Cover

pdf iconDownload PDF

pp. 1-2

Title Page, Copyright

pdf iconDownload PDF

pp. 3-8

CONTENTS

pdf iconDownload PDF

pp. vii-10

read more

ACKNOWLEDGMENTS

pdf iconDownload PDF

pp. ix-x

In the course of this project I have relied on the good graces, brilliance, and support of many people. First, I want to express my appreciation to Linden Lab, for being willing to let an anthropologist cross into their domain of synthesis and world creation. In an industry only...

read more

INTRODUCTION: A DEVELOPER’S-EYE VIEW

pdf iconDownload PDF

pp. 1-16

I am standing in front of a whiteboard—the dry-erase boards seemingly ubiquitous in high tech company offices—looking at a drawing that offers a bird’s-eye view of Santorini on a letter-sized color printout taped to the board. At least I think this is Santorini, a picturesque...

read more

1. THE PRODUCT

pdf iconDownload PDF

pp. 17-45

Sitting at a free desk in Linden Lab’s Second Street offices, I have just finished some work on my avatar, ending up with some slightly spiky red hair that I like and a frame more human than superhuman (though perhaps a touch more trim than my own). A Linden on the QA...

read more

2. TOOLS OF THE GODS

pdf iconDownload PDF

pp. 46-78

It is Friday lunchtime at Linden Lab in mid-2005, and everyone is filing into the kitchen area to partake of the company-provided weekly lunch, an occasion frequently cited by Lindens as a key site for generating company solidarity. This sense of belonging is accomplished, they...

read more

3. KNOWING THE GAMER FROM THE GAME

pdf iconDownload PDF

pp. 79-106

The day wears on at Linden Lab’s Second Street office in March 2005. As five o’clock approaches, I see a developer here, a marketing person there, start to gather personal possessions and head home for the day. But the room is still mostly full as the first shout rings...

read more

4. THE BIRTH OF THE COOL

pdf iconDownload PDF

pp. 107-124

I received my eye-in-hand pendant, attached to a thin, black leather cord, during a visit to Linden Lab in the late spring of 2005. It is, in essence, the logo for Second Life turned into a wearable symbol of connection to Second Life. I had already noticed the pendants around...

read more

5. PRECARIOUS AUTHORITY

pdf iconDownload PDF

pp. 125-134

The distinction I have highlighted between those who contrive a system and those invited to be creative within it marks a number of business efforts in the context of Internet connectivity and the rise of “user-generated content.” In 2007 in Second Life, Coca-Cola announced...

read more

APPENDIX A. THE TAO OF LINDEN

pdf iconDownload PDF

pp. 135-138

On Linden Lab’s Web site (http://lindenlab.com/about/tao) there is a statement of the company's approach to work (its mission and culture). This was cited by Lindens as a pretty good approximation of how they did things (meaning that it is at least a good approximation of how...

read more

APPENDIX B. THE MISSION OF LINDEN LAB

pdf iconDownload PDF

pp. 139-143

The statement below was posted by Philip Rosedale (under his Second Life name Philip Linden) to the official Second Life blog (http://blog.secondlife com) on Monday, November 6, 2006. It had prompted 196 comments in response as of March 1, 2008. The main post is reprinted...

NOTES

pdf iconDownload PDF

pp. 145-150

BIBLIOGRAPHY

pdf iconDownload PDF

pp. 151-157

INDEX

pdf iconDownload PDF

pp. 159-165