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Metaverse Ortamlarında Dijital Adresleme ve İçerik Pazarlaması: Decentraland Örneği

Year 2023, Issue: 14, 56 - 75, 30.06.2023
https://doi.org/10.55609/yenimedya.1227461

Abstract

Yeni medya sisteminin önemli alanlarından birini temsil eden metaverse üzerinde birbirinden farklı uygulamalar yer almaktadır. Metaverse, sanal bir dünya ile içerik endüstrisinin ortak paydaşı olarak içerik tabanlı pazarlama konusunda yeni yönelimler oluşturmaktadır. Dijital adresleme, sanal ortamlarda kullanıcı hesabı ile pazar kimliğini tanımlayan küresel şirketlerin sanal mağazalarına erişim sağlanmasını ifade etmektedir. Metaverse, e-ticaret uygulamalarının hızlı kullanıcı sayısına ve piyasa ağlarına dönüştüğü yeni satın alma davranışları oluşturmaktadır. Bu sistemde kullanıcılar, gerçek para ve kredi kartı yerine sanal cüzdanları üzerinden alışveriş yapabilme ve etkinliklere katılabilme eylemlerine sahip olabilmektedir. Dijital kullanıcılar, sanal mağaza deneyimlerini birincil bakış açısı ya da üçüncü göz açısıyla gerçekleştirmektedir. Bireylerin sanal mecralarda, talep ettikleri ürünlere erişim sağlamaları konusunda zaman yönetimi ve kullanıcının satın alma davranışları arasında anlamlı bir ilişki bulunmaktadır. Bu çalışma, metaverse ortamlarında uygulama ve içerik konusunda sanal parselleme ile konumlandırılan mağazaların dijital adresleme yapılarını, türsel ve kategorisel sınıflandırma biçimleri üzerinden nasıl şekillendiğini örnek bir metaverse uygulaması üzerinden değerlendirmektedir.

References

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  • Bauman, Z. (2010). Küreselleşme: Toplumsal sonuçları. (A. Yılmaz Çev.). Ayrıntı Yayınları.
  • Bosworth, A. & Nick, C. (2021, July 11). Building the metaverse responsibly. https://about.fb.com/news/2021/09/building-the-metaverse-responsibly/
  • Berelson, B. & Lazarsfeld, P. F. (1948). The analysis of communication content. University of Chicago Press.
  • Berelson, B. (1952). Content analysis in communication research. Free Press.
  • Berg, B. L. & Lune, H. (2015). Sosyal bilimlerde nitel araştırma yöntemleri. Eğitim Yayınevi.
  • Bilgin, N. (2006). Sosyal bilimlerde içerik analizi teknikler ve örnek çalışmalar. (2. Baskı), Siyasal.
  • Cai, X., Ning, H., Dhelim, S., Zhou, R., Zhang, T., Xu, Y. & Wan, Y. (2021, July 11). Robot and its living space: A Roadmap for robot development based on the view of living space. Digital Communications and Networks, 7(4), 505-517. https://www.sciencedirect.com/science/article/pii/S2352864820302881.
  • Coin Market Cap. (2022, Eylül 22). Decentraland piyasa değeri genel görünüm 1-31 Ekim 2022 (Dolar cinsinden) https://coinmarketcap.com/currencies/decentraland/
  • Dede, C.J., Jacobson, J., & Richards, J. (2017). Introduction: Virtual, augmented, and mixed realities in education. In D. Liu, C.J. Dede, R. Huang & J. Richards (Eds.), Smart Computing and Intelligence (pp.1-16). Springer. https://doi.org/10.1007/978-981-10-5490-7_1.
  • Dhelim, S., Huansheng, N., Cui, S., Jianhua, M., Huang, R. & Wang, K. I.K. (2020). Cyberentity and its consistency in the cyber-physical-socialthinking hyperspace. Computers & Electrical Engineering, Vol. 81,106506. https://doi.org/10.1016/j.compeleceng.2019.106506
  • Dinçelli, E., & Yayla, A. (2022). Immersive virtual reality in the age of the Metaverse: A hybrid narrative review based on the technology affordance perspective. The Journal of Strategic Information Systems, 31(2022) 101717. https://doi.org/10.1016/j.jsis.2022.101717
  • Duan, H., Li, J., Fan, S., Lin, Z., Wu, X. & Cai, W. (2021, 20-24 October). Metaverse for social good: A university campus prototype. [Conference Paper]. Proceedings of the 29th ACM International Conference on Multimedia, (pp.153-161), China. https://doi.org/10.1145/3474085.347923
  • Foucault, M. (2012). İktidarın gözü. (Işık Ergüden Çev.), Ayrıntı Yayınları.
  • Foucault, M. (2013). Hapishanenin doğuşu: Gözetim altında tutmak ve cezalandırmak. (Mehmet Ali Kılıçbay Çev.), İmge Kitabevi.
  • Hardt, M. & Negri, A. (2012). İmparatorluk. (Abdullah Yılmaz Çev.), Ayrıntı Yayınları.
  • Hwang, G.J., & Chien, S.Y. (2022, Eylül 16). Definition, roles, and potential research issues of the metaverse in education: An artificial intelligence perspective, computers and education. Artificial Intelligence, 3(2022),100082, 1-6. https://doi.org/10.1016/j.caeai.2022.100082
  • Jarmon, L., Traphagan, T., & Mayrath, M. (2008). Understanding project-based learning in second life with a pedagogy, training, and assessment trio. Educational Media International, 45(3), 157-176. https://doi.org/101080/09523980802283889
  • Kapp, K.M., & O’Driscoll, T. (2010). Learning in 3D: Adding a new dimension to enterprise learning and collaboration. Pfeiffer.
  • Karasar, N. (2010). Bilimsel araştırma yöntemi. (21. Baskı). Nobel Yayınları.
  • Kim, J. (2021). Advertising in the metaverse: Research agenda. Journal of Interactive Advertising, 21(3),141-144. https://doi.org/10.1080/15252019.2021.2001273
  • Kaplan, A. (1943). Content analysis and the theory of signs. Philosophy of Science, 10(1943), 230-247.
  • Krippendorff, K. (2013). Content analysis: An introduction to its methodology (3.Ed.), Sage.
  • Kuş, O. (2021). Metaverse: Dijital büyük patlamada fırsatlar ve endişelere yönelikalgılar. Intermedia International e-Journal, 8(15), 245-266. https://doi.org/10.21645/intermedia.2021.109
  • Lee, L.H., Braud, T., Zhou, P., Wang, L., Xu, D., Lin, Z., Kumar, A., Bermejo, C., & Hui, P. (2021). All one needs to know about metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda. Journal of Latex Class Files, 14(8), September 2021,1-66. https://doi.org/10.13140/RG.2.2.11200.05124/8
  • McLuhan, M. (2014). Gutenberg galaksisi: Tipografik insanın oluşumu. (Gül Çağalı Güven Çev.), YKY.
  • Mystakidis, S. (2022). Metaverse. Encyclopedia 2022, 2(1), 486-497. https://doi.org/10.3390/encyclopedia2010031
  • Neuendorf, K. A. (2002). The Content analysis guidebook. Sage.
  • Nevelsteen, K. J. (2018). Virtual world, defined from a technological perspective and applied to video games, mixed reality, and the metaverse. Computer Animation and Virtual Worlds, 29(1), e1752,1-36. https://doi.org/10.1002/cav.1752
  • NFT Plazas (2022, Eylül 3). Decentraland Haritası 2017 Görünümü. https://nftplazas.com/decentraland-map/.
  • NFT Plazas (2022, Eylül 3). Decentraland Lands. https://nftplazas.com/decentraland/decentraland-land/.
  • Ordano, E., Meilich, A., Jardi, Y., & Araoz, M. (2023, June 7). Decentraland: A blockchain based virtual world. Technical Report. https://decentraland.org/whitepaper.pdf
  • Owens, D., Mitchell, A., Khazanchi, D., & Zigurs, I. (2011). An Empirical investigation of virtual world projects and metaverse technology capabilities. ACM SIGMIS Database: The Database for Advances. Information. Systems, 42(1), 74-101. https://doi.org/10.1145/1952712.1952717
  • Parsons, D., & MacCallum, K. (2019, 16-18 September). Teacher perspectives on mobile augmented reality: The potential of metaverse for learning. [Conference Paper]. In Proceedings of World Conference on Mobile and Contextual Learning 2019, (pp.21-28), Delft, Netherlands. https://www.learntechlib.org/p/210597/
  • Radoff, J. (2021, August 22). The Seven layers of the metaverse. Medium. www.medium.com/building-the-metaverse/the-metaverse-value-chain-afcf9e09e3a7.
  • Reyes, G. C. E. (2020). Perception of high school students about using metaverse in augmented reality learning experiences in mathematics. Pixel-Bit: Media and Education Magazine, 58, 143-159. https://doi.org/10.54517/met.v1i2.1777
  • Schroeder, R. (2002). Social interaction in virtual environments: Key issues, common themes, and a framework for research. In R. Schroeder (Ed.), The Social Life of Avatars (pp.1-18). Springer.
  • Schwald, B., & Laval, B. (2003). An Augmented reality system for training and assistance to maintenance in the industrial context. Journal of WSCG, 11, 1-3.
  • Smart, J., Cascio, J., & Paffendorf, J. (2007, August 28). Metaverse roadmap Pathways to the 3d web A Cross industry public foresight project. https://metaverseroadmap.org/MetaverseRoadmapOverview.pdf.
  • Stephenson, N. (1992). Snow crash. Bantam Books.
  • Stempel, G. H. (1989). Content analysis. In G.H. Stempel & B. H. Westley (Eds.), Research Methods in Mass Communication (pp.119-131). Prentice Hall.
  • Tavşancıl, E. & Aslan, E. (2001). İçerı̇k analizi ve uygulama örnekleri. (1. Baskı). Epsilon Yayınları.
  • Thompson, C. W. (2010). Next-generation virtual worlds: Architecture, status, and directions, IEEE Internet Computing, 15(1), 60-65. https://doi.org/10.1109/MIC.2011.15
  • Toledano, L.M & Villalba, E. R. (2016). Cultural simulation through virtual worlds. The case of Second Life: an approach to the representation, narrative and rhetorical potential in the new media cultures. Icono 14(1), 1-25 https://doi.org/10.7195/ri14.v14i1.830
  • Tonbuloğlu, İ. & İşman, A. (2014). Öğretmenlerin sosyal ağları kullanım profillerinin incelenmesi. Bartın Üniversitesi Eğitim Fakültesi Dergisi, 3(1), Yaz 2014, 320-338. https://doi.org/10.14686/BUEFAD.201416220
  • Torun, N. K. & Torun, T. (2021, December 16-18). The Origin of metaverse concept: Snow crash review, Metaverse kavramının ilk çıkış noktası: Snow crash (parazit) incelemesi, [Conference Paper]. ICoSReSSE,14th International Conference of Strategic Research on Scientific Studies and Education, (pp.115-122) Antalya, Turkey. https://www.researchgate.net/publication/357781085
  • Walsh, C. (2018). Human-in-the-loop development of soft wearable robots. Nature Reviews Materials, 3(6), 78-80. https://doi.org/10.1038/s41578-018-0011-1
  • Wang, W., Ning, H., Shi, F., Dhelim, S., Zhang, W., & Chen, L. (2021). A survey of hybrid human-artificial intelligence for social computing. IEEE Transactions on Human-Machine Systems, 2021, 468,480. https://doi.org/10.1109/THMS.2021.3131683
  • Yücel, Y. S. (2022). Metaverse ve kent algısı: Metaverse elementi olarak flâneur deneyimi [Yayımlanmamış yüksek lisans tezi]. İstanbul Bahçeşehir Üniversitesi.

Digital Addressing and Content Marketing in Metaverse Environments: The Case of Decentraland

Year 2023, Issue: 14, 56 - 75, 30.06.2023
https://doi.org/10.55609/yenimedya.1227461

Abstract

There are different applications on the metaverse, which represents one of the important areas of the new media system. Metaverse, as a common stakeholder of the content industry with a virtual world, creates new trends in content-based marketing. Digital addressing refers to providing access to the virtual stores of global companies that define their Sunday identity with a user account in virtual environments. The Metaverse is creating new purchasing behaviors in which e-commerce applications quickly turn into user numbers and market networks. In this system, users can have the ability to make purchases and participate in events through their virtual wallets instead of real money and credit cards. Digital users realize their virtual store experiences from a primary point of view or a third point of view. There is a significant relationship between time management and user's purchasing behavior in terms of providing individuals with access to the products they request in virtual media. This study evaluates the digital addressing structures of stores positioned by virtual parceling in terms of application and content in metaverse environments, how they are shaped through genre and categorical classification formats through a sample metaverse application.

References

  • Ayiter, E. (2019). Spatial poetics, place, non-place and storyworlds: Intimate spaces for metaverse avatars. Technoetic Arts, 17(1-2), 155-169. https://doi.org/10.1386/tear_00013_1
  • Aziz, A. (1990). Araştırma yöntemleri-teknikleri ve iletişim. A.Ü. Siyasal Bilgiler Fakültesi ve Basın Yayın Yüksekokulu Basımevi.
  • Bauman, Z. (2010). Küreselleşme: Toplumsal sonuçları. (A. Yılmaz Çev.). Ayrıntı Yayınları.
  • Bosworth, A. & Nick, C. (2021, July 11). Building the metaverse responsibly. https://about.fb.com/news/2021/09/building-the-metaverse-responsibly/
  • Berelson, B. & Lazarsfeld, P. F. (1948). The analysis of communication content. University of Chicago Press.
  • Berelson, B. (1952). Content analysis in communication research. Free Press.
  • Berg, B. L. & Lune, H. (2015). Sosyal bilimlerde nitel araştırma yöntemleri. Eğitim Yayınevi.
  • Bilgin, N. (2006). Sosyal bilimlerde içerik analizi teknikler ve örnek çalışmalar. (2. Baskı), Siyasal.
  • Cai, X., Ning, H., Dhelim, S., Zhou, R., Zhang, T., Xu, Y. & Wan, Y. (2021, July 11). Robot and its living space: A Roadmap for robot development based on the view of living space. Digital Communications and Networks, 7(4), 505-517. https://www.sciencedirect.com/science/article/pii/S2352864820302881.
  • Coin Market Cap. (2022, Eylül 22). Decentraland piyasa değeri genel görünüm 1-31 Ekim 2022 (Dolar cinsinden) https://coinmarketcap.com/currencies/decentraland/
  • Dede, C.J., Jacobson, J., & Richards, J. (2017). Introduction: Virtual, augmented, and mixed realities in education. In D. Liu, C.J. Dede, R. Huang & J. Richards (Eds.), Smart Computing and Intelligence (pp.1-16). Springer. https://doi.org/10.1007/978-981-10-5490-7_1.
  • Dhelim, S., Huansheng, N., Cui, S., Jianhua, M., Huang, R. & Wang, K. I.K. (2020). Cyberentity and its consistency in the cyber-physical-socialthinking hyperspace. Computers & Electrical Engineering, Vol. 81,106506. https://doi.org/10.1016/j.compeleceng.2019.106506
  • Dinçelli, E., & Yayla, A. (2022). Immersive virtual reality in the age of the Metaverse: A hybrid narrative review based on the technology affordance perspective. The Journal of Strategic Information Systems, 31(2022) 101717. https://doi.org/10.1016/j.jsis.2022.101717
  • Duan, H., Li, J., Fan, S., Lin, Z., Wu, X. & Cai, W. (2021, 20-24 October). Metaverse for social good: A university campus prototype. [Conference Paper]. Proceedings of the 29th ACM International Conference on Multimedia, (pp.153-161), China. https://doi.org/10.1145/3474085.347923
  • Foucault, M. (2012). İktidarın gözü. (Işık Ergüden Çev.), Ayrıntı Yayınları.
  • Foucault, M. (2013). Hapishanenin doğuşu: Gözetim altında tutmak ve cezalandırmak. (Mehmet Ali Kılıçbay Çev.), İmge Kitabevi.
  • Hardt, M. & Negri, A. (2012). İmparatorluk. (Abdullah Yılmaz Çev.), Ayrıntı Yayınları.
  • Hwang, G.J., & Chien, S.Y. (2022, Eylül 16). Definition, roles, and potential research issues of the metaverse in education: An artificial intelligence perspective, computers and education. Artificial Intelligence, 3(2022),100082, 1-6. https://doi.org/10.1016/j.caeai.2022.100082
  • Jarmon, L., Traphagan, T., & Mayrath, M. (2008). Understanding project-based learning in second life with a pedagogy, training, and assessment trio. Educational Media International, 45(3), 157-176. https://doi.org/101080/09523980802283889
  • Kapp, K.M., & O’Driscoll, T. (2010). Learning in 3D: Adding a new dimension to enterprise learning and collaboration. Pfeiffer.
  • Karasar, N. (2010). Bilimsel araştırma yöntemi. (21. Baskı). Nobel Yayınları.
  • Kim, J. (2021). Advertising in the metaverse: Research agenda. Journal of Interactive Advertising, 21(3),141-144. https://doi.org/10.1080/15252019.2021.2001273
  • Kaplan, A. (1943). Content analysis and the theory of signs. Philosophy of Science, 10(1943), 230-247.
  • Krippendorff, K. (2013). Content analysis: An introduction to its methodology (3.Ed.), Sage.
  • Kuş, O. (2021). Metaverse: Dijital büyük patlamada fırsatlar ve endişelere yönelikalgılar. Intermedia International e-Journal, 8(15), 245-266. https://doi.org/10.21645/intermedia.2021.109
  • Lee, L.H., Braud, T., Zhou, P., Wang, L., Xu, D., Lin, Z., Kumar, A., Bermejo, C., & Hui, P. (2021). All one needs to know about metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda. Journal of Latex Class Files, 14(8), September 2021,1-66. https://doi.org/10.13140/RG.2.2.11200.05124/8
  • McLuhan, M. (2014). Gutenberg galaksisi: Tipografik insanın oluşumu. (Gül Çağalı Güven Çev.), YKY.
  • Mystakidis, S. (2022). Metaverse. Encyclopedia 2022, 2(1), 486-497. https://doi.org/10.3390/encyclopedia2010031
  • Neuendorf, K. A. (2002). The Content analysis guidebook. Sage.
  • Nevelsteen, K. J. (2018). Virtual world, defined from a technological perspective and applied to video games, mixed reality, and the metaverse. Computer Animation and Virtual Worlds, 29(1), e1752,1-36. https://doi.org/10.1002/cav.1752
  • NFT Plazas (2022, Eylül 3). Decentraland Haritası 2017 Görünümü. https://nftplazas.com/decentraland-map/.
  • NFT Plazas (2022, Eylül 3). Decentraland Lands. https://nftplazas.com/decentraland/decentraland-land/.
  • Ordano, E., Meilich, A., Jardi, Y., & Araoz, M. (2023, June 7). Decentraland: A blockchain based virtual world. Technical Report. https://decentraland.org/whitepaper.pdf
  • Owens, D., Mitchell, A., Khazanchi, D., & Zigurs, I. (2011). An Empirical investigation of virtual world projects and metaverse technology capabilities. ACM SIGMIS Database: The Database for Advances. Information. Systems, 42(1), 74-101. https://doi.org/10.1145/1952712.1952717
  • Parsons, D., & MacCallum, K. (2019, 16-18 September). Teacher perspectives on mobile augmented reality: The potential of metaverse for learning. [Conference Paper]. In Proceedings of World Conference on Mobile and Contextual Learning 2019, (pp.21-28), Delft, Netherlands. https://www.learntechlib.org/p/210597/
  • Radoff, J. (2021, August 22). The Seven layers of the metaverse. Medium. www.medium.com/building-the-metaverse/the-metaverse-value-chain-afcf9e09e3a7.
  • Reyes, G. C. E. (2020). Perception of high school students about using metaverse in augmented reality learning experiences in mathematics. Pixel-Bit: Media and Education Magazine, 58, 143-159. https://doi.org/10.54517/met.v1i2.1777
  • Schroeder, R. (2002). Social interaction in virtual environments: Key issues, common themes, and a framework for research. In R. Schroeder (Ed.), The Social Life of Avatars (pp.1-18). Springer.
  • Schwald, B., & Laval, B. (2003). An Augmented reality system for training and assistance to maintenance in the industrial context. Journal of WSCG, 11, 1-3.
  • Smart, J., Cascio, J., & Paffendorf, J. (2007, August 28). Metaverse roadmap Pathways to the 3d web A Cross industry public foresight project. https://metaverseroadmap.org/MetaverseRoadmapOverview.pdf.
  • Stephenson, N. (1992). Snow crash. Bantam Books.
  • Stempel, G. H. (1989). Content analysis. In G.H. Stempel & B. H. Westley (Eds.), Research Methods in Mass Communication (pp.119-131). Prentice Hall.
  • Tavşancıl, E. & Aslan, E. (2001). İçerı̇k analizi ve uygulama örnekleri. (1. Baskı). Epsilon Yayınları.
  • Thompson, C. W. (2010). Next-generation virtual worlds: Architecture, status, and directions, IEEE Internet Computing, 15(1), 60-65. https://doi.org/10.1109/MIC.2011.15
  • Toledano, L.M & Villalba, E. R. (2016). Cultural simulation through virtual worlds. The case of Second Life: an approach to the representation, narrative and rhetorical potential in the new media cultures. Icono 14(1), 1-25 https://doi.org/10.7195/ri14.v14i1.830
  • Tonbuloğlu, İ. & İşman, A. (2014). Öğretmenlerin sosyal ağları kullanım profillerinin incelenmesi. Bartın Üniversitesi Eğitim Fakültesi Dergisi, 3(1), Yaz 2014, 320-338. https://doi.org/10.14686/BUEFAD.201416220
  • Torun, N. K. & Torun, T. (2021, December 16-18). The Origin of metaverse concept: Snow crash review, Metaverse kavramının ilk çıkış noktası: Snow crash (parazit) incelemesi, [Conference Paper]. ICoSReSSE,14th International Conference of Strategic Research on Scientific Studies and Education, (pp.115-122) Antalya, Turkey. https://www.researchgate.net/publication/357781085
  • Walsh, C. (2018). Human-in-the-loop development of soft wearable robots. Nature Reviews Materials, 3(6), 78-80. https://doi.org/10.1038/s41578-018-0011-1
  • Wang, W., Ning, H., Shi, F., Dhelim, S., Zhang, W., & Chen, L. (2021). A survey of hybrid human-artificial intelligence for social computing. IEEE Transactions on Human-Machine Systems, 2021, 468,480. https://doi.org/10.1109/THMS.2021.3131683
  • Yücel, Y. S. (2022). Metaverse ve kent algısı: Metaverse elementi olarak flâneur deneyimi [Yayımlanmamış yüksek lisans tezi]. İstanbul Bahçeşehir Üniversitesi.
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Details

Primary Language Turkish
Journal Section Research Articles
Authors

Mustafa Aydemir 0000-0001-9414-4053

Publication Date June 30, 2023
Submission Date December 31, 2022
Published in Issue Year 2023 Issue: 14

Cite

APA Aydemir, M. (2023). Metaverse Ortamlarında Dijital Adresleme ve İçerik Pazarlaması: Decentraland Örneği. Yeni Medya(14), 56-75. https://doi.org/10.55609/yenimedya.1227461

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