Participant-Observation as a Method for Analyzing Avatar Design in User-Generated Virtual Worlds

This chapter explores the epistemological, and ethical boundaries of the application of a participant-observer methodology for analyzing avatar design in user-generated virtual worlds. We describe why Second Life was selected as the preferred platform for studying the fundamental design properties of avatars in a situated manner. We will situate the specific case study within the broader context of ethnographic qualitative research methodologies, particularly focusing on what it means to live – and role-play - within the context that one is studying, or to facilitate prolonged engagement in order to have the research results accepted as trustworthy or credible (Lincoln & Guba, 1985). This chapter describes a case study where researchers can extract methods and techniques for studying “in-world” workshops and focus groups. Our speculations and research questions drawn from a close analysis of this case study will illuminate the possible limitations of applying similar hybrid iterations of participation-observation tactics and translations of disciplinary frameworks into the study of user-generated content for future virtual world communities. Finally, we will review the broader epistemological and ethical issues related to the role of the participant-observation researcher in the study of virtual worlds.