What is the Metaverse and who seeks to define it? Mapping the site of social construction

Abstract

The Metaverse has become a buzz-phrase among tech businesses. Facebook's rebranding to Meta is symptomatic of this. Many firms and other actors are trying to shape visions of the Metaverse, leading to confusion about the term's meaning. We use social construction of technology (SCOT) theory to disentangle the conflicting notions proposing that what the Metaverse is and will become relies on the collective sensemaking processes. We point out similarities and differences between various concepts presented in the public media and link them to individual actors' monetary, political, or social motives. We describe the tensions that occur because of the conflicting interests. As the Metaverse is an emerging phenomenon, opportunities exist to reorient it toward humanist values rather than singular interests. However, the complexity of the social processes that shape the Metaverse requires a considerate approach rather than premature conclusions about the Metaverse’s characteristics. The analysis presents the Metaverse as a new, continually evolving sociotechnical phenomenon, and calls for research that explores it as a dynamic, moving target.

Metaverse: open possibilities

“…Through cooperative efforts in addressing these legal obstacles, stakeholders have the potential to cultivate a digital environment that upholds the rights of users, promotes ingenuity and advancement, and safeguards the interests of all involved parties. The proactive implementation of measures and careful legal deliberations will play a crucial role in establishing the digital frontier of the evolving Metaverse, fostering an environment that encourages trust, inclusivity, and responsible digital citizenship [35].…”

Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world

“…Continuous stimulation by the brands through games, and co-created dialogues, bridging the gap between the virtual and real world and allowing users to achieve an adequate level of presence and co-presence in the Metaverse. This is in sync with the social presence theory (SPT), as the user accepts and owns his virtual presence and builds an emotional connection with the brand (Dolata & Schwabe, 2023). Short et al (1976) introduced the, which examined intimacy and immediacy as two factors contributing to the mediating environment's social presence, which could develop the relationship with users using interactants and their interpersonal association.…”

Digital Art and the Metaverse: Benefits and Challenges

“…As Weinberger discusses 'the Metaverse is rather a vision under evolution' [19] with clear differing descriptions within academic articles [13]. However, it is widely accepted that six foundational technological components are required for its realisation, as discussed by Dolata et al [20]. Still, authors often document them in a varied layering formats depending on their application domain.…”