La realidad virtual y el vídeo 360º en la comunicación empresarial e institucional

Abstract

RESUMEN:Abordar la presencia y el desarrollo de la realidad virtual en el ámbito profesional supone un reto complejo sobre el que profundizar. Es una temática de actualidad en múltiples foros y un campo emergente, ya que no se ha consolidado una base sólida teórica y académica sobre la que fundamentar su presencia en la sociedad, así como sus posibilidades en relación a la construcción de relato, de nueva mirada y de modelos de negocio.Este artículo profundiza en el uso comunicativo de la realidad virtual en el ámbito empresarial e institucional. Se plantea a través de una revisión de casos los usos del formato multimedia con capacidad inmersiva que desarrollan determinadas instituciones, con el fin de delimitar su intencionalidad para concienciar, educar, entretener, informar o desarrollar estrategias de marketing. Y además plantea si este formato es solo una moda temporal o una estrategia para lograr mayor presencia de marca.Palabras clave: realidad virtual; vídeo 360º; comunicación corporativa; periodismo inmersivo. ABSTRACT:Addressing the presence and development of virtual reality in the professional field is a somewhat complex challenge. It is a current topic in multiple forums and an emerging field, but it has not consolidated a solid theoretical and academic basis on which to base its presence in society, as well as its possibilities in relation to the construction of storytelling, a new look and business models.This article explains the communicative use of virtual reality in the business and institutional spheres. It is proposed through a representative review of case studies the uses of the multimedia format with immersive capacity and virtual reality developed by some institutions, in order to delimit their intentionality to raise awareness, educate, entertain, inform or develop marketing strategies. In the same way, it describes if this format is only a fashion or a strategy to achieve presence of branding.

The Use of 360° Video by International Humanitarian Aid Organizations to Spread Social Messages and Increase Engagement

“…In 2015, both democratised access to such content by allowing the free upload of 360°videos on their social platforms, which helped news outlets, nonprofit organizations and other producers to almost eliminate or reduce distribution costs (Watson 2017;Mabrook and Singer 2019). Furthermore, it facilitated users' access to and viewing of 360°videos, reaching a larger audience as viewers do not always need a virtual reality headset to watch the content on Facebook and YouTube, since both platforms allow mobile (by tilting a smartphone or tablet) and web browser consumption (Watson 2017;Pillai et al 2017;Herranz et al 2019).…”

Instagram como herramienta digital para la comunicación y divulgación científica: el caso mexicano de @pictoline

“…En este contexto interconectado donde imperan los formatos multimedia e interactivos, no solo se han redefinido algunos perfiles profesionales, sino también las narrativas con el fin de adaptarse a las nuevas exigencias, a la aparición de nuevos canales digitales y al ascenso de nuevos segmentos de público (Herranz-de-la-Casa, Caerols-Mateo & Sidorenko-Bautista, 2019). La necesidad de desarrollar nuevas vías de comunicación con sus propios códigos para el mensaje viene en cierta forma determinado por públicos definidos según generaciones.…”

Journalistic innovation: How new formats of digital journalism are perceived in the academic literature

“…Similarly, various studies have concerned themselves with examining virtual reality, focused on the effects that this technology has on the perception of the news in terms of its credibility and audience opinions (Hendriks et al, 2019; Herranz de la Casa et al, 2019; Kang et al, 2019; Mabrook and Singer, 2019; Yang et al, 2019), its content and communicative models (Barreda-Ángeles, 2018; Paíno-Ambrosio and Rodríguez-Fidalgo, 2019), user experience (Shin and Biocca, 2018) and its interactive narrative possibilities (Toursel and Useille, 2019). There have also been academic studies of augmented reality, in which scholars have sought to characterize this type of media reporting (Azkunaga et al, 2019; Parra et al, 2017) and examine its use as a narrative tool (Meneses-Fernández and Martín-Gutiérrez, 2016).…”