This article takes as its starting point the mundane work of constructing ‘virtual identities’ and ‘virtual’ cultural practices in the course of ‘everyday’ participation in virtual reality technologies. The article explores how participation takes place, detailing in particular the work practices of staff and the interactions of staff with participants, which make ‘virtual reality’ possible. The article seeks to demonstrate the crucial role of staff as mediators translating technology into culture, and techno-culture into economics, in the distribution and institutionalization of virtual reality in everyday life. As such, the article argues that staffembody the juncture of technology production and consumption and perform key roles that embed new technologies of culture in ongoing social interaction.
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