du Preez, Amanda2025-07-112025-07-112025-092024-11*S2025http://hdl.handle.net/2263/103319DOI: https://doi.org/10.25403/UPresearchdata.29467547.v1Thesis (PhD (Digital Culture and Media))--University of Pretoria, 2025.Gaymers are a group of players characterised by an adoption of a queer sensibility in their gaming habits. This study aims to understand the complex dynamics of online identity formation by examining how gaymers use virtual images of their avatars on social media platforms to construct identities collaboratively. The analysis focuses on the Massively Multiplayer Online Role-Playing Game Final Fantasy XIV Online and the social media platform Instagram as the site of research. This study employs a three-part research methodology. First, a comprehensive multidisciplinary literature review draws from gender studies, new media studies, visual culture, and virtual ethnography to establish a theoretical framework for analysing identified case studies taken from Instagram. Second, I compare interviews with gaymers and avatar portraits posted on Instagram to explore the themes identified in the literature review. Finally, a visual virtual ethnographic approach is adopted to conduct field research within the game world. The findings of this study validate the hypothesis that identity negotiation is an emergent process resulting from a combination of real-time social interaction within a role-play environment, asynchronous exploration of identity through textual and visual content generation on Instagram, and utilisation of in-game avatar design features for constructing and visually exploring identities through avatar customisation.en© 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.UCTDAvatar studiesFinal Fantasy XIV onlineGaymersInstagramQueer game studiesQueer identity constructionVirtual ethnographyVirtual photographyVirtual worldsThesisu22539574https://doi.org/10.25403/UPresearchdata.29467547