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© 2012 HAILEY L. MILLS ALL RIGHTS RESERVED AVATAR CREATION: THE SOCIAL CONSTRUCTION OF “BEAUTY” IN SECOND LIFE A Thesis Presented to The Graduate Faculty of The University of Akron In Partial Fulfillment of the Requirements for the Degree Master of Arts Hailey L. Mills December, 2012 AVATAR CREATION: THE SOCIAL CONSTRUCTION OF “BEAUTY” IN SECOND LIFE Hailey L. Mills Thesis Approved: Accepted: ______________________________ ______________________________ Advisor School Director Dr. Tang Tang Dr. Elizabeth Graham ______________________________ ______________________________ Committee Member Dean of the College Dr. Yang Lin Dr. Chand K. Midha ______________________________ ______________________________ Committee Member Dean of the Graduate School Dr. Kathleen Clark Dr. George R. Newkome ______________________________ Date ii ABSTRACT Rooted in the Theory of Social Construction of Reality and informed by media and gender portrayal and virtual communities research, this study examines how beauty is socially constructed in Second Life. Specifically, a content analysis of 360 still images of female avatars was conducted to understand how people construct beauty in a virtual community. Findings suggest that people chose gender stereotypical images even when they have the free choice to create any avatar they desire. Trendy and sex kitten/sensual beauty types were the most-portrayed beauty types. Almost all the female avatars had a perfect body size. And more than 80% of the avatars coded in this study had light skin. In addition, this study found a significant difference in beauty type among avatars with different amounts of body coverage and a significant difference in beauty type among different types of products. However, no significant difference was found in beauty type between avatars with different skin color nor was there a significant difference in beauty type among avatars with different body sizes. Overall, this study provides valuable insights in understanding how beauty is socially constructed in the virtual world and advances the theory of social construction of reality in today’s dynamic environment. Keywords: Theory of Social Construction of Reality; media and gender portrayal; Second Life; virtual worlds; female beauty iii ACKNOWLEDGEMENTS I would like to thank Dr. Tang Tang for the unconditional support, countless hours of reviewing my drafts, words of encouragement, and believing in me. I cannot express how thankful I am to have you as my thesis director. Without your compassion, expertise, and loyalty, I would not be where I am today. I would also like to say thank you for giving me candy, cookies, and chips when I visit your office, our conversations about shoes, and for the advice you have given me as I continue on my life journey. I would like to thank Dr. Kathleen Clark for providing a unique perspective to my thesis. Coming from a quantitative background, your qualitative knowledge put my thesis into new perspective. Your vision and knowledge provided me with the tools I needed to complete my thesis. I would also like to thank you for your patience and being the sounding board I needed. Some days, I just needed to unwind. I would like to thank Dr. Yang Lin for providing me the skills and tools needed to conduct my statistical tests. Your knowledge of quantitative methods and keen vision proved to be valuable assets as I completed my thesis. I would also like to thank you for the opportunities you have provided me and seeing my potential when others were blind. Words cannot express how thankful I am to know you. iv TABLE OF CONTENTS Page LIST OF TABLES………………………………………………………………………..vi CHAPTER I. INTRODUCTION………………………………………………………………...1 II. LITERATURE REVIEW…………………………………………………………4 III. METHODOLOGY………………………………………………………………21 IV. RESULTS………………………………………………………………………..25 V. DISCUSSION……………………………………………………………………33 REFERENCES……………………………………………………………......................40 APPENDICES…………………………………………………………….……………..47 APPENDIX A. CODING SHEET…………………………….............................48 APPENDIX B. CODING BOOK.……………………………………………….50 APPENDIX C. EXAMPLES OF AVATARS………………..………………….52 v LIST OF TABLES Table Page 1. Beauty types portrayed in Second Life………………………………………….....25 2. Skin color featured in Second Life………………………………………..……….26 3. Body size featured in Second Life………………………………………...……….26 4. Body coverage featured in Second Life…………………………………...……….27 5. Product types purchased in Second Life…………………………………………...27 6. Differences in beauty type between avatars with different skin color……………..28 7. Differences in beauty type among avatars with different body size……….............29 8. Differences in beauty type among avatars with different amount of body coverage……………………………………………………………………............30 9. Differences in beauty type among different types of products…………………….31 vi CHAPTER I INTRODUCTION The Internet has substantially changed the way people work, play, think, consume and connect (Chu, Paul, & Ruel, 2009). In 2011, 272,066,000 people used the Internet (Internet Users & Population, 2011). Fifty-five percent of Americans use the Internet every day, spending 60 hours every month online. About 70 percent of all Internet users participate in social networking and 15 percent of those users log onto social networking sites everyday (Smith, 2010). With numbers increasing daily, there is a need to find out to what extent the Internet has changed the conditions of social interaction, and whether or not such changes have altered the ways in which individuals construct the reality of their everyday life (Zhao, 2006). Within the world of the Internet, the omnipresence of virtual communities has made it an inevitable part of everyone’s lives and influenced people’s conception of reality. Virtual communities have served as a place where people share interests, develop new social relationships, create fantasies, and/or conduct transactions through Internet based technology. Researchers suggest that these communities have a major impact on 1 enhancing Internet users’ online experience as they have entered into everyday life (Harrison, 2009; Lin, 2009). Second Life is one of the most popular virtual communities, with more than one million “residents” today (Huang, 2011). Developed in 2003, by Linden Labs, the purpose of Second Life is to give people the option to live a second life. This three- dimensional online environment allows residents to interact, participate in activities, attend events, and do anything else that can be done in the real world (Huang, 2011; Brennen & dela Cerna, 2010). As people join the Second Life community, the first task they face is to create an avatar to represent who they are. Ideally, they can be whoever they want to be. In practice, research suggests Second Life players try to make their avatars look “pretty” in order to be noticed (Padilla-Miller, 2009). Thus, it is important to understand how people create their avatar in Second Life, particularly how beauty is socially constructed in virtual communities when they have “complete” freedom to do so. Within scholarship, researchers suggest that media can shape perceptions of image and beauty. According to Berger and Luckmann (1967), “the mass media do not reflect the world in any empirical sense, but instead help construct and maintain it by re- presenting meanings and understandings of reality” (Ibroscheva & Ramaprasad, 2007, p. 3-4). The media do not invent the standards of image creation. They perpetuate and reinforce what has already been invented. In addition, researchers found that the media emphasized stereotypes and gender roles. In 2009, Bullen conducted a study on the impact of advertisements and found that 2 people view an average of 16,000 advertisements, logos, and announcements pertaining to gender stereotypes daily. These advertisements portrayed women as powerless and generally focused on females’ bodies and sex rather than their minds and capabilities. Such images reinforce the stereotypes and send a message that women are to fit into the societal stereotypes in order to belong (Bullen, 2009). As such, mass media is one of the most powerful and influential sociocultural factors contributing to body dissatisfaction in Western society. Magazines like Seventeen and Glamour were more likely to report “dieting to lose weight because of pictures in magazines” (Pitura, 2010, p. 62). Research examining the effects of media exposure demonstrates that media consumption has a measurable influence on people’s perceptions of the real world, and regardless of the accuracy of these perceptions, they are used to guide subsequent attitudes, judgments, and actions. “Gender portrayal has an effect on individuals’ real-world gender-based attitudes, beliefs, and behaviors” (Behm-Morawitz & Mastro, 2009, p. 131). Numerous studies on gender portrayal in the media and on the Internet confirm that gender inequalities still exist in society. Behm-Morawitz and Mastro (2008) suggest that media impact on individuals’ social construction of reality, real-world gender-based attitudes, beliefs, and behaviors. However, few researchers examined beauty portrayal in virtual communities. In addition, among the emerging virtual communities research, little attention has been given to the gender portrayal in Second Life. Thus, this study aims to address the gap by examining how beauty is socially constructed in Second Life. Specifically this study focuses on how female avatars were featured in the Second Life Marketplace. 3 CHAPTER II LITERATURE REVIEW The Theory of