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Saggi per la call-sezione sottoposta a peer review

Núm. 6 (2023): OTONI - Oggetti Teatrali Online (Non Identificati). Fra identità espansa, piattaforme virtuali e User experience design.

(Meta)morphosis

DOI
https://doi.org/10.54103/connessioni/22044
Enviado
December 17, 2023
Publicado
2023-12-31

Resumen

En los últimos años, sobre todo después de la pandemia, muchas marcas de moda han experimentado con incursiones en el mundo de los videojuegos. Se trata de un fenómeno interesante en muchos aspectos, que lo es aún más cuando se observa la posibilidad que tienen los usuarios, en diversas plataformas, de personalizar sus avatares. No sólo los avatares son personalizables, sino también su ropa, sus accesorios, en definitiva, su atuendo. Estas producciones se comparten a menudo en otras plataformas, especialmente en las redes sociales, sobre todo de carácter visual, donde estos "conjuntos" digitales se comparten, se reelaboran, se procesan. Otra muestra de esta "fertilización cruzada" la encontramos en los desfiles de moda alojados en entornos digitales, desde las propias plataformas de juego hasta los meta-verticales. Un caso interesante para los aspectos mencionados es Animal Crossing, una plataforma de juego desarrollada por Nintendo para Switch, una consola 'híbrida'. El juego es un simulador de vidaen el que los usuarios actúan en un contexto mediático con avatares y accesorios personalizados. Los dos aspectos mencionados anteriormente están presentes en Animal Crossing, es decir, la producción por parte de los usuarios, de abajo arriba, de accesorios de moda, y la presencia de marcas, que a lo largo de los años han organizado tiendas digitales y desfiles de moda en el videojuego. Los paradigmas de consumo y producción subyacentes a los objetos de moda parecen alejarse de las trayectorias tradicionalmente seguidas y estudiadas por la industria y adentrarse en un terreno aún inexplorado. ¿Cuáles son los motores del consumo de moda en este nuevo contexto? ¿Siguen siendo válidas las respuestas aportadas tradicionalmente por la sociología de la moda para interpretar el fenómeno? Para intentar responder a estas preguntas, se decidió adoptar un enfoque metodológico mixto: una netnografía y una etnografía visual de estas producciones mediáticas podrían tener como objetivo reconstruir un imaginario visual de este fenómeno, empezando a aportar algunos elementos de reflexión, en relación con contextos mediáticos similares al de un "metaverso".

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