Breaking Barriers: Exploring the Power of Immersive Media as a Strategic Communication Tool in NGOs

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-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.