NEW MEDIA, NEW RESEARCH METHODS: CURRENT APPROACHES TO RESEARCH IN THE VIRTUAL WORLD

Growing use of online games in China means that virtual worlds are becoming an important aspect of Chinese media studies. This transformation of the nature of Chinese media presents new challenges to academic research that traditional methodological approaches do not address. As the first step toward developing academically sound standards for the gathering of both qualitative and quantitative data within the virtual realm, this article explores new methodological challenges presented by the use of Massive Multiplayer Online Games (MMOGs) as subjects of or platforms for research. The article begins with an exploration of general challenges and moves specifically to the context of China.