Performing the Looking-Glass Self: Avatar Appearance and Group Identity in Second Life

This article explores avatar appearance of 211 individuals in the virtual world Second Life (SL). Through analysis of observations, online interviews, and a survey, it examines the ways that players use avatars to perform self contextualized by group identities, from gender, race, and sexuality to specific communities, such as furries or role players. Drawing on literature from fashion and dress, we examine how players choose avatar appearance in relation to participation or alignment with groups and their prevailing social norms. We found that although Second Life provides unprecedented freedom in appearance, local social contexts, as much as external ones, created powerful boundaries and expectations, leading many participants to seek socially acceptable appearance that would be interpreted in certain ways as part of their interactions.