Open AccessImmersive and brand journalism in educational and cultural information. The case of RTVE Lab
Author(s) -
Hada M. Sánchez Gonzales,
Andrea Benítez Gutiérrez
Publication year - 2021
Publication title -
comunicación y sociedad
Language(s) - English
Resource type - Journals
eISSN - 2448-9042
pISSN - 0188-252X
DOI - 10.32870/cys.v2021.7728
Subject(s) - dissemination , journalism , virtual reality , multimedia , computer science , human–computer interaction , sociology , media studies , telecommunications
The aim of this research is to analyze the use of immersive and brand journalism in the information published by RTVE Lab. The case study method has been used, which combines both qualitative and quantitative techniques. The results reveal that virtual reality (VR) is an attractive format for disseminating cultural news because it enhances the immersive experience of the user; yet approximately only 20% of VR is used to provide information about branded content.