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Celebrity Avatars:A Technical Approach to Creating Digital Avatars for Social Marketing Strategies

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Date Issued:
2021
Abstract/Description:
Avatars are growing in popularity and presented in many computer-mediated communication environments like social media, virtual 3D worlds, and augmented reality applications. With its incredible success in the Asian market, followed by the latest rapid increase in popularity for digital avatars in the Western market, it is necessary to look at the avatars' roots and their newfound use as celebrities. Virtual celebrities or influencers are digital characters consumed in digital mediums, with a given personality, background story, and the first-person point of view of the world, accessible to different social media platforms. These virtual celebrities are now being used for various entertainment industries, with game companies currently leading the way in building their metaverse by attracting audiences to virtual experiences, fueled by the need to sell live content during the Covid-19 pandemic. This paper traces the complex history of the Hindu avatara to a digital representation. It will explain how it has been affected by the context of literature, virtual gaming worlds, films, and new trends, moving away from a God-centered culture to one centered on humans. This effect is caused by the need for people to create a virtual presence and express themselves in virtual environments. Since its early beginning, avatars have filtered into the mainstream, and different brands have taken advantage by adopting them to represent their values to attract more customers and appear more reliable. This adoption led them to partner up with the entertainment industry creating virtual avatars, virtual concerts, and merchandise all tied in the metaverse.
Title: Celebrity Avatars:A Technical Approach to Creating Digital Avatars for Social Marketing Strategies.
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Name(s): Molina, Ledis, author
Eason, Shane , Thesis advisor
Florida Atlantic University, Degree grantor
School of Communication and Multimedia Studies
Dorothy F. Schmidt College of Arts and Letters
Type of Resource: text
Genre: Electronic Thesis Or Dissertation
Date Created: 2021
Date Issued: 2021
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Fla.
Physical Form: application/pdf
Extent: 90 p.
Language(s): English
Abstract/Description: Avatars are growing in popularity and presented in many computer-mediated communication environments like social media, virtual 3D worlds, and augmented reality applications. With its incredible success in the Asian market, followed by the latest rapid increase in popularity for digital avatars in the Western market, it is necessary to look at the avatars' roots and their newfound use as celebrities. Virtual celebrities or influencers are digital characters consumed in digital mediums, with a given personality, background story, and the first-person point of view of the world, accessible to different social media platforms. These virtual celebrities are now being used for various entertainment industries, with game companies currently leading the way in building their metaverse by attracting audiences to virtual experiences, fueled by the need to sell live content during the Covid-19 pandemic. This paper traces the complex history of the Hindu avatara to a digital representation. It will explain how it has been affected by the context of literature, virtual gaming worlds, films, and new trends, moving away from a God-centered culture to one centered on humans. This effect is caused by the need for people to create a virtual presence and express themselves in virtual environments. Since its early beginning, avatars have filtered into the mainstream, and different brands have taken advantage by adopting them to represent their values to attract more customers and appear more reliable. This adoption led them to partner up with the entertainment industry creating virtual avatars, virtual concerts, and merchandise all tied in the metaverse.
Identifier: FA00013841 (IID)
Degree granted: Thesis (MFA)--Florida Atlantic University, 2021.
Collection: FAU Electronic Theses and Dissertations Collection
Note(s): Includes bibliography.
Subject(s): Avatars (Virtual reality)
Social marketing
Persistent Link to This Record: http://purl.flvc.org/fau/fd/FA00013841
Use and Reproduction: Copyright © is held by the author with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Use and Reproduction: http://rightsstatements.org/vocab/InC/1.0/
Host Institution: FAU
Is Part of Series: Florida Atlantic University Digital Library Collections.