Abstract

Purpose
Teens spend an increasing amount of time online particularly in teen-based virtual worlds such as Habbo Hotel™ & Stardoll™. Research to date has focused on identity and personal development highlighting issues such as bullying. This research aims to identify the participation styles of teen users and reflects the international nature of this market by undertaking a two-country comparison of users.
Methodology
A phenomenological approach is taken informed by Consumer Culture Theory. Wide ranging discovery interviews will yield rich data. UK and Finnish nationals in their home countries will carry out interviews.
Findings
The exploratory interviews will generate detailed narrative accounts of how teenagers engage with these virtual worlds and how they fit within their lived experience. The interviews are being undertaken during October/November 2013. Analysis and interpretation of the findings from these discovery interviews will be submitted in the full paper in February 2014.
Originality Value
Participation styles are identified in relation to both the socio-cultural context of the teenagers and the specific virtual world context. Comparing the UK and Finnish results will allow identification of participation styles and behaviours that may cross cultures and others that are cultural tied.