Galatasaray Üniversitesi İletişim Dergisi 1305-2411 2548-124X Galatasaray Üniversitesi 10.16878/gsuilet.442965 Yeni Medya Çağında İlişki İnşası: Sanal Gerçeklik Teknolojisi ve Halkla İlişkiler Kampanyaları https://orcid.org/0000-0003-4027-8288 Arıcı Ali BİLECİK ŞEYH EDEBALİ ÜNİVERSİTESİ https://orcid.org/0000-0002-8697-162X Kılınç Özgür İNÖNÜ ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİ https://orcid.org/0000-0003-0865-6007 Bayçu Sevil ANADOLU ÜNİVERSİTESİ, İLETİŞİM BİLİMLERİ FAKÜLTESİ 06 26 2019 30 91 115 07 12 2018 06 26 2019 Copyright © 2004, Galatasaray Üniversitesi İletişim Dergisi 2004 Galatasaray Üniversitesi İletişim Dergisi

1960 ve sonrası süreçtehayatımıza giren yeni medya teknolojilerinin sunduğu imkanları iletişimanlayışlarıyla bütünleştiren markalar, “hikaye anlatma / içerik aktarmaşekillerini çeşitlendirme”, “hedef kitleye ulaşmada deneyimsel, psikolojik veinteraktif yollar keşfetme”, “izolasyon ve soyutlama gibi etkiler sayesindedaha konsantre deneyimler sunabilme”, “medya ile ilişkilerde farklı tekniklerve ortamlar tasarlama”, “yenilikçi marka algısı yaratarak hedef kitleler iledaha etkili iletişim / ilişki kurabilme” gibi avantajları beraberinde getirensanal gerçeklik teknolojisine de kayıtsız kalmamaktadır. Apple, Facebook,Google, Samsung ve Sony gibi uluslararası ölçekte söz sahibi markalarınyaptıkları yatırımlarla değeri ve önemi artan sanal gerçeklik teknolojisi, yenimedyanın “en yeni” yüzlerinden biri olarak dijital halkla ilişkileruygulamalarını gündeme taşımaktadır. Bu bağlamda çalışma kapsamında markalarınsanal gerçeklik teknolojisini kullanarak geliştirdikleri başarılı kampanyaörnekleri derlenerek yüzeye çıkan içerik ve söylemler araştırılmaktadır. Sanalgerçeklik tarihçesi, cihazları ve avantajları temelinde şekillenen çalışmada, amaçlıörneklemle -dünyanın en çok kullanılan arama motoru olan- Google’a “best VR PRcampaigns” ve “VR PR campaigns” anahtar sözcükleri yazılarak ilk sayfada çıkanbeş markanın VR kampanyaları analiz edilmiştir.

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