When we think about the internet, we think about getting information about various topics. For my family, this can range from the historical background of food recipes (Dad) to learning about brain worms for her neuroscience textbook (Mom) to looking online for latest fashions (Kristin) and new Anime art (Karla). However, what about research? Can researchers use the internet into their studies? Well, of course!
Reseachers are using the Internet to look at how people interact and network with each other on various sites. The sites in particular that researchers are interested in are the virtual reality web sites like Second Life and World of Warcraft. Thomas Dietz, a researcher at Michigan State University, said that the focus of the research being conducted online is “not simply about who’s connected to whom on Facebook or Twitter, but who’s doing research with whom in the real world. It’s using the virtual world to identify things that are going on in the real world rather than using the virtual world simply to look at the virtual world” (“Internet emerges as social research tool,” para. 6).
In other words, to fully understand the meaning of the internet and other social media tools, researchers have to be embedded into the phenomenon. This means that not only are they supposed to look online at these various sites, but they have to use them themselves and have their own Facebook, Twitter, blog, and web site accounts. Social media and other Internet resources are changing how researchers get their information as well as how they conduct their studies. Researchers have to keep up with the latest technologies people use to communicate with each other and be aware of these new online communities.
For example, for public relations professionals– having an insight into the culture and network structure of these virtual reality communities would be facinating. Plus, if someone was representing a brand that may be targeting these particular groups of individuals (ex. World of Warcraft users and HP computers for example), researchers could emerge themselves into the online culture and ask these individuals feedback on what they want out of a computer system, what they are looking for exactly, who they trust in terms of where they get their information from (key influencers), and if they had any suggestions or comments. In other words, social media and the internet allow researchers a way to connect with specific target groups and analyze how they communicate with each other and get their information.
I actually have played World of Warcraft before, and it is indeed quite an experience to witness. For example, it appears that these players do have these “online personas” and people recognize them as these individuals, but they are very careful on the information that they share about their real identity with each otehr. Plus, managing your online reputation on these virtual reality sites is crucial, because if people think that you are a bad player or not playing fairly– they will let their friends know and get the world out online via chat through the game. It is indeed an interesting thing to witness from a PR perspective and see how certain “players” are key influencers and determine which individuals are good players and which ones are not. Plus, it is interesting to see what people talk about online with each other– if they know each other very well– they talk about what is going on in their businesses, upcoming events, etc. It is a very interactive environment for communication.
It is a dynamic time for researcher since technology is rapidly changing, but it is also a great opportunity to observe a change in how people interact with each other. There are a numerous research possibilities out there, and it is all very exciting. 🙂
Hope you all are having a great day!
Best Wishes,
Karen
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