Six provocations for metaverse datafication: an emergent cultural, technological, and scholarly phenomenon

Abstract

ABSTRACT Although the ‘metaverse’ is still the feverish pipedream of tech companies and venture capitalists, it is also a powerful imaginary for channelling enormous resources towards deepening and extending ongoing processes of digitalization and datafication. It is thus likely that an increasing amount of human activity – both professional as well as leisure-related – will take place in metaversal spaces, and that the paradigm of ‘Big Data’ is about to be expanded with massive amounts of new and varied or multimodal data that capture even more (corporeal, sensorial, spatial, and temporal) information produced by and about people as well as their interactions as these unfold in (mixed) spaces over time. Much like the rise of big data, the emergence of metaversal data gives rise to important tensions and issues. From the perspective of critical data studies, media studies, and science and technology studies, this paper spotlights the role of data obtained about, in, and through metaverse technologies and environments as well as how this can be understood as both an intensification and extension of the datafication of social life, the quantification of research methodologies, and the exacerbation of social inequality. We discuss these issues through a series of six provocations that each address a distinct tension between metaverse data, the production of knowledge, research methodologies, and various social issues that are central to the datafication of contemporary societies.