean – psychologically - if someone in Second Life is rated “close” or “distant” with communication criteria? Multi-Level Modelling (models)

But what does it mean – psychologically - if someone in Second Life is rated “close” or “distant” with communication criteria?

Multi-Level Modelling (models)

Results: Single explanatory variable (General Communication) The predictive power of the estimate of the value of this measure of General Trust is positively enhanced when we know how often two people communicate in general. *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

The predictive power of the estimate of the value of this measure of General Trust is positively enhanced when we know how often two people communicate in general.

Single explanatory variable: General Trust & SNC categories Effect of interpersonal closeness on mode of communication (e.g., Garton et al , 1997) Offline communication contributes the most to the estimate of General Trust. Online public communication contributes the least. 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

Effect of interpersonal closeness on mode of communication (e.g., Garton et al , 1997)

Offline communication contributes the most to the estimate of General Trust. Online public communication contributes the least.

Results: Multiple explanatory variables (General Trust) Greatest improvement to the fit of a model occurs when offline communication scores are added to the single-variable public communication model Adding online private communication to the online public communication model renders the weight of online public communication insignificant, so this model is rejected. 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

Greatest improvement to the fit of a model occurs when offline communication scores are added to the single-variable public communication model

Adding online private communication to the online public communication model renders the weight of online public communication insignificant, so this model is rejected.

Discussion (Study 1) Consistent with Latan é ’s research people who are in greater communication have greater social impact Provides empirical evidence for Garton et al (1997), Correll (1995). What about position? What about structure?

Consistent with Latan é ’s research

people who are in greater communication have greater social impact

Provides empirical evidence for Garton et al (1997), Correll (1995).

What about position? What about structure?

Study 2: Method Online survey Demographics SN name generator (Friends) SNCommunication scale Social Psychological items Measure A to assess perceived trust towards central and peripheral avatars about general risk behaviours in Second Life . Measure B which measures baseline attitudes about taking part in Second Life -specific risk activity.

Online survey

Demographics

SN name generator (Friends)

SNCommunication scale

Social Psychological items

Measure A to assess perceived trust towards central and peripheral avatars about general risk behaviours in Second Life .

Measure B which measures baseline attitudes about taking part in Second Life -specific risk activity.

Study 2: Results N (respondents) = 750 N (actors) = 6767 N (arcs) = 9595 Average neighbours (in-degree) = 1.42 (SD= 1.09; min = 0, max = 17) Components 62 strong components > 2 7 strong components > 5 Top 46 in-degree (8-17)

N (respondents) = 750

N (actors) = 6767

N (arcs) = 9595

Average neighbours (in-degree) = 1.42 (SD= 1.09; min = 0, max = 17)

Components

62 strong components > 2

7 strong components > 5

Top 46 in-degree (8-17)

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 More likely to be sources of information because have access to broader info pool Their adoption is likely to spread through local networks because Trusted Viewed as prototypical Sources of others’ social comparison

More likely to be sources of information because have access to broader info pool

Their adoption is likely to spread through local networks because

Trusted

Viewed as prototypical

Sources of others’ social comparison

Opinion Leader demographics Older than average More likely to be female than average Greater than average time spent in community Greater number of hours spent in SL per week Concerned with anti-social behaviour

Older than average

More likely to be female than average

Greater than average time spent in community

Greater number of hours spent in SL per week

Concerned with anti-social behaviour

Limitations Self-reported experiences of 750 actors (ego-centric) Partial network Analytic strategy emphasises greater connectivity

Self-reported experiences of 750 actors (ego-centric)

Partial network

Analytic strategy emphasises greater connectivity

Study 3 Adoption data for new technological innovation (Voice)

Voice in Second Life Contentious issue Relevant to entire virtual world Who uses? How long? Where? What type?

Contentious issue

Relevant to entire virtual world

Who uses?

How long?

Where?

What type?

Descriptive Community Building and Protection

Descriptive

Community Building and Protection

Questions? Aleks Krotoski [email_address]