I do not believe that we are entirely replicating our consumer society in games like Second Life, but we are not too far off such an online society taking place.
An avatar is a virtual, graphical representation of a person. The person creating the avatar can choose to create a physically accurate representation of themselves, or they could, like a lot of people, create an idealised version of themselves. The person that they would like to look like, act like and ultimately, the person they would most want to be like. This could mean that the avatar might not be of the same physical build, age or even gender of the person that created it. They can then use their created avatar to interact with other avatars that may or may not be directly related to their users too.
An example of a real-life person and their self-created online avatar in Second Life.
The reason why i do not completely agree with the idea that we are completely replicating our consumer society for two key reasons. There are a number of people (admittedly, much less than the people that create idealised versions of themselves) that create avatars that are not only physically accurate representations of themselves, but they also portray themselves as they would in their normal day-to-day lives.
A perfect example of an idealised avatar from Second Life; slimmed down and more handsome.
Having said all of that, there are the users (the majority of people that create avatars) who do create the idealised versions of themselves. Due to their inherent need to be the best looking or the most socially-appealing, organisations have stepped in and are cashing in on these consumers. Corporations have started to proliferate amongst these forms of online-simulated games and have started to establish in-game shops where people can buy clothing, household items for in-game establishments and even virtual land in some cases. This case in point is a prime example of the consumer society successfully melding with that of the virtual world.
An example of clothing items that can be purchased on Second Life.
Jean Baudrillard
Baurdrillard’s idea of hyperreality as outlined in his book, Simulacra and Simulation, refers to ones inability to discern reality from that of a simulation of reality, and in particular, online virtual worlds much like the one portrayed in Second Life. This theory is relevant when it comes to virtual realities because there are some people that become so enthralled by simulative worlds like those in games such as Second Life, World of Warcraft and The Sims they find it difficult to disconnect and re-appropriate themselves with their more important, real-life. Due to this inability to tell the difference from both of their realities, the enthralled people may become further embroiled in the virtual reality and their virtual avatars and personalities that they become out-of-touch with society and their real-life body and personality. In some extreme cases they will begin to conduct all of their social interactions, whether it be communicating, dating, sex or even in some extreme cases, online marriages. It may seem impossible and completely outlandish but i have seen it happen! A perfect (and highly amusing) depiction of this severe addiction is highlighted in the now infamous South Park episode, Make Love, Not Warcraft.
Howard Rheingold: The much-lauded eccentric dresser makes a sparkling return to my blog.
Adding to the scholarly opinions that relate to virtual realities, Howard Rheingold’s theory of the potential for a utopian society to be created where there are no faults with the people involved, or the physical faults of the people to be ironed out at the least. Rheingold discusses the worth of virtual communities (as described in his book, The Virtual Community) that can be evidenced in the ability for people to create their own avatars. As mentioned earlier, people are free to create an avatar that can look as good or bad (very rarely, if ever bad) as they so desire. In the process of doing so, these people are fulfilling the utopian potential of virtual realities by eliminating the genetic detriments that may come about by being human. Don’t like the colour of your hair? Turn it brown. Don’t like the fact that you are twenty kilograms overweight? Slim yourself down. How about that ugly scar you have above your right-eye from that accident at the bar? I am pretty sure most avatar creators don’t even have the option for scars!
When it comes down to the potential for everyone to lead a second life, i grow more skeptical. There are still a large number of people who are unwilling to break into single-player gaming let alone the idea of taking part in a virtual community involving other people engaging with them simultaneously! Having said that, there is a significant possibility that in the near future (10-20 years), virtual communities will become much more prolific and it is highly likely that the vast majority of people will be engaged in and amongst them. I am still unsure whether we will be able to call it a second life though, people tend to struggle enough as it is with their first one.
What’s wrong with this image? It could be that this will be the future for social-interaction
The Bear Essential 