RT Journal Article
T1 The Use of 360° Video by International Humanitarian Aid Organizations to Spread Social Messages and Increase Engagement
A1 García Orosa, Berta
A1 Pérez Seijo, Sara
K1 360° videos
K1 Public relations
K1 Engagement
K1 Digital communication
K1 Immersive witnessing
K1 Virtual reality
K1 Interactivity
AB 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
PB Springer
SN 0957-8765
YR 2020
FD 2020
LK http://hdl.handle.net/10347/24209
UL http://hdl.handle.net/10347/24209
LA eng
NO 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
NO 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 theMinistry 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)
DS Minerva
RD 26 abr 2026