Metaverse Platformlarında Kullanımlar ve Kişilerarası İletişim: Decentraland’e Yönelik Bir Netnografi Araştırması

Bahar Kayıhan

doi:10.16878/gsuilet.1494796

TR FR EN

Metaverse Platformlarında Kullanımlar ve Kişilerarası İletişim: Decentraland’e Yönelik Bir Netnografi Araştırması

Öz

Çalışma kapsamında merkeziyetsiz bir metaverse platformu olan Decentraland içerisindeki kullanımları ve kişilerarası iletişimi açığa çıkarmak amaçlanmaktadır. Bunun için, topluluklar ile ilgili öncül kuramlardan ve özellikle Rainie ve Wellman’ın Ağa Bağlı Bireycilik Kuramı’ndan yola çıkılmıştır. Sanal topluluğu incelemek için netnografi yöntemi kullanılarak Decentraland içerisinde iki ay boyunca katılımcı gözlem ve derinlemesine görüşmeler gerçekleştirilmiştir. Sonuç olarak, Decentraland’in sınıflı toplum yapısını pekiştirdiği, güç ilişkilerinin mevcut olduğu ve kullanıcıların temel olarak eğlence ve tüketim amacıyla platformu kullandıkları açığa çıkmıştır. Ayrıca, burada kurulan çevrimiçi ilişkilerin yüz yüze iletişimin yerini almaktan ziyade onu tamamladığı, Decentraland’in hem maddi hem de duygusal kişisel destek sağlayan bir ağ olduğu, kullanıcıların platforma ortak ilgi alanları ve değerler temelinde katıldığı, ancak ilişkilerin akışkan olduğu anlaşılmıştır. Decentraland’in teknik altyapısının kişilerarası iletişim problemlerine neden olduğu da görülmüştür.

Anahtar Kelimeler

Usages et Communication Interpersonnelle dans Les Plateformes du Métavers : Une Etude de Netnographie de Decentraland'

Öz

L’étude vise à révéler les usages et la communication interpersonnelle au sein de Decentraland, une plateforme de métavers décentralisée. Pour ce faire, elle s'appuie sur les théories de la communauté, en particulier la théorie de l'individualisme en réseau de Rainie et Wellman. Pour étudier la communauté virtuelle, deux mois d'observation participante et d'entretiens approfondis ont été menés au sein de Decentraland à l'aide de la netnographie. Les résultats ont montré que Decentraland renforce la structure de la société de classes, que les relations de pouvoir sont présentes et que les utilisateurs se servent principalement de la plateforme pour se divertir et consommer. Il a également été constaté que les relations en ligne établies ici complètent plutôt qu'elles ne remplacent la communication en face-à-face, que Decentraland est un réseau qui fournit un soutien personnel à la fois matériel et émotionnel, que les utilisateurs rejoignent la plateforme sur la base d'intérêts et de valeurs partagés, mais que les relations sont fluides. Il a également été observé que l'infrastructure technique de Decentraland était à l'origine de problèmes de communication interpersonnelle.

Anahtar Kelimeler

Uses and Interpersonal Communication in Metaverse Platforms: A Netnography Study of Decentraland

Abstract

The study aims to reveal the uses and interpersonal communication within Decentraland, a decentralized metaverse platform. In order to do so, the study draws on theories of community, particularly Rainie and Wellman's theory of networked individualism. To study the virtual community, two months of participant observation and in-depth interviews were conducted within Decentraland using netnography. The results showed that Decentraland reinforces the structure of class society, that power relations are present and that users use the platform mainly for entertainment and consumption. It was also found that the online relationships established here complement rather than replace face-to-face communication, that Decentraland is a network that provides both material and emotional personal support, that users join the platform on the basis of shared interests and values, but that relationships are fluid. It was also observed that the technical infrastructure of Decentraland caused interpersonal communication problems.

Keywords

References

“Decentraland Yaş Derecelendirmesi ve Olay Yeri Raporlaması”, https://docs.decentraland.org/player/general/in-world-features/age-rating-scene-reporting/ Erişim tarihi: 10.05.2024 12:30.
Ardichvili, A., Maurer, M., Li, W., Wentling, T., & Stuedemann, R. (2006). Cultural influences on knowledge sharing through online communities of practice. Journal of knowledge management, 10(1), 94-107.
Ball, M. (2022). The metaverse: and how it will revolutionize everything. Liveright Publishing.
Barrera, K. G., & Shah, D. (2023). Marketing in the Metaverse: Conceptual understanding, framework, and research agenda. Journal of Business Research, 155, 113420.
Buana, I. M. W. (2023). Metaverse: Threat or opportunity for our social world? In understanding metaverse on sociological context. Journal of Metaverse, 3(1), 28-33.
Buhalis, D., Leung, D., & Lin, M. (2023). Metaverse as a disruptive technology revolutionising tourism management and marketing. Tourism Management, 97, 104724.
Castells, M. (1996/2010). The Rise of the Network Society. Wiley-Blackwell.
Chen, Y., Cheng, H. K., Liu, Y., Pu, J., Qiu, L., & Wang, N. (2022). Knowledge‐sharing ties and equivalence in corporate online communities: A novel source to understand voluntary turnover. Production and Operations Management, 31(10), 3896-3913.

DAO delegates, https://decentraland.org/governance/) Erişim tarihi: 10.05.2024
DAO User Guide, https://docs.decentraland.org/player/general/dao/dao-userguide/#voting-power Erişim tarihi: 07.05.2024 11:30.
Dionisio, J. D. N., Iii, W. G. B., & Gilbert, R. (2013). 3D virtual worlds and the metaverse: Current status and future possibilities. ACM Computing Surveys (CSUR), 45(3), 1-38.
Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., ... & Wamba, S. F. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542.
Fayard, A. L., & DeSanctis, G. (2005). Evolution of an online forum for knowledge management professionals: A language game analysis. Journal of Computer-Mediated Communication, 10(4), JCMC1045.
Feng, Y. (2023). Media Ethics in the Digital World: Emerging Technology Concerns and Covid-19 Lessons. Journal of Media Ethics, 38(1), 60-63.
Ferreira, J. J., Fernandes, C., Veiga, P. M., & Rammal, H. G. (2023). Ethics and the dark side of online communities: mapping the field and a research agenda. Information Systems and e-Business Management, 1-25.
Ganley, D., & Lampe, C. (2009). The ties that bind: Social network principles in online communities. Decision support systems, 47(3), 266-274.
Gompers, P., Ishii J. & Metrick, A. (2004). Incentives Vs. Control: An Analysis of U.S. Dual-Class Companies. Nber Workıng Paper Series. Working Paper 10240. https://www.nber.org/system/files/working_papers/w10240/w10240.pdf Erişim tarihi: 07.05.2024
Guo, Y., Yu, T., Wu, J., Wang, Y., Wan, S., Zheng, J., ... & Dai, Q. (2022). Artificial intelligence for metaverse: a framework. CAAI Artificial Intelligence Research, 1(1).
Güven, İ., & Ercan, T. (2022). Determining Factors of Virtual Land Value: The Case of Decentraland. International Technology and Design Symposium.
Hagel J. & Armstrong AG. (1997). Net gain. Boston, MA: Harvard Business School Press.
Hiltz, S. R., & Turoff, M. (1978). The network nation: Human communication via computer. New York: Addison-Wesley.
Hwang, G. J., & Chien, S. Y. (2022). Definition, roles, and potential research issues of the metaverse in education: An artificial intelligence perspective. Computers and Education: Artificial Intelligence, 3, 100082.
Hwang, S., & Foote, J. D. (2021). Why do people participate in small online communities?. Proceedings of the ACM on Human-Computer Interaction, 5(CSCW2), 1-25.
Jones, Q., Ravid, G., & Rafaeli, S. (2004). Information overload and the message dynamics of online interaction spaces: A theoretical model and empirical exploration. Information systems research, 15(2), 194-210.
Jones, S. (1995). Cybersociety: computer-mediated communication and community. London: Sage.
Kavanaugh, A., Reese, D. D., Carroll, J. M., & Rosson, M. B. (2003). Weak ties in networked communities. In Communities and Technologies: Proceedings of the First International Conference on Communities and Technologies; C&T 2003 (pp. 265-286). Springer Netherlands.
Kayıhan, B. (2023). Metaverse Platformlarında Sanat: Zihnin Nihai Tuvali mi Yoksa Auranın Sonsuz Yitimi mi? Yeni Medya, (15), 337-350.
Kim, D. J., Salvacion, M., Salehan, M., & Kim, D. W. (2023). An empirical study of community cohesiveness, community attachment, and their roles in virtual community participation. European Journal of Information Systems, 32(3), 573-600.
Kim, J. (2021). Advertising in the metaverse: Research agenda. Journal of Interactive Advertising, 21(3), 141-144.
Koohang, A., Nord, J. H., Ooi, K. B., Tan, G. W. H., Al-Emran, M., Aw, E. C. X., ... & Wong, L. W. (2023). Shaping the metaverse into reality: a holistic multidisciplinary understanding of opportunities, challenges, and avenues for future investigation. Journal of Computer Information Systems, 63(3), 735-765.
Kozinets, R. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39, 61–72. https://doi.org/10.1509/jmkr.39.1.61.18935
Kozinets, R. V. (2010/2015). Netnography: Redefined: Sage Publications.
Kozinets, R. V. (2015). Netnography. Chichester, UK: JohnWiley&Sons.
Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of marketing, 74(2), 71-89.
Kye, B., Han, N., Kim, E., Park, Y., & Jo, S. (2021). Educational applications of metaverse: possibilities and limitations. Journal of educational evaluation for health professions, 18.
Lazar J. & Preece J. (1998). Classification schema for online communities. In: Proceedings of the 1998 Association for Information Systems Conference.
Lee, L. H., Braud, T., Zhou, P., Wang, L., Xu, D., Lin, Z., ... & Hui, P. (2021). All one needs to know about metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda. arXiv preprint arXiv:2110.05352.
Lin, H., Wan, S., Gan, W., Chen, J., & Chao, H. C. (2022, December). Metaverse in education: Vision, opportunities, and challenges. In 2022 IEEE International Conference on Big Data (Big Data) (pp. 2857-2866). IEEE.
Malinen, S. (2015). Understanding user participation in online communities: A systematic literature review of empirical studies. Computers in human behavior, 46, 228-238.
Moneta, A. (2020). Architecture, heritage, and the metaverse. Traditional Dwellings and Settlements Review, 32(1), 37-49.
Moran, E., & Gossieaux, F. (2010). Marketing in a hyper-social world: The tribalization of business study and characteristics of successful online communities. Journal of Advertising Research, 50(3), 232-239.
Mustafa, S., & Zhang, W. (2024). Why do I share? Participants’ personality traits and online participation. International Journal of Human–Computer Interaction, 40(14), 3763-3781.
Narin, N. G. (2021). A content analysis of the metaverse articles. Journal of Metaverse, 1(1), 17-24.
Ning, H., Wang, H., Lin, Y., Wang, W., Dhelim, S., Farha, F., ... & Daneshmand, M. (2023). A survey on the metaverse: The state-of-the-art, technologies, applications, and challenges. IEEE Internet of Things Journal.
Noar, A. P., Jeffery, H. E., Subbiah Ponniah, H., & Jaffer, U. (2023). The aims and effectiveness of communities of practice in healthcare: A systematic review. Plos one, 18(10), e0292343.
Poole, M. J. (2023). Developing online communities of practice in preservice teacher education. In Computer Support for Collaborative Learning (pp. 579-580). Routledge.
Prakash, A., Haque, A., Islam, F., & Sonal, D. (2023). Exploring the Potential of Metaverse for Higher Education: Opportunities, Challenges, and Implications. Metaverse Basic and Applied Research, 2, 40-40.
Preece, J. (2000). Online communities: Designing usability and supporting socialbilty. John Wiley & Sons, Inc.
Rainie, L & Wellman, B. (2012) Networked: The New Social Operating System. MIT Press.
Rheingold, H. (1993). The virtual community: Homesteading on the Electronic Frontier. Perseus Books.
Rodgers, S., & Chen, Q. (2005). Internet community group participation: Psychosocial benefits for women with breast cancer. Journal of Computer-Mediated Communication, 10(4), JCMC1047.
Ruoyu, Z. H. A. O., Zhang, Y., Youwen, Z. H. U., Rushi, L. A. N., & Zhongyun, H. U. A. (2022). Metaverse: Security and privacy concerns. Journal of Metaverse, 3(2), 93-99.
Sanchez-Acedo, A., Carbonell-Alcocer, A., Gertrudix, M., & Rubio-Tamayo, J. L. (2023). Metaverse and Extended Realities in Immersive Journalism: A Systematic Literature Review. Multimodal Technologies and Interaction, 7(10), 96.
Sharratt, M., & Usoro, A. (2003). Understanding knowledge-sharing in online communities of Practice. Electronic Journal of Knowledge Management, 1(2), pp18-27.
Shen, B., Tan, W., Guo, J., Zhao, L., & Qin, P. (2021). How to promote user purchase in metaverse? A systematic literature review on consumer behavior research and virtual commerce application design. Applied Sciences, 11(23), 11087.
Simmel, G. (1903/1995). “The Metropolis and Mental Life”. Metropolis Center and Symbol of Our Times. Ed. Philip Kasinitz. New York University Press.
Stephenson, N. (1992/1994). Snow Crash. United Kingdom: Penguin Books Limited.
Tönnies, F. (2001). Tönnies: Community and Civil Society. Edited by Harris, J. and Hollis, M. Cambridge: University Press.
Usmani, S. S., Sharath, M., & Mehendale, M. (2022). Future of mental health in the metaverse. General Psychiatry, 35(4).
Valos, M. J., Turner, P., Scheepers, H., & Stockdale, R. (2018). Integrating online communities within business-to-business marketing communications: an exploratory study. Journal of Marketing Communications, 24(5), 450-468.
Wang, G., Badal, A., Jia, X., Maltz, J. S., Mueller, K., Myers, K. J., ... & Zeng, R. (2022a). Development of metaverse for intelligent healthcare. Nature Machine Intelligence, 4(11), 922-929.
Wang, Y., Su, Z., Zhang, N., Xing, R., Liu, D., Luan, T. H., & Shen, X. (2022b). A survey on metaverse: Fundamentals, security, and privacy. IEEE Communications Surveys & Tutorials, 25(1), 319-352.
Wasko, M. M., & Faraj, S. (2005). Why should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS quarterly, 35-57.
Wellman, B. (1979). The Community Question: The Intimate Networks of East Yorkers. American Journal of Sociology, 84, 1201 - 1231.
Wellman, B. (2001). Physical place and cyberplace: The rise of personalized networking. International journal of urban and regional research, 25(2), 227-252.
Xu, M., Ng, W. C., Lim, W. Y. B., Kang, J., Xiong, Z., Niyato, D., ... & Miao, C. (2022). A full dive into realizing the edge-enabled metaverse: Visions, enabling technologies, and challenges. IEEE Communications Surveys & Tutorials, 25(1), 656-700.
Yencha, C. (2023). Spatial heterogeneity and non-fungible token sales: Evidence from Decentraland LAND sales. Finance Research Letters, 58, 103628.
Zamiri, M., & Esmaeili, A. (2024). Methods and technologies for supporting knowledge sharing within learning communities: A systematic literature review. Administrative Sciences, 14(1), 17.
Zhao, Y., Jiang, J., Chen, Y., Liu, R., Yang, Y., Xue, X., & Chen, S. (2022). Metaverse: Perspectives from graphics, interactions and visualization. Visual Informatics, 6(1), 56-67.

Details

Primary Language

Turkish

Subjects

Communication Studies , New Media

Journal Section

Research Article

Authors

Bahar Kayıhan ^*
0000-0001-5196-4350
Türkiye

Publication Date

December 29, 2024

Submission Date

June 28, 2024

Acceptance Date

December 18, 2024

Published in Issue

Year 2024 Number: 41

DOI

https://doi.org/10.16878/gsuilet.1494796

IZ

https://izlik.org/JA74PJ82UG

Cite

RIS / Bibtex

APA

Kayıhan, B. (2024). Metaverse Platformlarında Kullanımlar ve Kişilerarası İletişim: Decentraland’e Yönelik Bir Netnografi Araştırması. Galatasaray Üniversitesi İletişim Dergisi, 41, 46-75. https://doi.org/10.16878/gsuilet.1494796