Why is the line between the virtual and the real world becoming blurred?

Virtuality is increasingly penetrating into the real world. The economy of impressions is developing; in order to attract and retain customers, companies focus on creating user experiences, which use modern AR/VR technologies, among other things. In addition, jobs, education, medicine, entertainment and much more are becoming virtual. The interaction of the virtual and real worlds is in the spotlight of the new issue of trendletters, produced as part of a joint project of the Human Capital Multidisciplinary Research Center and the UNESCO Futures Studies Chair (UNESCO Futures Literacy Chairs network).

For reference: This series of trendsetters continues the practice of publishing reviews of global technological trends since 2014 and presents a unique database of global trends and challenges in the field of human development. This research of the HSE ISSEK is based on the results of iFORA Big Data System, the Delphi survey (with the participation of more than 400 leading foreign and Russian scientists), expert sessions and interviews.

Augmented (AR), virtual (VR) and mixed reality (MR) technologies, combined with human-centric design, behavioral economics, social psychology and neuroscience, help to increase user engagement through experiences related to the purchase of a product or service.

Virtual space is developing its own metaverses with social interaction and economic processes similar to those in the material world. The terms of transactions in the digital environment are supported by blockchain and non-fungible token (NFT) technologies, but their legal status has not yet been fully determined.

The interconnection of the virtual and real worlds is accompanied by the emergence of new subjects of social communications - virtual assistants. These are characters (avatars) that exist only in the virtual environment, created using artificial intelligence and machine learning, and are independent participants in communication. Brands use them as influencers to promote their products and services.

The interpenetration of the real and the virtual changes the usual structure of social connections. The negative consequences of disruption of normal social communication include Internet addiction and information overload, which provoke anxiety, forms of social behavior and social maladjustment.

The new issue of trendletter (Russian version) is available at the link.

Previous issues of trendletters can be found here.