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As for Sacerdoti's so-called postroll ads, even the most self-satisfied marketer wants to know who in the world would stick around to watch – or, more to the point, who can prove that anyone did.

Wait until their commercials make it onto YouTube and hope they go viral.

What has she found? That the Internet links millions of people in new spaces that are changing the way we think and the way we form our communities. That we are moving from "a modernist culture of calculation toward a postmodernist culture of simulation." That life on the screen permits us to "project ourselves into our own dramas, dramas in which we are producer, director, and star.... Computer screens are the new location for our fantasies, both erotic and intellectual. We are using life on computer screens to become comfortable with new ways of thinking about evolution, relationships, sexuality, politics, and identity." Turkle's own metaphor of windows serves well to introduce the following samplings from her new book. Those boxed-off areas on the screen, Turkle writes, allow us to cycle through cyberspace and real life, over and over. Windows allow us to be in several contexts at the same time - in a MUD, in a word-processing program, in a chat room, in e-mail. "Windows have become a powerful metaphor for thinking about the self as a multiple, distributed system," Turkle writes. "The self is no longer simply playing different roles in different settings at different times. The life practice of windows is that of a decentered self that exists in many worlds, that plays many roles at the same time." Now real life itself may be, as one of Turkle's subjects says, "just one more window."

ender-swapping on MUDs is not a small part of the game action. By some estimates, Habitat, a Japanese MUD, has 1.5 million users. Habitat is a MUD operated for profit. Among the registered members of Habitat, there is a ratio of four real-life men to each real-life woman. But inside the MUD the ratio is only three male characters to one female character. In other words, a significant number of players, many tens of thousands of them, are virtually cross-dressing.

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