University of Southern California

USC Network Culture Project

USC Annenberg School for Communication

The University of Southern California at Annenberg (USC) School of Communication Network Culture Project is offering a contest open to Second Life residents. The goal is to plan and build something within SL that uses this virtual world to enhance, develop or sustain the public good.

Three lucky Second Life residents could be richer in spirit as well as in their wallet if they answer the challenge successfully. A group of panelists met to answer questions about this effort with 49 residents in attendance.

Projects may address any social need and could include conservation, human rights and international justice, global peace and security, reproductive health, digital media and learning, or juvenile justice.

Panelists explaining the Public Good Challenge at the presentation yesterday included author of “Smart Mobs” Howard Rheingold, Lorelei Junot (Lori Bell, Director of Innovation with the Alliance Library System), Rik Riel (Rik Panganiban, Online Leadership Program Associate, SL Producer, Global Kids, http://www.rikomatic.com/), Doctor Ludovico (Douglas Thomas, Associate Professor, USC School of Communication), Craig MacFound (Craig Wacker, MacArthur Foundation’s Program on Human & Community Development) and RC Mars (Randal Moss, Director of the American Cancer Society’s Futuring and Innovation Center).

Proposals are now being accepted from groups, organizations or individuals for their projects. The best submissions will be selected based on how well they demonstrate the significance of virtual worlds for making an impact on society or culture.

Proposals should provide a clear description of how the project uses the abilities of SL to advance the project goals and should provide clear metrics for assessing the success of the project.

Up to three finalists will be selected by community vote. The finalists will be provided with L$100,000/month building stipend (and land if required) for three months to execute their proposal. The projects will be showcased in SL at the State of Play Conference to be held in Chicago in October 2008.

Proposals may be submitted to This e-mail address is being protected from spambots, you need JavaScript enabled to view it by June 1, 2008 for consideration.

“We really hope to challenge the foundation world to take what is happening in Second Life and other virtual worlds seriously; to really engage with the energy, vitality and new technologies that have a lot of potential to make a difference,” Riel said.

“We have a core belief here that people and these spaces are committed to the notion of the public good. And what we’ve seen over and over again is that a lot of energy and enthusiasm of people in virtual worlds who would really like to make a difference.

(l. to r.) Lorelei Junot, Doctor Ludovico, Rik Riel, Howard Rheingold, Craig MacFound and RC Mars