In his feature article for Nature, Life's a Game, Jim Giles investigates the potential for the virtual worlds of online gaming to be utilised as a source of "computational social science". He contemplates the notion that social scientists can treat cyber-societies like a "Petri dish", by conducting systematic intervention of these worlds and rigorously monitoring the outcomes; the inference being that they will effectively be manipulating society itself.
I would also love to share a blog post by Mia Consalvo, of MIT, who questions whether people can cheat in online social games.
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