Abstract
The practices of so-called immersive media have been developing in the past few years. The immersive media situation characteristics, infrastructure, content and social aspects have been identified through the use of a multilevel structural and functional methodology, and make it possible to fix its specificity at all levels. The new format of the immersive media situation leads to changes in approaches to the mediatization studies. In the article, to study the media immersive communicative situation a generative approach is proposed for the first time. It is relevant to topological thinking, and to the modern immanent picture of the world, when a person and technology co-create a new form. Along with the generative approach and generative design, the necessity of applying relevant paradigms and methods of psychology to form new theoretical and methodological foundations of immersive user-centric media communication is substantiated. Several new concepts and terms are introduced, in particular, the term immersive hypermediation, which is opposite to immediacy as a classical criterion of media effectiveness. As a result, the analysis of the essence and features of immersive media projects allows fixing the premises of immersive paradigm shift in mediatization studies.
Highlights
In the past decade, the emergence and spread of so-called immersive technologies such as augmented reality (AR), virtual reality (VR), mixed reality (MR) in the media have shaped the practice of media.Immersive media projects imply a new, different from the traditional, format of interactive creation, receipt, consumption of media information and communication by an individual: for the first time in the history of media in immersive projects, a user becomes not just an individual prosumer, but the prosumer of his own user experience
The immersive media situation characteristics, infrastructure, content and social aspects have been identified through the use of a multilevel structural and functional methodology, and make it possible to fix its specificity at all levels
The emergence and spread of so-called immersive technologies such as augmented reality (AR), virtual reality (VR), mixed reality (MR) in the media have shaped the practice of media
Summary
The emergence and spread of so-called immersive technologies such as augmented reality (AR), virtual reality (VR), mixed reality (MR) in the media have shaped the practice of media.Immersive media projects imply a new, different from the traditional, format of interactive creation, receipt, consumption of media information and communication by an individual: for the first time in the history of media in immersive projects, a user becomes not just an individual prosumer (according to Toffler), but the prosumer of his own user experience (virtual, real, hybrid). The new format of the immersive media situation leads to changes in approaches to the mediatization studies. To study the media immersive communicative situation a generative approach is proposed for the first time.
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