Covering Extended Reality Technologies in the Media

This book explores the news coverage of extended reality technologies (XR) and how it corresponds with the marketing of XR products. It compares the way these products are framed in the news and their marketing materials, discussing the topics covered in XR news and the sources used. It also provides a set of frame categories that can be used by other researchers analyzing the media coverage of emerging technologies. The book argues that the news represents XR in such a way that treats readers as consumers instead of citizens, prioritizing the interests of XR companies rather than news audiences.

Format: Hardback
Length: 174 pages
Publication date: 28 December 2023
Publisher: Taylor & Francis Ltd

This comprehensive book delves into a thorough examination of the news coverage of extended reality technologies (virtual, augmented, and mixed reality; or XR), exploring the intricate relationship between this media discourse and the marketing strategies employed to promote XR products. By focusing on a select group of recently emerged technological advancements, the book provides a deep-dive analysis of the news coverage surrounding XR technologies, examining the interplay between news discourse and promotional discourse. Through a rigorous comparison of the way these products are framed in news articles and marketing materials, the book sheds light on the overlapping elements and distinct framing techniques employed in both realms.

Utilizing a combination of quantitative and qualitative data, the book delves into the various topics covered in XR news, as well as the sources utilized and the specific framing techniques employed. Moreover, it offers a valuable set of frame categories that can be employed by other researchers studying the media coverage of emerging technologies.

In its conclusion, the book argues that the news coverage of XR tends to prioritize the interests of XR companies rather than serving the needs of news audiences. It suggests that the media represents XR in a manner that treats readers as consumers rather than citizens, ultimately shaping public perception and influencing consumer behavior. This insightful work will appeal to a wide range of scholars and practitioners, including students and researchers in media and communications, discourse studies, journalism, public relations, marketing, and innovation studies, as well as XR practitioners seeking to understand the dynamics of media coverage and its impact on the adoption and perception of emerging technologies.

Weight: 498g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032446646