Avatars by Rabindra Ratan

Avatars by Rabindra Ratan

Avatars are everywhere – from virtual environments and social media filters to AI companions and deepfakes.

In Avatars, media psychologist Rabindra Ratan draws from two decades of pioneering research to explain how avatars shape the way we think, feel, and connect in an increasingly mediated world. Through accessible theory and compelling examples, Ratan defines what avatars are across digital and physical forms, explores how people relate to them as extensions and partners of the self, and reveals how avatars influence human behavior – often in ways we do not consciously recognize. Moving from the psychology of identification and customization to the power of avatars for persuasion and influence, this book charts the past, present, and emerging future of human–avatar relationships.

Combining rigorous analysis with personal insight from a career at the forefront of avatar research, this book offers a clear and engaging framework for understanding how our virtual selves are transforming not just media, but what it means to be human. Avatars is essential reading for students and researchers in Media, Communication, STS, Game Studies, Applied Psychology, Sociology, Cultural Studies, and Human–Computer Interaction.

"For decades, research has shown that the avatars we inhabit change how we think, feel, and actRatan brings unparalleled expertise to this topic, showing how and why such sci-fi-inspired phenomena matter as avatars increasingly mediate our daily lives."
Jeremy Bailenson, Stanford University

"The fascinating and complex relationship between the avatar and its human operator has ramifications not only for our own understanding of identity and selfhood, but also for emerging digital beings that may soon be brought to life by AI. Avatars is an engaging and comprehensive review of what we've learned so far, and how avatars may influence people, technology, and society in the years to come."
Philip Rosedale, founder, Second Life