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ever since creators animated television show south park turned lovingly sardonic gaze massively multiplayer online game world warcraft entire episode wows status icon digital culture secure life night elf priest digs deep beneath surface icon explore rich particulars world warcraft players experience julian dibbell wired world warcraft best representative significant new technology art form sector society themeoriented virtual world bonnie nardis pioneering transnational ethnography explores game sensitively systematically using methods cultural anthropology aesthetics intensive personal experience guild member media teacher magical quest elf william sims bainbridge author warcraft civilization editor online worlds nardi skillfully covers hot button issues come mind people think video games like world warcraft game addiction sexism violence gives book value unexpected gems rare beautifully detailed research less sensationalized topics interest world warcraft player community china game modding increasingly blurred line play work rich fascinating lives players player cultures nardi brings world warcraft earth nonplayers ties social cultural theory scholars best ethnography single virtual world produced far lisa nakamura university illinois world warcraft rapidly became one popular online world games planet amassing 115 million subscribersofficially making online community gamers inhabitants state ohio almost twice populous scotland massively multiplayer online game mmo gamer jargon person controls single character inside virtual world interacting peoples characters computercontrolled monsters questgivers merchants life night elf priest bonnie nardi wellknown ethnographer published extensively theories intersect adopt use technology compiles three years participatory research warcraft play culture united states china field study player behavior activity introduces us research strategy history structure culture warcraft argues applying activity theory theories aesthetic experience study gaming play educates us issues gender culture addiction part play experience nardi paints compelling portrait drives online gamers country china spent month studying players internet cafes bonnie nardi given us fresh look world warcraft field game studies whole one first indepth studies game become icon digital culture life night elf priest capture interest gamer ethnographer bonnie nardi anthropologist training professor department informatics donald bren school information computer sciences university california irvine research focus social implications digital technologies author small matter programming perspectives end user computing coauthor information ecologies using technology heart acting technology activity theory interaction design cover art jessica damsky