Avatars: Portraying, Exploring, and Changing Online and Offline Identities

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Author(s): Jesse Fox (The Ohio State University, USA)and Sun Joo Ahn (University of Georgia, USA)
Copyright: 2013
Pages: 17
Source title: Handbook of Research on Technoself: Identity in a Technological Society
Source Author(s)/Editor(s): Rocci Luppicini (University of Ottawa, Canada)
DOI: 10.4018/978-1-4666-2211-1.ch014

Keywords: Human Aspects of Technology / Information Science Reference / Social Sciences & Humanities

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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.

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Avatars: Portraying, Exploring, and Changing Online and Offline Identities

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