Embracing Immersive Journalism: Adoption and Integration by News Media Producers

Abstract

Immersive journalism, utilizing virtual reality (VR) and augmented reality (AR) technologies, offers a transformative approach to storytelling by creating deeply engaging news experiences. This study examines the acceptance of immersive journalism by people working in news media industries focusing on different demographic groups. Using qualitative focus groups, participants from varied age groups experienced VR news stories and discussed their perceptions and responses. Key findings revealed high emotional engagement across all demographics, with younger participants showing greater enthusiasm and ease with the technology, while older participants expressed interest but faced technological barriers. Trust in the media and perceived realism were crucial factors influencing acceptance. Concerns about accessibility and inclusivity were also significant, particularly among older and less technologically proficient participants. This study concludes that, for immersive journalism to gain widespread acceptance, media organizations must address technological barriers, enhance user education, and ensure ethical standards in storytelling. These insights contribute to understanding how immersive journalism can be integrated into mainstream media to enhance audience engagement and trust, highlighting the importance of accessibility and emotional resonance in the adoption of innovative media technologies.

1. Introduction

In recent years, immersive journalism has emerged as a groundbreaking approach in the field of media, leveraging advanced technologies like virtual reality (VR) and augmented reality (AR) to create deeply engaging and emotionally resonant news experiences. Unlike traditional journalism, which relies on the passive consumption of news through text, images, or video, immersive journalism aims to place the audience within the story, providing a first-person perspective that can enhance understanding and empathy. This study explores the audience acceptance of immersive journalism, particularly how different demographic groups perceive and engage with this novel form of storytelling.

The significance of this research lies in the potential of immersive journalism to transform the media landscape by enhancing audience engagement and trust. Traditional journalism faces challenges such as declining audience trust and engagement, largely due to the perceived disconnect between news consumers and the often distant impersonal nature of news reporting (Sundar and Nass 2001; Pew Research Center 2019). Immersive journalism offers a promising solution by creating more intimate and impactful news experiences that can bridge this gap. Previous research has demonstrated the potential of immersive journalism to increase emotional engagement and information retention compared with conventional media formats (de la Peña et al. 2010; Slater and Sanchez-Vives 2016). However, there is limited understanding of how different demographic groups, particularly older adults and those with varying levels of technological proficiency, perceive and accept immersive journalism. This study addresses this gap by examining audience acceptance across diverse demographic segments, focusing on the factors that influence their engagement and the implications for media organizations.

This investigation uses qualitative focus groups to gather in-depth insights from participants who experienced a VR news story. This study aims to identify key themes related to emotional engagement, technological barriers, trust, realism, and accessibility. By understanding these factors, media organizations can develop strategies to effectively integrate immersive journalism into their offerings, ensuring it is accessible and engaging for a broad audience. This research provides valuable insights into the acceptance of immersive journalism, highlighting the need for media organizations to address technological and accessibility challenges while leveraging the emotional and engaging potential of immersive technologies. These findings contribute to the broader understanding of how innovative media technologies can enhance audience interaction and trust in journalism.

1.1. Immersive Journalism

Nonny de la Peña, one of the pioneers of “immersive journalism”, describes it as “the production of news in a form which people can gain first-person experiences of the events or situation described in news stories” (de la Peña et al. 2010). The virtual and the real are two areas of thought and experience that are no longer configured as binary concepts but as juxtapositions of senses and thoughts, mixed with one’s presence in the construction of the so-called virtual experience. Empathy has been used as part of public discourse in promoting action and social change by world news organizations such as The New York Times and The Guardian (Pérez-Seijo et al. 2022, pp. 14–15). The viewer can control the point of view, by moving their head, consequently modifying the field of vision in a way that is similar to the human gaze and, at the same time, the viewer can be in a place where the story develops and can react as if they were there, something that provides important advantages over the conventional narrative (Mateo et al. 2020, p. 18). The ability to generate the perceptual sensation of presence generates a greater emotional reach that offers a great potential for interaction, a more effective involvement, and a different prospective from the one we normally have. Immersive journalism has evolved along with an increasing focus of journalism on emotions to connect with the audience and the growing understanding of the importance of the audience to journalism (Bujić et al. 2023, pp. 2–8).

The evolution of immersive journalism has been dynamic but unsteady. Although the emergence of artificial intelligence has somewhat overshadowed interest in immersive platforms, recent developments in datafication and automation show potential for real-time volumetric capture of the physical world, which could enhance mixed reality experiences and the instant generation of 3D images, which could simplify the creation of virtual environments (Lee et al. 2021). An “experimentation era” in immersive journalism has been unfolding since 2023, driven by the expanding capacity and speed of the web and advancements in technologies such as the Internet of the Senses (IoS) looming on the horizon (Hernández-Rodríguez and García-Perdomo 2024). This marks an opportunity for media outlets to gradually experiment with immersive content, avoiding large hasty investments while enabling them to (a) design relevant and useful news experiences that add value for audiences, (b) shape users’ consumption behaviors, (c) explore novel distribution and monetization strategies, (d) develop the technical and narrative capabilities of their news teams, and (e) establish partnerships beyond the journalism industry (Mateo et al. 2020, pp. 19–20; Wahl-Jorgensen and Hanitzsch 2009, pp. 250–51). Some of the most recent concerns in the news industry are informative fatigue among audiences (who claim that the news is unintelligible and depressing), the continued loss of users’ trust in news due to suspicions of inaccuracy and political bias, and disinterest in following “breaking news” because some topics are not perceived as relevant or useful to their lives (Newman et al. 2023; Hernández-Rodríguez and García-Perdomo 2024, pp. 2–3).

The concept of presence in VR applications typically includes the ability of the audience to take actions within the virtual environment (VE) model, which in turn responds to the interactivity with perceptual and sometimes physiological feedback. For immersive journalism to move higher on a presence continuum and to optimize VR as a journalistic communications channel, then enhancing embodied engagement with the VE and the narrative is key. VR indeed offers several new opportunities for journalistic storytelling, and 360 degree content is the first linear step on that path. In the case of 360° content, it can be consumed semi-immersively through devices such as mobile phones, tablets, or computers. Although the virtual sphere involves an illusion (because of the artificial nature of its design), it is produced by a medium and its interpretation depends on the level of the individual’s involvement, a factor that the experience involves a stimulating spectacle that can be interpreted as true (if it is not) depending on the degree of user involvement (De la Casa and Bautista 2023, p. 4).

For immersive journalism to be ethical, the tools of fabrication should be visible to the viewer. Three-dimensional-based immersive journalism that requires full bodily participation brings to the fore the limitations of theoretical approaches from visual journalism, as it introduces the problem of the place of the body in journalism production and consumption. Conquering the bodily experience of audiences seems to be the primary goal of immersive journalism. The place of the digital avatar is central in creating a useful immersion. Journalists must consider elements of design that could prevent cognitive overload, or mechanisms to periodically remind the user that what is seen is a simulation (Laws 2019, pp. 80–85). An example of immersive journalism that has captured the power of VR and AR is The New York Times’ “The Displaced”. In this VR documentary, viewers can experience the lives of three children who have been displaced from their homes due to war and conflict. The use of VR technology allows viewers to feel like they are right there with the children, experiencing their struggles and emotions. BBC News’ “Eyewitness” AR experience allows viewers to explore a crime scene and gather evidence as if they were a part of the investigation. The use of AR technology allows for a more interactive and engaging experience for the audience. These examples show the power of immersive journalism in creating a deeply emotional and impactful experience for the audience. As VR and AR technology continue to evolve, we can expect to see even more innovative and powerful forms of immersive journalism emerge. A journalist covering a war zone can use VR to transport their audience to the front lines, giving them a first-hand experience of the conflict. VR and AR can also be used to create new revenue streams for news organizations. For example, some news outlets are experimenting with creating VR documentaries that can be sold to viewers, providing a new source of income for the organization (Pavlik 2019, p. 200).

Adherence to immersive journalism, which uses augmented reality (AR) and virtual reality (VR), is not yet a reality in a large part of the media due to the high cost of production and the need for compatible devices on the market, which also results in a demand that is not significant in absolute numbers. AR and VR allow readers or viewers to immerse themselves in stories, making information more captivating and memorable. AR and VR experiences are highly visual, which helps to convey information in a more effective and attractive way, along with creating a deeper connection with the audience, and can arouse empathy and emotions in relation to the topics covered. These technologies can make news more accessible to people with different learning styles, allowing them to choose how they want to explore the story. Readers and viewers can spend more time-consuming immersive content, thus increasing engagement and value for advertisers (Pengnate et al. 2020, pp. 110–11).

AI has the potential to significantly enhance the interactivity of immersive journalism by enabling more dynamic and responsive content. Traditional forms of immersive journalism, which rely on virtual reality (VR) and augmented reality (AR), already allow users to engage with stories in a way that is more participatory than passive media. With AI, this interactivity can be taken further. For instance, AI can enable real-time adaptation of the narrative based on user choices, creating a more personalized and engaging experience. It could also allow for more complex interactions where the user’s behavior within the virtual environment affects the outcome or the direction of the story. This level of interactivity would require AI systems that can understand and predict user intent, adjust content accordingly, and provide feedback that feels natural and immersive (Laws 2019, pp. 25–26).

The immediacy of content in immersive journalism can be greatly enhanced by AI through the real-time generation and modification of news environments. AI algorithms can process vast amounts of data to recreate scenes or events as they unfold, allowing users to experience news in near real-time. For example, AI can be used to generate 3D environments or simulate situations based on the latest data, providing users with an up-to-date immersive experience that reflects ongoing developments. Additionally, AI-driven natural language processing (NLP) could allow users to interact with virtual journalists or avatars, asking questions and receiving responses in real time, thus enhancing the immediacy and relevance of the content (Ali and Hassoun 2019, pp. 35–36).

1.2. Ethical Challenges in Immersive Journalism

Immersive journalism is claimed to be a more emotional all-encompassing medium allowing for a deeper understanding of the world. The use of technology in immersive journalism is not a more emotional approach to journalism per se. Concerning the impact of the first-person experience, an increase in negative emotions is noticed in contrast with the third-person narrative perspective. There is a relative importance of immersive narratives in the form of a first-person narrative perspective when it comes to creating an emotional experience. Immersive journalism provides a set up for the creation of encompassing emotionally involving journalism. However, this becomes problematic when considering that immersive journalistic productions only rarely make meaningful use of narrative possibilities, such as using a first-person narrative. Journalists need to refocus on this core aspect of journalism and ask themselves how the narrative of IJ could augment their approach to storytelling. It is important to give attention to emotions when discussing and assessing IJ. Emotions play a central role in evaluating technologically driven forms of journalism. (Brescia Zapata 2023, pp. 80–85).

Ethics bodies and news organizations will need to start thinking about their audiences as partners in the construction of guidelines, and audiences themselves will need to understand that this is a responsibility they also need to take. Perhaps this will be the way in which immersive journalism can contribute to rebuild the trust between news organizations and audiences in a time when this relationship is increasingly challenged. (Sánchez Laws and Utne 2019, pp. 10–11). Creating an audience channel in immersive journalism projects where it is possible to send queries with ethical concerns will also signal a responsibility that distinguishes the journalistic use of immersive content. Such a distinction could create a positive flow of information that builds trust and credibility based on openness and communication.

The stronger involvement of the entire body in immersive journalism makes the virtual experience of the news substantively different in how it can affect audiences’ emotional response, memory, and decision making. This means that journalists must start placing the rights and safety of audiences at the center. Image manipulation is a salient ethical issue for immersive media. In immersive journalism, there is a clear breach of existing audio and visual ethical guidelines when it comes to practices in immersive journalism. For immersive journalism, continuity with the concerns of visual journalism is present in current debates about whether or not to show tripods in 360-degree video productions and whether or not to let the journalist stay in the scene or to make the informant do something around the camera. However, the focus on image manipulation in the traditional sense misses the point of what makes immersive media a more intense experience for users and misses the target when it comes to identifying ethical concerns regarding visual imagery. Immersive journalism is asking us to view the synthesis of images as an acceptable practice (Laws 2019, pp. 31–32).

While AI offers exciting possibilities, it also brings significant ethical challenges, particularly regarding the authenticity and manipulation of immersive content. AI-driven immersive journalism might blur the line between reality and simulation, raising concerns about the potential for misinformation or manipulation. Ensuring transparency and maintaining journalistic integrity will be crucial. Media organizations must develop ethical guidelines that address the use of AI in creating immersive content, ensuring that the technologies enhance rather than undermine the trust in journalism.

“Empathic media” refer to technologies that track bodies and react to emotions and intentions and include for example, facial coding, voice analytics, VR, augmented reality, and wearables. Based on these technologies, the users’ emotions could be machine-readable, and these data could be used for influence and surveillance. Another concern about the VR experiences refers to the loss of spatial awareness, dizziness and disorientation, seizures, nausea, eye soreness, trouble focusing, and motion or simulator sickness. The term “cybersickness” has also been used in relation to immersive journalism (LaViola 2000; Shin and Biocca 2018). During an immersive experience, the body misinterprets the stimuli as a form of toxic substance (Uskali et al. 2021, pp. 52–53). VR experiences have an impact on people and their psychology and can encourage empathetic understanding. So, in immersive journalism, it is important to avoid any motion sickness effects.

The focus on empathy limits the content production of immersive journalism and this can be diversified by creating experiences that focus on place rather than generating empathy for a specific person. The focus on place and how this enables presence in an environment can be developed within the news industry. Immersive journalism has been able to develop without being underpinned by the empathy epithet (Uskali et al. 2021, p. 58). Manipulation, according to Sánchez Laws and Utne (2019, pp. 15–20), is defined as a skillful way of influencing others in an unfair manner. Journalism is often intended to influence viewers, but the use of emotional rather than exclusively cognitive material suggests the possibility of “unfair” influence. Audience manipulation could be really easy and this would work against journalistic values of impartiality, objectivity, and credibility. Other ethical considerations refer to the use of violent, cruel, and pornographic materials or questions of authenticity, truthfulness, verification, and privacy. But, at the same time, immersive journalism can lead to greater compassion when having one or more protagonist telling the story, which will produce more understanding, stronger empathy, and a feeling of being in someone else’s situation.

1.3. Audience Engagement and Consumption Habits of News

Current trends in media consumption are such that audiences are seeking a unique information space tailored to their interests, tastes, and needs. Under these circumstances, media producers are working to enhance the ability to communicate, create unique and compelling user experiences, and change the perception of what content can be in today’s digital media environment in order to attract users and keep their attention. One of the key differentiators of cutting-edge media is the constant attempt to actively engage with audiences and ensure their participation in media communication by combining elements of different media formats, relying on hypertextuality and cross-platform, and constantly working with the interactivity, depth, and spatiality of the narrative. At this stage of media development, immersive tools in the creation of information products are rarely used and are often represented by single projects of media giants such as The New York Times, The Guardian, the BBC, Al Jazeera, etc., which, in the last decade, have been actively developing in the field of media design using augmented and virtual reality technologies and 360. Media producers should look at the effectiveness of using immersive technologies in their projects and explore opportunities to monetize content, such as through paid subscriptions, advertising partnerships, and collaboration with other media organizations (Kuzmina and Kuzmin 2024, pp. 81–82).

The audience acceptance of new media technologies is influenced by various factors, including perceived usefulness, ease of use, and the emotional and cognitive impact of the content (Davis 1989; Venkatesh et al. 2003). Trust in the media and perceived realism is also critical in determining whether audiences embrace new formats (Sundar and Nass 2001). Immersive journalism poses unique challenges and opportunities in these areas, given its novel and often technologically demanding nature.

Demographic factors such as age, education, and technological proficiency significantly impact media consumption patterns and acceptance of new technologies (Selwyn 2004). Younger audiences tend to be more open to adopting new technologies, while older audiences may require more time and support to overcome barriers to acceptance (Pew Research Center 2019). Understanding these differences is crucial for tailoring immersive journalism experiences to diverse audience segments. Generation Z, according to Herrera Damas and Benítez de Gracia (2022, pp. 338–42), is the one that newsrooms are going to target immersive journalism. Generation Z is looking for experiences because they’re sociable, and they use social networks for that purpose. This generation dominates the metaverse by 60%, mainly through video games and applications such as Roblox, Zepeto, or Fortnite. The metaverse is an experience in an augmented reality (AR) and/or virtual reality (VR) environment, where progress is possible thanks to avatars or holograms. Thanks to the hyper-connectivity between devices and platforms, members of this generation communicate effectively on a wide range of issues that, in turn, shape their preferences as consumers. Gen Z is interested in new technology, insists on ease of use, and wants a sense of safety and uses new technologies not only because the technologies are fast and easy but also because they are curious about them. Curiosity stimulates exploratory behavior and leads to an acceptance of innovative new products. Simultaneously, preferring new technologies, their concerns about security in transactions based on these new technologies arise. In particular, concerns are expressed about security issues and the negative consequences that arise during smart retailing transactions.

1.4. Technology Acceptance Model (TAM) in Organizational Contexts

The technology acceptance model (TAM), originally developed by Davis (1989), posits that the perceived usefulness and perceived ease of use of a technology are critical determinants of its adoption. However, when applying TAM to the context of news media producers, it is essential to extend the model to consider the organizational environment in which these technologies are implemented. Venkatesh and Bala (2008) suggest that organizational readiness, managerial support, and the alignment of new technologies with existing workflows are significant factors that influence technology adoption within organizations. In the context of immersive journalism, these factors may include the perceived enhancement of storytelling capabilities, alignment with audience engagement goals, and the availability of resources for VR and AR production.

The culture within a news organization significantly impacts the adoption of new technologies. According to the theory of organizational culture, as articulated by Schein (2010), the shared values, beliefs, and norms within an organization shape the willingness of its members to embrace innovation. News organizations that prioritize innovation and adaptability are more likely to integrate immersive journalism into their practices. Additionally, the structural dynamics of media organizations, such as hierarchical decision-making processes and the distribution of resources, play a crucial role in determining the speed and extent of technology adoption (Shoemaker and Reese 2013). Understanding these cultural and structural factors is vital for assessing how immersive journalism can be effectively integrated into different newsrooms.

Economic theories related to media industries, such as the theory of disruptive innovation (Christensen 1997), suggest that emerging technologies can disrupt existing business models and create new opportunities for growth. In the case of immersive journalism, market competition and audience demand for more engaging and interactive content drive news media producers to explore innovative storytelling formats. However, the adoption of these technologies is also influenced by economic pressures, such as the costs associated with VR and AR production, the need for specialized skills, and the potential return on investment. Media organizations must balance these economic considerations with the desire to remain competitive in a rapidly changing media landscape (McChesney 2008).

Rogers’ (2003) innovation diffusion theory (IDT) provides a framework for understanding how new ideas and technologies spread within organizations and across industries. The theory identifies key factors that influence the diffusion process, including the innovation’s relative advantage, compatibility with existing practices, complexity, trialability, and observability. In the context of immersive journalism, these factors can help explain the varying rates of adoption among different news organizations. For instance, organizations that perceive immersive journalism as providing a significant competitive advantage and as being compatible with their existing workflows are more likely to adopt these technologies early. Conversely, those that perceive the high complexity or low observability of results may be more hesitant.

The combination of TAM, organizational culture and structure theories, economic considerations, and innovation diffusion offers a robust framework for analyzing how immersive journalism can be effectively adopted and sustained in the news media industry. This theoretical approach will guide the analysis of focus group data and inform recommendations for media organizations seeking to integrate immersive journalism into their operations.

2. Materials and Methods

Methodology

For our research, we employed qualitative methodology based on focus groups. To explore audience acceptance of immersive journalism, this study employed a qualitative approach using focus groups. Focus groups were chosen for their ability to provide in-depth insights into participants’ perceptions, attitudes, and experiences. Qualitative research involves several methods of data collection, such as focus groups, field observation, in-depth interviews, and case studies. In all of these methods, the questioning approach is varied. In other words, although the researcher enters the project with a specific set of questions, follow-up questions are developed as needed. The variables in qualitative research may or may not be measured or quantified. Qualitative techniques can increase a researcher’s depth of understanding of the phenomenon under investigation, especially when the phenomenon has not previously been investigated. Qualitative methods are flexible and allow the researcher to pursue new areas of interest. A questionnaire is unlikely to provide data about questions that were not asked, but a person conducting a field observation or focus group might discover facets of a subject that were not considered before the study began. Qualitative research appears to be easy to conduct, but projects must be carefully designed to ensure that they focus on key issues. Qualitative research uses smaller samples of subjects or respondents. While these two points may affect some qualitative research, the fact is that sample sizes in both qualitative and quantitative research can be the same (Wimmer and Dominick 2013, pp. 48–62).

Focus groups aim to involve interaction between a small number of participants through an informal discussion. Focus group interviews (FGIs) are used to collect the data, as this method affords advantages such as greater stimulation and new perspectives from the interaction of the participants. The focus group method has gained increasing popularity within qualitative research and evaluation. A focus group can be defined broadly as “a type of group discussion about a topic under the guidance of a trained group moderator”. Data collection and subsequent analysis should take account of both the dialogue and the interaction that has occurred within the group, and seek to capture the way in which meaning is negotiated and coproduced in the group context (Padan et al. 2022, pp. 440–41). The focus group, or group interviewing, is a research strategy for understanding people’s attitudes and behavior. From 6 to 12 people are interviewed simultaneously, with a moderator leading the respondents in a relatively unstructured discussion about the topic under investigation. Focus groups involve people (participants). The people possess certain characteristics and are recruited to share a quality or characteristic of interest to the researcher. Focus groups usually provide qualitative data. Data from focus groups are used to enhance understanding and to reveal a wide range of opinions, some of which the researcher might not expect. Most of the questions to be asked are predetermined, the sequence of questions is established, and the questions are structured to further the goal of the research (Wimmer and Dominick 2013, pp. 132–37). There were 3 or 4 focus groups, each with 8–10 participants, aiming to expose the participants to news in a traditional medium and to news in immersive media. The aim was to have participants with different backgrounds to have a better understanding of the issue and to try to record different views, opinions, behaviors, and approaches upon audience acceptance of immersive journalism. Our research was conducted in Greece with online discussions, also aiming to cover a wide ethnical background of participants.

The primary data collection tool for this study was a focus group interview guide, carefully designed to elicit rich qualitative data. The guide included open-ended questions that encouraged participants to share their perceptions and experiences of immersive journalism. The questions were developed based on the existing literature and refined through pilot testing with a small group of participants to ensure clarity and relevance. Participants were recruited through a combination of purposive and convenience sampling. The aim was to gather a diverse group representing different age groups, educational backgrounds, and levels of technological proficiency. Recruitment efforts focused on ensuring a balance between younger and older adults, media professionals, and students. The sample size was determined based on the principle of saturation, ensuring that enough data would be collected to identify recurring themes while maintaining the depth of individual experiences. Efforts were made to include participants from various geographical locations, particularly Southeast Asia and Greece, to capture a wide range of perspectives. Thematic analysis was used to analyze the data collected from the focus groups. The process began with a thorough reading of the transcripts, followed by the identification and coding of significant statements.

A diverse group of participants was recruited, including individuals from different age groups, educational backgrounds, and levels of technological proficiency. The focus groups included young adults (18–25) representing Gen Z, adults (26–55), and older adults. Participants were students of journalism and media communication, journalists, media experts, tech experts, content creators, and communicators. Based on the experience of participants of focus groups, they gave us solid answers in order to avoid any misconceptions. Participants were introduced to immersive journalism in the beginning through a VR news experience covering a significant event. Following the experience, the focus groups were conducted to discuss their perceptions, emotional responses, and overall acceptance of immersive journalism. Discussions were audio-recorded and transcribed for analysis. Thematic analysis was used to identify key themes and patterns in the data. This involved coding the transcripts and grouping similar codes into broader themes that reflected the main factors influencing audience acceptance of immersive journalism.

Informed consent was given by the participants, which assured confidentiality and anonymity of this study. The duration of each focus group was about 1 h or 1.5 h, depending on the discussion flow. Our aim was to engage with the participants in the focus groups by setting up the discussion, and contact continued with transcript checking. This was followed by intensive engagement with the data. To support transferability, there were rich descriptions of participants’ experiences, quoting their verbatim statements. Confirmability was established by sharing the transcripts with the focus group participants. Any doubts or concerns by the participants were clarified in the beginning. Data with similar meaning were clustered together into preliminary categories. The content shown to the study participants included “The Displace” by The New York Times, one of the first major forays into VR storytelling by a news organization. This piece focused on the lives of three children from South Sudan, eastern Ukraine, and Syria, who were forced to flee their homes due to conflict. “After Solitary”, by Emblematic Group, was a 360-degree video that employed a mix of real footage and computer-generated imagery to tell the story of a man’s experience in and after solitary confinement. In “The fight for Fallujah” by The New York Times, viewers were immersed in the Iraqi forces’ campaign to retake the city of Falluja from ISIS fighters, bringing the conflict into stark relief in a way traditional reporting could not.

The study sample was designed to capture a diverse range of perspectives across different age groups, educational backgrounds, and levels of technological proficiency. The participants were divided into two main groups.

Group 1: individuals aged 18–35, based in Southeast Asia, specifically working in the communication, journalism, and technology sectors.

Group 2: students aged 18–25, studying journalism and mass media communication at universities in Thessaloniki, Greece.

Group 3: individuals aged 35–50, based in Southeast Asia, working in the communication, journalism, and technology sectors.

Group 4: people aged 40–60, professionals in journalism and communications based in Greece.

Participants were selected based on their interest in journalism, media communication, and emerging technologies. In total, 4 focus groups were conducted, each consisting of 8–10 participants, with 38 participants in total, aiming to explore participants’ experiences with immersive journalism. The focus groups involved informal discussions led by a trained moderator, allowing for spontaneous interaction and the emergence of new perspectives. Before the discussions, participants were exposed to specific pieces of immersive journalism content. The content included:

“The Displaced” by The New York Times: a VR documentary focusing on the lives of three children displaced by war (https://www.youtube.com/watch?v=ecavbpCuvkI accessed on 25 May 2024).

“After Solitary” by Emblematic Group: a 360-degree video using a mix of real footage and CGI to depict a man’s experience in and after solitary confinement (https://emblematicgroup.com/experiences/solitary-confinement/ accessed on 30 May 2024).

“The Fight for Fallujah” by The New York Times: a VR experience immersing viewers in the Iraqi forces’ campaign against ISIS in Fallujah (https://www.youtube.com/watch?v=_Ar0UkmID6s accessed on 28 May 2024).

These pieces were selected to represent a range of immersive journalism formats, including both fully immersive VR experiences and 360-degree videos accessible on various devices. The pieces are different in terms of technology used, including different uses of language and audiovisual narratives. These differences were taken into account in the focus groups and, for this reason, all videos were shown to all of the focus groups. The reason for selecting those three pieces of immersive journalism was because they are among the most well known and their technical characteristics like video, spatial audio, and storytelling are well produced. Finally, we selected these three pieces of immersive journalism in order to measure the different levels of empathy.

The techniques used in this study were as follows:

Focus group moderation: The focus groups were moderated by an experienced facilitator who guided the discussions based on a predetermined set of questions. The discussions were recorded and later transcribed for analysis.

Thematic analysis: After the focus groups, the transcripts were analyzed using thematic analysis to identify recurring themes and patterns in the data. This method allowed the researchers to categorize and interpret the data based on the participants’ shared experiences and responses to the immersive journalism content.

This study also adhered to ethical guidelines regarding the use of immersive journalism content, particularly concerning the potential for emotional impact and manipulation. Ethical considerations were central to the design and conduct of this study. Informed consent was obtained from all participants, who were assured of the confidentiality and anonymity of their responses. Given the potential for emotional impact from the immersive journalism content, participants were informed about the nature of the VR experiences beforehand and given the option to withdraw at any time without penalty. This study adhered to ethical guidelines concerning the use of immersive journalism content, particularly regarding the potential for emotional manipulation. The research team took care to ensure that the content shown was appropriate and that participants were provided with support if needed.

While focus groups provide valuable insights into group dynamics and shared experiences, they may not capture the full range of individual responses to immersive journalism. The qualitative nature of this study, with its relatively small and purposively selected sample, means that the findings may not be generalizable to all media consumers. Additionally, the focus on specific age groups and regions was a deliberate choice to explore diverse perspectives, but it also means that this study’s findings are delimited to these groups and may not reflect the views of other demographics or geographical areas. These limitations were acknowledged and addressed by providing rich contextual descriptions of the findings to enhance their transferability.

Taking into account the literature review and the current methodology aspect, we aimed to respond through our research to the research questions below.

• What are the primary technological barriers that hinder the acceptance of immersive journalism among older news media professionals, and how can these be effectively addressed to facilitate broader adoption?
• How does the perceived realism and emotional impact of immersive journalism influence the trust and engagement of younger audiences compared with traditional news formats?

3. Results

In this section, we aim to analyze the results of the focus groups based on the knowledge and the data gathered from our research.

3.1. Demographic Influence on Immersive Journalism Acceptance

Generation Z displayed a higher acceptance and emotional engagement with VR and AR technologies, aligning with the technology acceptance model (TAM). Their familiarity with digital platforms and preference for new immersive experiences contributed to their comfort with immersive journalism. This cohort, heavily engaged in the metaverse and social media, found VR news stories intuitive and aligned with their expectations for interactive media. “I felt like I was really there, experiencing the story firsthand. It made the news feel more personal and impactful. This is how I want to consume news in the future,” said a journalism student. Older participants showed interest but faced significant technological barriers, such as difficulty in navigating VR environments. Despite these barriers, their emotional engagement was strong, suggesting a latent potential for broader acceptance if accessibility and ease of use are improved. According to Rogers’ innovation diffusion theory (IDT), these participants may represent the “early majority” or “late majority” who adopt technology after its effectiveness is proven. “It’s fascinating, but I struggled with the headset. I’m not very tech-savvy, and I found it difficult to navigate. I would need more help to use this regularly,” said a 55-year-old journalist.

3.2. Technological and Ethical Barriers to Immersive Journalism

The study uncovered several significant technological challenges in the adoption of VR/AR for journalism, particularly the high production costs, the necessity for specialized equipment, and the steep learning curve associated with these tools. These issues were especially prevalent among older individuals and those less familiar with digital technology. Concerns also arose about the ethical implications of immersive journalism, specifically the risks of emotional manipulation and the potential confusion between reality and simulation. These technological barriers, including the high costs and equipment requirements, were identified as major obstacles to making immersive journalism widely accessible. This observation aligns with Christensen’s theory of disruptive innovation, which suggests that, while new technologies can transform industries, they often face initial hurdles due to their complexity and cost. One participant, a 34-year-old tech consultant, highlighted that “VR headsets are expensive, and not everyone has access to them, which could make immersive journalism less inclusive.” Moreover, the immersive qualities of VR and AR sparked concerns about possible manipulation and underscored the need for strict ethical guidelines. This study stressed the importance of transparency in creating and presenting immersive content to maintain public trust. Participants were particularly worried about the ethical risks, such as the potential for blurring the line between reality and fiction. A journalism student commented “It’s essential to distinguish between what’s real and what’s created for storytelling purposes, as immersive journalism could blur these lines”.

3.3. Emotional Engagement and Trust

Across all demographics, emotional engagement was a significant factor in the acceptance of immersive journalism. Younger participants described their experiences as “exciting” and “authentic”, while older participants found them “intense” and “moving”. “The VR story about the children displaced by war was heartbreaking. I felt their pain and fear in a way that just reading about it wouldn’t convey,” commented a 30-year-old media expert. The first-person perspective and the immersive experience are expected to enhance empathy and emotional connection with the stories. Trust in media and perceived realism were critical factors, with participants expressing that immersive journalism could potentially bridge the trust gap in traditional media. However, concerns about the ethical implications of such deep emotional engagement were noted, emphasizing the need for responsible journalism practices. “There’s always that question in the back of my mind—how much of this is staged or manipulated? It’s powerful, but it needs to be transparent,” commented a 52-year-old journalist. Participants who trust the media and perceive the immersive content as realistic are more likely to accept and engage with immersive journalism.

3.4. Accessibility and Inclusivity

Concerns about accessibility and inclusivity were prominent among older and less technologically proficient participants. They highlighted the need for media organizations to ensure that immersive journalism is accessible to all, regardless of age or technical skills. Efforts should be made to create inclusive content that caters to diverse audience needs. The focus group conducted in April 2024 in Bangkok, Thailand involved participants from the technology, education, and communication sectors, along with journalism students. Participants had varying levels of familiarity with VR and AR; some had used VR glasses and were aware of immersive journalism. There was a willingness to purchase immersive technology primarily for educational purposes, with interest in consuming immersive journalism for its high interaction and empathy. This study suggests that media organizations should invest in developing more user-friendly VR platforms and offer comprehensive user education to make immersive journalism more inclusive. This approach is supported by the extended TAM, which posits that perceived ease of use is crucial for technology adoption, especially among less tech-savvy users.

3.5. Insights from Journalism Students

In a focus group conducted in April 2024, students, who were assured anonymity, revealed that, while most were unfamiliar with the term “immersive journalism”, many had already experienced 360 VR videos. Participants raised concerns about the high costs associated with immersive technologies and the risk of news transitioning into infotainment. Ethical issues such as disinformation, the creation of false realities, and potential audience manipulation were also significant topics of discussion.

After being exposed to examples of immersive journalism, students’ views shifted positively, recognizing the high level of engagement and emotional involvement that such content can offer. Despite this, they expressed a preference for traditional news formats for their daily consumption, although they acknowledged the potential of immersive journalism for delivering empathetic storytelling. One journalism student noted “I worry about VR news becoming more about entertainment than information,” reflecting a broader concern about the potential drift of news content towards entertainment at the expense of factual reporting. The group stressed the importance of maintaining a balance between emotional engagement and journalistic integrity in immersive journalism, echoing the ethical concerns highlighted in the session.

3.6. Reccomendations for Media Organizations

Participants suggested that media organizations should focus on making immersive journalism more accessible and transparent. They emphasized the need for education and support to help users engage with this new form of media. It is important to develop user-friendly VR platforms and reduce production costs to lower the barriers to entry for both creators and consumers. “There needs to be a clear tutorial or guide for first-time users. It’s a new way of consuming news, and not everyone will find it easy to start,” stated a 47-year-old communications professional. This will help broaden the appeal of immersive journalism across different demographic groups. Media organizations should establish clear ethical guidelines that ensure transparency and prevent manipulation. These guidelines should be developed in collaboration with audiences to rebuild trust. Implement training programs to help audiences, particularly older adults, navigate immersive technologies effectively. This will enhance the perceived ease of use and encourage broader adoption. Expand the range of immersive journalism content beyond empathy-driven stories to include a variety of topics, making the medium more appealing to a broader audience.

4. Discussion

One of the key research questions addressed in this study concerns the primary technological barriers that hinder the acceptance of immersive journalism among older news media professionals. The findings indicate that older participants, while intrigued by the potential of immersive journalism, face significant challenges in adopting these technologies. These challenges are primarily due to difficulties in navigating VR environments and the steep learning curve associated with VR/AR technologies. Many older professionals found the technology cumbersome and intimidating, highlighting a need for media organizations to focus on improving the user experience and providing adequate support and training. By addressing these barriers, such as simplifying interfaces and offering user-friendly tutorials, media organizations can facilitate broader adoption among this demographic.

Another critical research question focuses on how the perceived realism and emotional impact of immersive journalism influence the trust and engagement of younger audiences compared with traditional news formats. This study found that younger participants, particularly those from Generation Z, were highly receptive to immersive journalism. They appreciated the authenticity and emotional engagement that VR and AR technologies offer, which made them feel more connected to the news stories. This demographic’s familiarity with digital platforms and preference for interactive and immersive experiences contributed to their positive response. This study suggests that immersive journalism has the potential to bridge the trust gap that exists in traditional media, particularly among younger audiences, who are often skeptical of conventional news sources. However, this study also emphasizes the importance of maintaining ethical standards in immersive journalism to avoid emotional manipulation and ensure that the content remains credible and trustworthy.

Emotional engagement emerged as a significant factor influencing the acceptance of immersive journalism across all age groups. Participants described their experiences with immersive journalism as deeply moving, with younger participants finding the content exciting and older participants finding it intense and impactful. This emotional connection, driven by the first-person perspective and the immersive nature of the technology, suggests that immersive journalism can enhance empathy and understanding among audiences. However, this study also highlights the ethical implications of such deep emotional engagement, stressing the need for responsible journalism practices to ensure that the emotional impact does not cross into manipulation.

Concerns about accessibility and inclusivity were particularly prominent among older and less technologically proficient participants. This study suggests that, for immersive journalism to achieve widespread acceptance, media organizations must prioritize making these technologies accessible to all, regardless of age or technical skill. This could involve developing more user-friendly platforms, offering comprehensive user education, and ensuring that content is inclusive and caters to a diverse audience. Addressing these concerns is crucial for broadening the appeal of immersive journalism and ensuring that it does not become an exclusive medium accessible only to those with the necessary technological skills and resources.

Based on this study’s findings, several recommendations are made for media organizations seeking to integrate immersive journalism into their offerings. These include focusing on reducing technological barriers by simplifying VR interfaces, offering tutorials, and providing support for older users. Additionally, media organizations are encouraged to establish clear ethical guidelines to maintain transparency and prevent manipulation in immersive journalism. Finally, this study suggests expanding the range of content available in immersive formats beyond empathy-driven stories to include a wider variety of topics, making the medium more appealing to a broader audience.

The primary technological barriers that hinder the acceptance of immersive journalism among older news media professionals include difficulties in navigating VR/AR environments, the complexity of the technology, and a steep learning curve. Older professionals often struggle with the technical aspects of immersive journalism, such as operating VR headsets, adjusting to new forms of interaction, and understanding the full potential of the technology. These challenges are compounded by a general hesitation to adopt new technologies without adequate support and training.

To effectively address these barriers and facilitate broader adoption, media organizations should focus on developing more intuitive and user-friendly VR/AR interfaces that require minimal technical knowledge to operate. This can include voice-guided instructions, simplified navigation menus, and one-click access to immersive content. Implement training programs tailored specifically for older professionals, focusing on hands-on experience with the technology. Workshops, webinars, and personalized tutorials can help bridge the gap between curiosity and competence. Establish dedicated support teams or help desks to assist older users in troubleshooting and navigating immersive journalism tools. Ongoing support will help build confidence and encourage more frequent use of the technology. Introduce immersive journalism tools gradually, starting with simpler forms of immersive content like 360-degree videos, before progressing to more complex VR/AR experiences. This phased approach can help older professionals acclimate to the technology without feeling overwhelmed. By addressing these technological barriers through simplification, education, and support, media organizations can significantly enhance the acceptance and adoption of immersive journalism among older news media professionals.

The perceived realism and emotional impact of immersive journalism play a crucial role in influencing the trust and engagement of younger audiences. Unlike traditional news formats, immersive journalism offers a first-person perspective that makes the news experience more personal and engaging. This realism allows younger audiences to feel as though they are “inside” the story, leading to a heightened emotional connection and a deeper understanding of the content. For younger audiences, particularly those from Generation Z, this emotional engagement translates into higher levels of trust and engagement with the news. They perceive immersive journalism as more authentic and credible because it allows them to experience events as if they were present. This contrasts with traditional news formats, which often feel detached and impersonal to this demographic.

However, while the realism and emotional impact of immersive journalism can enhance trust, they also raise important ethical considerations. Younger audiences are aware of the potential for immersive content to blur the line between reality and fiction, leading to concerns about the manipulation of emotions and the authenticity of the experience. To maintain trust, media organizations must ensure transparency in how immersive content is produced and presented, clearly distinguishing between actual events and simulated experiences. In conclusion, the realism and emotional impact of immersive journalism significantly enhance trust and engagement among younger audiences, provided that ethical considerations are carefully managed to prevent manipulation and maintain journalistic integrity.

5. Conclusions and Future Research

This study highlights the transformative potential of immersive journalism in reshaping news consumption and audience engagement, particularly among younger demographics. The findings reveal that while immersive journalism is highly effective in creating emotional connections and enhancing trust among younger audiences, it faces significant technological and ethical challenges, especially among older news media professionals. The key to broader acceptance lies in addressing these technological barriers, such as improving user interfaces and providing adequate training, while maintaining high ethical standards to prevent emotional manipulation and ensure transparency. For media organizations, the integration of immersive journalism should be strategic, focusing on inclusivity, accessibility, and the diversification of content to appeal to a broader audience.

Future research should explore the long-term effects of immersive journalism on audience trust and media consumption habits across different demographics. Investigating the potential for immersive journalism to influence public opinion and decision making could provide valuable insights into its role in society. Additionally, research could examine the development of more accessible and user-friendly VR/AR technologies to reduce the learning curve and technological barriers for older audiences. Another important area of study is the ethical implications of immersive journalism, particularly the balance between emotional engagement and journalistic integrity. Finally, further research is needed to explore the economic viability of immersive journalism, including potential monetization strategies and the impact on traditional media business models.