Immersive and brand journalism in educational and cultural information. The case of rtve Lab

Abstract

The aim of this research is to analyze the use of immersive and brand journalism in the information published by rtve Lab. The case study method has been used, which combines both qualitative and quantitative techniques. The results reveal that virtual reality (vr) is an attractive format for disseminating cultural news because it enhances the immersive experience of the user; yet approximately only 20% of vr is used to provide information about branded content.