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A Study of Relationships in Online Virtual Environments: Making a Case for Conducting Semi-Structured Interviews with Avatars and What We Can Learn about Their Human Operators
Abstract
In an age when estimates of nearly a billion people around the globe are spending time in online games, researchers, organizations, governments, educational institutions, and businesses cannot ignore the potential impact of this behavior. Understanding online cultures, especially those where individuals can create and customize an avatar as their virtual counterpart and carry on the equivalent of a virtual life, requires an ethnographic approach. This study utilizes a mixed-method ethnography over a two-year period including semi-structured interviews to get to know the “residents” of this virtual world. This chapter outlines the challenges and opportunities inherent in the technology when conducting interviews with avatars and offers insights on what can be learned from them.
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