Abstract
The current research extends propositions from uses and gratifications, the technology acceptance model, and the expectancy-value perspective and attempts to explain audience connections to the 360° or multimodal content provider (news organization). The findings suggest a strong connection between surveillance gratifications and ritualistic media use on attitudes or perceptual orientations toward the news organization; this in turn mediates and best predicts satisfaction with the 360° news experience. The overall findings also suggest a branding effect or an extension of the audience's television news perceptions to the multimodal content provided by the news organization.
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