Leveraging virtual reality (VR) for sports public relations and sports journalism: qualitative analyses of VR content productions for ‘Russia 2018’ and ‘Qatar 2022’ FIFA World Cups
Leveraging virtual reality (VR) for sports public relations and sports journalism: qualitative analyses of VR content productions for ‘Russia 2018’ and ‘Qatar 2022’ FIFA World Cups
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利用虚拟现实 (VR) 进行体育公共关系和体育新闻：对“俄罗斯 2018”和“卡塔尔 2022”FIFA 世界杯 VR 内容制作的定性分析
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发表时间：
2022
期刊：
影响因子：
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通讯作者：
S. Jin
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文献类型：
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作者：
S. Regret Iyer;J. Pavlik;S. Jin
摘要 体验式媒体 (EM) 技术的进步，特别是体验式媒体 (EM) 的子集虚拟现实 (VR)，可以改变公共关系 (PR) 专业人士讲述品牌、组织或大型活动故事的方式。在体育领域，公关内容制作利用 EM 的各种品质，为体育观众提供身临其境的家庭、竞技场般的体验。然而，考虑到此类 EM 工具的新颖性，有限的研究集中在公关和体育新闻内容制作如何以及在多大程度上使用 VR 技术。在这份定性内容分析中，我们研究了为 2018 年和 2022 年 FIFA 世界杯制作的赛前 YouTube VR 内容中如何以及在多大程度上利用 VR。我们分析了《今日俄罗斯》(RT) 在俄罗斯主办的“俄罗斯 2018”筹备期间制作的 YouTube VR 内容，并与 Road To 2022 制作的赛前 YouTube VR 内容进行了比较，以应对即将到来的“卡塔尔 2022”。通过定性分析，我们确定了四大主题类别：体育场设计、技术、设施和地点，以及通过对本研究考虑的所有 17 个 YouTube VR 内容制作的观察和备忘录确定的许多子主题。这项研究丰富了关于虚拟现实在体育新闻和体育公关中的作用的理论讨论，并为在 COVID-19 大流行期间使用虚拟现实提供了实用建议。
ABSTRACT Advancements in experiential media (EM) technologies, particularly virtual reality (VR), a subset of EM, can transform the ways public relations (PR) professions tell stories about a brand, organization, or mega-events. In the context of sports, PR content productions utilize various qualities of EM to offer immersive at-home, arena-like experiences for sports spectators. However, considering the novelty of such EM tools, limited studies have focused on how and the extent to which PR and sports journalistic content productions use VR technologies. In this qualitative content analysis, we examine how and the extent to which VR is utilized in pre-game YouTube VR contents produced for the FIFA World Cups 2018 and 2022. We analyzed YouTube VR contents produced by Russia Today (RT) in the buildup to ‘Russia 2018’ hosted by Russia, in comparison with pre-game YouTube VR contents produced by the Road To 2022, in view of the upcoming ‘Qatar 2022’. Through qualitative analyses, we identified four broad thematic categories: stadium design, technology, facilities, and locality, as well as many sub-themes through observations and memos from all the seventeen YouTube VR content productions considered for the study. This study adds to the theoretical discussions on the role VR plays in sports journalism and sports PR and provides practical recommendations on the use of virtual reality during the COVID-19 pandemic.