News from every angle: On the potential of implementing Virtual Reality technology in journalistic contexts

Wehden, Lars-Ole; Küpper, Lena Maria; Reer, Felix; Quandt, Thorsten

Abstract

Researchers and professionals acknowledge the potential of Virtual Reality (VR) technology as a novel form of immersive journalistic storytelling for generating interest, enhancing reach, and boosting credibility ratings. However, empirical research beyond the investigation of empathy effects is scarce and constructs crucial for journalistic professionals – like perceived message credibility, news engagement, and willingness to pay – have rarely been investigated thus far. Hence, a laboratory experiment (N = 252) following a 3 by 2 between-subject design was conducted to examine influence factors on the aforementioned constructs. We manipulated the immersiveness of the storytelling medium by creating three content-identical versions of a news story (text-based vs. classical video vs. 360°-video watched on VR-hardware) and additionally varied the message source by changing the branding of the stimulus (low credibility: tabloid vs. high credibility: quality press). For both experimental factors, we found significant positive main effects on most of the examined outcome variables. Furthermore, a serial mediation analysis showed that perceived presence and message credibility jointly mediated the effect of storytelling medium on news engagement. Implications of the use of immersive VR-technologies in journalism are discussed.