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Discusses the visions of “global villages”, “borderless worlds” and “towers of Babel” which, according to the visionaries of our day, we are heading towards, enhanced by the rapid development of communications and information technologies. Explores the shortcomings of these metaphors and the visions conveyed by them. Considers the means by which alternative metaphors could be constructed in an effort to make sense of how information technology‐supported globalization will re‐shape the world in which we live.

Debates why and how some practices become universal – taking as a case in point closed‐chest massage (CCCM). Points out that CCCM was recognized in 1960 and its use generated heated debates, which altered the technique and reshuffled existing infrastructures. Claims that debates act as a catalyst for university. Investigates the emergence of CCCM, the debate on the merits (or otherwise) of closed versus open‐chested cardiac massage, and who could use the method of CCCM. Indicates that CCCM only became universally practised when it was incorporated into the infrastructure for dealing with emergency cases, and thus became taken for granted.

The purpose of this paper is to examine intrinsic forms of motivation and particular incidents of play, socialisation, fun and amusement on an online crowdsourced citizen science platform. The paper also investigates gamised activity (Greenhill et al., 2014) as a form of intrinsic motivation adding a sense of play to work and tasks (Xu et al., 2012). These concepts are explored through close scrutiny of the online citizen science platform Zooniverse.org.

Qualitative techniques with an interpretivist approach are used to analyse online content found within citizen science platforms, related forums and social media by examining incidents of play, socialisation, fun and amusement to investigate how these aspects are applied as a form of user motivation.

The authors find that when users classify crowdsourced tasks voluntarily it does not matter how users are classifying as long as it is accurately. However, what does matter is why they are doing it particularly because of the complex processes that builds relationships between users and the platform. The authors present a conceptual model to enable deeper understandings of how forms of social interaction and play are motivating users contributing to citizen science project to participate in the online processes.

The findings of this paper provide practical implications for how citizen science, and also other crowdsourcing platforms, can engage with notions of play and gamification to motivate participation.

Using detailed examples of online content, the authors reveal how participants of the Zooniverse.org demonstrate aspects of “gamised” behaviour. The authors argue that the exploration of gaming as well as play provides evidence that contributing to citizen science projects can be both utilitarian and hedonic.