Performing the virtual double

Abstract

In what follows the idea of the online double is historically contextualised and analysed. Beginningwith the contemporary idea of the ‘selfie’ as online self-induced double, I proceed to discuss theDoppelgänger’s (double) mythical and literary roots, in order to expand the discussion of the selfieto include the online double. Two instances of the online double are unpacked, namely the doubleas shadow and the double as a stand-in or alter-ego, which correspond significantly with MarshallMcLuhan’s analysis of the Narcissus myth and technological use. McLuhan reveals the doublednature of our technological engagement that leads to either self-amputation or self-amplification.In my analysis, the double as shadow is correlated with self-amputation and the double as alteregowith self-amplification. It is argued that the double as shadow is evoked online through themining of data regarding the self that is captured consciously and unconsciously to create whatis known as the Data Doppelgänger. The figure of the Doppelgänger is further vividly conjuredthrough virtual stand-ins or alter-egos that act on behalf of the self to create a tele-presencethrough examples such as Project Lifelike and rep.licants.org.