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

Year 2019, Issue: 30, 91 - 115, 26.06.2019

Ali Arıcı , Özgür Kılınç , Sevil Bayçu

https://doi.org/10.16878/gsuilet.442965
Cited By: 3

Abstract

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.

Keywords

halkla ilişkiler sanal gerçeklik ilişki inşası halkla ilişkiler kampanyaları

References

  • Ahuvia, A. (2001). Traditional, interpretive, and reception based content analyses: improving the ability of content analysis to address issues of pragmatic and theoretical concern. Social Indicators Research, 54(2), 139-172.
  • Barnes, J. S. (2016). Understanding virtual reality in marketing: nature, implications and potential. Available at SSRN: https://ssrn.com/abstract=2909100
  • Berg, B. L. (2001). Qualitative research methods for the social sciences (4th ed.). Boston, MA: Allyn and Bacon.
  • Biocca, F. (1992). Virtual reality technology: A tutorial. Journal of Communication, 42(4), 23-72.
  • Boas, Y. A. G. V. (2013). Overview of virtual reality technologies. In Interactive Multimedia Conference.
  • Bucher, J. (2018). Storytelling for Virtual Reality: Methods and Principles for Crafting Immersive Narratives. New York: Routledge.
  • Burdea, G. C. and Coiffet, P. (2003). Virtual reality technology. NJ: John Wiley & Sons.
  • Chen, X. and Ding, G. (2009). New media as relations: Special commentary. Chinese Journal of Communication, 2(3), 367-379.
  • Duhé, S. (2015). An overview of new media research in public relations journals from 1981 to 2014. Public Relations Review, 41(2), 153-169.
  • Fuch, P. and Guitton, P. (2011). Introduction to virtual reality. In P. Fuchs, G. Moreau and P. Guitton (Eds.), Virtual reality: Concepts and technologies (pp. 3-10). USA: CRC Press.
  • Giarelli, E. and Tulman, L. (2003). Methodological issues in the use of published cartoons as data. Qualitative Health Research, 13(7), 945-956.
  • Gigante, M. A. (1993a). Virtual reality: Enabling technologies. In R. A.Earnshaw, M. A. Gigante and H. Jones (Eds.), Virtual reality systems (pp. 15-25). London: Academic Press.
  • Gigante, M. A. (1993b). Virtual reality: Definitions, history and applications. In R. A.Earnshaw, M. A. Gigante and H. Jones (Eds.), Virtual reality systems (pp. 3-14). London: Academic Press.
  • Graneheim, U. H. and Lundman, B. (2004). Qualitative content analysis in nursing research: concepts, procedures and measures to achieve trustworthiness. Nurse Education Today, 24(2), 105-112.
  • Gutierrez, M., Vexo, F. and Thalmann, D. (2008). Stepping into virtual reality. London: Springer.
  • Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637-651.
  • Heisley, D. D. (2001). Visual research: current bias and future direction. Advances in Consumer Research, 28, 45-46.
  • Jerald, J. (2016). The VR book: Human-centered design for virtual reality. NY: Morgan & Claypool.
  • Johnson, M. A. (1997). Public relations and technology: Practitioner perspectives. Journal of Public Relations Research, 9(3), 213-236.
  • Kelleher, T. and Sweetser, K. (2012). Social media adoption among university communicators. Journal of Public Relations Research, 24(2), 105-122.
  • Kent, M. L. and Saffer, A. J. (2014). A Delphi study of the future of new technology research in public relations. Public Relations Review, 40(3), 568-576.
  • Kerrebroeck, V. H., Brengman, M. and Willems, K. (2017). When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications. Virtual Reality, 21(4), 177-191.
  • Ma, J. Y. and Choi, J. S. (2007). The virtuality and reality of augmented reality. Journal of Multımedia, 2(1), 32-37.
  • Mahrer, N. E. and Gold, J. I. (2009). The use of virtual reality for pain control: A review. Current pain and headache reports, 13(2), 100-109.
  • Mandal, S. (2013). Brief introduction of virtual reality & its challenges. International Journal of Scientific & Engineering Research, 4(4), 304-309.
  • Parisi, T. (2015). Learning virtual reality: developing immersive experiences and applications for desktop, web, and mobile. USA: O'Reilly Media, Inc.
  • Pimentel, K. and Teixeira K. (1995). Virtual reality: Through the new looking glass, New York: McGraw-Hill Inc.
  • Porter, L. V., Trammell, K. D. S., Chung, D. and Kim, E. (2007). Blog power: Examining the effects of practitioner blog use on power in public relations. Public Relations Review, 33(1), 92-95.
  • Potter, W. J. and Levine-Donnerstein, D. (1999). Rethinking validity and reliability in content analysis. Journal of Applied Communication Research, 27, 258-284.
  • Seale, C. and Tonkins, F. (2012). Content and comparative keyword analysis. In C. Seale (Ed.), Researching society and culture (pp. 459-478). London: Sage.
  • Sheridan, T. B. (1992). Musings on telepresence and virtual presence. Presence: Teleoperators and Virtual Environments, 1, 120–126.
  • Sherman, W. R. and Craig, A. B. (2003). Understanding virtual reality: Interface, application, and design. San Francisco, CA: Morgan Kaufmann Publishers.
  • Sweetser, K. D. (2010). A losing strategy: The impact of nondisclosure in social media on relationships. Journal of Public Relations Research, 22(3), 288-312.
  • Verčič, D., Verčič, A. T. and Sriramesh, K. (2015). Looking for digital in public relations. Public Relations Review, 41(2), 142-152.
  • Wapler, M. and Stallkamp, J. (1998). Virtual reality concepts and their description. Minimally Invasive Therapy & Allied Technologies, 7(2), 85-87.
  • Ye, L. and Ki, E. J. (2012). The status of online public relations research: An analysis of published articles in 1992–2009. Journal of Public Relations Research, 24(5), 409-434.
  • Yoh, M. (2001). The reality of virtual reality. In Seventh International Conference on Virtual Systems and Multimedia (VSMM’01), Organized by Center for Design Visualization. Berkley, USA: University of California Berkley.
  • Zhao, S. (2006). The Internet and the transformation of the reality of everyday life: Toward a new analytic stance in sociology. Sociological Inquiry, 76(4), 458-474.
  • Alaimo,K.(2016).http://apps.prsa.org/intelligence/Tactics/Articles/view/11364/1121/A_New_Reality_6_Ways_VR_Can_Transform_Public_Relat#.Wv3gITSFPIX
  • http://www.irispr.com/blog/pr-meets-vr-when-storytelling-becomes-virtual (Erişim Tarihi: 27.03.2018).
  • http://media.dmnews.com/documents/225/mslgroup_vr_ebook_56132.pdf (Erişim Tarihi: 24.03.2018).

Year 2019, Issue: 30, 91 - 115, 26.06.2019

Ali Arıcı , Özgür Kılınç , Sevil Bayçu

https://doi.org/10.16878/gsuilet.442965
Cited By: 3

Abstract

References

  • Ahuvia, A. (2001). Traditional, interpretive, and reception based content analyses: improving the ability of content analysis to address issues of pragmatic and theoretical concern. Social Indicators Research, 54(2), 139-172.
  • Barnes, J. S. (2016). Understanding virtual reality in marketing: nature, implications and potential. Available at SSRN: https://ssrn.com/abstract=2909100
  • Berg, B. L. (2001). Qualitative research methods for the social sciences (4th ed.). Boston, MA: Allyn and Bacon.
  • Biocca, F. (1992). Virtual reality technology: A tutorial. Journal of Communication, 42(4), 23-72.
  • Boas, Y. A. G. V. (2013). Overview of virtual reality technologies. In Interactive Multimedia Conference.
  • Bucher, J. (2018). Storytelling for Virtual Reality: Methods and Principles for Crafting Immersive Narratives. New York: Routledge.
  • Burdea, G. C. and Coiffet, P. (2003). Virtual reality technology. NJ: John Wiley & Sons.
  • Chen, X. and Ding, G. (2009). New media as relations: Special commentary. Chinese Journal of Communication, 2(3), 367-379.
  • Duhé, S. (2015). An overview of new media research in public relations journals from 1981 to 2014. Public Relations Review, 41(2), 153-169.
  • Fuch, P. and Guitton, P. (2011). Introduction to virtual reality. In P. Fuchs, G. Moreau and P. Guitton (Eds.), Virtual reality: Concepts and technologies (pp. 3-10). USA: CRC Press.
  • Giarelli, E. and Tulman, L. (2003). Methodological issues in the use of published cartoons as data. Qualitative Health Research, 13(7), 945-956.
  • Gigante, M. A. (1993a). Virtual reality: Enabling technologies. In R. A.Earnshaw, M. A. Gigante and H. Jones (Eds.), Virtual reality systems (pp. 15-25). London: Academic Press.
  • Gigante, M. A. (1993b). Virtual reality: Definitions, history and applications. In R. A.Earnshaw, M. A. Gigante and H. Jones (Eds.), Virtual reality systems (pp. 3-14). London: Academic Press.
  • Graneheim, U. H. and Lundman, B. (2004). Qualitative content analysis in nursing research: concepts, procedures and measures to achieve trustworthiness. Nurse Education Today, 24(2), 105-112.
  • Gutierrez, M., Vexo, F. and Thalmann, D. (2008). Stepping into virtual reality. London: Springer.
  • Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637-651.
  • Heisley, D. D. (2001). Visual research: current bias and future direction. Advances in Consumer Research, 28, 45-46.
  • Jerald, J. (2016). The VR book: Human-centered design for virtual reality. NY: Morgan & Claypool.
  • Johnson, M. A. (1997). Public relations and technology: Practitioner perspectives. Journal of Public Relations Research, 9(3), 213-236.
  • Kelleher, T. and Sweetser, K. (2012). Social media adoption among university communicators. Journal of Public Relations Research, 24(2), 105-122.
  • Kent, M. L. and Saffer, A. J. (2014). A Delphi study of the future of new technology research in public relations. Public Relations Review, 40(3), 568-576.
  • Kerrebroeck, V. H., Brengman, M. and Willems, K. (2017). When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications. Virtual Reality, 21(4), 177-191.
  • Ma, J. Y. and Choi, J. S. (2007). The virtuality and reality of augmented reality. Journal of Multımedia, 2(1), 32-37.
  • Mahrer, N. E. and Gold, J. I. (2009). The use of virtual reality for pain control: A review. Current pain and headache reports, 13(2), 100-109.
  • Mandal, S. (2013). Brief introduction of virtual reality & its challenges. International Journal of Scientific & Engineering Research, 4(4), 304-309.
  • Parisi, T. (2015). Learning virtual reality: developing immersive experiences and applications for desktop, web, and mobile. USA: O'Reilly Media, Inc.
  • Pimentel, K. and Teixeira K. (1995). Virtual reality: Through the new looking glass, New York: McGraw-Hill Inc.
  • Porter, L. V., Trammell, K. D. S., Chung, D. and Kim, E. (2007). Blog power: Examining the effects of practitioner blog use on power in public relations. Public Relations Review, 33(1), 92-95.
  • Potter, W. J. and Levine-Donnerstein, D. (1999). Rethinking validity and reliability in content analysis. Journal of Applied Communication Research, 27, 258-284.
  • Seale, C. and Tonkins, F. (2012). Content and comparative keyword analysis. In C. Seale (Ed.), Researching society and culture (pp. 459-478). London: Sage.
  • Sheridan, T. B. (1992). Musings on telepresence and virtual presence. Presence: Teleoperators and Virtual Environments, 1, 120–126.
  • Sherman, W. R. and Craig, A. B. (2003). Understanding virtual reality: Interface, application, and design. San Francisco, CA: Morgan Kaufmann Publishers.
  • Sweetser, K. D. (2010). A losing strategy: The impact of nondisclosure in social media on relationships. Journal of Public Relations Research, 22(3), 288-312.
  • Verčič, D., Verčič, A. T. and Sriramesh, K. (2015). Looking for digital in public relations. Public Relations Review, 41(2), 142-152.
  • Wapler, M. and Stallkamp, J. (1998). Virtual reality concepts and their description. Minimally Invasive Therapy & Allied Technologies, 7(2), 85-87.
  • Ye, L. and Ki, E. J. (2012). The status of online public relations research: An analysis of published articles in 1992–2009. Journal of Public Relations Research, 24(5), 409-434.
  • Yoh, M. (2001). The reality of virtual reality. In Seventh International Conference on Virtual Systems and Multimedia (VSMM’01), Organized by Center for Design Visualization. Berkley, USA: University of California Berkley.
  • Zhao, S. (2006). The Internet and the transformation of the reality of everyday life: Toward a new analytic stance in sociology. Sociological Inquiry, 76(4), 458-474.
  • Alaimo,K.(2016).http://apps.prsa.org/intelligence/Tactics/Articles/view/11364/1121/A_New_Reality_6_Ways_VR_Can_Transform_Public_Relat#.Wv3gITSFPIX
  • http://www.irispr.com/blog/pr-meets-vr-when-storytelling-becomes-virtual (Erişim Tarihi: 27.03.2018).
  • http://media.dmnews.com/documents/225/mslgroup_vr_ebook_56132.pdf (Erişim Tarihi: 24.03.2018).
There are 41 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Ali Arıcı 0000-0003-4027-8288

Özgür Kılınç 0000-0002-8697-162X

Sevil Bayçu 0000-0003-0865-6007

Publication Date June 26, 2019
Acceptance Date June 26, 2019
Published in Issue Year 2019Issue: 30

Cite

APA Arıcı, A., Kılınç, Ö., & Bayçu, S. (2019). Yeni Medya Çağında İlişki İnşası: Sanal Gerçeklik Teknolojisi ve Halkla İlişkiler Kampanyaları. Galatasaray Üniversitesi İletişim Dergisi(30), 91-115. https://doi.org/10.16878/gsuilet.442965

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