timacy and immediacy) of the interpersonal relation-
ships”(Short et al., 1976, p. 65). As we have already
said, social presence has been proved to be necessary
for both, interface design of social applications (Xu
et al., 2006), and learning purposes (Kasvi, 2000). In
addition, we claim that social presence is also im-
portant in serious games. We also state that we can
identify several ’indicators’ in order to measure the
potential presence awareness of our application. In
other words: the absence of these indicators in our
virtual environment (in our case a serious game) is a
signal of a not well designed system, not able to sup-
port social interactions and social learning. As we
have said, being able to do such an evaluation at early
stage (i.e., before starting implementation) has ma-
jor advantages: it can simplify the work of designers
(that can return on their design before development)
and help to build better applications while reducing
development costs.
3 DEFINING ’INDICATORS’ FOR
SOCIAL PRESENCE
This section presents core elements of the framework
that can be used to evaluate social presence ’poten-
tial’ in an application at early stage. The framework
is based on four elements: identity, space, persistence
and actions. These elements are motivated by an em-
pirical analysis of current social software and sup-
ported by major findings from psychology and sociol-
ogy. In fact, these elements represent core features of
any Social Interactive Systems (SIS) targeted towards
young generations (and thus also serious games with
social capabilities). Consequently, they represent an
interesting evaluation criteria in order to capture at
early stage the potential presence awareness of the ap-
plication being designed. Hereafter, the semantics of
each element of the framework is described more in
details.
Identity. Our point of view about Identity is the
same as social psychology’s later approaches, which
consider individual and social identity not as stable
characteristics, but rather as a dynamic phenomenon
(Harré and Langenhove, 1991). In these approaches,
the choice about what possible self to show is driven
by strategic moves (e.g., what features are more rel-
evant and effective for self presentation) which par-
ticipants can make within a particular situation. In
describing everyday interactions, Goffman (Goffman,
1959) distinguished between two ways of expressing
information: information that is given and informa-
tion that is given off. Information that is given is the
conscious content of communication, the voluntary,
symbolic actions that are mutually understood, for ex-
ample, a person who describes their anger is giving
information about their emotional state. In talking
about their anger, however, the person also gives off
information, through para-verbal characteristics such
as tone, volume, the choice of words, and non-verbal
cues. While information that is given is considered
to be within the actor’s control, information that is
given off is perceived by the audience to be uninten-
tionally communicated. A classical example of ’iden-
tity announcement’that has intentionally and uninten-
tionally elements is avatar personalization. While we
will not enter in detail here on its implications, the
avatar is a visual claim for personal expression that
is constantly worked on. This continuous work rein-
forces the concept of presence and thus social pres-
ence. The explicit specification of a social network of
acquaintance can be seen as collateral information. If
it’s true that social networks are built via a series of
invitations, usually members also have some control
over the visibility of their network for others. This
means that, for impression management, a user will
show only networks he/she wants to show. For in-
stance some members can decide to make their social
networks visible only to their direct acquaintances.
In this case, there is a ’given’ information (the user
chooses what to show about his/her identity), but also
a ’given off’ information (derived e.g., from the kind
of groups a user showed/joined). From a design point
of view we can say that, allowing both the kinds of
identity representation becomes the starting point for
a social, evolving identity.
Space. If we look carefully, the language we use to
describe our experience of the virtual environment is a
reflection of an underlying conceptual metaphor: ’Cy-
berspace as Place’ (Lakoff and Turner, 1988). This
means that we are transferring certain spatial char-
acteristics from our real world experience over the
virtual environment. The metaphor ’Cyberspace as
Place’ leads to a series of other metaphorical infer-
ences: cyberspace is like the physical world, it can
be ’zoned’, trespassed upon, interfered with, and di-
vided up into a series of small landholdings that are
just like real world property holdings. As you no-
ticed, we joined together the terms space and place.
In reality, for the good functioning of a SIS it is im-
portant to distinguish between them. Actually, the lit-
erature about space and place is fairly massive and
diverse. A converging definition of the difference be-
tween space and place does not exist, however we can
list some interesting definitions adapted from (Car-
mona et al., 2003) that try to capture differentiation
aspects between space and place: Space is alienation;
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