IMMERSIVE TECHNOLOGIES IN THE REFLECTION OF THE MEDIA SYSTEM

The phenomenon of immersion attracts the attention of theorists and practitioners in various fields of knowledge, including the media communications environment. The analysis of media texts from the Medialogy Media Monitoring Resource (section “News Story of the Year”) showed that a relevant topic today is immersive media solutions aimed at informing the audience about PR projects related to the immersion of recipients in an artificially created environment that activates a complex of sensory-figurative perception and creates the effect of presence. From 2021 to the present, immersive PR projects accounted for 15 PR campaigns or 3,941 media texts in different typological segments of the media. The analysis database for this period recorded 116 PR campaigns or 51,532 media texts. The spread of immersiveness is associated with the development of Web 3.0 technology, a particular refraction of which are AR, MR, VR technologies, interactive three-dimensional environments, and metauniverses. The interest of journalism in this topic, which is largely a marker of public attention, is seen in the fact that immersion contributes to the development of personality through the satisfaction of needs and the formation of emotions. The author’s version is confirmed by a survey conducted among the student audience of the media specialty, who had experience of direct immersion in the artificial reality of an immersive product. The study showed that immersive media projects are mainly aimed at satisfying the aesthetic need, which allows one to escape from the routine and experience emotions that enrich the inner world of the individual. The specificity of the representation of immersive solutions is reduced to the formation of a stream of uniform media texts that do not allow revealing the depth and significance of media campaigns.