PurposeThe purpose of this paper is to show how both the presentation and limitation of visual choices in massively multiplayer online role‐playing games (MMORPG) avatar creation interfaces tends to exclude or favor different real life social groups.Design/methodology/approachA novel method combining both quantitative and critical analysis of the syntagmatic‐paradigmatic structure of MMORPG avatar creation interfaces is used to inform the findings of this study.FindingsThis study concludes that as cultural interfaces, current fantasy themed MMORPGs remediate socially exclusive values both from fantasy literature and from their own game lore. The socially exclusive values deal largely with extreme and immutable racial and sexual dimorphism.Research limitations/implicationsInterfaces which present users with color palettes and/or smooth slider‐based body modifiers do not lend themselves well to this method of analysis. In addition to this, only a handful of the popular MMORPGs are analyzed within the body of this work.Practical implicationsThis paper demonstrates that MMORPG players and designers need to be more aware about how they are constructing and embedding social values in their worlds. Avatars are critical conduits for online social dynamics and embedding socially exclusive values may transfer negative ideologies from old media to new.Originality/valueThis paper offers one of the earliest critiques of embedded values in avatar creation interfaces of MMORPGs. The paper aims to begin discussion on an overlooked area of now popular media that has not received any critical attention regarding its embedded messages of social inclusiveness or exclusiveness.

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Designing for sociable systems requires, among other abilities, a sensitivity to the meanings, structures, and nuances of technology-mediated experiences that are simultaneously felt by users to be intimate and also social. Such a sensitivity is not easily acquired, and design researchers have recommended the use of social theories to guide designers' readings of technology-mediated social experiences. We use philosopher Michel Foucault's theory of identity (and social power, discourse, sexuality, creativity, and style) known as "the care of the self," as a scaffold with which to produce a sensitive interpretation of the intimacy (and expert social creative) practices of adult users of the virtual world Second Life (SL). This reading sheds light on several skilled and creative intimacy practices in SL. It also offers a philosophically grounded hermeneutic strategy for designers interested in analyzing intimate experiences.

In this paper we present a critical analysis of player accounts of intimacy and intimate experiences in the massively multiplayer online role-playing game World of Warcraft (WoW). Our analysis explores four characteristics that players articulated about their virtual intimate experiences: the permeability of intimacy across virtual and real worlds, the mundane as the origin of intimacy, the significance of reciprocity and exchange, and the formative role of temporality in shaping understandings and recollections of intimate experiences. We also consider the manifest ways that WoW's software features support and encourage these characteristics.

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