Virtual reality and 360º video in business and institutional communication

Authors

DOI:

https://doi.org/10.26441/RC18.2-2019-A9

Keywords:

virtual reality, 360 video, corporate communication, immersive journalism

Abstract

Addressing the presence and development of virtual reality in the professional field is a somewhat complex challenge. It is a current topic in multiple forums and an emerging field, but it has not consolidated a solid theoretical and academic basis on which to base its presence in society, as well as its possibilities in relation to the construction of storytelling, a new look and business models.

This article explains the communicative use of virtual reality in the business and institutional spheres. It is proposed through a representative review of case studies the uses of the multimedia format with immersive capacity and virtual reality developed by some institutions, in order to delimit their intentionality to raise awareness, educate, entertain, inform or develop marketing strategies. In the same way, it describes if this format is only a fashion or a strategy to achieve presence of branding.

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Author Biographies

  • José María Herranz de la Casa, Universidad de Castilla-La Mancha

    Doctor en Periodismo por la Universidad Complutense de Madrid y profesor titular de Comunicación Institucional y Corporativa, y Taller de Periodismo Especializado en la Facultad de Comunicación de la Universidad de Castilla-La Mancha

  • Raquel Caerols Mateo, Universidad Francisco de Vitoria

    Doctora en Creatividad Aplicada por la Universidad Complutense de Madrid y Profesora Adjunta en el área de creatividad y artes visuales de la Facultad de Comunicación de la Universidad Francisco de Vitoria

  • Pavel Sidorenko Bautista, Universidad de Castilla-La Mancha

    Doctor por la Universidad de Castilla-La Mancha y profesor colaborador en la Facultad de Comunicación de la misma universidad

References

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Published

2019-08-26

Issue

Vol. 18 No. 2 (2019)

Section

Papers

License

The Revista de Comunicación retains the copyright to published works under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License and allows the author to maintain these rights without restriction.

This journal and its articles are published under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND 4.0), which allows users to: share, copy, and redistribute the material in any medium or format, provided that they: give appropriate credit, provide a link to the license, and indicate if changes were made; do not use our content for commercial purposes; and/or remix or transform the material.

How to Cite

Herranz de la Casa, J. M., Caerols Mateo, R., & Sidorenko Bautista, P. (2019). Virtual reality and 360º video in business and institutional communication. Revista De Comunicación, 18(2), 177-199. https://doi.org/10.26441/RC18.2-2019-A9

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