Year 2019, Volume , Issue 30, Pages 91 - 115 2019-06-26

Yeni Medya Çağında İlişki İnşası: Sanal Gerçeklik Teknolojisi ve Halkla İlişkiler Kampanyaları

Ali ARICI [1] , Özgür KILINÇ [2] , Sevil BAYÇU [3]


1960 ve sonrası süreçte hayatımıza giren yeni medya teknolojilerinin sunduğu imkanları iletişim anlayışlarıyla bütünleştiren markalar, “hikaye anlatma / içerik aktarma şekillerini çeşitlendirme”, “hedef kitleye ulaşmada deneyimsel, psikolojik ve interaktif yollar keşfetme”, “izolasyon ve soyutlama gibi etkiler sayesinde daha konsantre deneyimler sunabilme”, “medya ile ilişkilerde farklı teknikler ve ortamlar tasarlama”, “yenilikçi marka algısı yaratarak hedef kitleler ile daha etkili iletişim / ilişki kurabilme” gibi avantajları beraberinde getiren sanal gerçeklik teknolojisine de kayıtsız kalmamaktadır. Apple, Facebook, Google, Samsung ve Sony gibi uluslararası ölçekte söz sahibi markaların yaptıkları yatırımlarla değeri ve önemi artan sanal gerçeklik teknolojisi, yeni medyanın “en yeni” yüzlerinden biri olarak dijital halkla ilişkiler uygulamalarını gündeme taşımaktadır. Bu bağlamda çalışma kapsamında markaların sanal gerçeklik teknolojisini kullanarak geliştirdikleri başarılı kampanya örnekleri derlenerek yüzeye çıkan içerik ve söylemler araştırılmaktadır. Sanal gerçeklik tarihçesi, cihazları ve avantajları temelinde şekillenen çalışmada, amaçlı örneklemle -dünyanın en çok kullanılan arama motoru olan- Google’a “best VR PR campaigns” ve “VR PR campaigns” anahtar sözcükleri yazılarak ilk sayfada çıkan beş markanın VR kampanyaları analiz edilmiştir.

halkla ilişkiler, sanal gerçeklik, ilişki inşası, halkla ilişkiler kampanyaları
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Primary Language tr
Subjects Social
Journal Section Articles
Authors

Orcid: 0000-0003-4027-8288
Author: Ali ARICI (Primary Author)
Institution: BİLECİK ŞEYH EDEBALİ ÜNİVERSİTESİ
Country: Turkey


Orcid: 0000-0002-8697-162X
Author: Özgür KILINÇ
Institution: İNÖNÜ ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİ

Orcid: 0000-0003-0865-6007
Author: Sevil BAYÇU
Institution: ANADOLU ÜNİVERSİTESİ, İLETİŞİM BİLİMLERİ FAKÜLTESİ

Dates

Publication Date : June 26, 2019

APA ARICI, A , KILINÇ, Ö , BAYÇU, S . (2019). Yeni Medya Çağında İlişki İnşası: Sanal Gerçeklik Teknolojisi ve Halkla İlişkiler Kampanyaları. Galatasaray Üniversitesi İletişim Dergisi , (30) , 91-115 . DOI: 10.16878/gsuilet.442965