Metaverse Tetrad Analysis
By: Elijah Hess, Megan Bloomquist, Addie Wagenman
History and Core Components
The metaverse is not a singular digital space, but rather a collection of spaces that are built and sustained by different entities, metaverse companies, organizations, digital currencies and players (Drapkin, 2023). Some people believe that the metaverse is a clear depiction of a dystopian society and that it is unnecessary. Others believe that with the creation of the metaverse, we are creating a safer version of the life we currently live. Each creation added a new structural or capability component that allowed for the metaverse to evolve forward. The metaverse would not be possible without the internet. The creation of the internet was step one of the metaverse.
The start of the Metaverse began in 1838. Scientist Charles Wheatstone developed a concept that he called “binocular vision” where he combined two images in order to create a 3D image. This 3D image led to the creation of the telescope, which gave a further illusion of depth to create an image. The idea of the metaverse was further encouraged in 1935 by author Stanley Weinbaum (Marr, 2022). Weinbaum wrote a book where his main character explored a fictional world wearing glasses that affected his senses. This led to the idea of virtual reality. Morton Heilig was the first person to create a Virtual Reality machine in 1956. He called it the Sensorama Machine. The Sensorama Machine was a simulation of riding a motorcycle in Brooklyn, NY. Heilig did this by combining 3D video with audio, and scents from Brooklyn. He also had viewers sit in a vibrating chair to encourage the simulation. In 1960, Heilig also patented the first head-mounted display. This display incorporated stereoscopic 3D images with stereo sound to create an immersive experience.
In the 1970s, MIT created an experience that they called The Aspen Movie Map. The Aspen Movie Map enabled people to take a computer-generated tour of the town Aspen, CO (Frey, 2021). This was the first virtual reality tour that transported users to another place (Anand, 2022). The term “metaverse” was not actually used until 1982, when author Neil Stevenson used it in his book, Snow Crash. Later in 1998, the NFL broadcasted the first game with a yellow yard marker (Marr, 2022). This introduced the idea of overlaying graphics over real world views. This idea rapidly spread to other types of sports broadcasting. The next big step in the metaverse occurred in 2010. Palmer Luckey, an 18 year old, created a prototype for the Oculus Rift virtual reality set. Luckey was an entrepreneur and inventor. Though young, Luckey created a prototype that had a 90-degree field of vision and an excellent use of computer processing. This prototype lit the flame for new virtual reality desires.
In 2014 Samsung and Sony announced the creation of their own virtual reality headsets (Anand, 2022). Also in 2014, Google released their Cardboard device and Google Glass AR Glasses. In 2016, Microsoft’s HoloLens Headset came out which combined AR and VR for the first time. This combination of AR and VR gave us a mixed reality. IKEA joined the metaverse in 2017 with their app called “Place App” (Marr, 2022). This allowed for people to select furniture and see what it would look like in their own home before purchase. Another expansion of the metaverse happened in 2020, when Apple added Lidar to their iPhone and iPad cameras. This Lidar allowed for the camera to better detect lighting and range in order to get the best possible picture. This paved the way for Apple’s virtual reality headsets. In 2021, Facebook renamed itself Meta, revealing its focus on the future and further advancing its site (Frey, 2021). This is the latest addition to the metaverse and will be one that changes much of social media.
The history of the metaverse has been slow and steady all throughout history. There is a big emphasis on the fact that the metaverse is not new and is continuing to evolve. The creation of new things has encouraged others to continue to invent and create. With each new creation, lessons were learned and new things were discovered, leading to new creations. Despite mixed emotions on the future of the metaverse, humans have continued to adapt and enjoy these new found realities.
The core components of the metaverse are a blend of virtual reality and augmented reality. The combination of these two things make it possible for us to get a full experience of this virtual utopian world. Augmented reality is an enhancement or modification of a real life environment using different sounds and visuals. It uses our senses to transport us to another place. Virtual reality is an immersive 360 degree experience of an environment using different sounds and visuals to stimulate our senses. These two big components make use of 3D visuals and transport us to another place. The metaverse is largely made up of these two factors but also utilizes our senses in order to make it happen. The metaverse takes full advantage of our human senses and has learned how to best create an experience using them.
The metaverse can be broken into 7 layers: infrastructure, human interface, decentralization, spatial computing, the creator economy and experience. Looking at this in light of Roblox, a metaverse platform, each layer can be looked into to gain a better understanding of the core components that make up the metaverse from the internal guts to the user experience (Radoff, 2022).
Diffusion
The metaverse has the potential to completely transform our world. It has a fast growing market that has and continues to infiltrate a multitude of industries. This includes but is not limited to industries such as banking, financial services and insurance (BSFI), retail, media & entertainment, education, aerospace & defense, and automotive. Presently, BFSI, Retail, and Media & Entertainment account for over ¾ of the market. As the metaverse continues to grow, there is a potential market opportunity of more than $1 trillion in yearly revenues estimated (Grand View Research, n.d.).
Since the metaverse is not one singular digital space, but rather a collection of spaces built by a collection of entities, companies and organizations are still in the early phases and it is difficult to explicitly determine a diffusion rate. A full scale vision of the metaverse isn’t expected to be seen for at least eight to ten more years. Gartner published an evolution spectrum for the Metaverse. The emerging metaverse phase will continue for a few more years then we will enter the advanced phase. By 2030, the mature metaverse is predicted to be available.
Enterprise and consumer adoption trends for the metaverse appear to be in line with those of the internet and AI in their early stages (NASSCOM, 2023). Its potential is linked to four factors: clarity on return on investments, technology readiness, talent readiness and the ability to address societal concerns (NASSCOM, 2023). There is present interest in the metaverse, despite the development still needed. Accenture conducted a survey with over 9,000 consumers to learn their attitudes, preferences, and use cases in the metaverse. Retail stood out as a strong leader with fitness, travel, medical and media next respectively. While the rates are hovering just over 50%, it is still an encouraging place to be at. Consumers desire to use the metaverse to enhance tasks and activities they already do everyday (Nolibois & Francis, 2023).
More than half of the consumers also saw the metaverse to be a space with potential for business opportunities such as creating and monetizing content. 89% of the 3,200 C-suite executives believe the metaverse will play an important role in the future growth of their organization.
Since the metaverse is not a singular entity, any company is able to create a ‘metaverse’ in theory. Many companies have recently committed both time and money into building virtual reality environments or investing into various metaverse projects and initiatives. A few of the companies with existing metaverse platforms include: Decentraland, The Sandbox, Roblox, Axie Infinity and NFT Worlds. The Decentraland Foundation’s creative director said that “success is measured by how many people are sharing, engaging, and socializing within the platform” (Hernandez, 2022). For Decentraland, this looks like 56,697 monthly logged-in users in September. Roblox reported to have 52 million daily active users within the second quarter of 2022 (Hernandez, 2022).
Some companies have used these platforms to house their metaverse creations. Nike created Nikeland within Roblox in 2021. They were one of the most notable companies to heavily invest in a virtual environment initially. Nikeland has seen nearly 21 million visitors as of September 2022. Walmart is another corporation that teamed up with Roblox to create a metaverse experience for their customers. They have promised a virtual music festival, games and virtual merchandise to their customers in the future (Drapkin, 2023). Several tech giants have also made investments into the metaverse. The most notable of these being Meta. Their name change from Facebook to Meta generated much traction for the metaverse. Microsoft is another tech giant stepping into the metaverse, but they are taking a different approach than most companies. They are primarily focusing on developing work-based metaverse environments. The most notable of these is Microsoft Mesh which is designed to be integrated into Microsoft teams (Nolibois & Francis, 2023).
Stakes are high for companies if the metaverse does indeed revolutionize business and the internet. Staying ahead of the game is key as these decisions can have impacts for decades to come. PwC surveyed over 1,000 US business leaders and 82% of the executives expect the metaverse to be part of their business activities in the next three years. ⅔ of these company leaders say that they moved past the experimentation phase and are beginning to fully integrate it into their business. It is key to remember the ultimate version of the metaverse as a fully immersive, seamless and secure environment does not yet exist. In order to capitalize on the metaverse, companies need to prioritize metaverse hiring, customer research and upskilling. It is important that they have the people and tech to support their business strategy as they enter the metaverse (PwC, n.d.).
Both businesses and consumers have hopes for what they will be able to accomplish through the metaverse. For businesses, the plans are largely internal activities with top plans for metaverse usage including: providing onboarding and training, interacting with colleagues, and creating virtual content for customers to engage with. Consumers’ top hopes are to explore new places virtually, interact with health providers, customer service agents and familiar brands and attend courses/training (PwC, n.d.).
Societal Effects
In order for us to be able to predict the accurate effects that the metaverse is having on our society we used Marshall McLuhan’s theoretical model known as the tetrad. The theoretical tetrad model consists of four complementary components that are: enhancement, obsolescence, retrieval, and reversal. Each component answers a question that allows for us to accurately and fairly predict the effects that the metaverse is having on our society. First, the enhancement component seeks to answer the question, what does it enhance or enlarge? Secondly, the obsolescence component seeks to answer the question, what does it make obsolete? Thirdly, the retrieval component seeks to answer the question, what does it retrieve? Lastly, the reversal component seeks to answer the question, when pushed to its limits, what does it reverse into? With these four components laid out, we now will take a closer look at how the metaverse actually answers these four questions. Along with the tetrad analysis of the metaverse we will use the Media Richness Theory to support our claims that the metaverse is impacting our everyday lives. More specifically, we will apply the Media Richness Theory to how education and businesses are being impacted by our technology.
Enhancement
The introduction of the metaverse into our society could show great enhancements by improving communication, enhancing efficiency in our daily lives, and creating endless possibilities for any social class, rich or poor. “Companies like Meta, Microsoft, and Apple are building AR headsets that will enable consumers to engage in live events such as conferences, performances, and sports games as if they were physically there, with the additional overlay of digital content, data, and messages” (Boutenko et al., 2022). This is a huge advantage that the metaverse will offer because since the pandemic, the amount of people working remotely tripled going from 9 million Americans to 27 million Americans according to the United States Census Bureau. This means that about 27 million people were either communicating asynchronously or virtually through software such as Zoom. But now the metaverse allows for these people who work remotely to feel as if they are in the presence of colleagues in a virtual office. This then enhances our communication style because our brain can feel as if we are in direct contact with humans, rather than having to communicate through a screen. This idea is supported in the quote, “The partner’s nonverbal cues such as orofacial movements, facial expressions, and gestures can be used to actively modify one’s own actions and speech during communication” (Jiang et al, 2012). Through the metaverse we will be able to pick up those nonverbal cues that will enhance our communication style with others around us. This could be very effective for business meetings, school classroom settings, and many other necessary gatherings.
The next way the metaverse will enhance our lives is that it will provide more efficiency to our daily activities. Mark Zuckerberg says it best when he quotes in the article Three Amazing Benefits That Could Come From the Metaverse, “dropping our daily commutes will mean less time stuck in traffic and more time doing things that matter” (Zimet, 2021). Imagine a world where we can still be in a specific place, but in the comfort of our own home. The metaverse will allow us to not only get to places quicker, but also allow us to join in from anywhere. This makes our life more efficient because it should allow us to get around faster and get work done at a good pace. We would be able to eliminate all the wasted time that occurs throughout our day, thus meaning the metaverse would make us more productive in every aspect of life.
The last observed way the metaverse will enhance our society is through giving equal opportunities to all social classes. “The Metaverse will also introduce new possibilities that don’t currently exist at all, even for the ultrawealthy” (Zimet, 2021). It will allow for people to go wherever they want and whenever they want. It will not put a money limit for only the wealthy families to go on exotic trips. This will not only allow for people to gain new experiences, but it will also eliminate a social divide that is currently in our country. It will allow for businesses to take collaborative work trips, and it will also allow for schools to take class field trips. Overall, the metaverse will not only give us experiences like never before, but it will also build communities that may have once been lost, but now can be regained through the metaverse.
Obsolescence
With every great new technology we must consider what old technology has been stripped from society. As crazy as this may sound to our society today, the phone will be the main piece of technology that becomes obsolete. Our society uses the phone for many different reasons such as entertainment, communication, shopping, and many more things. With the introduction of the metaverse, we will be able to do all those things, but “inside” of the screen. In a Pew Research article, it is written, “…mostly for gaming, socializing, shopping and entertainment, and it will have powerful business and education uses as well” (Anderson et al., 2022). As this quote is laying out, the metaverse will just be the phone, but with humans actually being able to do every little action. By the time the metaverse gets to its full potential, the phone may look just like another artifact that society once used. Goschenko states it best in his article when he says, “Nokia…is predicting the fall of the mobile phone trend known today at the hands of the metaverse” (2022). The metaverse will shock society by completely stripping us of what we know, the phone, and providing us with something that is more advanced and will again completely alter how society lives in this world.
Retrieval
The metaverse aims to bring retrieval of an experience or medium from the past back. The COVID-19 pandemic created a huge shift in what defines the workplace. Remote work, online communication, video conferencing and new collaboration tools have transformed the dynamics of the workplace. While these platforms suffice, there is something missing within the corporate dynamics. The metaverse hopes to retrieve this missing piece. Mark Zuckerberg promises that the metaverse will be the biggest game changer in the workplace and enable new ways of working. Relationships between employees and companies will be greatly impacted by these new “virtual offices” (S, B., n.d.).
Collaborative work between colleagues has been found to suffer when working remotely. In person conversations are no longer happening over lunch or by the coffee machine. Google claims that informal chats at places such as these in their campus were responsible for innovations such as Gmail and Street View (Gilbert, 2022). Remote work takes these conversations away. Microsoft is one of many companies hoping to capitalize on this. Microsoft is building Microsoft Mesh into their already well used Microsoft suite. This would allow colleagues to meet as avatars in a mixed reality platform and work within a space resembling an office setting. This could bring back the chats around the coffee machine, but virtually this time (S, B., n.d.). Gather is another platform offering a similar idea.
While this will not fully bring back all the aspects the workplace once was, it hopes to one day retrieve the feeling of being in the office, chatting around the coffee machine and brainstorming new ideas all from the comfort of one’s home.
Reversal
When the metaverse gets pushed to its limits, we believe that society will turn back to the phone or the computer. Although the metaverse has not been greatly implemented into society yet, we are actually starting to already see some of this reversal process starting to happen. With the little taste of the metaverse that we have, we have seen it failing which is resulting in people going back to the technology that they know works: the phone and computer. Yakov Bart, associate professor of marketing, and Joseph G. Riesman, research professor, tells us that, “Meta has also failed to sell customers on the idea of the Metaverse. There’s an inherent challenge here, Bart admits. Unlike when Apple launched the iPhone, the Metaverse is not a physical product” (Mello-Klein, 2022). Our society tends to like physical products because virtual products offer up a lot of unknown and uncertainty too many. Knowing this, it raises the question if the metaverse will actually even make it large enough in our society to go through a reversal process? Or will this be a technological idea that seems great to society, but when tested, people will revert back to the phone and the computer because it is comfortable to our society.
The adoption of the metaverse can be best understood by the Media Richness Theory. “It is used primarily to describe and evaluate communication mediums within organization interms of their effectiveness” (Begin). Or more specifically, as learned from COM310K, different media will vary in their richness. A face to face conversation is the richest, Zoom or video calls are considered to be moderately rich, and then any asynchronous conversations are considered to be low in richness. Knowing this, the metaverse will be able to provide a perfect medium of face to face, but still be a virtual conversation. As mentioned earlier in the “enhancement” section, many more Americans are working remotely and don’t want to leave their house. So applying the Media Richness Theory, people will still be able to work remotely, but the face to face interactions that the metaverse will offer will provide a rich conversation. This too applies for kids or teenagers who are in school. If classes start to transition to the metaverse, it will allow kids to still be at home, but also gain the rich friendships that they would gain from being immersed in a school building. Truly, many people want to experience the richest forms of communication, but with how advanced technology has become, we have been settling for moderate or low forms of communication. With that being said, the Media Richness Theory will help our society easily implement the metaverse into our daily lives because it will offer us a new type of richness that no other technology has offered.
In conclusion, we used the four components of Marshall McLuhan’s tetrad, enhancement, obsolescence, retrieval, and reversal, to show the societal effects that each component holds, specifically on businesses and education. We saw that enhancement of the metaverse will bring forth many great things to society such as improved communication. We then looked at obsolescence and saw that the metaverse is likely to make the phone obsolete. We next observed that retrieval is going to bring back the face to face communications that we have lost within society. Lastly, we saw that if the metaverse is pushed to its maximum, the reversal process will introduce the phone back into society which was previously made obsolete by the metaverse. We then finished with applying the Media Richness Theory to the metaverse, and explained how this theory will help society become comfortable with implementing it into their lives.
Forecasted Effects
After completing the tetrad analysis and taking a deep research dive into the metaverse, we came to the conclusion that the metaverse can be a great thing for society, but there are also asterisks that come along with it. The first thing that we think is a plus about the metaverse is that it has been around for awhile, and it’s been a slow process of development. To us, that is an area of comfort when it comes to any piece of technology because we want to ensure that the technology is the best version that it can be. The next great attribute that we found when considering the metaverse is that it gives every single person that has access to it an equal opportunity. Our world is so divided today that any piece of technology that could help the division is a great plus in our opinion. Another advantage of the metaverse is that it provides real time experiences for humans to interact with each other as if they were in the same room. This is huge because with technology becoming more advanced, we need to ensure that the world still feels connected in the same space, and not just through a screen. Even the Bible confirms this in Hebrews 10:24–25 when it reads, “And let us consider how we may spur one another on toward love and good deeds, not giving up meeting together, as some are in the habit of doing, but encouraging one another — and all the more as you see the Day approaching” (NIV, 2011). The key phrase that sticks out to us the most is meeting together. We believe that it is crucial to be in the same presence as one another in order to really grow and encourage each other as the Bible says. The next advantage we observed that the metaverse offers society is that it provides numerous new business opportunities. The main way the metaverse does this is by creating new advertising and marketing strategies that surpass any traditional marketing strategy. The last benefit we see coming from the metaverse is that it will enhance the entertainment users can gain. The entertainment can include concerts, shows, sporting events, games, etc. This is a huge benefit that the metaverse could offer. In an article from the Washington Post, it states “In a sample of nearly 4,000 American adults, 63 percent reported experiencing boredom at least once over the course of 10 days” (Sima, 2022). The metaverse can hopefully decrease the percentage of boredom because anyone can find entertainment all around the metaverse.
With all great things designed there are typically some downfalls that come along with it. This stays true when it comes to the metaverse. While we just listed the amazing benefits that the metaverse offers, now we must talk about the flaws in it in order to fully analyze the societal effects it will have. The first huge red flag that the metaverse could bring about is that people will start getting addicted to the virtual world, and won’t be present in the real world. This has already been a problem that phones have brought about, so we can’t imagine what the metaverse could do to some people. Our brain chemistry could even become altered to the point where people can’t decipher between the real and virtual world if they spend too much time in the metaverse. The next flaw that arises is the price of how much a headset or any VR equipment needed to be immersed into the metaverse would be. If this equipment ends up being pricey, then it also begs the question, is the metaverse actually an equal opportunity for everyone, or is it just an equal opportunity for anyone who can afford it? Another flaw that is seen within the metaverse is a privacy issue. Cveticanin in her article states that there is a ransomware attack that happens every 14 seconds. So with that knowledge, how will the metaverse be protected if even our computers and phones are struggling with hackers? Because if it’s actually us in this virtual world, we will need some sort of security to protect all of our data. The last flaw that we came up with is how will we know time and how would we know where we are in location to our actual physical location? We understand that you can enter the metaverse in one location, but if you walk around in the metaverse, are you walking around in real life? Is the time the same in the metaverse or is it different? These are questions that we believe cause an issue with how the metaverse works in comparison to the real world.
After performing a tetrad analysis and laying out the positives and negatives of the metaverse we can now provide what we believe the effects the metaverse will have on society. We came to the conclusion that the metaverse will affect every individual differently because to us it seems as if it’ll be something that is out there, but isn’t something you have to buy, just like the phone. The phone is a huge part of our society, but it technically isn’t a necessity; we believe this to stay consistent with the metaverse as well. The only issue that could arise to really affect society is if companies, which some of them already are, start transitioning to more of a metverse style. Then it would seem people may need to enter the metaverse to shop or get the goods they need. There are still many unanswered questions that only the future can answer for society, but for now our society has not been entirely affected yet. In conclusion, our recommendation to anyone thinking about the metaverse is that you choose if you want it in your life or not because ultimately we think it’ll be just another great technological advancement that our world offers to us.
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