The Walt Disney Company Using Second Life As A Public...

Virtual communities such as Second Life have revolutionized communication channels for public relations professionals. The virtual-communication platform uses the integration of social and digital media to communicate with target audiences. The internet-based simulated environment permits users to not only interact with each other, but with products and services provided by organizations and individuals. Thus, Second Life has become an interactive, collaborative and commercial communication channel to connect to and influence global audience behavior (Barnes Mattsson, 2011). Already internationally recognized, the Walt Disney Company was an early participant of Second Life. The purpose of Disney’s virtual-world establishment was to give Disney fans a place to hangout, enjoy the scenery and get updates about the parks (McConnon Reena, 2007). The five advantages of the Walt Disney Company using Second Life as a public relations tool are: Tourism and international public relations have a positive relationship, access to target audience feedback through personal interfaces, Second Life serves as another platform for dissemination of information and promotion of organizational activities, the content of the virtual world creates an hyperreality for identified target audiences and the platform removes geographically barriers encouraging people from around the world to collaborate. 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