Debranding in Fantasy Realms: Perceived Marketing Opportunities within the Virtual World

This paper discusses the application of the concept of debranding within immersive virtual environments. In particular the issue of the media richness and vividness of experience is considered in these experience realms that may not be conducive to traditional branding invasive strategies. Brand equity is generally seen to be the desired outcome of branding strategies and the authors suggest that unless the virtual domains are considered as sacred spaces then brand equity may be compromised. The application of the above concepts is applied to the differing social spaces that operate within the different experience realms. The ideas of resonance, presence and interactivity are considered here. They lead to the development of a constructed positioning by the participants. Through the process of debranding, marketers may be able to enter these sacred spaces without negative impact to the brand. Perception of these virtual spaces was found to be partially congruent with this approach to branding. It thus presents a number of challenges for the owners of such virtual spaces and also virtual worlds in increasing the commercial utilization of investment in these environments

SwITch at Northumbria University

The iBorrow project benefited from the experience of other institutions undertaking a similar journey, albeit with alternative technology and in different contexts. This case study from Northumbria University is an opportunity to compare and contrast the respective problems and solutions encountered in each project. Northumbria University Library has a reputation for delivering innovative, student-focused services positioned at the heart of the student experience. It is renowned for its excellent customer service and is a holder of the Cabinet Office’s Customer Service Excellence award. It has been developing flexible, technology-enhanced learning spaces for a decade enabling students to study in state-of-the-art spaces within a hybrid resources environment

Exploring young people's and youth workers' experiences of spaces for ‘youth development’: creating cultures of participation

The paper focuses on the emergence of ‘positive youth development’ and its impact on older, more established practices of working with young people, such as youth work. Drawing on ethnographic fieldwork in England between 2004 and 2006, in particular young people's and youth workers' accounts of participating in youth work, the analysis engages with the social spaces in which youth work takes place and asks key questions about why young people might participate in youth spaces, what they get out of participating and how such spaces can promote cultures of participation. The analysis shows that such spaces provide young people and their communities with biographical continuity and time becomes a key component for sustaining such spaces. The argument is made for a more nuanced understanding of what young people get out of their participation in youth spaces, and for an epistemological approach to youth praxis that embraces the messiness and inequalities of lived experience

Exploring young people's and youth workers' experiences of spaces for ‘youth development’: creating cultures of participation

The paper focuses on the emergence of ‘positive youth development’ and its impact on older, more established practices of working with young people, such as youth work. Drawing on ethnographic fieldwork in England between 2004 and 2006, in particular young people's and youth workers' accounts of participating in youth work, the analysis engages with the social spaces in which youth work takes place and asks key questions about why young people might participate in youth spaces, what they get out of participating and how such spaces can promote cultures of participation. The analysis shows that such spaces provide young people and their communities with biographical continuity and time becomes a key component for sustaining such spaces. The argument is made for a more nuanced understanding of what young people get out of their participation in youth spaces, and for an epistemological approach to youth praxis that embraces the messiness and inequalities of lived experience

Bodyspace at the pub: sexual orientations and organizational space

In this article we argue that sexuality is not only an undercurrent of service environments, but is integral to the way that these workspaces are experienced and negotiated. Through drawing on Sara Ahmed’s (2006a) ‘orientation’ thesis, we develop a concept of ‘bodyspace’ to suggest that individuals understand, shape and make meaning of work spaces through complex sexually-orientated negotiations. Presenting analysis from a study of UK pubs, we explore bodyspace in the lived experience of workplace sexuality through three elements of orientation: background; bodily dwelling; and lines of directionality. Our findings show how organizational spaces afford or mitigate possibilities for particular bodies, which simultaneously shape expectations and experiences of sexuality at work. Bodyspace therefore provides one way of exposing the connection between sexual ‘orientation’ and the lived experience of service sector work

“No powers, man!”: A student perspective on designing university smart building interactions

Smart buildings offer an opportunity for better performance and enhanced experience by contextualising services and interactions to the needs and practices of occupants. Yet, this vision is limited by established approaches to building management, delivered top-down through professional facilities management teams, opening up an interaction-gap between occupants and the spaces they inhabit. To address the challenge of how smart buildings might be more inclusively managed, we present the results of a qualitative study with student occupants of a smart building, with design workshops including building walks and speculative futuring. We develop new understandings of how student occupants conceptualise and evaluate spaces as they experience them, and of how building management practices might evolve with new sociotechnical systems that better leverage occupant agency. Our findings point to important directions for HCI research in this nascent area, including the need for HBI (Human-Building Interaction) design to challenge entrenched roles in building management

'First Portal in a Storm': A Virtual Space for Transition Students

The lives of millennial students are epitomised by ubiquitous information, merged technologies, blurred social-study-work boundaries, multitasking and hyperlinked online interactions (Oblinger & Oblinger, 2005). These characteristics have implications for the design of online spaces that aim to provide virtual access to course materials, administrative processes and support information, all of which is required by students to steer a course through the storm of their transition university experience. Previously we summarised the challenges facing first year students (Kift & Nelson, 2005) and investigated their current online engagement patterns, which revealed three issues for consideration when designing virtual spaces (Nelson, Kift & Harper, 2005). In this paper we continue our examination of students’ interactions with online spaces by considering the perceptions and use of technology by millennial students as well as projections for managing the virtual learning environments of the future. The findings from this analysis are informed by our previous work to conceptualise and describe the architecture of a transition portal