Online virtual worlds can help social movements raise awareness and create safe spaces for their members, according to a new study. The research examined how an LGBT group used a virtual world for their own cause, which was different to its intended design.

The research examined how an LGBT group used a virtual world for their own cause, which was different to its intended design. These worlds are immersive, three-dimensional environments, where users create an avatar, or character, that enables them to interact with other users.

The study, by Dr Brad McKenna of UEA’s Norwich Business School, focused on the game World of Warcraft (WoW) and analysed data from an LGBT ‘guild’ within it. It looked at how its members used the technology compared to ordinary game play.

The guild, known as ‘Alpha’ for the purposes of the study, was created to «better service the LGBT community and offer a safe, inclusive place to game for members of any sexual orientation or gender identity.» The group was the largest special interest guild in WoW, with up to 7800 members during the course of the study. There were approximately 15,000 characters in the guild, as it was possible for one player to have multiple characters.

The group held regular activities inside the game, including an annual Pride parade, model competitions and dance parties. The movement also had a website with discussion forums.

The findings, published in Information Systems Journal, show how members used the game’s features and virtual environment for their specific needs and objectives. For example, in ordinary game play, players have spells they can use in battle against others. However, the members used these as lighting effects to create an atmosphere during the parade and dance party.

Story Source: Materials provided by University of East Anglia. Note: Content may be edited for style and length.