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Making Virtual Worlds
The past decade has seen phenomenal growth in the development and use of virtual worlds. In one of the most notable, Second Life, millions of people have created online avatars in order to play games, take classes, socialize, and conduct business transactions. Second Life offers a gathering point and the tools for people to create a new world online.
Too often neglected in popular and scholarly accounts of such groundbreaking new environments is the simple truth that, of necessity, such virtual worlds emerge from physical workplaces marked by negotiation, creation, and constant change. Thomas Malaby spent a year at Linden Lab, the real-world home of Second Life, observing those who develop and profit from the sprawling, self-generating system they have created.
Some of the challenges created by Second Life for its developers were of a very traditional nature, such as how to cope with a business that is growing more quickly than existing staff can handle. Others are seemingly new: How, for instance, does one regulate something that is supposed to run on its own? Is it possible simply to create a space for people to use and then not govern its use? Can one apply these same free-range/free-market principles to the office environment in which the game is produced? \"Lindens\"-as the Linden Lab employees call themselves-found that their efforts to prompt user behavior of one sort or another were fraught with complexities, as a number of ongoing processes collided with their own interventions.
InMaking Virtual Worlds, Malaby thoughtfully describes the world of Linden Lab and the challenges faced while he was conducting his in-depth ethnographic research there. He shows how the workers of a very young but quickly growing company were themselves caught up in ideas about technology, games, and organizations, and struggled to manage not only their virtual world but also themselves in a nonhierarchical fashion. In exploring the practices the Lindens employed, he questions what was at stake in their virtual world, what a game really is (and how people participate), and the role of the unexpected in a product like Second Life and an organization like Linden Lab.
eBook
Practical Ethnography
Ethnography is an increasingly important research method in the private sector, yet ethnographic literature continues to focus on an academic audience. Sam Ladner fills the gap by advancing rigorous ethnographic practice that is tailored to corporate settings where colleagues are not steeped in social theory, research time lines may be days rather than months or years, and research sponsors expect actionable outcomes and recommendations. Ladner provides step-by-step guidance at every turn--covering core methods, research design, using the latest mobile and digital technologies, project and client management, ethics, reporting, and translating your findings into business strategies. This book is the perfect resource for private-sector researchers, designers, and managers seeking robust ethnographic tools or academic researchers hoping to conduct research in corporate settings. More information on the book is available at http://www.practicalethnography.com/
eBook
Chinese Labor in a Korean Factory
Chinese Labor in a Korean Factorydraws on fieldwork in a multinational corporation (MNC) in Qingdao, China, and delves deep into the power dynamics at play between Korean management, Chinese migrant workers, local-level Chinese government officials, and Chinese local gangs. Anthropologist Jaesok Kim examines how governments, to attract MNCs, relinquish parts of their legal rights over these entities, while MNCs also give up portions of their rights as proxies of global capitalism by complying with local government guidelines to ensure infrastructure and cheap labor. This ethnography demonstrates how a particular MNC struggled with the pressure to be increasingly profitable while negotiating the clash of Korean and Chinese cultures, traditions, and classes on the factory floor of a garment corporation.
Chinese Labor in a Korean Factory pays particular attention to common features of post-socialist countries. By analyzing the contentious collaboration between foreign management, factory workers, government officials, and gangs, this study contributes not only to the research on the politics of resistance but also to how global and local forces interact in concrete and surprising ways.
eBook
The World of Wal-Mart
This book demonstrates the usefulness of anthropological concepts by taking a critical look at Wal-Mart and the American Dream. Rather than singling Wal-Mart out for criticism, the authors treat it as a product of a socio-political order that it also helps to shape. The book attributes Wal-Mart's success to the failure of American (and global) society to make the Dream available to everyone. It shows how decades of neoliberal economic policies have exposed contradictions at the heart of the Dream, creating an opening for Wal-Mart. The company's success has generated a host of negative externalities, however, fueling popular ambivalence and organized opposition.
The book also describes the strategies that Wal-Mart uses to maintain legitimacy, fend off unions, enter new markets, and cultivate an aura of benevolence and ordinariness, despite these externalities. It focuses on Wal-Mart's efforts to forge symbolic and affective inclusion, and their self-promotion as a free market solution to social problems of poverty, inequality, and environmental destruction. Finally, the book contrasts the conceptions of freedom and human rights that underlie Wal-Mart's business model to the alternative visions of freedom forwarded by their critics.
eBook
From the Ethnographic Turn to New Forms of Organizational Ethnography
This special issue of the Journal of Organizational Ethnography showcases some of recent ethnographies that reflect variety, in terms of methodology as well as context. Here are six very different contributions to novelty in organizational ethnography: from multi-site, video-based ethnographies that rely on inputs from team members across the globe to desk-based nethnographies, from explorations of space to those of emotions, and from studies of single organizations to those of entire fields. The variety is tantalizing, as is the dedication of these scholars to their method or subject of choice.
eBook