This is an advance summary of a forthcoming article in the Oxford Research Encyclopedia of Communication. Please check back later for the full article.
Video-mediated communication (VMC) has a long history. Fictional depictions of variously named VMC systems began appearing in late 19th century illustrations and novels as plausible extensions of telegraphy, telephony, and filmic and televisual moving pictures. AT&T demonstrated experimental one-way combined telephone and television streams in 1927, and the German Post Office had a fully operative public videophone system as early as 1936. However, despite the apparent early progress, VMC has had a surprisingly rocky path to mainstream use—indeed, it might even be argued that VMC is still not the ubiquitous medium one would assume of “the next best thing to being there” (as Julius Molnar said of the AT&T Mod I in the 1960s). Commercial VMC and research have intertwined themes. Changing technologies and difficulties in institutional and domestic commercialization are set against research into the value, form-factors, and member methods for conveying social presence over distance. These issues are as relevant to current VMC as they have ever been, and augmented reality technologies will introduce yet more new opportunities and challenges.
Article
Video-Mediated Communication
Sean Rintel
Article
Viral Marketing and Exposure to Health and Risk Messages
Helena Sofia Rodrigues and Manuel José Fonseca
In the context of epidemiology, an epidemic is defined as the spread of an infectious disease to a large number of people, in a given population, within a short period of time. When we refer to the marketing field, a message is viral when it is broadly sent and received by the target market through person-to-person transmission. This marketing communication strategy is currently assumed to be an evolution by word of mouth, with the influence of information technologies, and called Viral Marketing. This stated similarity between an epidemic and the viral marketing process is notable yet the critical factors to this communication strategy’s effectiveness remain largely unknown. A literature review specifying some techniques and examples to optimize the use of viral marketing is therefore useful.
Advantages and disadvantages exist to using social networks for the reproduction of viral information. It is very hard to predict whether a campaign becomes viral. However, there are some techniques to improve advertising/marketing communication, which viral campaigns have in common and can be used for producing a better communication campaign overall. It is believed that the mathematical models used in epidemiology could be a good way to model a marketing communication in a specific field. Indeed, an epidemiological model SIR (Susceptible-Infected-Recovered) helps to reveal the effects of a viral marketing strategy. A comparison between the disease parameters and the marketing application, as well as simulations using Matlab software explores the parallelism between a virus and the viral marketing approach.
Article
Virtual Reality Horror Games and Fear in Gaming
Tammy Jin-Hsuan Lin
Fear is a basic human emotion important for survival and for staying alert to potential danger. In psychology, fear is defined as a discrete emotion to help humans adapt to the environment and serves as a signal for potential danger to help humans avoid or prepare for such threats. While fear is typically experienced through real-world threats as a natural response for survival, modern society also exposes us to fear through mediated content like movies and news. Interactive media, such as video games and virtual reality (VR), have emerged as new ways to experience fear because of their immersive environments. Researchers have discovered that people have similar reactions to both real-life and mediated threats. Previous studies have explored the reasons and methods behind how people experience fear through media. With advancements in technology, researchers have also examined the emotional impact of interactive media, such as video games and VR.
This article examines fear elements, fear reactions, and coping reactions in video games and VR. Results indicate that horror games are the most likely to elicit fear responses in video games, and participants often experience greater cognitive than physical reactions. In VR, research has shown that elements that make players feel realistic inside the games, termed plausibility illusion elements, are most effective in eliciting fear. Players’ reactions toward the VR horror games include active approach strategies, or a constant reminder that the VR events are not real; directly disengaging physically and mentally; and other self-help coping strategies. In addition to immediate fear during VR-horror gameplay, some players showed residual fear on the day after they finished playing the game, indicating that the Tetris effect is strong in VR-horror games. Overall, the empirical evidence in existing gaming literature show that emotional responses are greater in VR than in non-VR video games. The literature also explores the appeal of horror games, and their mechanisms are reviewed. By understanding the fear responses of audiences in video games and VR, researchers and the industry can design effective intervention and training materials.
Media-elicited fear, mediated fright, is reviewed, followed by the appeal of horror games. Game elements from the design perspective to discuss various elements in horror games that may elicit fear are also reviewed. Fear reactions, negative emotions experienced in horror games and other game-related elements such as music and soundtrack, virtual environment, game characters’ appearance, and their facial expressions, all contributed to the fear emotion among players. The discussion of unique affordances and traits of VR and its implications conclude the article.
Article
Vision and Promoting Health
Marla L. Moon
A visual impairment can affect cognitive, emotional, neurological, and physical development. Visual impairment impairs reading speed and comprehension, and is often mistaken for a learning disability. Learning is accomplished through complex and interrelated processes, one of which is vision. As a result, visual impairments limit the range of experiences and kinds of information to which one is exposed. A reliance on visual cues in health and risk messages intensifies these effects with regard to health information. The millions of children and adults who are affected by visual impairments worldwide thus require specific consideration regarding how best to make health information accessible for them. The reliance on caretakers to address the health information needs of those living with visual impairments violates their privacy and threatens their emotional well-being. Technological and modality advances that rely on touchscreens that lack tactile or auditory cues marginalize a broad segment of society that is in need of gateways to overcome barriers to accommodating visual impairment. In designing strategic health and risk messages, consideration should be given to this scope of possible limitation and its implications for access to and processing of health and risk information. Health and risk message designers should understand both the realities of challenges to accessing information for the visually impaired and strategies for addressing these realities and the scope of the issue worldwide and across the lifespan.
