Avatar Customization and Student Communication

• In Event: The Use and Effects of New Media

Abstract

Building on the notion that people conform to behavioral expectations associated with their avatars’ characteristics, the present research examined whether student communication patterns are influenced by the way in which the students are told to customize their avatars. In a field experiment conducted with an undergraduate class, participants (N = 229) used avatars to communicate with each other about class material over a 15-week period. Results suggest that being told to customize their avatar to represent the actual self, ideal self, or a superhero student influenced students’ usage of personal pronouns in online discussion as well as their avatar's skin color, hair color and masculinity. Implications for research on avatar use effects are discussed.

Authors

• Rabindra A. Ratan, Michigan State U

• Young June Sah

• R.V. Rikard, Michigan State U

• Celina Wanek