CarrieLynn D. Reinhard

Comparing situated sense-making processes in virtual worlds: Application of Dervin’s Sense-Making Methodology to media reception situations

What happens when a person engages with a virtual world? Are there unique processes of engagings that occur? One approach to understanding how a person makes sense of a virtual world is to compare the engaging processes with other media technologies, focusing on situated performative and interpretive sense-makings. This article reports on a study conducted to compare how novices make sense of four media technologies: film, console videogames, massively multiplayer online role-playing games, and social virtual worlds. Using Dervin’s Sense-Making Methodology (SMM) and our conceptualization of media reception situations, we extracted five potential overlapping sense-making concepts to make comparisons that do not presume a priori the influences of characteristics of technologies and other structures. The five comparative concepts all focus on situated sense-making processes. Our purpose in this article is not to present a full study report but rather to illustrate the methodological approach used in the data collection/production and analysis of the study. Results of our analyses indicate the complexity of media reception situations, how they converged and diverged, and how they involve multiple potential influences on media reception outcomes.

The Burden of Being Special: Adding Clarity about Communicating to Researching and Serving Users, Special and Otherwise

The idea of adapting and designing services and products to serve “special” needs either for the public good or for commercial purposes is fundamentally an idea anchored in US history. At root, it is a simple idea, albeit expressed in widely varying vocabularies across disciplines and professions. In the parlance of social work, public education, and public librarianship, for example, the idea has been repeatedly advanced over the years as a well-meaning reaching out to meet the needs of subpopulations not readily addressed by available service designs. In the parlance of the commercial sector, the idea has focused on market segmentation, dividing the population into finer and finer subgroups for the purposes of marketing products and services. One of the most recent labels for these activities has been marketing to audience “niches” in which the audience is identified “… as a certain definable market segment with demographic characteristics that make it attractive to advertisers.” (Fejes and Lennon, 2000, p. 37).