Second Life

Second Life is a virtual online user-defined society where users can build houses, businesses, and pretty much anything for their avatars, in addition to buying and selling their creations with real-life currency. The first person person to make 1 million real US $$$ from Second Life was—you guessed it—a real estate developer. What about you?

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Naturally, I spend a lot of time playing video games and visiting websites that use avatars. I think of them as digital characters, that are human-like, but not necessarily reflective of what I think real people should look like. Aside from cracking a few jokes about the impossible curves of video game vixens - I mean, the Fantastic Four game even put Jessica Alba's body to shame - and the built-in stereotyping, I hardly ever pay attention to avatars.

What's interesting though, is the fact that a recent study showed that androgynous digital personas, ie avatars, are perceived as less trustworthy than ones that are clearly either male or female. It makes me wonder if people honestly find the need to assign gender roles to digital images, or if people are just more accustomed to the exaggerated gender stereotypes that seem to be perpetuated online. According to New Scientist Tech, people typically extend this impression to the person behind the avatar too - meaning avatar design and behavior may have a range of unforeseen psychological influences and that such virtual personas need to be carefully designed to make the right impression.

The issue of trust and personality perception is especially intriguing when you think about the number of people that spend a great deal of time in 3D virtual worlds like Second Life and end up creating avatars to represent themselves and later make virtual friends. Still, not "trusting" an avatar because it's androgynous seems bizarre. Everyone trusts David Bowie, right?
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For those of you who only take light doses of geekdom let me explain: Second Life is a 3-D virtual world that's built and owned by its residents. It opened to the public in 2003, but is now inhabited by more than 6,240,591 people from around the globe, who create avatars of themselves, buy land, spend money, go shopping and do all the other things you might do in the non-virtual world. "From the moment you enter the World you'll discover a vast digital continent, teeming with people, entertainment, experiences and opportunity," says the Second Life website. "Once you've explored a bit, perhaps you'll find a perfect parcel of land to build your house or business."

Currently, the phenomenon is filled with high profile appearances and a rapidly expanding list of residents - last summer Suzanne Vega became the first major recording artist to perform live in Second Life avatar form, American Apparel opened a virtual store, and L'Oreal Paris even held a Miss Second Life beauty contest. It's also home to some controversy. Last week, a ginormous media circus occured after a German TV station alleged there was child pornography in the community. According to reports, the claims were found to be inaccurate (the accused man was 54 and the woman was 27), but nonetheless, the community is back in the public eye.