The masculinity of virtual worlds: the phenomenon of sex change of female consumers through the avatar as a shield against harassment

La masculinité des mondes virtuels: le phénomène de changement de sexe des consommatrices au travers de l’avatar comme bouclier au harcèlement subi

Nathalie Maumon ()
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Nathalie Maumon: LGCO - Laboratoire Gouvernance et Contrôle Organisationnel - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse, LGTO - Laboratoire de Gestion et des Transitions Organisationnelles - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse

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Abstract: Avatars function as the cornerstone between the real and virtual worlds, conferring anonymity on consumers, allowing them to engage in new experiences, particularly with identity. During the creation of the avatar, a phenomenon regularly arises: the fact that a woman can represent herself as a man or vice versa, which refers to the swapping gender. The objectives of this research are to propose an updated state of the art of the consumer-avatar relationship in a psychological approach of identity in order to conceptualize the various phases of this relationship. Then, a focus will be initiated on the women swapping gender as a shield to their harassment on various environments of the metaverse highlighting the masculinity of virtual worlds. Finally, a presentation of a research agenda will be proposed to bring a sectorial solution to this phenomenon.

Keywords: Avatar; Harassment; Identity construction; Self representation; Gender (search for similar items in EconPapers)
Date: 2023-06-22
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Published in Journée de recherche Web 3, Métavers et Management : nouveaux enjeux théoriques et nouvelles pratiques, Paris Panthéon-ASSAS, LARGEPA, Jun 2023, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04214338

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