A form of transformed social interaction wherein the user’s self-representation is modified in a meaningful way and subsequently the user’s behavior conforms to the modified self-representation regardless of the true physical self.
Published in Chapter:
Avatars: Portraying, Exploring, and Changing Online and Offline Identities
Jesse Fox (The Ohio State University, USA) and Sun Joo Ahn (University of Georgia, USA)
Copyright: © 2013
|Pages: 17
DOI: 10.4018/978-1-4666-2211-1.ch014
Abstract
Avatars are defined as virtual representations that are controlled by a human user. Commonly, we observe avatars in video and online games, social networking sites, and virtual worlds. This chapter explores the use of avatars in the expression, exploration, and evolution of users’ identities, both online and offline. Theoretical explanations for the creation, manipulation, use, and effects of avatars are offered, including identification, transformed social interaction, and the Proteus effect. The adoption of avatars for identity expression, exploration, and change is discussed, including Turkle’s notion of fragmented selves and Nakamura’s concept of identity tourism. Research that has investigated the effects of avatars on self-perceptions and identity in various domains (such as health, marketing, finance, and environmental behaviors) is addressed. Implications and future directions for research in this area are discussed.