“I Rolled the Dice with Trade Chat and This is What I Got”
In this chapter, the authors extend Warnick’s (2007) appropriation of Toulmin’s (1958) “field-dependency” as applied through an ecological lens to examine credibility and ethos in the virtual world of a massive multiplayer online game. The authors theorize that ethos in such virtual environments is context-dependent—that it is in the interaction between designed game and user action/communication that ethos is engineered in a process that is fundamentally different from both websites (which are static) and other social media (where the environment is not nearly as much of an actor in the development of ethos/credibility). To better understand how players (as inhabitants of the game ecology) view the establishment of ethos, the authors collected in-game chat and near-game forum posts that included responses to requests for assistance or invitations to join a guild, and we asked our participants to evaluate these texts. The chapter uses the data collected about the perception of ethos to identify three key elements for successful demonstration of credibility in multiplayer games: specificity, demonstrated expertise, and experience.