Ethnography in virtual worlds

This chapter explores how virtual worlds can be studied with digital ethnography in the climate of the mid-2020s. We reflect on the shifting discourses around virtual worlds, which are increasingly framed as sites for pragmatic interactions, inclusivity, and spectatorship. To illustrate the complexity of navigating contemporary virtual worlds, we introduce case studies on virtual influencers and K-pop collaborations with virtual worlds. Following this, we review key literature that applies ethnographic methodologies to virtual worlds and offer recommendations for ethnographers amid industry efforts to reimagine the ownership, scope, and appeal of virtual worlds in an era of platformization.