Posibilidades y limitaciones de los medios de comunicación en el metaverso: posicionamiento estratégico, exploración narrativa e inmersión

César Fieiras Ceide; Verónica Crespo Pereira; Miguel Túñez López

doi:10.31921/doxacom.n41a2663

Authors

César Fieiras Ceide University of Santiago de Compostela https://orcid.org/0000-0001-5606-3236
Verónica Crespo Pereira Universidade da Coruña https://orcid.org/0000-0001-7373-7204
Miguel Túñez López University of Santiago de Compostela https://orcid.org/0000-0002-5036-9143

DOI:

https://doi.org/10.31921/doxacom.n41a2663

Keywords:

Metaverse, journalism, virtual reality, media, innovation, media enterprise

Abstract

This research explores the possibilities that the metaverse currently provides for the media, as well as the limitations or obstacles that condition or slow down its development and implementation in the coming years. To this end, semi-structured in-depth interviews were conducted with 15 global technology experts specialising in virtual reality and the metaverse, who agreed that the first wave of journalism in the metaverse will be based mainly on immersive entertainment, gamified and experimental content. They also stress that the integration of the metaverse into news routines will be limited and conditioned by the optimisation of VR technology, the democratisation in the acquisition of devices, the progressive migration of the audience to virtual environments for the daily consumption of information, and the establishment and maturation of virtual communities, regulatory frameworks and social norms. It is concluded that this process will be slow and gradual, composed of two phases: a first phase of mass adoption of solutions and familiarisation with the systems; and a second phase that will be characterised by practices and developments of solutions in specific fields, such as those linked to journalistic narrative.

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Author Biographies

César Fieiras Ceide, University of Santiago de Compostela

FPI contracted researcher at the University of Santiago de Compostela (USC) and a lecturer at the same university. His research focuses on innovation proposals, artificial intelligence, and new technologies in the field of international media and OTT audiovisual platforms. He has over 30 publications and participations in high-impact international journals, books, and conferences. He has undertaken research stays at UFP in Porto (2022, 3 months) and at LSE in Riga (1 month). He is part of the research team for the I+D+i project “Public Audiovisual Media in the Platform Ecosystem: Management Models and Evaluation of Public Value for Spain” (PID2021-122386OB-100), and serves as the technology coordinator for the RTVE-USC Chair.
Verónica Crespo Pereira , Universidade da Coruña

Degree in Advertising and Public Relations and a PhD in Communication from the University of Vigo. She is currently a lecturer in the Marketing and Market Research Area at the University of A Coruña, where she teaches in the undergraduate programs of Industrial Fashion Management, Business Administration and Management, as well as the Master’s program in Video Game Design, Development, and Commercialization. She is a member of the research team for the I+D+i project “Public Audiovisual Media in the Platform Ecosystem: Management Models and Evaluation of Public Value for Spain” (PID2021-122386OB-100), funded by MCIN, AEI, and FEDER, EU. Her main research areas include marketing and innovation in the media enterprise. She is the editor-in-chief of Redmarka: Applied Marketing Academic Journal and a researcher in the iMARKA research group at the University of A Coruña.
Miguel Túñez López, University of Santiago de Compostela

Professor of Journalism at the University of Santiago de Compostela. He currently directs the RTVE-USC Institutional Chair and is the Deputy Director of the International Doctoral School of USC (EDIUS), where he also coordinates the Social and Legal Sciences area. He is the Principal Investigator of the VALCOMM project, focused on public audiovisual media in the platform ecosystem. He also leads the VALUEbot project, aimed at creating a platform for generating chatbots using artificial intelligence to communicate the public value of PSM (PDC2023-145885-I00), funded by MCIN/AEI/10.13039/501100011033 and the European Union “NextGeneration EU”/PRTR. He is the author of over a hundred reports, articles, and books on communication. He was Dean of the Faculty of Communication Sciences at USC (2004-2009). He has been awarded the National Journalism Prize Reina.

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