Avatars

AVATARAHindumythology

God’sdescenttoanotherbeing

DIGITALAVATARSOurdescenttoadigitalform

Types of Avatars

RealFace Animals Cartoons Evil

Celebrity Power PosiFonal SeducFve

Others Others Family Others

Social Software Themes

JobsandCareers

Theme

DaFng

CulturalGroups

INTERACTIONATTRIBUTES

Social System’s Interaction Attributes

Personal Impersonal

PersonalInteracFonandRelaFonshipsBuilding

EmphasizeonBiographicalInformaFon

EmphasizeonResources,Possessions,Trade‐ables,ExperFse

Social System’s Interaction Attributes

InformaFonareforcedpublictoelicitparFcipaFon

ContactwiththeCommunity

ContactswithIndividualsandControlledGroups

DesignedwithPrivacyfeatures

Private Public

Social System’s Interaction Attributes

InformalGroups

LooseandUnstructuredInteracFons

FormalGroupsConsensus‐Building

Leisure Work

Social System’s Interaction Attributes

BuiltoverseriousdisposiFonslike:JobHunFng,FileSharing,

BuyingandSelling,Classifieds

Builtovernon‐seriousdisposiFonslikeRole‐based,game‐basedacFviFes,fantasycommuniFes.

Non‐Serious Serious

Social System’s Interaction Attributes

Time‐sensiFveacFviFes

ResultsdrivethefastandsustainedparFcipaFons

Popularity‐basedCompeFFon‐based

UseofAlertSystemstoalertusers

PurposeisinformaFonandnotcontribuFon

Nothing(reputaFon,popularity)gainedfrominteracFon

Slow Fast

Social System’s Interaction Attributes

MakepublicvariouskindsofexperFse(search,

browsing,raFngs,ranks,directories)

Capture,organizeandprovideaccessto

informaFonandresources

Emphasizesperson‐to‐personencounters

Interpersonalmessaging

Personalbiographicalprofilingandmatching

InteracFve InformaFve

Personal Impersonal

Private Public

Leisure Work

SeriousNon‐Serious

Slow Fast

InformaFveInteracFve