“This would be sweet in VR”: On the discursive newness of virtual reality

When virtual reality (VR) entered the consumer market in 2016, it was accompanied by claims of its potential as a “revolutionary” new technology. This article examines these claims of newness by focusing on statements made by industry leaders and other professionals. The findings suggest repetitions of problematic discourse, in which colonialist language of “pioneering” expansion appears to be used to mobilize developers who are dominantly young, White, and male. I argue that recontextualizing the “newness” of VR opens opportunities to contest its depoliticized histories and to question its imagined futures. Situating VR within a much longer history of digital and non-digital technologies not only challenges the notions of newness that are foundational to industry-led VR discourse, but also offers a critical alternative.