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Digital Ethnography and Virtual Worlds: The Horus Art Gallery in Second LifeGabriela Angulo Avatar name:GA (GabrielaAngulo)Professor StokrockiSpring 2015

DefinitionsEthnography: The term ethnography has come to be equated with virtually any qualitative research project where the intent is to provide a detailed, in-depth description of everyday life and practice. This is sometimes referred to as thick description a term attributed to the anthropologist Clifford Geertz writing on the idea of an interpretive theory of culture in the early 1970s (e.g., see The Interpretation of Cultures, first published as a collection in 1973). The use of the term qualitative is meant to distinguish this kind of social science research from more quantitative or statistically oriented research. The two approaches, i.e., quantitative and qualitative, while often complementary, ultimately have different aims.Digital Ethnography: The practice of ethnography in a digital setting. A digital ethnographer studies the cultures of the many virtual worlds.Source:

Stages of Digital EthnographyStage 1: Data Collection

The act of gathering of information through questionnaires, interviews, observation of activities or situations, communication or findings through electronic devices and/or pre-existing records shall a person be able to answer their own research question, test hypotheses, and evaluate an outcome.


Stage 2: Content Analysis Is a research tool used to determine the presence of certain words or concepts within texts or sets of texts. Researchers quantify and analyze the presence, meanings and relationships of such words and concepts, then make inferences about the messages within the texts, the writer(s), the audience, and even the culture and time of which these are a part.


Stage 3: Comparative Analysis Method of analysis that compares and contrasts two things.

A journey beginsBeing new to Second Life was completely a challenge. Navigating was difficult because there are infinity of things to learn and explore. My first challenge was creating my avatar, which I finally ended up creating the perfect avatar for myself. Exploring Second Life is a life experience. Second Life really means what its called. This world offers many similar things as in RL, from your persona to objectives and goals.

My research beginsAfter finding an art piece that was very inviting, I decided I would contact its owner to be the avatar I would interviewed. With big differences in time, we where able to meet each other and navigate together in Second Life.

Research Questions: 1. What artwork forms and methods do they use?

2. What does their artwork mean expressions?

3. What are their art preferences?

Context and Atmosphere The Horus Art Gallery in Second LifeWhen I first discovered The Horus Art Gallery in Second Life I really enjoy it. Its collection is very interesting including many artist with lots of different mediums to look. The Horus Art Gallery is 16,384 square feet, located in the region of Yemple, home to Carlo Crisciones Art. Its complex is a two story gallery, which includes few spots to sit and enjoy its modern atmosphere. In the center of the gallery you will find a bar to enjoy some refresments. The gallery is full of modern art, such as paintings and photography as well as some installations of sculptures and Egyptian artifacts. Its environment is very peaceful. If you visit during the daytime you will also be able to enjoy its beautiful view sites the gallery offers.

Data Collection The Interview[2015/04/15 14:14] GA (gabrielaangulo): Hello, I am interested in interviewing you for a school assignment. I really like your work. Please let me know if I can interview you.[2015/04/15 14:14] Xirana (xirana.oximoxi): User not online - message will be stored and delivered later.[2015/04/15 14:14] GA (gabrielaangulo): Thank you.[2015/04/15 14:14] Xirana (xirana.oximoxi): User not online - message will be stored and delivered later.[2015/04/16 08:55] Xirana Oximoxi: (Saved Wed Apr 15 14:36:30 2015)Hello Gabriela! Thanks for your interest. I will answer any questions about my work you would like to know :) I suppose you are interested in my experience in sl? would be great if you explain a bit more about your 'school assignmanet' too :)[2015/04/20 22:37] GA (gabrielaangulo): Thank you for your response. I would like to meet so I can interview you. Please let me know when are you available. My time is mountain time zone, since I am located in Arizona, United States. If you are not able to meet I can also IM you the questions. Thank you so much![2015/04/20 22:37] Xirana (xirana.oximoxi): User not online - message will be stored and delivered later.[2015/04/23 23:20] Xirana Oximoxi: (Saved Tue Apr 21 06:36:26 2015)hello GA... I usually come here about 11AM SLT...but it is also a good idea if you send me the questionsThanks[2015/04/27 11:17] GA (gabrielaangulo): hello Xirana, are you there?[2015/04/27 11:18] Xirana (xirana.oximoxi): hello Gabriella..yes..I am :)[2015/04/27 11:18] Xirana (xirana.oximoxi) has offered to teleport you to their location:"Join me in CassowarryCassowarry (80,151,59)Parcel_M_Dark - Moderate[2015/04/27 11:21] Xirana (xirana.oximoxi): this is my studio in sl[2015/04/27 11:21] Xirana (xirana.oximoxi): I rent this peice of land[2015/04/27 11:21] GA (gabrielaangulo): Wow! so you have more of your paintings here too?[2015/04/27 11:22] Xirana (xirana.oximoxi): yes...I have a lot of fun showing my paintings in SL and preparing exhibits[2015/04/27 11:22] Xirana (xirana.oximoxi): I have also at several galleries with other artists[2015/04/27 11:22] GA (gabrielaangulo): So, do you sell them? Or just display them here?[2015/04/27 11:23] Xirana (xirana.oximoxi): I sell copies of them I get lindens dollars to pay my rents :)[2015/04/27 11:23] Xirana (xirana.oximoxi): in SL there are some people that like to buy paintings for their houses too...or others that just buy to support artists in SL[2015/04/27 11:24] GA (gabrielaangulo): What about in real life? Do you have your own gallery too?[2015/04/27 11:24] Xirana (xirana.oximoxi): I usually give a information notecard with my real information too...and, if someone is interested to buy in real life can contact me...but it happens rerely[2015/04/27 11:25] Xirana (xirana.oximoxi): in RL I have my studio where I show my works to people if they contact me...but it is not a public gallery[2015/04/27 11:32] GA (gabrielaangulo): Thank you. So, where are you located in RL?[2015/04/27 11:32] Xirana (xirana.oximoxi): I live in Catalonia, Spain[2015/04/27 11:39] GA (gabrielaangulo): So, you also said that you have your work in other galleries as well with other artist how do you do that? Is there a fee?[2015/04/27 11:40] Xirana (xirana.oximoxi): it depends...I will show you if you like... I rent some spaces , for exemple at Soho, New York SL...or Chelsy Gallery....but there are also people that build Art Galleries and invite me to exhibit[2015/04/27 11:44] Xirana (xirana.oximoxi): we are up of my a platform :)[2015/04/27 11:44] GA (gabrielaangulo): Nice. So you did these too?[2015/04/27 11:45] Xirana (xirana.oximoxi): yes[2015/04/27 11:45] GA (gabrielaangulo): What materials?[2015/04/27 11:45] GA (gabrielaangulo): Very impressive.[2015/04/27 11:45] Xirana (xirana.oximoxi): that is a mix... graphite pencil and the background are digital[2015/04/27 11:46] Xirana (xirana.oximoxi): I will teleport you to Soho, ok?[2015/04/27 11:47] Xirana (xirana.oximoxi) has offered to teleport you to their location:"Join me in BembeciaBembecia (166,196,104)Parcel_M_Dark - Moderate[2015/04/27 11:48] Xirana (xirana.oximoxi): this place is full of art galleries too[2015/04/27 11:48] GA (gabrielaangulo): Wow. It looks interested.[2015/04/27 11:49] Xirana (xirana.oximoxi): here is mine...and here I pay a rent

Interview summarySL Name: Xirana (xirana.oximoxi)

RL Name: Nria Vives

SL Location: Xirana's Studio

RL Location: Catalonia, Spain

SL Artform: Painting

RL Artform: Painting. Work with different mediums, oil, watercolor, acrylic, ink, charcoal and pastel.

Inspiration: My works reflect my concerns and my different moods. They are based on my experiences and express a personal sensitivity nourished by impressions from the external world and my internal world. In this latter sense, I like to call them abstractions of 'mental landscapes'. The works reflect the influences of impressionism, expressionism, abstract expressionism of artists like Jackson Pollock and the in-formalism among many others. My creative process is constantly evolving and those changes make it difficult to label my art as one specific style. An idea, a painting, a sketch or a simple random spot can open new ways of artistic research and the exploration of new expressive possibilities.

Other information: In RL Xirana is also doing illustrations for children's books too!

Content AnalysisComparativeAnalysisInterviewWhat is your name?Who? Avatar Where?SLLocationRL LocationWhat is title -of his/her artwork? Why this choice?What is Art?What kind of art is this?What style?Why make it?How made?Material & process?Collaborate with whom?Nria Vives Avatar: Xirana(xirana.oximoxi)SL: Xirana's Studio RL: Catalonia, Spain Red Poppies at the Horus Art Gallery.PleasantPainting.2-D Digital Art. Sell copie