Here is a content analysis of the interview with Lissa Andrew Goldfarb about her artwork "Vintage Asia": - Title of artwork: Vintage Asia - Medium: Digital painting - Inspiration: A Japanese-themed sim in Second Life that Lissa found photogenic - Meaning: No deep meaning, Lissa just found the scene pretty - Creation process: Experimenting with colors, layers and textures through trial and error until satisfied - Reason in gallery: To showcase pieces that will excite and "speak" to viewers - Artist background: Enjoys various styles like landscapes, abstract, modern. Main medium is watercolor IRL. Some key themes that emerged: - Insp

1. By Elena Lozano
ARE 494
Dr. Stokrocki
Spring 2017

2. Definitions of Ethnography and Digital
Ethnography
Ethnography
 Ethnography is the study of human cultures.
For example it can be the a daily
documentation of a particular event going on
or even a image of someone’s life. Another
example of ethnography is me interviewing an
avatar for this assignment.
Reference:
Article
“Art Education Qualitative Research in
Cyberspace” by Mary Stokrocki
Digital Ethnography
 Digital Ethnography is being able to do
ethnographic research in a digital atmosphere.
Some digital atmospheres that ethnographers
research are digital games, virtual worlds, and
online forums. Ethnographers begin their
research in this digital atmosphere by
shadowing and mentoring others in order to
create insights for a solid theory.
Reference:
Article
“Art Education Qualitative Research in
Cyberspace” by Mary Stokrocki

3. Stages of Digital Ethnography
Stage one= Data Collection
 Date Collection has to deal with internet storage, which is able to help collect data faster and in larger
amounts. People can collect data by observing events, interviewing, making questionnaires, or
making a simple survey. I was able to collect date for this project by interviewing an artist on second
life in order to answer my research questions.
Stage two= Content Analysis
 Content Analysis is being able to categorize and organize the collected data into a certain pattern.
One example of this is how avatars on second life can collect note cards from different locations.
Avatars are able to store and organize their note cards in their inventory. Another example I learned
about from the article is authors collaborating and writing a research paper on a Google document
file. The authors are able to organized their thoughts by writing in different colors.
Stage three= Comparative Analysis
 Comparative Analysis helps someone compare and contrast themes within certain data. For example
finding out particular problems such as differences and similarities in world views.
Reference:
Article
“Art Education Qualitative Research in Cyberspace” by Mary Stokrocki

4. Research and Questions
 What is the avatar’s name you chose to interview?
 How did the artist decide to design their art gallery?
 How did the artist decide to design their avatar character in second life?
 How did you hear about second life?
 How did you come up with the idea for Vintage Asia?
 What is the meaning behind your art piece, Vintage Asia?
 How did you make Vintage Asia? for example: Medium-material, kind of paint?
 Why did you put Vintage Asia in your art gallery?
 Did you design your art gallery on second life?
 Do you know how many people in second life have actually been in your art
gallery?
 What kind of art do you make on Second Life?
 Why do you make it on Second Life specifically? / What are the benefits?
 What kind of artist are you in Real Life Artist?
 How do you collaborate with other artist on second life?

5. Blue Tree Modern Art Gallery
I visited the Blue Tree Modern Art Gallery for this assignment. The
reason why I chose this place is because the artwork is in this gallery stunned me.
The link location to go visit the Blue Tree modern Art Gallery is
http://maps.secondlife.com/secondlife/Canaan/218/57/30 .

6. DESCRIPTION OF
CONTEXT &
LEARNING CLIMATE:
The art gallery I picked was Blue Tree Modern Art Gallery. My first impression of this art gallery was
that it was designed very classy and modern looking. The reason why I chose this art gallery because I was really
impressed with the artist, Lissa Andrew Goldfarb, in this gallery. Even the outside of the art gallery was beautiful.
There were green trees in planters around the outside of the art gallery. And a triangle grey canopy that lies in the
middle of the courtyard. Walking into the art gallery there is a peaceful water fountain by the door way. This art
gallery is two levels filled with Lissa Andrew Goldfarb’s artwork. The stairs and wood boards in the ceiling are a
dark grey color which gives a calming feeling .
The ground had brown grey wood floors surrounded by grey walls. Each floor has rows of light grey
rectangle panels holding up canvases. I like how open this art gallery is and how it is not over crowded with
artwork. In between the rows there are grey benches to sit on. On the first floor there is a white piano near the stair
case. On the second floor there is a balcony filled with brown tables and chairs to sit on. The outer walls of the art
gallery are glass walls that you can see through, which gives an elegant feeling. Most of the art gallery is the color
grey which makes the art gallery look sophisticated. I feel like this art gallery would taste like red wine because it
looks so classy. The lighting in the art gallery shines perfectly and highlights each painting in the art gallery. The
music in the art gallery is peaceful and up lifting, which made the art gallery fill like a friendly environment. Lastly,
Lissa Andrew Goldfarb explained that she wanted a very elegant, modern, open and bright gallery. Something very
simple and not busy on the inside so her artwork would stand out. She did a great job achieving this in her art
gallery design!

7. Lissa Andrew
Goldfarb
(WriterMich)
The avatar that I chose to interview was Lissa Andrew Goldfarb. Her avatar
character is human. Lissa Andrew Goldfarb explained to me that she designed her
avatar as an extension of herself, so she dressed her avatar to behave on here as how she
would be in real life. When I first saw her, she looked very radiant underneath the
gallery lights. Lissa Andrew Goldfarb was wearing a fancy lime green dress with some
stylish heals. Lissa Andrew Goldfarb’s dress material looked like soft material. She
had dark hair that was filled with soft bouncing curls.
Lissa Andrew Goldfarb was very friendly and social when I met with her. She
is a very sweet person and would smell like cotton candy. I think if I were to hear her
voice it would be filled with excitement and be very bubbly. I loved how welcoming she
made me feel in her art gallery.

8. Data Collection:
Part of the
Interview Chat
 [19:05] lenabear87: Hi it nice to meet you thank you so much for helping me with my assignment!
 [19:06] WriterMich: Smiles, my pleasure. I'm flattered you chose me for your assignment . There are a
great many good artists on SL.
 [19:09] WriterMich: How did you narrow down which painting you wanted to focus on?
 [19:09] WriterMich: I'm curious..
 [19:10] lenabear87: I love always wanted to travel somewhere in Asia because I think it's
beautiful over there! And I fell in love with your Vintage Asia art piece:)
 [19:11] WriterMich: aww smiles
 [19:12] lenabear87: It was honestly so hard to pick one of your art pieces because I really loved all of
them! You are very talented!
 [19:17] WriterMich: SL was part of your RL assignment?
 [19:18] WriterMich: I'm sorry. forgive me if I sound ignorant. I am curious about how this all works.
 [19:20] lenabear87: You do not sound ignorant at all you are fine! So my teacher is named Mary
Stokrocki and she is a huge fan of second life! And she made a class to teach future art educators
about second life.
 [19:20] WriterMich: nods wow.. that's pretty neat!
 [19:21] WriterMich: I wish they offered this class when I was in school lol

9. Data Collection:
Answer to Research
Questions
 How did you hear about second life? A friend introduced me to SL
 How did you come up with the idea for Vintage Asia? I was visiting a Japanese themed sim and it was
very photogenic, so that's how that painting was born .. The name came easily because it was an
Asian theme sim and the style of the painting was of an older , vintage feel.
 What is the meaning behind your art piece, Vintage Asia? No particular meaning. It was just very
pretty and spoke to me.
 How did you make Vintage Asia? for example: Medium-material, kind of paint? This piece is a digital
painting and like most of my artwork, I never know the end result until after I try several
methods. And decide halfway into the creation how I want the final piece to look. More often
then not, it's a lot of trial and error and experimenting with colors and layers and textures
before I am happy with the result.
 Why did you put Vintage Asia in your art gallery? I don't put everything I create in the gallery . I only
choose the pieces of artwork that I think will excite people or "speak" to people and I thought
this piece would do that.
 Did you design your art gallery on second life? I bought the building but decided on the layout and
flow of how I wanted the artwork to be displayed

10. Data Collection:
Answer to Research Questions
 Do you know how many people in second life have actually been in your art
gallery? I have no clue because I only started tracking my traffic very
recently.
 What kind of art do you make on Second Life? I create digital paintings of
landscapes mostly, but I also love to create abstract and modern art as
well. My gallery has a mix of a little of every style as well as a mix of
different mediums.
 Why do you make it on Second Life specifically? / What are the benefits? It's
much easier to do this in SL then to do it in real life. I do not have the
time or space to create such art or the talent to create such pieces from
scratch. It's also less expensive ;P
 What kind of artist are you in Real Life Artist? I do mostly acrylic and water
color, and sometime pastel , but my main medium is water color.
 How do you collaborate with other artist on second life? I visit other galleries,
participate in art shows. I follow many good artist and photographers on
Flickr and I am a part of many art groups in SL

11. Installation: Vintage Asia
By: Lissa Andrew Goldfarb

12. Content Analysis on Vintage Asia
Questions Avatar 1
Lissa Andrew Goldfarb
What is Art? She makes digital paintings of landscapes in second life. In real life she
makes mostly watercolor paintings.
What is title -favorite artwork? Why chose? Vintage Asia was my favorite piece because I want to travel to Asia and
see cherry blossom trees. I also thought this piece was gorgeous.
Why make it? She made this piece to be authentically beautiful and wanted an piece
that would excite or "speak" to people. Lissa was able to achieve that
in this art piece.
How made? This is a digital painting landscape and she used a different mix
mediums to create this piece. She said that Like most of her artwork ,
“she never knows the end result until after she tries several methods
and decides halfway into the creation how the final piece will look….
More often then not, it's a lot of trial and error and experimenting with
colors and layers and textures before she is happy with the results.”
Where from? This paint is from second life in the Blue Tree Modern Art Gallery.
Expression:
Color, line, etc.?
She uses straight and curved lines throughout her digital painting and
is able to make her digital painting look three dimensional, as well as
realistic. The colors pink and red are used mostly in this art piece.
The color pink means sweet and the color red means passion, which I
can feel from this painting.
Collaborate with whom? She had no collaboration, this is her own art piece.
Evolving Question? One question I had after the interview was how long did it take her to
learn how to make realistic digital landscape paintings.

13. Comparative Analysis and Conclusion
In second life Lissa Andrew Goldfarb is a two dimensional artist. Plus,
she has created abstract and realistic paintings. She found out about second
life through a friend. She makes many digital paintings using different
techniques for her art gallery in second life. All of her paintings have different
meanings or are just meant to look aesthetically pleasing and have no meaning
at all. She never knows how her art work is going to look until she is halfway
through.
In real life Lissa Andrew Goldfarb does acrylic and watercolor paintings,
but her main focus is watercolor paintings. She explained to me that she can
get more paintings done in second life by using digital paintings. Lissa Andrew
Goldfarb has her own art gallery that she created and is pleased with how easy
it is to have an art gallery in second life. She is constantly on second life and
interacts with different avatars on second life by visiting different art shows.
She is also a part of many art groups on second life, and follows great artists on
flickr. Lissa Andrew Goldfarb loves how friendly second life is and how it can
consume you for hours.

14. Lissa Andrew Goldfarb’s Artworks

15. Comparative Analysis and Conclusion
The function of art museums and galleries are to show private art
work in order to promote the artist or help the artist sell their artwork.
In second life, artists are able to achieve this by making their own art
work. Lissa Andrew Goldfarb explained to me that it’s easier to make
an art gallery in second life than making an art gallery in real life. She
said that she doesn’t have time or space to make an art gallery filled
with her artwork.
I love that in second life we are able to visit different art museums
and galleries so we can see different cultural views in art. I think in the
future I am going to think of making my own art gallery in second life.
It impresses me how elaborate people make their art galleries and art
pieces look on second life. It really motivates me to learn more about
second life. I would really like an opportunity to collaborate with
another artist on second life once I learn more about making digital art.
Second life has taught me to be more open minded and try new
opportunities!

16. Final Thought of Second Life
Henry David Thoreau once said, “this world
is but a canvas to our imagination.” I really
believe that second life has helped many
artist pursue this concept.

17. References
Interview with Lissa Andrew Goldfarb
Stokrocki, M. (1997). Qualitative forms of research
methods. In S. D. La Pierre, & E. Zimmerman
(Eds.). Research methods and methodologies for
art education (pp. 33-56). Reston, VA: NAEA.