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The Pennsylvania State University The Graduate School College of Information Sciences & Technology PARTICIPATING IN THE VISUAL: AN EXPLORATORY STUDY OF FANART COMMUNITIES IN THE WORLD OF WARCRAFT A Thesis in Information Sciences and Technology by Michael Colibraro © 2008 Michael Colibraro Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Science December 2008 The thesis of Michael Colibraro was reviewed and approved* by the following: Andrea Tapia Assistant Professor of Information Sciences and Technology Affiliate Assistant Professor, Department of Labor Studies and Industrial Relations Thesis Advisor Lynette Kvasny Associate Professor of Information Sciences & Technology Gerald Santoro Assistant Professor of Information Sciences and Technology Assistant Professor of Communication Arts and Sciences John Yen Associate Dean of Research and Graduate Programs for IST *Signatures are on file in the Graduate School iii ABSTRACT As fan culture becomes increasingly mainstream, it falls to researchers to diversify the ways that they approach it. This research aims to uncover the relationships between fan-generated artwork and in-game and out-of-game communities in World of Warcraft. Much current research into fan culture focuses on the community interactions. Though it mentions fan-generated content, it is rare to find more than a passing mention of fanart and its potential roles within these communities. The study takes a qualitative & interpretive point of view in order to establish the reasons that players create and consume artwork. Through a combination of text analysis, surveys, and interviews this research is intended to provide a broad understanding of players’ general knowledge and feelings about fanart as well as how and why fanart affects the World of Warcraft community. iv TABLE OF CONTENTS LIST OF FIGURES ................................................................................................................. vi LIST OF TABLES ................................................................................................................... vii ACKNOWLEDGEMENTS ..................................................................................................... viii Chapter 1 Introduction ............................................................................................................ 1 Chapter 2 Literature Review ................................................................................................... 4 The History of Online Games .......................................................................................... 4 MUDs ....................................................................................................................... 5 MMORPGs ........................................................................................................... 6 History ........................................................................................................... 7 Current MMORPGs ....................................................................................... 8 The Study of MMORPGs ..................................................................................... 9 Avatar Representation and Gender Studies ................................................... 9 Social Interactions in MMORPGs ................................................................. 10 Psychology of MMORPGs ............................................................................ 11 MMO Games as Learning Environments ...................................................... 12 Economics and Business in MMORPGs ....................................................... 13 Designing MMORPGs .................................................................................. 14 Communities and Group Structures in MMORPGs ...................................... 14 Community ........................................................................................................... 16 Online or Virtual Communities ............................................................................ 18 Types of Virtual Communties ....................................................................... 20 Fan Communties ................................................................................................... 22 Critiques of Existing Research ............................................................................. 24 Chapter 3 Methodology .......................................................................................................... 25 Computer games ............................................................................................ 25 Fan artwork .................................................................................................... 26 Communities, in-game & out-of-game .......................................................... 27 Relationships ................................................................................................. 28 Anticipated Relationships ..................................................................................... 29 Art/Artist ÅÆ Game/Developer .................................................................. 29 Art/Artist ÅÆArt consumers & Gamers ...................................................... 29 Game ÅÆArt/Artists .................................................................................... 30 Communies (Art, Game, and Social) ............................................................ 30 Theoretical Perspective ......................................................................................... 32 Social Informatics Perspective ...................................................................... 33 Social Shaping of Technology ....................................................................... 34 Computer-Mediated Artwork ........................................................................ 34 v Chapter 4 Research Design ..................................................................................................... 36 Online Content Analysis ....................................................................................... 37 Surveys ................................................................................................................. 39 Semi-Structured Interviews .................................................................................. 39 Qualitative and Interpretive Justification .............................................................. 40 Chapter 5 Data ........................................................................................................................ 41 Forums .................................................................................................................. 41 “Hey, Everybody!” (General Sharing and Inquiries) .................................... 42 “Hey, Blizzard! (Solicitations for the Attention of Game Staff) ................... 45 “Hey, Artists!” (Petitioning Artists for Fanart or Advice) ............................ 52 Summary ........................................................................................................ 54 Surveys ................................................................................................................. 56 Demographics ................................................................................................ 57 Information About Fanart Communities ....................................................... 58 Opinions as Artists or Consumers ................................................................. 62 Interviews ............................................................................................................. 65 Participant Backgrounds ................................................................................ 65 Producers and consumers of World of Warcraft fan art do not limit themselves to one game at a time ................................................................................ 67 Fan artwork serves as inspiration for other creative activities .............................. 68 Blizzard supports their fans ............................................................................... 69 Jeffrey misses the World of Warcraft community ............................................... 70 Charles thinks the game community is far too large for easy classification and study .......................................................................... 71 Chapter 6 Analysis .................................................................................................................. 72 Updates to the Original Model .......................................................................... 75 The New Model ............................................................................................... 77 Fanart in a Community as a Focus ..................................................................... 78 Visualizing Fanart as a Focus ............................................................................ 79 Chapter 7 Conclusions and Implications ................................................................................ 81 Implications ..................................................................................................... 82 Conclusion ...................................................................................................... 86 Works Cited ............................................................................................................................. 88 Appendix