Sevil BAYÇU, Özgür KILINÇ, Ali ARICI

Yeni Medya Çağında İlişki İnşası:Sanal Gerçeklik Teknolojisi veHalkla İlişkiler Kampanyaları

1960 ve sonrası süreçte hayatımıza giren yeni medya teknolojilerinin sun-duğu imkanları iletişim anlayışlarıyla bütünleştiren markalar, “hikaye anlatma / içerik aktarma şekillerini çeşitlendirme”, “hedef kitleye ulaşmada deneyimsel, psikolojik ve interaktif yollar keşfetme”, “izolasyon ve soyutlama gibi etkiler sayesinde daha konsantre deneyimler sunabilme”, “medya ile ilişkilerde farklı teknikler ve ortamlar tasarlama”, “yenilikçi marka algısı yaratarak hedef kitleler ile daha etkili iletişim / ilişki kurabilme” gibi avantajları beraberinde getiren sa-nal gerçeklik teknolojisine de kayıtsız kalmamaktadır. Apple, Facebook, Google, Samsung ve Sony gibi uluslararası ölçekte söz sahibi markaların yaptıkları yatırım-larla değeri ve önemi artan sanal gerçeklik teknolojisi, yeni medyanın “en yeni” yüzlerinden biri olarak dijital halkla ilişkiler uygulamalarını gündeme taşımaktadır. Bu bağlamda çalışma kapsamında markaların sanal gerçeklik teknolojisini kulla-narak geliştirdikleri başarılı kampanya örnekleri derlenerek yüzeye çıkan içerik ve söylemler araştırılmaktadır. Sanal gerçeklik tarihçesi, cihazları ve avantajları temelinde şekillenen çalışmada, amaçlı örneklemle -dünyanın en çok kullanılan arama motoru olan- Google’a “best VR PR campaigns” ve “VR PR campaigns” anahtar sözcükleri yazılarak ilk sayfada çıkan beş markanın VR kampanyaları analiz edilmiştir. İncelenen kampanyalarda VR teknolojisinin içine dalmak, etkileşim ve hayal gücü olarak belirtilen etkilerinin öne çıktığı görülmüştür. İçerik bağlamında ise transformasyonel dilin, kültürel kodların, duygusal bağlılığın ve sosyal sorum-luluk temasının belirginliği saptanmıştır.

Relationship Building in the New Media Age: Virtual Reality Technology and Public Relations Campaigns

The brands that integrate the opportunities offered by the new media technologies, that have come into our lives in the 1960s and beyond, are not unconcerned to virtual reality technology that bring advantages such as “diversification of forms of telling sto-ries / transferring content”, “exploring experiential, psychological and interactive ways to reach the target audience”, “provide more concentrated experiences through effects such as isolation and abstraction”, “designing different techniques and environments in media relations”, “more effective communication / relationship with target groups by creating innovative brand sense.” With the investments made by expert international brands such as Apple, Facebook, Google, Samsung and Sony, virtual reality technology, as

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