Öz
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.
Anahtar Kelimeler
halkla ilişkiler sanal gerçeklik ilişki inşası halkla ilişkiler kampanyaları
Kaynakça
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Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 26 Haziran 2019 |
| Kabul Tarihi | 26 Haziran 2019 |
| Yayımlandığı Sayı | Yıl 2019Sayı: 30 |
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