Daily Archives: July 8, 2014

The much-criticised "bikini babes" ad.

The much-criticised “bikini babes” ad.

In my previous posts (here and here), I discussed – belatedly, I admit – the “bikini babes” banner ad that was used by Linden Lab to promote Second Life. There has been much criticism and outcry from all kinds of sides, for all sorts of reasons.

On the academic front, Liz Falconer, professor of Technology Enhanced Learning and Director of the Education Innovation Centre at the University of the West of England (UWE), said that this sort of marketing plays to a stereotype (the young male gamer) that is not attractive to the academic world. For more details, please listen to the 15th installment of The Drax Files Radio Hour podcast, where she was interviewed along with Stylianos Mystakidis, e-learning manager at the Library and Information Centre of the University of Patras, Greece.

Jo Yardley pointed out (rightly) that this ad, by being a campaign on its own rather than part of a more inclusive campaign, gave a skewed and one-sided view of Second Life to the public at large. Others said that such ads present SL as a sex haven, which presents problems for other parts of its user base – for instance, it’s been claimed that, because of such marketing, users with child avatars are more vulnerable to being wrongly accused of being paedophiles. There are aspects of these criticisms that still need to be discussed, and I intend to draw upon a comment posted here by Trinity Yazimoto, and upon discussions I’ve had with various people since I posted my first post on Saturday. So, I’ll dwell on this matter a little bit more.

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