Cars and Contemporary Communication| When Automobiles are Avacars: A Self-Other-Utility Approach to Cars and Avatars

Authors

  • Rabindra Ratan Department of Media and Information Michigan State University

Keywords:

automobiles, avatars, avacars, communication technology, Self-Other-Utility framework

Abstract

This article argues that automobiles can be understood as avatars, or avacars, given the inclusive definition of avatars as mediated (not necessarily digital) representations of human users that facilitate interaction with other users, entities, or environments. Building on an understanding of user-avatar relationships, the article argues that automobiles (and avatars in general) serve as self-representations, social others, and/or utilitarian tools in different degrees. Examples of automotive and digital avatars are classified within this Self-Other-Utility (SOU) framework. The article argues that this framework provides a new and valuable approach to understanding the antecedents and consequences of using avatars. Regarding consequences, in the automotive context, the SOU framework could be used to explain how psychological and social factors influence driving habits (i.e., safety), adoption (e.g., of autonomous vehicles), and brand loyalty. A measurement scale to facilitate such research is offered. After presenting some potential limitations to this approach, the article concludes with counterarguments that reaffirm the value and relevance of this new perspective to communication scholarship.

Author Biography

Rabindra Ratan, Department of Media and Information Michigan State University

Assistant Professor and AT&T ScholarRabindra (“Robby”) Ratan is an Assistant Professor and AT&T Scholar at Michigan State University’s Department of Media and Information. He is also an affiliated faculty member of the MSU Center for Gender in a Global Context, the MSU Department of Psychology, and the MSU College of Education’s program in Educational Psychology and Educational Technology. Ratan received his Ph.D. from USC’s Annenberg School for Communication and Journalism, his M.A. in Communication from Stanford University, and his B.A. in Science, Technology and Society, also from Stanford University.Dr. Ratan’s research focuses primarily on the psychological experience of media use, with an emphasis on video games and other interactive environments (e.g., virtual worlds, the road) that include mediated self-representations (e.g., avatars, automobiles). He is particularly interested in how different facets of mediated self-representations (e.g., gender, self-concept) influence the psychological experience of media use, and how different facets of this psychological experience (e.g., embodiment, identification) affect a variety of outcomes, including cognitive performance, learning, health-related behaviors (e.g., food choice, driving aggression), and prejudicial/prosocial attitudes. His work also emphasizes the social implications of video games, especially with respect to gender and race-related disparities in meaningful contexts outside of the gaming environment (e.g., STEM fields).

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Published

2019-06-23

Issue

Vol. 13 (2019)

Section

Special Sections

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