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Virtual worlds are conventionally understood as representational places, or alternate realities more or less set apart from the real world. However, in considering new and emergent technologies, such as social media sites and augmented reality devices, which complicate any easy distinction between virtual and real, we contend that virtuality should also be understood as a matter of process, or the means by which virtualisation is realised. Focusing on theorisations clustered around Baudrillard’s theory of simulation, we compare Baudrillardian concepts to other possible theorisations in order to shed light on practices including transmediation and information management at the dawning of the age of Big Data.


Nikhilesh Dholakia is from the College of Business.