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  Greenwashing ‘Second Life’  
 
 
Posted 2006-12-18 by Tony Walsh
 
 
     
 
SLNN.com reports that environmentalist group "Clean Energy Now!" has established a headquarters in virtual world Second Life, where it "plans to increase awareness within [Second Life] about the problems caused by the ongoing use of fossil fuels, including social, environmental and economic problems" through in-world educational events.

I think Clean Energy Now! needs to address the question I raised at the beginning of the month: "Is Second Life sustainable ecologically?" Rough Type's Nicholas Carr took a stab at responding to the question, which was in turn responded to by some Linden Lab employees. Some details about Second Life energy requirements were revealed, but haven't been formally examined, collected, or published that I am aware of.

I don't know how the group can reasonably use Second Life as a platform to campaign for clean energy when it hasn't studied Second Life's energy usage. At the very least, the group should find out whether or not Second Life is powered by clean energy sources, since that's the group's focus. Is Second Life clean? Is it the best platform for the job of educating people about clean energy? If it isn't, what are we losing in one area to gain in another? In my opinion, these are the questions that Clean Energy Now! should be prepared to answer. So far, the group's founder told SLNN.com that she uses "a lot of energy to promote the use of less." Not exactly what I consider leading by example.
 
     
 
   
 
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