My old colleagues Lisbeth Klastrup and Susana Tosca have published a study on the role of fashion in World of Warcraft, “‘Because it just looks cool!’ Fashion as character performance: The Case of WoW“.
Findings: WoW players care about the way they look, even when the look has no effect on stats – and that goes for men as well as women.
Abstract:
“This paper explores the neglected area of clothing and fashion in computer games, particularly MMORPGs, which we claim is an important aspect of game aesthetics and player performance. Combining knowledge from the cultural studies of fashion with a study of the function and importance of clothing in the gameworld World of Warcraft (WoW), and drawing on qualitative methods, we argue that fashion in an online gameworld like WoW is a vehicle for personal storytelling and individualization.”
This also gives me the opportunity to mention the Journal of Virtual Worlds Research, another interesting academic journal on games.