Avatarscape Netnography Of Virtual Identity On Roblox

Rino Andreas; Hasan Ashari; Lintang Mahendra

Authors

Rino Andreas Universitas Sebelas Maret, Jalan Ir. Sutami 36A, Kentingan, Jebres, Surakarta, Indonesia
Hasan Ashari Universitas Sebelas Maret, Jalan Ir. Sutami 36A, Kentingan, Jebres, Surakarta, Indonesia
Lintang Mahendra Universitas Sebelas Maret, Jalan Ir. Sutami 36A, Kentingan, Jebres, Surakarta, Indonesia

Keywords:

Roblox, virtual identity, avatar, netnography, performativity

Abstract

This study investigates how identity is constructed, reproduced, and represented on the online gaming platform Roblox through a focused netnographic approach. Data were gathered over one month of participant netnographic fieldwork and via systematic analysis of digital artifacts, including avatars, user profiles, virtual marketplaces, and community events. Sustained immersion in players’ virtual experiences enabled collection of representative avatar configurations and interaction practices that shape identity work. Findings reveal four interrelated dynamics: (1) diversity, users experiment with multiple virtual identities; (2) representation, avatars encode values, aspirations, and socially meaningful positions; (3) fluidity, identity constructions shift over time, across game contexts, and within social ties; and (4) performativity, identity emerges through interactive practices and symbolic consumption. Crucially, the data show that virtual identities on Roblox can extend beyond and reproduce differently from offline personalities, yielding layered and at times divergent self-presentations in simulated spaces.

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