Category / Media Studies

Consumer behaviour in virtual worlds

A prestigious journal has awarded two Bournemouth University (BU) academics the ‘Best Paper’ accolade for their work in the largely unstudied domain of consumer behaviour in digital virtual spaces, including video games, virtual communities and the web.

‘Concepts and practices of digital virtual consumption’, by BU’s Dr Janice Denegri-Knottand Dr Mike Molesworth, was among the most downloaded work published by Consumption Markets and Culture last year.

The paper examines digital virtual consumption (such as owning luxury cars in a video game), the relationship it has within the real material world and the appeal of consumption that is deprived of a material, physically tangible form.

Flying planes in a computer gameDenegri-Knott and Molesworth think of consumption on spaces like eBay, Amazon and World of Warcraft as somewhere between the consumers’ imagination and material consumption, and believe it is charged with transformative potential for its users.

Consumers can fulfil all sorts of daydreams, such as finding a designer dress on eBay, or performing the fantasy of being a powerful wizard. They don’t just look and ask ‘what might it be like’, but may ‘try on’ being an entrepreneur, someone with wealth, a collector, a trader, an advertiser, a criminal, a hero, a warrior, or many other ways of being.

Their roles are enhanced as the scripts available to them expand and can be tested within relatively small timescales. The digital virtual individual may be an avid collector one year, a warrior hero the next, and a successful entrepreneur the year after that. The video game player may be a successful criminal one week and a racing driver the next.

Denegri-Knott and Molesworth believe more emphasis is needed on the relationship between the virtual realm and the real-world and, as digital virtual consumption is largely unstudied, they propose an integrative view for further research.

“The paper was written in the spirit of mapping out potential avenues for research, and also to give us some kind of conceptual frame to make sense of consumption in emerging digital virtual spaces,” said Dr Denegri-Knott.  “We now have a body of work that looks at the way in which users consume through eBay, from which we have been able to draw some insights on the acceleration of consumer desire and the problems this creates. We now would like to develop the theme of transformative potential in digital virtual consumption; that is to see how consumers make sense of their experiences and how they integrate these into their everyday lives.”

The pair are also now researching the experience of owning digital virtual goods, in particular the ways in which consumers become attached to certain goods, and how they maintain their preferential stature.

Dr Denegri-Knott concluded: “We were both delighted and surprised to hear that our paper was so well received by the readers of the journal and by the judging panel.  This is a real achievement for the Emerging Consumer Cultures Group (ECCG).”

Funding with a Media Flavour – UK

Funding opportunities, Guidance

At a recent Media School meeting attendees asked us to outline some of the common funders, so here is a general overview of those funders with a Media flavour both domestic and further a field.  Part One concentrates on the key UK funders and in the next few days we’ll post information on potential EU funders and schemes.

 

Research Councils

The two primary research councils for media-focused research are the Arts & Humanities Research Council (AHRC) and the Economic & Social Research Council (ESRC) which are responsible for funding the vast majority of arts and humanities in the UK. The success rates for the AHRC are the highest of all RC’s (see the recent blog article) and it offers standard grants,  networking grants, collaborative doctoral awards and early career research grants.

The RCs also focus on particular initiatives to address issues of intellectual and wider cultural, social or economic urgency, these schemes tend to have higher success rates than the standard grants so are always worth consideration. Information on AHRC initiatives can be found here.

An overview  – AHRC Early Career Research Grants:

Early Career Research Grants are intended to assist new researchers at the start of their careers in gaining experience of managing and leading research projects. They look to support well-defined research projects enabling individual researchers to collaborate with, and bring benefits to, other individuals and organisations through the conduct of research.

They also enjoy higher success rates than standard grants, there are no set submission dates, projects can last up to 60 months and should cost between £20,000 and £200,000 fEC.

To be eligible as an early career researcher you must be within eight years of the award of your PhD or equivalent professional training or within six years of your first academic appointment.

Further information on all opportunities can be found here – AHRC ESRCs

British Academy

The British Academy supports excellent ideas, individuals and intellectual resources in the humanities and social sciences.  In particular, the Academy enables UK researchers to work with scholars and resources in other countries, sustain a British research presence in various parts of the world and help to attract overseas scholars to the UK.

An overview  – International Partnership and Mobility Scheme:

Aims to support the development of partnerships between the UK and other areas of the world where research excellence would be strengthened by new, innovative initiatives and links. Awards are for research partnerships between scholars in the UK and scholars in Africa, Latin America and the Caribbean, Middle East, South Asia, or East Asia.

Partnerships might include a range of related activities, and mobility should form an integral part of proposals. Workshops and seminars should form an integral part of the programme. The main purpose of the funding is to cover travel and maintenance costs, although costs related to other eligible activities will be considered. Partnerships including a training element and involving scholars in the early stages in their career will be looked on favourably.

Grants are offered up to a maximum of £10,000 per year for a period of one year or three years. The submission deadline is 8th February 2012.

Further information can be found here – British Academy International Partnerships

In addition to these big UK funders, there are also some smaller more focused funders which may appeal to the interests of specific research groups within the school. For instance conference grants offered by the The Modern Humanities Research Association (MHRA) could be of interest to the Narrative Research Group – information can be found here MHRA.