Following up on my previous post on electronic media is this article by Frank Rose, writing in Wired, How Madison Avenue Is Wasting Millions on a Deserted Second Life:

For months, Michael Donnelly had been hearing all about the fantastic opportunities in Second Life.

As worldwide head of interactive marketing at Coca-Cola, Donnelly was fascinated by its commercial potential, the way its users could wander through a computer-generated 3-D environment that mimics the mundane world of the flesh. So one day last fall, he downloaded the Second Life software, created an avatar, and set off in search of other brands like his own. American Apparel, Reebok, Scion — the big ones were easy to find, yet something felt wrong: “There was nobody else around.” He teleported over to the Aloft Hotel, a virtual prototype for a real-world chain being developed by the owners of the W. It was deserted, almost creepy. “I felt like I was in The Shining.”

…

Second Life partisans claim meteoric growth, with the number of “residents,” or avatars created, surpassing 7 million in June. There’s no question that more and more people are trying Second Life, but that figure turns out to be wildly misleading. For starters, many people make more than one avatar. According to Linden Lab, the company behind Second Life, the number of avatars created by distinct individuals was closer to 4 million. Of those, only about 1 million had logged on in the previous 30 days (the standard measure of Internet traffic), and barely a third of that total had bothered to drop by in the previous week. Most of those who did were from Europe or Asia, leaving a little more than 100,000 Americans per week to be targeted by US marketers.

Then there’s the question of what people do when they get there. Once you put in several hours flailing around learning how to function in Second Life, there isn’t much to do. That may explain why more than 85 percent of the avatars created have been abandoned. Linden’s in-world traffic tally, which factors in both the number of visitors and time spent, shows that the big draws for those who do return are free money and kinky sex. On a random day in June, the most popular location was Money Island (where Linden dollars, the official currency, are given away gratis), with a score of 136,000. Sexy Beach, one of several regions that offer virtual sex shops, dancing, and no-strings hookups, came in at 133,000. The Sears store on IBM’s Innovation Island had a traffic score of 281; Coke’s Virtual Thirst pavilion, a mere 27. And even when corporate destinations actually draw people, the PR can be less than ideal. Last winter, CNET’s in-world correspondent was conducting a live interview with Anshe Chung, an avatar said to have earned more than $1 million on virtual real estate deals, when Chung was assaulted by flying penises in a griefer attack.

Hmmm…

Joseph Jaffe, the marketing consultant who advised Coke on its in-world presence, dismisses the notion that such efforts might not be worthwhile. “The learning is now,” Jaffe says. “You are a pioneer, and with that comes first-mover advantage” — that chestnut from the Web 1.0 boom. And the paltry numbers? “This is not about reach anymore. This is about connecting. It’s about establishing meaningful, impactful conversations. So when people ask, ‘Why Second Life?’ I ask ‘Why not?'”

Yes, why not? Are you going to see lots of people? No…

…the popular islands are never crowded, because each processor on Linden Lab’s servers can handle a maximum of only 70 avatars at a time; more than that and the service slows to a crawl, some avatars disappear, or the island simply vanishes. “It’s really the software’s fault,” says Andrew Meadows, Linden Lab’s senior developer. “Way back when, we used to say, ‘This is not going to scale.'”

Why go?

“Companies say, ‘It’s an experiment’ — but what are they learning?” Tobaccowala asks. “Basically, they’re learning how to create an avatar and walk around in Second Life.” Which is fine if that’s what you want to do. Just don’t expect to sell a lot of Coke.

Seems like a good place to have a presence. In a cost-benefit analysis, seems like it isn’t the best investment for the money if you’re attempting to counter enemy propaganda through engaging foreign and domestic publics directly. But that’s just me…

Ok, Michael’s got some updates. First, was his post a couple of months ago about SL being a terrorist training tool. But all ICT(information and communication technologies) can be dual purpose, so I’m not concerned there. Better to use technology to empower the good than to fear its use by the bad. We may as well return to the communications systems of the Seventeenth Century to prevent the spread of ideology, food, etc. But here’s the good stuff MT shares: Virtual Terrorists, Hunted in reality, jihadists are turning to artificial online worlds such as Second Life to train and recruit members.

In SL people create their own characters, known as avatars, and live an alternative life, buying goods, real estate and living in a community of more than eight million people from across the world. They go about their lives, attending concerts and seminars, building businesses and socialising.

On the darker side, there are also weapons armouries in SL where people can get access to guns, including automatic weapons and AK47s. Searches of the SL website show there are three jihadi terrorists registered and two elite jihadist terrorist groups.

Once these groups take up residence in SL, it is easy to start spreading propaganda, recruiting and instructing like minds on how to start terrorist cells and carry out jihad.

One radical group, called Second Life Liberation Army, has been responsible for some computer-coded atomic bombings of virtual world stores in the past six months….

Earlier this year Britain’s Fraud Advisory Panel warned that SL players could launder money across national borders without restriction and with little risk of being detected. The FAP says criminal or terrorist gangs can also use the game to avoid surveillance while committing crimes including credit card fraud, identity theft, money laundering and tax evasion.

On framing US domestic images, Why the Military Hates the Left

On the importance of Iraqi domestic perceptions, see the second half of Sean Smith’s film at the Guardian.

Also, see Michael O’Hanlon and Kenneth Pollack’s article in today’s New York Times.

Here is the most important thing Americans need to understand: We are finally getting somewhere in Iraq, at least in military terms. As two analysts who have harshly criticized the Bush administration’s miserable handling of Iraq, we were surprised by the gains we saw and the potential to produce not necessarily “victory” but a sustainable stability that both we and the Iraqis could live with.…

Another surprise was how well the coalition’s new Embedded Provincial Reconstruction Teams are working. Wherever we found a fully staffed team, we also found local Iraqi leaders and businessmen cooperating with it to revive the local economy and build new political structures. Although much more needs to be done to create jobs, a new emphasis on microloans and small-scale projects was having some success where the previous aid programs often built white elephants.

Good news and bad news in a single sentence: “Wherever we found a fully staffed team…”

In what would become known as the “Long Telegram” sent 9pm, February 22, 1946, to the Secretary of State, George Kennan ended with “practical deductions” that are worth reading in today’s environment. 

(1) Our first step must be to apprehend, and recognize for what it is, the nature of the movement with which we are dealing. We must study it with same courage, detachment, objectivity, and same determination not to be emotionally provoked or unseated by it, with which doctor studies unruly and unreasonable individual.

(2) We must see that our public is educated to realities of Russian situation. I cannot over-emphasize importance of this. Press cannot do this alone. It must be done mainly by Government, which is necessarily more experienced and better informed on practical problems involved. In this we need not be deterred by [ugliness?] of picture. I am convinced that there would be far less hysterical anti-Sovietism in our country today if realities of this situation were better understood by our people. There is nothing as dangerous or as terrifying as the unknown….

(3) Much depends on health and vigor of our own society. World communism is like malignant parasite which feeds only on diseased tissue. This is point at which domestic and foreign policies meets Every courageous and incisive measure to solve internal problems of our own society, to improve self-confidence, discipline, morale and community spirit of our own people, is a diplomatic victory over Moscow worth a thousand diplomatic notes and joint communiqués. If we cannot abandon fatalism and indifference in face of deficiencies of our own society, Moscow will profit–Moscow cannot help profiting by them in its foreign policies.

(4) We must formulate and put forward for other nations a much more positive and constructive picture of sort of world we would like to see than we have put forward in past. It is not enough to urge people to develop political processes similar to our own…

(5) Finally we must have courage and self-confidence to cling to our own methods and conceptions of human society. After Al, the greatest danger that can befall us in coping with this problem of Soviet communism, is that we shall allow ourselves to become like those with whom we are coping.

For those who frame the modern conflict in Cold War images, it might be useful to remember the real designs and purposes of early Cold War policies. For those who think public diplomacy is simply a beauty contest to hopefully “win hearts”, should go back to the aggressive “five-dollar, five syllable” foundation of public diplomacy as a psychological struggle for minds and wills against an enemy who understood perception management.