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Avatars in social media: Balancing accuracy, playfulness and embodied messages

Vasalou, Asimina; Joinson, Adam; B�nziger, Tanja; Goldie, Peter; Pitt, Jeremy

Authors

Asimina Vasalou

Adam Joinson

Tanja B�nziger

Peter Goldie

Jeremy Pitt



Abstract

This paper examines how users negotiate their self-presentation via an avatar used in social media. Twenty participants customised an avatar while thinking aloud. An analysis of this verbal data revealed three motivating factors that drive self-presentation: (1) avatars were used to accurately reflect their owners' offline self; participants chose to display stable self-attributes or idealised their avatar by concealing or emphasising attributes aligned to imagined social roles, (2) the diversity of customisation options was exploited by some participants who broke free from the social rules governing self-presentation offline; others used the avatar's appearance to emotionally provoke and engage the avatar viewer and finally, (3) avatars were used as proxies; participants designed their online self in order to convey a message to a significant other. © 2008 Elsevier Ltd. All rights reserved.

Citation

Vasalou, A., Joinson, A., Bänziger, T., Goldie, P., & Pitt, J. (2008). Avatars in social media: Balancing accuracy, playfulness and embodied messages. International Journal of Human-Computer Studies, 66(11), 801-811. https://doi.org/10.1016/j.ijhcs.2008.08.002

Journal Article Type Article
Publication Date Nov 1, 2008
Journal International Journal of Human Computer Studies
Print ISSN 1071-5819
Electronic ISSN 1095-9300
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 66
Issue 11
Pages 801-811
DOI https://doi.org/10.1016/j.ijhcs.2008.08.002
Keywords avatars, social media, accuracy, playfulness, embodied messages
Public URL https://uwe-repository.worktribe.com/output/1008003
Publisher URL http://dx.doi.org/10.1016/j.ijhcs.2008.08.002




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