In this paper, we examine the virtual life of Second Life avatars, which are simultaneously “consumed” and consumers. After a theoretical framing of the postmodern turn, the themes emerging from the qualitative analysis of individual and group interviews with residents of this virtual world and non-participating observation of blogs and discussion forums, reveal, sometimes in extreme ways, the presence of several features characteristic of postmodern consumption. For entrepreneurs interested in Second Life, the findings suggest adapting traditional strategies to this particular clientele.
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