The Use of 360° Video by International Humanitarian Aid Organizations to Spread Social Messages and Increase Engagement

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2020_voluntas_garcia_use.pdf (1.11 MB)
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URI: http://hdl.handle.net/10347/24209
ISSN: 0957-8765
E-ISSN: 1573-7888
DOI: 10.1007/s11266-020-00280-z

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2020

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Springer
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The article analyses 360° video production in international humanitarian aid nonprofit organizations from 2015 to 2019 as 360° video storytelling is one of the latest innovations in organizational digital communication. Through a content analysis and interviews, a specific use of the 360° video format for particular issues or campaigns in order to bring a distant reality to the organization’s audience has been detected. Thus, putting the users in the shoes of “the other” seems to be the objective pursued. NGOs may soon begin to understand long-term interactivity and engagement not just as action and reaction between organization and receiver (almost non-existent to date), but above all as the receiver’s behaviour, which they may strive to orient towards one of the organization’s end goals, depending on the communication strategy set by the organization’s director. With this objective, common to entities from other sectors, they could be moving towards an innovative conceptualization of engagement

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360° videos| Public relations| Engagement| Digital communication| Immersive witnessing| Virtual reality| Interactivity

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García-Orosa, B., Pérez-Seijo, S. The Use of 360° Video by International Humanitarian Aid Organizations to Spread Social Messages and Increase Engagement. Voluntas 31, 1311–1329 (2020). https://doi.org/10.1007/s11266-020-00280-z

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This article has been developed within the research project ‘‘Digital Native Media in Spain: Storytelling Formats and Mobile Strategy’’ (RTI2018–093346-B-C33) funded by the Ministry of Science, Innovation, and Universities and co-funded by the European Regional Development Fund (ERDF). Furthermore, the author Sara Pérez-Seijo is beneficiary of the Training University Lecturers’ (FPU) Program funded by the Spanish Ministry of Science, Innovation and Universities (Spanish Government)

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© The Author(s) 2020. Open Access. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/
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Ciencias da Comunicación