Fluidez nos mundos virtuais: a participação nas comunidades virtuais do Second Life como forma de potencializar a experiência de consumo

Incrementar o conhecimento sobre o que contribui efetivamente para que ocorram interações bem sucedidas entre websites e os consumidores online, mais especificamente no mercado crescente dos mundos virtuais, é um assunto relevante para os pesquisadores e profissionais de administração de empresas. Vivemos em uma nova etapa da cultura do consumo, onde a experiência de consumo ganha relevância. Os jogos online, ambientados em mundos virtuais, são ilustrações muito apropriadas para representar a emergência do Marketing de Experiência, característico desta etapa. Os mundos virtuais, como o Second Life, podem ser classificados como “mundos de experiência”, e uma das suas principais características é a existência de comunidades virtuais. A interação entre usuários e o relacionamento social é fundamental para o enriquecimento da experiência de consumo nos mundos virtuais. A teoria da fluidez é um dos constructos mais utilizados para entender o comportamento do consumidor na internet e uma das formas de definir a natureza de experiências de consumo na internet. A utilização deste modelo (que vem sendo utilizado e aprimorado nos últimos 14 anos) é aconselhada para definir e medir a experiência de consumo na internet. A participação em comunidades virtuais pode ser um dos fatores que enriquecem a experiência de consumo nos mundos virtuais, percebida pela fluidez. O objetivo desta dissertação é entender se a participação em comunidades virtuais potencializa a experiência de consumo em mundos virtuais sociais, em especial no Second Life, tomando como base o conceito da fluidez. O objeto de estudo foram as comunidades virtuais do Second Life, durante o período da pesquisa que ocorreu entre o final de julho e o início de novembro de 2010. Para fazer a pesquisa de campo, empírica e exploratória, foi utilizada a metodologia da netnografia (etnografia virtual), descritiva por definição, como forma de atingir o objetivo proposto. Netnografia é a rigorosa e sistemática adaptação da etnografia especificamente alterada para as contingências do comportamento e interação online, isto é, ao estudo das comunidades virtuais. As atividades de pesquisa foram realizadas com observação participativa, isto é, com a participação, pelo pesquisador, no cotidiano do mundo virtual Second Life, que vivenciou, como um novato, a experiência de consumo em si. A dissertação aqui apresentada é o resultado do engajamento do pesquisador em uma imersão nas comunidades virtuais do Second Life. Foi concluído que experiência de consumo nos mundos virtuais é enriquecida pela participação em comunidades virtuais. A fluidez – percebida pela telepresença (imersão), perda de noção de tempo, envolvimento, prazer e diversão – é uma sensação que pode ser considerada típica e freqüente dos mundos virtuais e potencializada pela participação em comunidades virtuais. A participação em comunidades virtuais permite que os usuários vivenciem uma experiência rica, que seja ativa, responsiva, interativa e participativa, o que potencializa a experiência de consumo nos mundos virtuais.

Atitude e intenção de uso em sistemas hedônicos: três estudos sobre motivação intrínseca com jogos digitais

Até recentemente, pesquisas sobre a relação do usuário com o uso de tecnologia focaram sistemas utilitários. Com a popularização dos PCs para uso doméstico e o surgimento da Internet, a interação dos usuários com tecnologia deixou de ser vista apenas de forma utilitária, e passou a ser orientada também ao atendimento de necessidades hedônicas, fazendo com que as pesquisas em Tecnologia e Sistemas de Informação (SI) extrapolassem os limites da empresa. As pesquisas no campo tem dado atenção cada vez maior ao uso de sistemas hedônicos, cujo objetivo é satisfazer necessidades como entretenimento e diversão, ao invés de um valor instrumental. Entre os sistemas hedônicos, um em particular recebe cada vez mais destaque, os videogames. Jogos digitais estão presentes por toda a sociedade, existindo uma crescente adoção, institucionalização e ubiquidade dos videogames na vida diária. A nova geração foi criada com jogos interativos e espera o mesmo tipo de interação nos demais SI. Por serem divertidos e envolventes, organizações de diversos setores estão tentando integrar características dos jogos digitais em sistemas organizacionais, com a expectativa de melhorar a motivação e desempenho dos funcionários e engajar consumidores online. Para analisar a relação do usuário com jogos digitais foram desenvolvidas três pesquisas. A primeira aborda os motivos pelos quais o indivíduo se engaja com o jogo, definindo Engajamento com base em desafio, imersão e curiosidade. Já as motivações dos indivíduos são analisadas pelo divertimento e a competição. A partir do momento em que o indivíduo está engajado, é necessário medir a experiência holística que ele experimenta desta interação. Para tanto, a segunda pesquisa analisa os dois construtos mais utilizados no campo para mensurar tal experiência, Flow e Absorção Cognitiva. A última pesquisa se utiliza dos conceitos explorados nas duas anteriores para desenvolver uma rede nomológica para a predição da intenção comportamental do indivíduo para o uso de jogos digitais. Como resultados temos um esclarecimento sobre os fatores que levam a um comportamento engajado dos jogadores, com maior importância do desafio de dominar o jogo e divertimento em relação a competição com outros jogadores. Outra contribuição é a conclusão que Flow e Absorção Cognitiva, dois dos principais construtos utilizados em SI para medir a experiência hedônica do usuário, não são adequados para mensurar tal experiência para videogames. Por fim existe a proposta de uma rede nomológica em um contexto de utilização de um sistema hedônico interativo, permitindo que novos trabalhos possam se beneficiar.

On the impossibility of prisoner's dilemmas in adversarial preference games

Why don't agents cooperate when they both stand to gain? This question ranks among the most fundamental in the social sciences. Explanations abound. Among the most compelling are various configurations of the prisonerís dilemma (PD), or public goods problem. Payoffs in PDís are specified in one of two ways: as primitive cardinal payoffs or as ordinal final utility. However, as final utility is objectively unobservable, only the primitive payoff games are ever observed. This paper explores mappings from primitive payoff to utility payoff games and demonstrates that though an observable game is a PD there are broad classes of utility functions for which there exists no associated utility PD. In particular we show that even small amounts of either altruism or jealousy may disrupt the mapping from primitive payoff to utility PD. We then examine some implications of these results ñ including the possibility of conflict inducing growth.

The impact of content marketing on attitudes and purchase intentions of online shoppers : the case videos & tutorials and user-generated content

This thesis was written as part of a Double-Degree Masters program in Management, with focus in Marketing. Aligned with the nature of the degree, this study aims to be a useful tool for managers and marketers, which conduct business online. This thesis is a study of Content Marketing in the content of online commercial product pages. Its aim is to understand how to use content marketing to drive conversion, by understanding consumer attitudes and purchase intention towards content. A in-depth study of existing theories and exploratory primary research was developed in other to attain these objectives. Business-to-consumer electronic commerce (B2C e-commerce) has provided consumers and online retailers with a more effective medium to perform online transactions through commercial websites. Although consumers have realized that the benefits of online shopping; such as time saving, minimizing effort, convenience, broader selection, and wider access to information, they are still greatly unwilling to shop online. Consumers shop essentially for two motives, to meet experiential (fun) or goal-oriented (efficiency) needs (Wolfinbarger & Gilly, 2001). The information provided by content marketing seeks to focus on consumers need for information and entertainment, instead of focusing on the brand. Thus, it is expected that the type of content format will have different effects on the attitudes and purchase intention on the online shopper, depending on the online shopping purpose. Concretely, a goal-oriented shopper should find user generated content (UGC) to be more valuable content formats, since they decrease the amount of search effort. While on the other hand, videos & tutorials (VT) might be perceived as more valuable for a consumer looking to spend time and being entertained through online shopping. The exploratory research was characterized by a survey experiment with online consumers. Participants were exposed to stimuli of content marketing tested according to their attitudes and purchase intention. The focus was to understand the impact of two different content marketing tactics—User-generated content and Videos & Tutorials—on attitudes and purchase intentions and how they interact with content complexity. The results indicate that content marketing in commercial product pages is relevant in driving consumer attitudes and purchase intentions. Consumers are not motivated by a specific content marketing tactic, unless that content has a certain level of complexity. In that case, Ur-Generated Content becomes a relevant tactic in product pages, however VT is not.

Representation and analysis of soccer players' actions using principal components

This paper proposes the use of the Principal Components Analysis (PCA) method to represent and to analyse soccer players' actions distribution in the pitch. The seven games of the Brazilian National Team during the 2002 World Cup were analysed. The player's position actions were measured from videotapes in a computer interface. The results were: a) the graphical representation, given by two orthogonal segments in the two directions of maximal variability and centred at the mean of each player's actions position; b) the eccentricity measurement, given by the variability ratio and c) the actions zone area, given by variability product. The results showed that the individual characteristics of acting were well represented by the PCA, allowing comparisons among games and providing insights related to the tactical organisation of the team.

Tourist Cruise Ships and the Trade in Services: Recent Trends in Countries of the Caribbean Basin

This issue of the Bulletin reviews the main trends of trade in goods and services for the countries of the Association of Caribbean States (ACS) in 2004. The strong recovery of trade in goods and the robust expansion of trade in services are highlighted, emphasizing the increase in services as a proportion of total exports for the smaller Caribbean economies, which may even exceed 80%.A detailed analysis of the performance of the tourism component, especially travel, showed that in 2004 there was a boom in cruise ship arrivals, a situation which poses a real challenge for some islands in terms of ensuring a permanent flow of tourists and making use of the main comparative advantages -sun, sea and beaches- and possible linkages with the rest of the economy such as the hotel industry, restaurants, business and entertainment centres, guided excursions, transport, yachting, and others. In some islands, the ratio of cruise passengers to inhabitants is particularly high, and can reach a significant factor of about 11 tourists for every inhabitant in the Bahamas, 8 in Aruba, 7 in Antigua and Barbuda and 5 in Dominica, and around 4 for a sample of eleven countries.One of the main challenges for a number of Caribbean islands is how to capitalize on such linkages by developing sustainable tourism that minimizes the possible adverse impacts on the environment and the everyday life of the citizens.

Research on policies and institutions to support small and medium scale enterprise in the Caribbean: Trinidad adn Tobago report

The Government of Trinidad and Tobago continues to provide support to SMEs in order to enhance their international competitiveness. The increasing effects of globalization and the reality of several trade agreements require that local businesses attain and maintain a level of competitiveness which ensures their continued survival and growth. This report examines in detail the policy environment within which these enterprises operate. It also examines the role of the key implementing agencies such as the BDC and NEDCO for government’s policy on the sector and also the role of the respective line ministries. These organizations strive to deliver value added technical, financial and export promotion services to its clients on a subsidised basis. The services offered reflect five key business areas such as financing, training, technical assistance, trade assistance, business re-engineering, project management and export promotion. In the case of the BDC its services target six sectors: food and beverage, metal processing, leisure marine, including yachting, information and communication technology/electronics, printing and packaging and entertainment. These said sectors are identified by the government, on the basis of a study which was done by TIDCO, for the promotion of a cluster development strategy. In the case of NEDCO it targets the following sectors: art and craft, food and beverages, fashion and fashion accessories, culture and ecotourism, bed and breakfast operations, indigenous entertainment and light manufacturing.

Artemídia preferente: fenômeno jogar & ler nas histórias em quadrinhos interativas (HQI) com os games de RPG

This artistic-scientific process aims to innovate the concept of Interactive Comics by adding them into the concept of RPG games and Single-Adventures. To make it properly done, there will be some issues about Interactivity, history of the Comic Strip and Mangas, and their techniques of use. Also, there will be other issues involving Electronic Comics and Interactive Comics, in addition to the concept of the RPG games and Single-Adventures, so that the reader of this paper could understand the practical result of every issue combined into one. The identification of these issues is made from a bibliographic and iconographic research, and it will also be displayed throughout the content. Some decisions will be thrown along this paper for the reader to decide and, therefore, understand the Interactivity process in a better way. The combined issues’ result will be presented in my interactive website, http://a3studios.com.br/iss/home (address not final) or http://amstarproductions.net (final address), where the readers will have to experience the “Play&Read” phenomenon. Furthermore, this work is inserted in the line of the research Artistic Processes and Procedures of the Department of Fine Arts from the Art Institute of UNESP, whose methodology used was the Freinet Educational Cybernetics, developed in the research group Media Arts and Videoclip leaded by the leading advisor for this Final Course Work. The result and discussion of artistic and scientific research were reported in monographs such as this that I present, with the following versions: PDF version for dissemination in the virtual repository of the Institute of Arts’ Library; hardcover version for physical collection at the Library of Institute of Arts; The Printed Version for the board of examiners; and an appropriated template version for submission to International Scientific Congress in the area of Arts.

Gamificação aplicada à produção de roteiro para audiovisual educativo interativo

Pós-graduação em Televisão Digital: Informação e Conhecimento - FAAC

High blood pressure and sedentary behavior in adolescents are associated even after controlling for confounding factors

The aim of this study was to determine whether high blood pressure (HBP) is associated with sedentary behavior in young people even after controlling for potential confounders (gender, age, socioeconomic level, tobacco, alcohol, obesity and physical activity). In this epidemiological study, 1231 adolescents were evaluated. Blood pressure was measured with an oscillometric device and waist circumference with an inextensible tape. Sedentary behavior (watching television, computer use and playing video games) and physical activity were assessed by a questionnaire. We used mean and standard deviation to describe the statistical analysis, and the association between HBP and sedentary behavior was assessed by the chi-squared test. Binary logistic regression was used to observe the magnitude of association and cluster analyses (sedentary behavior and abdominal obesity; sedentary behavior and physical inactivity). HBP was associated with sedentary behaviors [odds ratio (OR) = 2.21, 95% confidence interval (CI) = 1.41-3.96], even after controlling for various confounders (OR = 1.68, CI = 1.03-2.75). In cluster analysis the combination of sedentary behavior and elevated abdominal obesity contributed significantly to an increased likelihood of having HBP (OR = 13.51, CI 7.21-23.97). Sedentary behavior was associated with HBP, and excess fat in the abdominal region contributed to the modulation of this association.

Gamificação: modelagem de conteúdos para programas e aplicativos educativos no ambiente da TV digital interativa

With the deployment of Digital TV in Brazil, there is a need to foment the development and production of interactive audiovisual quality content, especially for programs that present educational messages from the entertainment concept - defined as Edutertainment. The objective of this study is to propose application of the gamification as a link of communication to encourage and modify user behavior, through a narrative that encourages intrinsic motivation for learning and entertainment in this media. This paper points out that there are few models of screenplays for applications production, particularly educational, with simultaneous interactive applications for television flow or complementary programming content offered. For this reason, a special attention is given to the screenplay, by virtue of inserting in its construction, the elements that make up the mechanics and dynamics of games. As a result, is shown the entry "Gamification-iDTV", which defines these two scenarios, as well as the development of a modeling methodology of a content and process, supported by conceptual maps, wireframes and roadmaps, substantiating the conception and elaboration of screenplay's prototype with elements of gamification for educational programs and its interaction applications.

Crime, Mass Media and the General Public in Lithuania

The project investigated the presentation of crime in the Lithuanian media and its possible impact on the general public's understanding of crime-related problems in society. Dobryninas concentrated on three main aspects of this problem: the development of the image of crime in the Lithuanian press and television, journalists' principles in presenting crime-related information, and the public attitude to the presentation of crime in the media. A content analysis of national newspapers from the period of 1992-1997 showed not only increasing interest in crime problems, but also the distorted nature of the image of crime in the media. In-depth interviews with Lithuanian journalists demonstrated that they understood their role in presenting crime-related information firstly as providing information oriented to high public demand, although at the same time they did not deny the commercial and entertainment aspects of crime reporting. Readership and audience research illustrated the clear influence of the media on the public understanding of crime problems in society. However, the virtual image of crime did not greatly affect the system of values and beliefs of Lithuanians, nor did it challenge their insistence that problems of crime could and should be managed within the framework of a civil and open society.

Videogames and Aggression in Teenagers

Victor Sazonov (Russia). Video Games and Aggression in Teenagers. Mr. Sazonov works as a psychologist at the Obninsk Linguistic College and worked on this research from July 1996 to June 1997. Mr. Sazonov conducted a survey of 200 tenth and eleventh graders in Moscow (94 boys and 106 girls), in which they were asked to estimate the total amount of time they spent playing video games each week and which games were the most popular. Aggression was also assessed using two measures, the first dealing with manifest physical aggression and the second with aggressive behavioural delinquency. The data collected showed that 62% of teenagers spend at least one hour a week playing video games, with 10% spending over seven hours on them. Girls tended to play less than boys (1.6 and 2.8 hours on average respectively). Eight of the ten most popular games require the player to perform acts of a violent nature. Boys also scored higher on the index of aggressive behavioural delinquency, with a mean of 7.0 compared to 4.6 for girls. The results of the correlation analysis between time spent playing video games and measures of aggression were mixed. No relation was found between manifest physical aggression and time spent on the games, although in the case of aggressive behavioural delinquency the link was significant, which seems to indicate that aggressive teenagers spend more time playing video games. While the lack of significant correlations between violent games and aggression suggest that video games may not in fact be as great a menace as their critics suggest, Mr. Sazonov admits that these findings may be influenced by the high number of teenagers who do not play games at all or play relatively little. He also suggests that the abstract nature of the violence in games (often directed against aliens or spaceships) may make it less of a risk than the more realistic violence seen on television. In summary, however, he concludes that his results provide more support for the theories saying that violent video games provide a stimulus to violent action, than for those which suggest that they may help defuse violent tendencies.

Theory and Practice: A Matter of Words. Language, Knowledge and Professional Community in Social Work

The relation between theory and practice in social work has always been controversial. Recently, many have underlined how language is crucial in order to capture how knowledge is used in practice. This article introduces a language perspective to the issue, rooted in the ‘strong programme’ in the sociology of knowledge and in Wittgenstein’s late work. According to this perspective, the meaning of categories and concepts corresponds to the use that concrete actors make of them as a result of on-going negotiation processes in specific contexts. Meanings may vary dramatically across social groups moved by different interests and holding different cultures. Accordingly, we may reformulate the issue of theory and practice in terms of the connections between different language games and power relationship between segments of the professional community. In this view, the point is anyway to look at how theoretical language relates to practitioners’ broader frames, and how it is transformed while providing words for making sense of experience.