Identity and institutional work in the metaverse

Abstract

Metaverse platforms, complemented by virtual reality (VR) technology, are rapidly emerging as a new and captivating phenomenon, attracting a range of individuals to this uncharted domain. To gain a deeper understanding of the metaverse platforms, I examine it from both individual and institutional perspectives. At the individual level, self-presentation poses a continuous challenge, as it influences how others perceive and accept us in social contexts. Platforms like social media and virtual worlds offer opportunities for self-presentation through user profiles and avatars. However, the expanding digital technologies underpinning evolving metaverse platforms introduce new options and uncertainties in self-presentations. Alongside platform features, VR capabilities and user-created worlds contribute to the complex landscape of self-presentation, leading to uncertainties for both individuals presenting themselves and those observing them. This research investigates the nature of layered affordances for self-presentation in metaverse platforms and explores how individuals navigate these uncertainties through identity work. By utilizing a netnography of the VRChat platform, we gain insights into the risks associated with self-presentation and the subsequent formation of identity in dynamic metaverse platforms. At the institutional level, a persistent challenge for information systems researchers is promoting the adoption of technological innovations that rely on the adoption and usage of others, known as network externalities. Previous studies have linked the adoption of network innovations to existing adopter networks or influenced networks through incentives. However, diffusion of network innovations becomes particularly challenging in the absence of existing networks and financial incentives. One such network innovation is the Metaverse Church. Using an institutional work perspective, we investigate the practices associated with building a diverse actor network to facilitate the diffusion of this network innovation. By conducting an immersive, netnographic study in metaverse platforms, we identify five practices that contribute to forming an actor network for the diffusion of network innovations: conscripting a non-human actant as foe and envisioning the metaverse as inevitable for projective agency, practicing socio-technical inclusiveness for managing exigencies, and building community and fostering generosity for developing habits. While this investigation centers around the Metaverse Church, the findings have broader implications for researchers studying various types of network innovations.