Beyond Pixels: Unveiling the Dangers of Feminized Virtual Avatars in Fashion : A Critical Visual Analysis of Shudu Gram and Miquela Sousa

Abstract: This research focuses on the use of feminized virtual avatars (FVAs) in the fashion industry and explores the risk of using FVAs for the appropriation and exploitation of marginalized communities and identities. Through a critical visual analysis of the virtual avatars Shudu Gram and Miquela Sousa, this study analyzes how they are made to represent gendered and racialized women’s bodies. The research aims to understand how the representations of FVAs reflect and influence power dynamics and social inequalities. This thesis found that the representations of Shudu and Miquela reflect and reinforce racial stereotypes, perpetuate gender inequalities, and uphold unrealistic beauty standards. Moreover, their representations of a Black woman and a Latina reinforce the exotification and Othering of Black women and Latinas, reducing their identities to a commodified aesthetic. Furthermore, the sexualized representations of Shudu and Miquela reinforce gender stereotypes and power imbalances. Finally, the lack of agency and autonomy in FVAs further complicates objectifying and exotifying portrayals. This research's theoretical and practical implications emphasize the need for critical analysis, ethical considerations, and inclusive practices in using FVAs. The study highlights the importance of critically analyzing FVAs and their implications within the context of gendered colonial legacies and structural inequalities.