A cross-media community for societal action

A cross-media platform was designed for a community of young teenagers oriented towards societal change. The platform involved an interactive web forum featuring creative and communicative collaborative tools in a 3d avatar environment, and a weekly show in national public-service television. Informal assessment of the work indicated that (1) an integrated spiral of production and consumption across the two media channels involved is a viable design concept to support community building, (2) off-the-shelf avatar technology and consumer-grade Internet connectivity can form a feasible infrastructure for collaborative storytelling tools, and (3) a participatory design process where participants transition into the role of mentors and norm carriers upon deployment can be a feasible way to support subcultural community building towards »difficult« topics, even though it entails considerable resource demands. All of these findings are potentially transferable to other design domains and audiences.