Values, Beliefs, Artifacts and Avatars: Cultural Issues Mediated by Virtual Worlds

Abstract

Although Computer-Mediated Communication (CMC) systems are increasingly used in the e-age, their performance may be undermined by their limits. In particular, lack of interactivity and inadequate modes of communication makes CMC unable to deal with intercultural challenges. Virtual Worlds (VWs), namely graphical representations of an online environment, may be useful tools to overcome such limitations. However, limited research is conducted on cultural processes that take place in-world. This work aims to shed some light on these processes and how they may affect business activities and collaborative practices. Whilst the research is largely theoretical, we hypothesize it may offer some useful insights to understand pros and cons of VWs as business platforms.

Keywords: Business Model, Virtual Worlds, Cultural Differences, Strategic Behaviour

JEL Classification: L86, L96, M30, O32