An exploration of massively multiplayer online role playing games : their application to public relations education and possible future public relations practice

Social communication technologies present exciting and challenging opportunities for public relations professionals. Although not new the latest online attraction grabbing the attention of educators and companies around the globe are the virtual worlds known as Massively-Multiplayer Online Role-Playing Games (MMORPGs). This paper will examine MMORPGs - in particular Second Life - and consider their potential as an educational medium and relevance to the practice of public relations. The paper argues that MMORPGs slwuld be taken seriously by educators and public relations professionals alike and not simply be treated as online entertainment.

It's the e-thing : World of Warcraft meets Coke in China

The increasing sophistication of online computer games – entrancing aesthetics, challenge, and the promise of sociality and community – make them a compelling world for many players, locally and internationally. Games like 'World of Warcraft' provide a complex and satisfying universe where mythically imbued narratives, rules and mores provide a context for players to take on heroic or playful roles. Players can explore identities, create friendships and relationships, and establish a complete and separate space where trust and danger coexist, in ways experienced as both fantastic and safe. Yet such worlds are not value free, nor separated from ‘real’ life. Ideologies implicit in the game (through its narrative roles and architecture, mythic references and occasions for decision making and action) prestructure choices about character building, orientations and allegiances amongst players, and drive towards particular sets of values and moralities. These features, plus the huge numbers of players worldwide, mean that massively multiplayer online role-playing games (MMORPGs) provide a seductive but largely untapped market to the advertising industry. What is happening with convergences of this kind? And what do they mean for young players of computer games, particularly massively multiplayer and other online games, where communal play, distributed knowledge networks, and relationships, establish strong bonds and allegiances within the game, with cross-overs between on and offline values, identities and community.

The players’ perspective of Reach Out Central : a therapeutic interactive online game

Therapeutic online games are potentially a valuable way of improving the mental health of young people. The purpose of this paper is to discuss the qualitative component of a formal evaluation conducted on Reach Out Central (ROC), an online game for 16-25 year olds which aims to improve mental health. Participants completing a post-program survey from the evaluation (n=154) were required to respond to two open-ended questions; what they liked most, and least, about ROC. Responses indicate that online games can be a successful way of educating, as well as attracting and engaging, young people. Suggestions are made regarding issues future developers should take into consideration when developing programs of a similar nature.

Second life first hand: a teacher perspective

The professional landscape in public relations is changing as new communication and social networking technologies are integrated into day-to-day professional practice. Whilst adoption of such technologies by public relations practitioners is certainly on the increase, their use can still be regarded as limited and application experimental to some degree. However, few could argue that these technologies will be increasingly important to public relations practice in coming years.
In this context, public relations educators must strive to deliver a contemporary curriculum reflective of industry expectations and best practice principles but which also provides students with exposure to new communication contexts and technologies.

The advent of persistent virtual worlds generated by Massively Multiplayer Online Role Playing Games (MMORPGs) and Collaborative Virtual Environments (CVEs) offer new realms for public relations practitioners and educators alike. Virtual worlds potentially provide public relations educators with novel but relevant training grounds for their students. These 3D worlds offer dynamic and authentic learning environments which have the capability to foster deep learning and engender a sense of community within a student cohort in a way that many computer-mediated classrooms sadly lack.

This paper will present the experiences of two tertiary educators’ journey towards a conceptual understanding of the persistent virtual world, Second Life, from a teacher perspective. The paper argues that the successful adoption of new online technologies like Second Life need not be inhibited by preferences for technology or prior ICT skills as long as teaching staff are given the necessary support and training by their institutions coupled with opportunity for familiarisation and experimentation.

A multidiscipline approach to governing virtual property theft in virtual worlds

The crime of virtual property theft has become a serious problem in virtual worlds in recent years. Players of these games are repeatedly falling victim to this crime, with little or no repercussion for the offender. Virtual property often has a substantial real world monetary value and the theft of such items impacts greatly on victims. The problem of virtual property theft is complex, involving many legal, regulatory and technological factors. As such, trying to address this problem in a single dimension is not sufficient, each factor need to be addressed with a multidisciplinary approach. In addressing this problem, this paper provides a model for describing the issue of virtual property trading and the issues associated with virtual property theft. The paper also proposes an approach for handling virtual property theft based on improvements to laws related to virtual property and theft, improvements to the virtual world software components and better regulation from governments.

Commonising the enclosure : online games and reforming intellectual property regimes

Online computer gamers are a creative bunch, from the mayhem of first-person shooters (FPS) to the more social experiences of massive multiplayer online role-playing games (MMORPG), gamers are producing new content for their favourite titles at an amazing rate. This paper explores the rewriting of the boundaries in the production and ownership of intellectual property in the computer games industry. The purpose is to examine the potential for computer game studies to contribute to an understanding of an alternative intellectual property regime known as the commons. This paper will explore how computer games users establish commons-like formations, specific to the digital environment, that extend the confines of current intellectual property rights. It will argue that the productive activities of online gamers are not motivated by the traditional logic of market-based incentives. This represents a new condition which may contribute to a reformation of the privatising enclosure of the intellectual property system.
Keywords: massive multiplayer online

Crossing the border : comparing partial and fully online learning

In many countries across the world, online learning is playing an ever-increasing role in higher education. However, there seem to be starkly contrasting analyses of the educational value of online learning. In this paper, I reflect on my own online learning experiences in the UK and Australia and conclude that there are significant differences between partial and fully online course units. I also develop general criticisms of online learning system design and suggest a number of fundamental design and performance objectives for the design of online learning systems.

Accommodating culture and cultural diversity in online teaching

The term 'culture' has been in common use for a long time. However there is no universally accepted definition and hence it is important to define clearly what culture means in a particular research context. The research reported here is part of a project undertaken at a large Australian university in late 2005. The overall aim of the project was to identify the characteristics of culture and cultural diversity, and to consider how these manifested themselves when teaching and learning in an online environment. The article reports on particular outcomes from the second stage of the project. This involved conducting focus groups with experienced academics and educational developers of online units. The aim was to gain an understanding of culture and cultural difference in the online environment and to consider what strategies were effective in teaching a culturally diverse cohort of online students. The findings from the focus group sessions were benchmarked with other external faculty. The cultural factors of ethnicity and language, attitudes to educational learning, education and prior learning, learning styles and socio-economic background were well supported by the external faculty. However the factors of religion and gender were not supported. Practices for accommodating such cultural differences amongst students within the online class are presented.

Staff exercising 'choice': students exercising 'choice': wholly online learning at an Australian university

The paper examines the implementation of institutional policy relating to mandating wholly online study at the undergraduate level in an Australian higher education institution. The realities of the ‘choice’ provided to teaching staff in designing such units, and students in studying in this mode, are considered. Staff members’ design experiences are reported, and data collected through the surveying of students’ experiences in learning wholly online are analysed. The value students attributed to various aspects of the wholly online learning experience is outlined. Observations are made more generally about the uniqueness of wholly online teaching and learning environments in mandated contexts, and where policy and practice developments may evolve in the future.

Online delivery and learning in regional Australia : benefits and barriers

The potential for online learning to enhance learning opportunities of those living in regional Australia cannot be over-emphasised. This chapter* describes a study where online delivery was mapped to determine ‘what’ is happening and ‘why’. This enabled the benefits, barriers and ‘promoters’ of online learning to be identified. However, an important conclusion of this study is that there is a lack of consistent, comparable enrolment data relating to online learning, which obviously affects funding allocation decisions. To ensure high-quality learning experiences and appropriate support for students and staff, institutions require adequate funding and resources based on models which reflect the reality of online delivery and learning.