Virtual World Professionals and the Interloper Effect in 3D Virtual Worlds
Victoria McArthur · Advances in social networking and online communities book series · 2011
In this chapter we discuss virtual world professionals: real world employees deployed in virtual worlds for the purpose of representing a company or organization there. We investigate the notions of belonging and community in 3D virtual worlds, and identify the ways in which “belonging” and “not belonging” are constructed and perceived, especially in relation to so-called employee avatars. We explore the dimension of social stigma in virtual worlds and discuss the utility of the separate categories of outsiders and interlopers for inhabitant characterization. Our motivation for doing so is to determine the degree to which corporate presence can be mediated through the specific mechanism of employee avatar appearance. In considering the possibility that some employee avatars may be perceived as interlopers, we propose three methods for investigating the effect of their presence in virtual worlds, called the “interloper effect.”