Approaching or just observing? The interplay of behavior and environment in the retention of pictorial details of ambivalent Nazi propaganda images

This study delves into the cognitive dynamics of environmental context and viewer interaction with ambivalent NS-propaganda imagery as exhibited at the memorial “Dokumentation Obersalzberg” in the Bavarian Alpes. Employing virtual environments that replicate the exhibition and bunker settings of the site, this study investigates how these different contexts influence the retention of visual details in propaganda images presented within a high immersive virtual reality. It further explores the role of viewer behavior, specifically the act of approaching versus observing from a distance, in the cognitive processing and memory retention of these images. Our primary findings indicate that the environmental context affects memory retention, with the exhibition context enhancing the retention of pictorial details compared to the bunker context. However, this effect interacts with the viewer's approach behavior, where approaching the images in the bunker context significantly improves retention, but not in the exhibition context. Moreover, these effects are moderated by the viewers' perceptions of Adolf Hitler, as shaped by the propaganda images. This study contributes to a deeper understanding of how educational strategies at historical sites can be optimized to foster viewer engagement and learning, indicating that both the physical setup of the exhibit and the nature of viewer interaction are crucial in maximizing the educational impact of exhibits dealing with sensitive historical content. • Perception of ambivalent NS propaganda images in VR is influenced by the interplay of environment and viewer interaction. • Different settings in VR can enhance or impede memory retention and engagement with historically sensitive materials. • Approaching ambivalent NS images in a VR-bunker shows higher retention performance than in a VR-exhibition or not approaching. • A higher value of communion resulted in higher retention performance independent of context and behavior. • Pivotal findings for developing effective educational strategies at memorials with yearly millions of international visitors.