Fritsch

Actor Models and Digital Native Fritsch

Master's Thesis from the year 2010 in the subject Sociology - Media, Art, Music, grade: 1,0, University of Hagen, language: English, abstract: This thesis evaluates the role of actor models with regard to the changes in virtual environments. The most commonly used actor models, the homo economicus and the homo sociologicus as well as the emotional man and several less popular models are compared with regard to their level of explanation for behavior in virtual environment. In this context online communities (i.e. gaming communities) are observed. The research framework and the structural conception of the measurement also are explained in detail. A significant share of the input is based onto qualitative interviews with eight different digital natives, who share a common computer gaming affinity. The analysis includes qualitative interviews with these e-athletes concerning their behavior within online communities. These interviews contain interesting findings about their motivation, especially the difference between virtual and real world social relationships. The analysis shows interesting results, since the players differentiate in between their role as an e-athlete versus their role as a person. This leads to a multi-causal influence for their behavior, which cannot sorely be explained with a single influence factor. Neither the homo economicus nor the homo sociologicus thus can explain their behavior on its own. Therefore this thesis discusses methods to improve the current models in order to adopt behavioral changes through virtual environments. A trade-off between the most commonly models is given. Afterwards the results of the analysis are compared to the statements of the interview partners. These interviews indicate a strong personal influence from the environment on the role of a private person. Additionally the behavior as an e-athlete is also influenced by logical decisions, which can be modeled through the homo economicus.