When Protests go Virtual: How Organizing Social Protest in Virtual Worlds Changes the Nature of Organizing

摘要: In this paper, we introduce a case study of social protest that has occurred in the virtual world Second Life. This is labor strike against IBM by Italian employees and large European union. We begin with identifying four key elements organizing process: Identifying Supporters, Organizing Establishing Hierarchy, Getting Word Out, Building Solidarity/Establishing Social Networks. Next, briefly examine how non-virtual technologies have changed process. Finally, present our data illustrate moving to fully environment changes conclude asserting three aspects fundamentally change organizing: entertainment, costs, culture.