Technology has drastically changed within the past decade, and with these changes, there have been various impacts on our society. Most notable is the impact technology has had on our collective behavior. Collective behavior is the unplanned, and often unstructured, way we behave in groups. With the rise of on-the-go technology, such as smartphones, people’s collective behavior has shifted, making it a norm for roomfuls of people to be on their smartphones.
The latest release of the Apple Vision Pro (pictured on the left) has caused mixed reactions. This headset allows you to be connected to what essentially would be your desktop computer from anywhere, allowing users to have access to things like streaming, working virtually, and even Facetiming or texting through iMessage. With its high capabilities of letting an individual stay connected to the virtual world while being “present” in the real world, it is understandable how a product like this opens the conversation of what the future of socialization may look like.
Since the release of the product, there have already been various people out in public settings wearing the high-tech goggles. Although the product is not as widely accessible as smartphones, due to its $3,500 price, it would be interesting to see how we as a society may normalize its use. This could be explained through emergent norm theory, which states that new norms emerge when a crowd or a group of people (in this case society) accept a new idea or behavior as appropriate. Just as being on your phone was once considered rude but through time it has become widely acceptable to use it in public places.
Another type of norm that has emerged from virtual spaces are online subcultures, or distinct groups made up of people with similar interests and ideals. One type of online subculture that has grown in popularity today includes those who identify as Swifties, or Taylor Swift fans. This community currently resides online and offline, but its growth has mainly been due to the online community. This has been caused by the use of Taylor’s social media accounts and her massive following, which has allowed for interactions between fans who would not have met in any other circumstances. Between these connections and virtual events Taylor may offer, an online space has been created where people get to be a part of a group with the same main interest. Another popular type of online subculture comes from the world of gaming, especially with interactive games such as Fortnite or Call of Duty. In games like these, people may feel as if they are in the environment that they are playing in and are usually communicating with other players in the game. This creates the feeling of being in another type of world, which in turn creates a new community where everyone shares the same experience of that virtual space. Having access to these spaces allows people to choose what type of communities they want to be in online — something that can’t always be controlled with in-person interactions.
These types of online communities continue to grow throughout social media due to the easy access we have to them on the go. These groups have positive and negative effects, but most importantly they can have an impact on how people socialize in the real world. A positive example of this can be that groups are connected worldwide, something that was never possible before. This leads to communication with people we may have never met in person, having quick access to current events, and massive followings of new trends or fads, crazes or new behaviors that gain fast popularity. However, there can also be the negative effects, such as people deciding to be chronically online, leading to missed in-person opportunities, or only being exposed certain ideals and trends. This is often due to the set algorithm social media uses, which will only recommend what it expects you want to see. This means that in real-life you may not always meet people with the same ideals as you would online, which can lead to tensions in some situations.
In any case, the Apple Vision Pro has already begun to have its issues, such as the inconvenience of the device being a heavy goggle set design that is not practical for many users. There have already been cases of the device being returned due to causing wearers headaches and safety concerns. But, a major reason consumers are returning this product is because they began feeling isolated from others. Whether it was that users felt isolated due to not having anyone else to connect with through this device, or simply because they felt they were seeing the world around them through a camera lens and not living in reality like everyone else, people mentioned being secluded as a concern. The Apple Vision Pro is the first of its kind, meaning that it is still not known what effects of being so ingrained in the online world could have on society. Will having technology so readily available in one’s range of vision deindividualize, or separate, individuals in public. Or will it be positive in the sense that it will continue to connect people virtually, leading to new kinds of social norms? Through the use of sociology and current patterns, these questions may be answered in the years to come.
Acosta-Sanchez is an intern blogger at UITAC Publishing. UITAC’s mission is to provide high-quality, affordable, and socially responsible online course materials.
Images in this blog:
- The Outer Glass of Apple Vision Pro, 3 February 2024 by Miyako Fujimiya. This file is licensed under the Creative Commons Attribution-Share Alike 4.0 International. The image is unaltered.
- Taylor Swift at TWIFF 2022, 10 September 2022 by Kuya JDL. This file is licensed under the Creative Commons Attribution-Share Alike 4.0 International. The image is unaltered.
- Code Projected Over Woman, July 3, 2019 by ThisIsEngineering. Free to use under the Pexel Content License. The image is unaltered.
Deborah is currently a student at the University of Texas at San Antonio. She is double majoring in Sociology and Psychology and is expected to receive her Bachelor’s in Spring 2024. Once she graduates, Deborah plans to continue working in the publishing field and attend grad school majoring in Sociology.
