Metaverse as a Platform for Event Management: The Sample of the Metaverse Türkiye E-Magazine

Yıl 2023, Cilt: 8 Sayı: 17, 122 - 143, 31.01.2023

Simge Ünlü , Lütfiye Yaşar , Erdal Bilici

https://doi.org/10.37679/trta.1202057

Cited By: 2

Öz

In this study, the events in Metaverse are discussed. For this purpose, Metaverse-themed digital media content was analyzed. The research universe is Metaverse-themed magazines, and the sample is Metaverse Türkiye E-Magazine. The study is critical because it is the first study on the activities in the Metaverse and contributes to the literature. The magazine was analyzed by applying the content and discourse analysis method in the MAXQDA program. The findings obtained are as follows: Content and discourse on Metaverse phenomena and concepts, meetings/promotions/conferences, event dimensions, and festivals are produced in the magazine. The most frequent discourse in the magazine is related to macro Metaverse concepts and phenomena. The least frequent is about meetings/ promotions/ conferences.

Quality and signature events constitute the digital event dimension in the Metaverse universe. When the discourses of the magazine are analyzed on a micro-scale, it is striking that proper names containing Metaverse concepts are used as subjects. As a result, considering the growing number and size of events held in Metaverse, it is crucial to research planning and implementing event management in Metaverse.

Anahtar Kelimeler

Metaverse, Metaverse Türkiye E-Magazine, VR, AR, Event Management

Etkinlik Yönetimi Platformu Olarak Metaverse: Metaverse Türkiye E-Dergisi Örneği

Öz

Bu çalışmada Metaverse’deki etkinlikler ele alınmıştır. Bu amaç doğrultusunda Metaverse temalı yayın yapan dijital medya içerikleri analiz edilmiştir. Araştırmanın evrenini Metaverse temalı dergiler oluştururken örneklemini Metaverse Türkiye E-Dergi’si oluşturmaktadır. Metaverse Türkiye E-Dergi’sinin, Türkiye’de Metaverse temalı yayın yapan ilk e-dergi olması ve yalnızca 1. Sayısının yayınlanmış olması çalışmanın sınırlılığını oluşturmaktadır. Çalışma Metaverse’deki etkinlikleri konu edinen ilk çalışma olması ve literatüre katkı sağlaması nedeniyle önem arz etmektedir. Dergi Maxqda programında içerik ve söylem analizi yöntemiyle analiz edilmiştir. Bu bağlamda elde edilen bulgular şöyledir: Dergide Metaverse olguları ve kavramları, toplantılar/teşvikler/konferanslar, etkinlik boyutları ve festivaller üzerine içerik ve söylem üretilmektedir. En fazla makro söylem Metaverse kavram ve olguları üzerine üretilmiştir. En az söylemse toplantılar/teşvikler/konferanslar hakkındadır. Metaverse evreninde gerçekleşen dijital etkinliklerin boyutunu ise nitelikli ve imza etkinlikler oluşturmaktadır. Derginin söylemleri mikro ölçekte değerlendirildiğinde özne olarak Metaverse kavramlarını içeren özel isimlerin kullanıldığı göze çarpmaktadır. Dergide gündelik bir dil kullanılmakla birlikte cümleler arasında nedensellik ilişkisi bulunmaktadır. Dergide merak uyandırma tekniğinin kullanılması etkinliklere olan ilgiyi artırmakla birlikte retorik açısından inandırıcılığı artırmaktadır. Sonuç olarak; Metaverse kullanımının yaygınlaşmasıyla birlikte bu evrende gerçekleşecek etkinliklerin sayısı ve boyutu göz önüne alınacak olursa Metaverse’deki etkinlik yönetimini planlama ve uygulama üzerine araştırma yapılması önem arz etmektedir.

Anahtar Kelimeler

Metaverse, Metaverse Türkiye E-Dergi, VR, AR, Etkinlik Yönetimi

Kaynakça

• Allen, J. (2000). Event Planning. John Wiley & Sons, Toronto.
• Ante, L. (2021). Non-fungible token (NFT) markets on the Ethereum blockchain: Temporal development, cointegration, and interrelations. Submission to The 3rd Crypto Asset Lab Conference (CAL2021), 1–15. https://doi.org/10.2139/ssrn.3904683
• Argan, T. M., & Yüncü, D. (2015). Etkinlik Pazarlama Yönetimi. Ankara: Detay Yayıncılık.
• Avidov-Ungar, O., Shamir-Inbal, T., & Blau, I. (2020). Typology of digital leadership roles tasked with integrating new technologies into teaching: Insights from metaphor analysis. Magazine of Research on Technology in Education, 54(1), 92–107. https://doi.org/10.1080/15391523.2020.1809035
• Berg, C., Davidson, S., & Potts, J. (2019). Blockchain Technology as Economic Infrastructure: Revisiting the Electronic Markets Hypothesis. Frontiers in
• Blockchain, 2(22), 1–6. https://www.frontiersin.org/articles/10.3389/ fbloc.2019.00022
• Bourlakis, M., Papagiannidis, S., & Li, F. (2009). Retail spatial evolution: Paving the way from traditional to Metaverse retailing. Electronic Commerce Research, 9(1–2), 135–148. https://doi.org/10.1007/s10660-009-9030-8
• Cai, W., Wang, Z., Ernst, J. B., Hong, Z., Feng, C., & Leung, V. C. M. (2018). Decentralized Applications: The Blockchain-Empowered Software System. IEEE Access, 6, 53019–53033. https://doi.org/10.1109/ACCESS.2018.2870644
• Carmigniani, J., & Furht, B. (2011). Augmented Reality: An Overview BT - Handbook of Augmented Reality. In B. Furht (Ed.), Handbook of Augmented Reality (pp. 3–46). Springer New York. https://doi.org/10.1007/978-1-4614-0064-6_1
• Chesney, T., Coyne, I., Logan, B., & Madden, N. (2009). Griefing in virtual worlds: Causes, casualties, and coping strategies. Information Systems Magazine, 19(6), 525–548. https://doi.org/10.1111/j.1365-2575.2009.00330.x
• Chodos, D., & Stroulia, E. (2008). Second Life Gift Registry: Bringing Retail Web Applications into the Metaverse. 2008 IEEE Congress on Services - Part I, 199–206. https://doi.org/10.1109/SERVICES-1.2008.72
• Choi, H., & Kim, S. (2017). A content service deployment plan for Metaverse museum exhibitions—
• Centering on the combination of beacons and HMDs. International Magazine of Information Management, 37(1), 1519–1527. https:// doi.org/https://doi.org/10.1016/j.ijinfomgt.2016.04.017 Collins, C. (2008). Looking to the future: Higher education in the Metaverse. Educause Review, 43(5), 51–63.
• De Reu, J., De Smedt, P., Herremans, D., Van Meirvenne, M., Laloo, P., & De Clercq, W. (2014). On introducing an image-based 3D reconstruction method in archaeological excavation practice. Magazine of Archaeological Science, 41, 251–262. https://doi.org/https://doi.org/10.1016/j.jas.2013.08.020
• Dionisio, J. D. N., III, W. G. B., & Gilbert, R. (2013). 3D virtual worlds and the Metaverse: Current status and future possibilities. ACM Computing Surveys (CSUR), 45(3), 1–38.
• Duan, H., Li, J., Fan, S., Lin, Z., Wu, X., & Cai, W. (2021). Metaverse for social good: A university campus prototype. Proceedings of the 29th ACM International Conference on Multimedia, 153–161. Fernández-Gallego, B., Lama, M., Vidal, J. C., Sánchez, E., & Bugarín, A. (2010). OPENET4VE:A Platform for the Execution of IMS LD Units of Learning in Virtual Environments.2010 10th IEEE International Conference on Advanced Learning Technologies, 472–474. https://doi.org/10.1109/ICALT.2010.137
• Getz, D. (1991). Festivals, special events, and tourism. Van Nostrand Reinhold.
• Getz, D. (2007). Event Studies: Theory, Research and Policy for Planned Events (1.). UK: Elsevier Ltd.
• Goldblatt, J. J. (1990). Special events: the art and science of celebration. Van Nostrand Reinhold.
• Hall, C. M. (2012). Sustainable mega-events: Beyond the myth of balanced approaches to mega-event sustainability. Event Management, 16(2), 119–131.
• Hansen, A. (2000). Content Analysis. In M. S. Çebi (Ed.), Content Analysis in CommunicationStudies (pp. 49-102.). Alternatif Yayınları. Hartmann, D., & Van der Auweraer, H. (2021). Digital twins. In P. Q. Manuel Cruz, Carlos Parés (Ed.), Progress in Industrial Mathematics: Success Stories (pp. 3–17).Springer.
• Huggett, J. (2020). Virtually real or virtual: Towards a heritage Metaverse. Studies in Digital Heritage, 4(1), 1–15.
• Jeon, H., Youn, H., Ko, S., & Kim, T. (2022). Blockchain and AI Meet in the Metaverse. In P. F.-L. Tiago M. Fernández-Caramés (Ed.), Advances in the Convergence of Blockchain and Artificial Intelligence (pp. 73–82). BoD–Books on Demand.
• Kanematsu, H., Kobayashi, T., Barry, D. M., Fukumura, Y., Dharmawansa, A., & Ogawa, N. (2014). Virtual STEM Class for Nuclear Safety Education in Metaverse. Procedia Computer Science, 35, 1255–1261. https://doi.org/https://doi. org/10.1016/j.procs.2014.08.224
• Kemp, J., & Livingstone, D. (2006). Putting a Second Life “Metaverse” skin on learning management systems. In D. L. & J. Kemp (Ed.), Proceedings of the Second Life education workshop at the Second Life community convention (Vol. 20, pp. 13–18). The University of Paisley CA, San Francisco.
• Kim, J. (2021). Advertising in the Metaverse: Research Agenda. Magazine of Interactive Advertising, 21(3), 141–144. https://doi.org/10.1080/15252019.2021.200 1273 Krumm, J., Davies, N., & Narayanaswami, C. (2008). User-Generated Content. IEEE Perva sive Computing, 7(4), 10–11. https://doi.org/10.1109/MPRV.2008.85
• Kye, B., Han, N., Kim, E., Park, Y., Jo, S., & Huh, S. (2021). Educational applications of Metaverse:possibilities and limitations. Jeehp, 18(0), 30–32. https://doi. org/10.3352/jeehp.2021.18.32
• 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. https://doi. org/10.48550/arxiv.2110.05352
• Lee, S.-G., Trimi, S., Byun, W. K., & Kang, M. (2011). Innovation and imitation effects in Metaverseservice adoption. Service Business, 5(2), 155–172.
• Lim, W. Y. B., Xiong, Z., Niyato, D., Cao, X., Miao, C., Sun, S., & Yang, Q. (2022). Realizing theMetaverse with edge intelligence: A match made in heaven. ArXiv Preprint ArXiv:2201.01634, 1–9.
• Ma, M., Jain, L. C., & Anderson, P. (2014). Future trends of virtual, augmented reality, and games for health. In P. A. Minhua Ma, Lakhmi C. Jain (Ed.), Virtual, augmented reality and serious games for healthcare 1 (pp. 1–6). Springer.
• Ma, Z., & Liu, S. (2018). A review of 3D reconstruction techniques in civil engineering and their applications. Advanced Engineering Informatics, 37, 163–174. https:// doi.org/https://doi.org/10.1016/j.aei.2018.05.005
• Maharg, P., & Owen, M. (2007). Simulations, learning and the Metaverse: changing cultures in legal education. Magazine of Information, Law, Technology, 1, 1–28.
• May, T., & Perry, B. (2022). Social research: Issues, methods, and process. McGraw-Hill Education(UK).
• Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486–497. https://doi.org/10.3390/ encyclopedia2010031
• Naab, T. K., & Sehl, A. (2017). Studies of user-generated content: A systematic review. Magazineism,18(10), 1256–1273. https://doi.org/10.1177/1464884916673557
• Ng, W. C., Lim, W. Y. B., Ng, J. S., Xiong, Z., Niyato, D., & Miao, C. (2021). Unified resourceallocation framework for the edge intelligence-enabled Metaverse. ArXivPreprint ArXiv:2110.14325, 1–6.
• Nguyen, C. T., Hoang, D. T., Nguyen, D. N., & Dutkiewicz, E. (2021). Meta chain: A novel blockchain-based framework for Metaverse applications. ArXiv Preprint ArXiv:2201.00759.
• Ning, H., Wang, H., Lin, Y., Wang, W., Dhelim, S., Farha, F., Ding, J., & Daneshmand, M. (2021). A Survey on Metaverse: the State-of-the-art, Technologies, Applications, and Challenges. ArXiv Preprint ArXiv:2111.09673. Ondrejka, C. (2005). Escaping the Gilded Cage: User-Created Content and Building the Metaverse.NYLS Law Review, 49(1), 81–101.
• Park, S.-M., & Kim, Y.-G. (2022). A Metaverse: Taxonomy, Components, Applications, and Open Challenges. IEEE Access, 10, 4209–4251. https://doi.org/10.1109/ACCESS. 2021.3140175 Presenza, A., & Iocca, S. (2012). The Weight Of Stakeholders On Festival Management: The
• Case Of Music Festivals In Italy. PASOS Revista de Turismo y Patrimonio Cultural, 10(2), 25–35.
• Quinn, B. (2006). Problematising ‘Festival Tourism’: Arts Festivals and Sustainable Development in Ireland. Journal of Sustainable Tourism, 14(3), 288–306.
• Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Magazine of Business Research, 142, 1140–1150. https://doi.org/https://doi.org/10.1016/j. jbusres.2021.12.084 Rospigliosi, P. ‘asher’. (2022). Metaverse or Simulacra? Roblox, Minecraft, Meta, and the turn to virtual reality for education, socialization, and work. Interactive Learning Environments, 30(1), 1–3. https://doi.org/10.1080/10494820.2022.2022899
• Rudas, I. J., & Fodor, J. (2008). Intelligent systems. International Magazine of Computers, Communications & Control, 3(3), 132–138.
• Saddik, A. El. (2018). Digital Twins: The Convergence of Multimedia Technologies. IEEE MultiMedia,25(2), 87–92. https://doi.org/10.1109/MMUL.2018.023121167
• Salem, G., Jones, E. and Morgan, N. (2004) ‘An overview of event management’, in Yeoman, I. et al. (Ed.): Festival and Events Management. An International Arts and Culture Perspective, pp.14–31, Elsevier Butterworth-Heinemann, Oxford.
• Schlentrich, U. A. (2008). The MICE Industry: Meetings, Incentives, Conventions, and ExhibitionsIn Brotherton, B. and Wood, R. C. The SAGE Handbook of Hospitality Management. London: SAGE Publications Ltd., pp. 400-420.
• Seok, W. H. (2021). Analysis of Metaverse business model and ecosystem. Electronics and Telecommunications Trends, 36(4), 81–91. Shone, A., & Parry, B. (2004). Successful Event Management A Practical Handbook (2.). London: Thompson Learning.
• Slater, M., Gonzalez-Liencres, C., Haggard, P., Vinkers, C., Gregory-Clarke, R., Jelley, S., Watson,
• Z., Breen, G., Schwarz, R., Steptoe, W., Szostak, D., Halan, S., Fox, D., & Silver, J. (2020). The Ethics of Realism in Virtual and Augmented Reality. In Frontiers in Virtual Reality (Vol. 1, pp. 1–13). https://www.frontiersin.org/ articles/10.3389/frvir.2020.00001
• Suzuki, S., Kanematsu, H., Barry, D. M., Ogawa, N., Yajima, K., Nakahira, K. T., Shirai, T., Kawaguchi, M., Kobayashi, T., & Yoshitake, M. (2020). Virtual Experiments in Metaverse and their Applications to Collaborative Projects: The framework and its significance. Procedia Computer Science, 176, 2125–2132. https://doi. org/https://doi.org/10.1016/j.procs.2020.09.249
• Taylan, H. H. (2011). Sosyal Bilimlerde Kullanilan içerik analizi ve söylem analizinin karşilaştirilmasi.Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (BUSBED), 1(2), 63–76.
• Ünlü, S. (2018). Yeşil Etkinlik Yönetimi Planlama ve Yaklaşımlar. Eğitim Yayınevi. Van Dijk, T. A. (1993). Principles of critical discourse analysis. Discourse & Society, 4(2), 249–283.
• Volk, D. (2008). Co-creative game development in a participatory Metaverse. Proceedings of the Tenth Anniversary Conference on Participatory Design 2008, 262–265.
• Wang, Q., Li, R., Wang, Q., & Chen, S. (2021). Non-fungible token (NFT): Overview, evaluation, opportunities, and challenges. ArXiv Preprint ArXiv:2105.07447. Wu, H.-K., Lee, S. W.-Y., Chang, H.-Y., & Liang, J.-C. (2013). Current status, opportunities, and challenges of augmented reality in education. Computers & Education, 62, 41–49. https://doi.org/https://doi.org/10.1016/j.compedu.2012.10.024
• Yang, Q., Zhao, Y., Huang, H., Xiong, Z., Kang, J., & Zheng, Z. (2022). Fusing Blockchain and AI with Metaverse: A Survey. IEEE Open Magazine of the Computer Society, 18(9), 1–15. https://doi.org/10.1109/OJCS.2022.3188249
• Yıldırım, A., & Şimşek, H. (2005). Sosyal Bilimlerde Nitel Araştırma Yöntemleri.[Qualitative Research Methods in Social Sciences] Ankara: Seçkin. Seçkin Publications.
• Zhan, T., Yin, K., Xiong, J., He, Z., & Wu, S.-T. (2020). Augmented Reality and Virtual RealityDisplays: Perspectives and Challenges. Science, 23(8), 101397. https://doi. org/https://doi.org/10.1016/j.isci.2020.101397