Developing the ‘best practices’ of virtual reality design: industry standards at the frontier of emerging media

In this article, the author analyzes the ways in which the practices of virtual reality design are being standardized, focusing specifically on the Oculus Best Practices Guide (OBPG). Instructional writings like the OBPG are fruitful documents from which theories of practice can be extracted and, for companies like Oculus, they serve as alternative mission statements, articulating what Oculus wants and needs the standards and practices of its nascent product-medium to be. The author argues that the OBPG serves to create standards and practices that emphasize and maintain virtual reality (VR) user immersion in order to mitigate the weaknesses in the technology and better conform with VR’s idealized, hypothetical presentation in fiction and marketing rhetoric. The Guide plays a key role in Oculus’s larger attempts to mitigate market risk through the standardization of content across its distribution platforms in order to shape an inchoate technological object into a stable and lucrative entertainment medium. More broadly, the OBPG serves as an example of the specific ways in which market forces act on the development of new media practices, turning ‘standards’ into ‘industry standards’.