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Breaking Barriers: Exploring the Power of Immersive Media as a Strategic Communication Tool in NGOs
[Sammelwerksbeitrag]
Dieser Sammelwerksbeitrag gehört zu folgendem Sammelwerk:
Sound or Silence? Current Developments in Organizational Communication
Abstract The change in media has shaped our society for decades and new forms and technologies for mediated communication have been created. This paper explores the use of immersive media in the context of strategic communication of non-governmental organizations in Germany. The research, based on semi-struc... mehr
The change in media has shaped our society for decades and new forms and technologies for mediated communication have been created. This paper explores the use of immersive media in the context of strategic communication of non-governmental organizations in Germany. The research, based on semi-structured interviews with communication officers, reveals that immersive media is not yet widespread in the NGO landscape and remain in a trial phase. Most NGOs do not consider immersive technologies suitable for their target groups, preferring traditional communication measures. However, a general openness towards the development of immersive media has been identified when financially justifiable and appropriate for the target groups. The primary purpose of immersive media projects is to generate public attention, supporting NGOs in their organizational goals. Although immersive media are partly implemented in the communication mix, they do not serve a predefined strategic objective within the strategic communication management of NGOs. This research contributes to existing literature by analyzing the use of immersive media in the third sector from a strategic communication perspective.... weniger
Thesaurusschlagwörter
Kommunikationsmittel; Digitale Medien; virtuelle Realität; Kommunikationspolitik; nichtstaatliche Organisation; Bundesrepublik Deutschland
Klassifikation
interaktive, elektronische Medien
Freie Schlagwörter
Immersive Media; Strategic Communication; NGO Communication; Augmented Reality
Titel Sammelwerk, Herausgeber- oder Konferenzband
Sound or Silence? Current Developments in Organizational Communication
Herausgeber
Godulla, Alexander; Ehrlinspiel, Miriam; Gulich, Simona; Leißner, Valentin; Müller, Annika; Rüth, Antonia; Sauer, Moritz
Sprache Dokument
Englisch
Publikationsjahr
2024
Erscheinungsort
Leipzig
Seitenangabe
S. 107-137
Status
Erstveröffentlichung; begutachtet