Abstract
Calgon, the bath-wash, claims to restore one’s spirit and its iconic tagline, “Calgon, take me away !” echoed through the airwaves into America’s consumptive consciousness throughout the 1970s and 1980s. Today, the same slogan takes a new and definitively postmodernist meaning in my life. Calgon is a hero and the “me” of my virtual life inside the massively multiplayer role-playing game, The World of Warcraft. This paper discusses the utility and peculiarities of framing a two-year cyber-ethnographic study of the virtual world’s in habitants and customs within Stebbins’ six identified qualities of Serious Leisure.
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