Technological Determinism and Semiology Of Augmented Reality(AR)and Virtual Reality(AR) in Marketing Public Relations (MPR)

Document Type : Original Article

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Assistant Professor of Public Relations - Abu Dhabi University. Assistant Professor of Public Relations - Minya University.

Abstract

With the increasing blurring of boundaries and integration between digital and virtual public relations practices, technological inevitability compels professionals in the field of public relations to keep up with technological advancements and employ Artificial Intelligence   to achieve their marketing objectives. This study aims to monitor and analyze the significance of augmented and virtual reality through semiotic analysis of a sample of immersive messages. Methodologically, it belongs to comparative analytical studies within the scope of 360-degree virtual tours.
The majority of the analyzed immersive messages in the study exhibited similarities in several elements, including visual composition analysis, logical event construction, camera angles, and shot sizes. However, variations were observed in block distribution, image components, rhythm, character relationships, user interaction and rotation, and content playback. The researcher observed slight differences in richness criteria, including simultaneous transmission of multiple signals, verbal/non-verbal symbols, and the dominance of marketing public relations strategies adopted by the studied virtual tours.
 
 
 
 

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