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DOI: https://doi.org/10.33008/IJCMR.2022.05 | Issue 8 | May 2022

Rosemary Joiner (Federation University Australia)


Abstract

This article focuses on my practice-based research which employs the artefact-exegesis model to write my novel, Kristal and Marg, exploring the impact of volunteering. It addresses approaches to methodology design for practice-based research, and the place for theory, practice and reflective evaluation within. It also focuses on creativity and flow and approaches to directing the creative process in practice-based research.


Informed by my own experience in industry and community immersed in volunteering and altruism, my practice-based research looks at capturing the impact of volunteerism through narrative storytelling. This article focuses on what practice-based research allows for that traditional research methods do not, specifically when measuring and exploring the impact of volunteering. The way researchers have measured the impact of volunteerism in the past has varied and the impact of volunteering continues to prove difficult to measure. Attempting to measure the value of volunteering hours in economic terms can be useful, but does it tell the full story? Through practice-based creative research, I have written a novel which attempts to fill the research gaps by telling the real stories of the impact of volunteering.


Introduction

Richard Wagamese said, "All that we are is story. When we … share stories with each other, we get bigger inside, we see each other, we recognize our kinship – we change the world, one story at a time." My study employs a practice-based creative research approach, using the artefact-exegesis model. I am a writer so part of the contribution to knowledge is demonstrated through an artefact, an original creative work of fiction, a young adult novel, Kristal and Marg. The creative work is accompanied by an exegesis whose role is to explain, demonstrate and confirm the research and ultimately answer the research questions.

In practice-based creative research, academics need to create something as part of their research process. Creative researchers are producing gallery exhibitions, installations, photography, podcasts, poetry, novels and more. By creating art, we are creating new understandings. Practice-based researchers, by nature, work across disciplines. One does not generally write a novel about storytelling or compose a song about songwriting. Practitioners need some expertise on which to focus their research. My area of expertise is volunteerism. In my study, I navigate the interdisciplinary fields of arts and sociology.

In the sphere of academic research into the impact of volunteering, much of the existing research focuses primarily on the economic impact of volunteer work. A secondary focus tends to point to the social impact of volunteering but tends to be limited to a short-term scope. An area that has not yet been explored is the longitudinal impact of volunteering. Another area ripe for exploration is the combined impact of volunteering; on the volunteer, on the immediate beneficiaries of the volunteer work as well as members of the surrounding community. Perhaps the reason these areas have not yet been explored extensively is the ambitious nature of this proposed research. To examine a topic so complex would require an innovative research model.


In her work 'The Creative PhD' (Brabazon, Lyndall-Knight & Hills, 2020,) in which the standards and structure of the creative PhD, and indeed many of academia’s structures, are challenged, Brabazon describes the artefact-exegesis model as “the most unusual mode in which the doctorate exists.” She also describes the turn to creative practice as “one of the most exciting and revolutionary developments to occur in the university within the last two decades.” In this pivotal time in human history, many researchers are seeking revolutionary research methods when faced with complex research problems.


In her article, 'The PhD In Writing Accompanied By An Exegesis', Josie Arnold referred to the artefact-exegesis model as “the exuberant PhD.” Arnold referenced Barrett (2004) who, when exploring the exegesis as a form of creative arts research suggested that a crucial question to ask when engaging in the artefact-exegesis model of practice-based research is: 'What did the studio process reveal that could not have been revealed by any other mode of enquiry?'


Throughout the study, I retained a focus on this question. The practice-based creative research approach needed to reveal things that could not have been revealed by any other mode of enquiry. In my study I am writing a novel which attempts to weave together the enduring impact of volunteering, and all of the aspects that are so difficult to capture and measure when using traditional research methods. I choose storytelling because storytelling is universal to our humanity. Writer Ursula Le Guin said, “There have been great societies that did not use the wheel, but there have been no societies that did not tell stories.” Practice-based creative research allows me as a writer and research practitioner to bring together a revolutionary, exuberant research approach with the human sensitivities of storytelling.


How it began

The way researchers have measured the impact of volunteering in the past has varied and the impact of volunteering has continued to prove difficult to quantify. Attempting to measure the impact of volunteering in economic terms can be useful, but it does not always tell the full story. I have worked in the volunteering and community engagement sectors for over 15 years and I have come to understand volunteerism and borne witness to its impact.

My research study was prompted by considering questions of value. When working closely with volunteer programs in aged care, I began to consider the value of the time a volunteer spends with an isolated aged care resident in their final months of life, when otherwise that older person would have died alone, the value of the time a volunteer spends helping an aged care resident with dementia to take part in a bingo activity, when otherwise that aged care resident would have been simply observing.


When working closely with volunteer community sports programs I began to consider how sports stars at elite levels repeatedly tell us that they would not be where they are today if they hadn’t got their start in grass-roots sports programs that wouldn’t run without volunteers. How do we measure that early fostering of future stars?


When closely observing volunteer firefighter services in the community I began to consider the question: if a volunteer firefighter saves the life of a child, what is that worth?

Essentially traditional research methods can fall short of telling the full story. The industry benchmark for measuring the impact of volunteering is to approximate the cost to the economy of replacing volunteers’ labor (Mayer; Knapp; Gaskin.) In the 'State of Volunteering in Victoria 2020 Report', this method was used to determine that the value of volunteering to the state of Victoria, Australia was $58.1 billion in 2019. A 2011 report found volunteering to be worth more to the Australian economy than the mining sector. These are big numbers. But what do they really mean? And do these numbers tell the full story?


The studies that reach these findings and calculate these figures are carried out for good reason. Researchers attempt to measure the impact of volunteering so as to create metrics with which to advocate for support for the volunteering sector and shine a light on its value. However, as soon as such studies are published, discourse begins into what meaning exists within the numbers. We know that some forms of value are easier to measure than others. If an elderly person’s life has been saved by a Meals on Wheels program delivered by volunteers, if the life of a child has been saved by a volunteer firefighter, if lives are being transformed daily by the work of volunteers, can those lives be quantified by a number like $58.1 billion? When measuring the impact of volunteering using economic metrics, does the question, and the answer to the question, begin to lose its meaning?


Practice-based research allowed me to utilize narrative storytelling as a means of illuminating issues through narrative, through constructions of empathy with characters, and through the way situations unfold in storylines. This allowed for the demonstration of the short, medium and long term impact of volunteering, and its tangible and intangible value, in ways traditional methods cannot. Ultimately, this approach allowed me to seek answers through my practice, weave those answers into my artefact and provide audiences with engagement with the research issues through the emotional connection that comes through creative fiction. This was made possible through the design of a meaningful methodology and through directing the creative process and allowing for creativity and flow. We will re-visit these issues of methodology and creativity and flow in later chapters.


The writerly experiment

The artefact-exegesis model in practice-based creative research sees the development of an artefact (a creative work) and an exegesis (a thesis) developed by the research practitioner. The role of the artefact is to bring together the theory and practice of the study in a creative work. The role of the exegesis is to contextualise the creative work, situate the project in its research field, and answer the research questions. The artefact in my study, Kristal and Marg, tells the story of teenager Kristal who, in order to meet her obligations in her failing secondary school studies, is required to undertake volunteer work at her local aged care home, at first begrudgingly. Through this volunteer work she meets Marg. Their friendship takes time to grow. But over time they come to have a transformative effect on each other’s lives.


The transformative nature of volunteer work, both immediate and long-term, is explored through the character arc of the protagonist, Kristal. From a dysfunctional household, at the beginning of the novel, Kristal is withdrawn and isolated from everyone in her life. Once introduced to the aged care home, the mutual benefits of her growing friendships there, her various learnings and the various activities she takes part in, all contribute to Kristal’s growth. This leads to a number of changes in Kristal, including changes in her plans for the future.


The value of social connections made through volunteering is illustrated through the relationship of the two lead characters. Secondary benefits of volunteer work are explored through the stories of additional characters in the novel, including other residents, and other volunteers, within the aged care home, and other connections in Kristal’s life.


A point of dramatic tension in the story is the presence of Michael, a visiting consultant, who seeks ways to reduce costs for the home and considers shutting the volunteer program down. Another point of tension is explored through the character of Kiran, the manager of the home. As Kiran is required to record volunteer hours as part of his monthly reporting, he reflects on the impact Kristal’s volunteer work has had on Marg, the other residents, the staff, and on Kristal herself. After some time spent struggling with the task, effectively attempting to measure the impact of volunteering by placing numbers in a spreadsheet, Kiran ponders the futility of the exercise. These narrative points attempt to illuminate the questionability of using arbitrary reporting metrics for areas of our society where value and impact is longitudinal. Volunteering is one of these areas. The arts is another. In this way, the narrative storytelling approach allows for key points of dramatic tension to be explored through storytelling.


The friendship of Kristal and Marg takes time to develop and does not begin well. This is reflective of what is common in the volunteering sector; that is, that connections are not always made instantly, but that additional effort is worth the reward. The connection made between Kristal and Marg leads, in turn, to Marg spending less time self-isolating, and making further connections with other residents in the home, even at times when Kristal is not there. This is reflective of what is common in the aged care sector; that is, that connections made through volunteering lead to sustained flow-on effects of reduced isolation. As their friendship grows and they share common stories, Marg shares stories of time spent in volunteerism and activism in her younger days and the transformative effect this had on her.


In act 2, I considered the impact of the Covid-19 pandemic on volunteering, and how the volunteering sector responded to and contributed to the pandemic. When a lockdown saw Kristal unable to visit Marg, she was moved to display reassuring posters for Marg and the other residents to keep their spirits up until she could visit again. This showed how much Kristal had grown since the beginning of the novel, and attempted to reflect the myriad of ways volunteers worked to contribute to their communities and combat isolation during hard times during the pandemic (Gubrium and Gubrium, 2021).


Act 2 also saw Kristal, while hurt by Marg’s delirious outburst, put her own feelings aside to consider what Marg may have been feeling during her delirium and what may have been behind her words. This plot point sought to reflect how acts of benevolence can lead to increased generosity and selflessness in people who volunteer. (Haski-Leventhal et al., 2011).


We also see Kristal and Marg sharing quiet conversations which, with the absence of grandparents and well-equipped parents, had been missing from Kristal’s life and which would lead Kristal to understanding herself better. In turn, these conversations helped to fill a void for Marg which existed with her own children and grandchildren living interstate. This is reflective of the “surrogacy effect” that volunteering can provide. The conclusion of the novel sees Kristal, at the end of her graduating year, planning optimistically for her future, changed from who she was a year before. This is reflective of the transformative impact of volunteer work. (Ronel et al., 2009 and Haski-Leventhal et al., 2011).


I aspired to apply the study to frame a conceptual understanding of how storytelling can synthesise a creative manifestation of the realities that exist within research gaps. The practice-based creative research approach allowed for the impact of volunteering to be measured and explored through narrative enquiry. This method allowed for documented, observed and anecdotal truths to be recorded and contextualised in the artefact leading to insights and knowledge and an artefact which can be a meaningful accompaniment to traditional research.


Approaches to methodology design in practice-based research

Designing a methodological framework in an emerging field holds unique challenges. Practice-based researchers draw from the guidance in their field when designing research methodology. In pondering my research problem to look beyond traditional metrics it became clear that an innovative research model would be required. This led to the consideration of practice-based research. I would write a novel accompanied by a thesis. For a creative writer, many opportunities were evident. In time the research question (among other critical questions) emerged: “In what ways can a practice-based research approach be used to measure and explore the impact of volunteering?”


In designing my methodological framework, four works have been important to my study. These works provided context for understanding the balance between theory, practice and reflective evaluation in practice based research and may prove useful for other creative practice researchers when designing methodologies. These works are Kara (2020), Skains (2018), Smith & Dean (2009) and Candy (2006).


These works vary in their approaches and their scopes and many contrasts exist between them. The most important commonality though is the triad of theory, practice and reflective evaluation that each work purports. Kara, Skains, Smith & Dean and Candy each assert, albeit in their own ways, the fundamentality of these elements and the importance of observing the way these three elements interact with each other. This triad of theory, practice and reflective evaluation is central to practice based research.


Kara (2020) emphasizes the importance of creative thinking and reflexivity in the research process in her work Creative Research Methods in the Social Sciences. Kara encourages the researcher to step back and think about what they want to know about their work with a critical lens and lists sample questions the researcher might ask themselves as part of their methodological reflexivity. She also encourages the researcher to ask themselves when is the right time to focus on reflexivity. This understanding of timing is crucial to practice based researchers. Creative practitioners naturally develop an intuition for creative flow. In creative research, an intuition usually develops for knowing when to allow creativity and flow to run free with no boundaries and when to temper and guide the flow like water in a stream. This is an intuition for timing. An intuition for holding on and letting go. Kara considers a number of elements unique to practice-based research including the idea that creative practice research tends to “acknowledge and respect creativity” in a way that is unique, and encourages researchers to brace for these unique elements stating “practicing reflexively can be an uncomfortable, anxiety-provoking experience, requiring a high level of tolerance for uncertainty.”


Kara explores creativity as a central ingredient of thinking and encourages researchers to allocate time for valuable creative thinking. An analysis of slow and fast thinking, and convergent and divergent thinking speaks of the need for creative researchers to be comfortable with uncertainty. To Kara, "research with soul in mind" is a more holistic and experiential discipline than traditional research and speak of the necessity for researchers to be open to the unexpected.


Based on Kara’s observations, I embedded a degree of tolerance for uncertainty in my methodological framework which allowed for various forms of thinking throughout the study. A holistic approach to the triad of theory, practice and reflective evaluation, which allowed for the allocation of time for each of the three elements, while being open to the unexpected, ensured a more experiential discipline was applied. When working on my novel, I used a different form of thinking, and entered a different form of creative flow, to when I am working on my thesis. When undertaking critical evaluation, I used a different form of thinking and a different form of creative flow again. Initially I saw this movement between different forms of thinking as something to be tolerated as per Kara’s observations. Over time though, patterns emerged and the process took on a holistic rhythm. In practice based research, acceptance of uncertainty becomes a certainty in itself and, once familiar, brings with it a sense of comfort.


Like Kara, Lyle Skains considered methodology in depth in the popular thesis 'Creative Practice as Research: Discourse on Methodology'. Skains (2018) highlights how in practice based research, the creative act is designed to answer a directed research question which could not be explored by other methods. This was pivotal to my study. Before I was familiar with Skains’s work, I was exploring my research problem. If I was going to move beyond traditional research methods in my field, I was going to need to approach it in a new and innovative way. That was how I began to consider practice-based research.


Skains is a proponent of reflective evaluation for practice-based researchers, encouraging the use of research logs and observation notes, which she calls “in situ utterances,” which can be retrospectively analyzed, a process which offers opportunity for insight and nuance into the creative practice through a subjective record. Skains also highlights the importance for researchers to carry out reflective evaluation during, not after, the creative process. In observing the problematic nature of relying on memory, Skains says conducting reflective evaluation “after the creative act rather than during (or as close to as possible) can be an unfortunately fallible method, and often fails to offer insights into the cognitive processes of creation.”

Based on Skains’s points, my methodology saw the artefact and the exegesis developed concurrently, with a dialogue existing between the two components. I created a framework for my theories in the exegesis, tested those theories in the artefact, then returned to the exegesis to consider further theory. In this way, the artefact-exegesis model allowed for a robust research approach.


Smith and Dean (2009) too reflect on the complex characteristics of practice-based research in their book Practice-led Research, Research-led Practice In The Creative Arts. Smith and Dean turn to Peter A. Corning of the Institute for the Study of Complex Systems for his itemized definition of complexity. Corning’s definition articulates the following: complexity often (not always) implies the following attributes: (1) a complex phenomenon consists of many parts (or items, or units, or individuals); (2) there are many relationships/interactions among the parts; and (3) the parts produce combined effects (synergies) that are not easily predicted and may often be novel, unexpected, even surprising (Corning 1998). In the words of Smith and Dean “These attributes are certainly consistent with practice-led research.”


As per the first section of Corning’s definition, indeed practice-led research does consist of many parts, which need to be navigated simultaneously. When producing a creative work (or works) in a multidisciplinary environment, accompanied by a thesis, researchers require unique skills, approaches and understandings in order to reveal new understandings through their study.


As per the second section of Corning’s definition, there are many interactions among the parts contained within practice-based research. Interaction takes place among the spheres of the researcher’s theory, their practice and their reflective evaluation. Interaction takes place between the creative work and its audience. Interaction takes place between the artefact and the exegesis.


Lastly, as per the final third of Corning’s definition, in practice based research the parts produce combined effects that are not easy to predict and are often novel, unexpected and surprising. It is this final point which is key. As in Kara’s observations, this definition encourages the researcher to embrace the unexpected and surprising.


Smith and Dean go on to provide clear context for the artefact in creative research, proposing that the artefact “provides evidence of the knowledge discovered” is available as a future reference for further investigation and verification, demonstrates the theory and makes the ideas explicit. The artefact also provides a stimulus for engagement with the knowledge gained. They echo the thoughts of Patricia Leavy in her Handbook of Arts Based Research when they suggest that the artefact makes the theory available to a wider audience who might otherwise not engage with knowledge in the abstract. We will re-visit Leavy’s view in later chapters.


Smith and Dean discuss the way reflection can help find patterns that can bring meaning to personal knowledge and understanding, stating that theories can be associated with patterns of usage, or practices we use regularly. These regular patterns of usage can indicate areas of particular interest in our work. In turn, these patterns of usage can find their way into our theoretical practice, our creative practice as well as our reflective practice.

Based on Smith and Dean’s observations, I honed my understanding of the role of the artefact and embedded a degree of tolerance for uncertainty in my methodological framework which allowed for various forms of thinking throughout the study. A holistic approach to the triad of theory, practice and reflective evaluation, which allowed for the allocation of time for each of the three elements, while being open to the unexpected, ensured a more experiential discipline was applied.


For a more concise approach, many turn to Linda Candy’s 2006 guide Practice Based Research: A Guide which aims to characterize practice-related research for the general reader and research student. Since its publication it has surely provided a reference for many a supervisor as well. Candy begins with key definitions in the field and historical background of practice-based PhDs. The guide includes a section on how we approach knowledge in research, and the reliability of knowledge therein, then gives a useful outline of thesis sections and a questions and answers chapter.


In considering how we approach knowledge, Candy states that “one can argue that action, cognition and perception must be considered together” and that “research about human interaction with art works … must try to capture information about all three aspects and unify them in some way.” In unifying action, cognition and perception in the way we consider them together, research practitioners can simultaneously unify their own thoughts and practices, and can consider their audiences’ action, cognition and perception.

Within Candy’s questions and answers chapter, she makes special mention of keeping a written record in the form of a research log. Indeed, Kara quotes Candy in stating “Reflexivity is increasingly used by creative arts practitioners, for whom it ‘validates their intuitive instincts within a framework of reflective enquiry’". Candy’s suggested list of questions a researcher may ask themselves was a stimulus for my reflective practice methodology. Questions like “What stumbling blocks arose and how they were addressed?” and “Did the solutions work well, if not why not?” led to insights, revisions, re-visits and contemplations which in turn led to deeper understanding within the study. Importantly, Kara, Skains, Smith & Dean and Candy all encouraged the use of a research journal as part of the research project.


So, in practice-based research, the triad of theory, practice and reflective evaluation, and observing the way these three elements interact with each other, is fundamental to a research methodology. In addition, identifying subjective ways to use a reflective journal as part of the research methodology, can frame theoretical and creative practice, identify meaningful patterns, offer insight into the research process and validate the researcher’s intuitive instincts.


Creativity and flow: directing the creative process

Writing a novel as part of my research requires an exploratory and creative approach. The concept of creative flow as part of original expression is intrinsic to the arts. Academic writers of any discipline understand the need to enter “the zone” when writing. Mihaly Csikszentmihalyi recognized and named the psychological concept of "flow" as a highly focused mental state conducive to productivity. in his work Creativity: Flow and the Psychology of Discovery and Invention (2013) he interviewed almost one hundred subjects, including biologists, physicists, politicians, poets and artists, to explore the creative process, creative flow and experiences during which individuals are fully involved in the present moment. Csikszentmihalyi’s findings included the observation that creative individuals tend to operate at the extremes and that to creative individuals, the creative process is “recursive, not linear.” As Csikszentmihalyi puts it, “mental meandering” is an essential part of the creative process to allow for the co-mingling of ideas.


These observations were relevant to the experience of my study. In the writerly experiment, creativity and flow must be allowed to run free with no boundaries to allow for true artistic freedom and inspiration. However, it is important that at times the flow be tempered and guided like water in a stream to allow for outcomes to be achieved and deadlines to be met. This requires balance, focus and vision. Of course, it also requires that ever-present requirement; a strong, communicative supervisory relationship.


Brabazon et al (2020) is clear on what the artefact-exegesis model is not, noting that creative quality alone is not research. One is not earn a PhD by writing, painting or composing something profound alone. This means that, should the research-practitioner produce their Wuthering Heights or their Midnight’s Children, but fail to answer the research questions in their thesis, they will still have failed to meet their research goals. As creative practitioners we can naturally become caught up in our creative endeavours and lose sight on our academic ones. Our challenge is to consistently maintain the required balance.


In summary, the challenge for creative research practitioners in directing the creative process is to balance creative flow with outcomes and deadlines, keeping sight of academic focus as well as creative focus.


The character of audience and questions to ask as research practitioners

All research requires the consideration of audience. Practice-based researchers must consider the audience for their creative work and their academic work. In her book Handbook of Arts Based Research, Patricia Leavy spoke of studies which showed 90% of papers published in academic journals are never cited and as many as 50% of papers are never read by anyone other than their authors, referees and journal editors (Meho, 2007). She compared this with creative practice research where a gallery exhibition, theatre performance or creative novel may attract an audience of twenty or fifty or one hundred or more and explored the intellectual and engagement process each audience member may experience with the creative material and the research questions. Arts-based research, Leavy argues is “likely to reach a larger audience, to prompt visceral and emotional responses, and with some forms there can be an immediacy.” (Leavy, 2017.) This was used as an argument for the value of creative practice research based on its audience scope.


Research is not just for academics. It should benefit society. Questions about research audience can be challenging. If one of the benefits of the practice based research is the accessibility that comes with it, that benefit deserves exploring. As practice-based research is still considered an emerging field of research, it is the responsibility of all practice-based researchers to consider the future of the model and where their research fits within it.


Questions we must ask ourselves include: What might practice-based research in my field look like in the coming decades? If practice-based research is currently largely applied in the fields of arts, humanities and social sciences how might my research contribute to practice-based research being applied in broader fields of research in future? What does the practice-based research approach reveal that could not have been revealed by any other mode of enquiry? And while seeking new knowledge in interdisciplinary ways, how can we be sure to contribute to knowledge and increase understanding in multiple directions, modalities and disciplines? And how can we evidence the impact of research on my audience, and more broadly? These are among the many questions practice-based researchers must ask as we navigate research in an emerging field.


Conclusion

My study sought to measure and explore the impact of volunteering using practice based research and gain new knowledge into both the impact of volunteering and the nature of practice based research itself. Kristal and Marg allowed aspects of the impact of volunteering, including its longitudinal impact, which has not been fully achieved using traditional methods, to be demonstrated through narrative storytelling. The study led to insights and knowledge and an artefact which can be a meaningful accompaniment to traditional research. This was enabled through the design of a thoughtful, tailored research methodology and supported through the use of a reflective journal.


Benefits can be found for practice-based researchers in directing the creative flow and keeping sight of academic focus as well as creative focus, and asking meaningful questions of one’s self, including about one’s audience, as we navigate research in an emerging field.

Fundamental to designing a research methodology in practice based research is the triad of theory, practice and reflective evaluation, and observing the way these three elements interact with each other.


In addition, identifying subjective ways to use a reflective journal as part of the research methodology, can frame theoretical and creative practice, identify meaningful patterns, offer insight into the research process and validate the researcher’s intuitive instincts.


Acknowledgements

This research is supported by an Australian Government Research Training Program (RTP) Fee-Offset Scholarship through Federation University Australia.


References

  • Barrett, E. What does it meme? The exegesis as valorisation and validation of the creative arts, Deakin University Text Special Issue No 3. April 2004

  • Brabazon, Lyndall-Knight & Hills, The Creative PhD, Emerald Publishing Limited, 2020

  • Candy, L, Practice based research: A guide, Creativity and Cognition Studios Report, University of Technology, Sydney, V1.0 November 2006.

  • Corning, P, Complexity is Just a Word, Technological Forecasting and Social Change, Volume 59, Issue 1, September 1998.

  • Csikszentmihalyi, M, Creativity: Flow and the Psychology of Discovery and Invention, Harper Perennial, 2013.

  • Gubrium and Gubrium, Narrative complexity in the time of COVID-19, Perspectives; The Art of Medicine, Volume 397, Issue 10291, June 12, 2021

  • Haski-Leventhal, D, Hustinx, L & Handy, F, What Money Cannot Buy: The Distinctive and Multidimensional Impact of Volunteers, Journal of Community

  • Kara, H, Creative Research Methods in the Social Sciences, Policy Press, 2020

  • Leavy, P, Handbook of Arts Based Research, Guilford Publications, 2017

  • Mayer, P The Wider Economic Value of Social Capital and Volunteering in South Australia, Politics Department University of Adelaide South Australia, 2003.

  • Meho, L, The rise and rise of citation analysis, Physics World, Volume 20, Number 1, 2007

  • Ronel, N, Haski-Leventhal, D, Ben-David, M, York, A, Perceived Altruism: A Neglected Factor in Initial Intervention, International Journal of Offender Therapy and Comparative Criminology, Vol 53, Issue 2, April 2009.

  • Skains, R, Creative Practice as Research: Discourse on Methodology, Media Practice and Education, Issue 1: Disruptive Media Issue, Volume, 19, 2018.

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DOI: https://doi.org/10.33008/IJCMR.2021.35 | Issue 7 | Oct 2021

Celia Quico (Lusófona University)


Abstract

This article focuses on immersive representations of Nazaré, starting with stereoscopic photos from the early 20th century and finishing with 360º videos from the early 21st century. Located in central Portugal, the coastal town of Nazaré has inspired many visual representations by painters, photographers and filmmakers. During the first half of the 20th century, perhaps no other photographer captured Nazaré and its inhabitants as richly as the amateur photographer Álvaro Laborinho (1879-1970), who also experimented with stereoscopic photography. Today, immersive media are somewhat different from these stereoscopic photos, certainly with a greater degree of technological sophistication, but probably with less durability over time, given the quick obsolescence of current immersive technologies. More than a hundred years after the creation of these stereoscopic photos we arrive at 360º videos like Surfing with Pedro Scooby in VR and Nazaré, Mais que Mar é Mulher, produced respectively by Red Bull Brazil and by Marina Oliveto.


Yet another kind of representation is offered by the trans-disciplinary exploratory project Nazaré Imersiva (Nazaré Immersive) from Lusofona University, based on the stereographic photos of Álvaro Laborinho, whose images were remediated and repurposed for the current immersive media technologies. This project aims to contribute towards the promotion of Nazaré’s cultural and natural heritage in an innovative way, mixing traditional and contemporary representation technologies. Furthermore, the project addresses current issues such as pollution and the impact of tourism, challenging its participants to speculate about possible futures for Nazaré – that is to say, for other similar coastal towns in Portugal – and beyond.

Introduction: Seascapes, Landscapes and Respective Representations

To see and to feel the sea, but without being by the sea. Here, immersive representations of a particular Portuguese seascape are presented, from early 20th century stereoscopic photographs through 360º videos from the early 21st century. In particular, the focus will be in the immersive representations of Nazaré, a coastal town located in central Portugal.


A meeting point between sea and land, the Portuguese coast has been captured and revered by writers, poets, painters, photographers and filmmakers. The perception and contemplation of the coast is the basis of the concept of seascape. The definitions of landscape are diverse, especially formulated in the fields of Geography and Arts: however, in essence, these have in common the idea of perception and contemplation of a given extension of territory – natural or humanised. Thus, the concept of landscape can be divided into natural landscape and cultural landscape, the former corresponding to a natural environment without human intervention, while cultural landscape is a humanised environment. In other words, it is a result of human action in a given location.


Seascapes can be considered as intangible heritage and as a cultural identity asset, rooted in national history and also potentially contributing to a sustainable tourism model, in the perspective of Maria Manuel Baptista Assunção (2016). In Portugal, the maritime landscape as a painting genre has undergone a remarkable development in the late 19th and mid-20th centuries: António Carneiro, António Ramalho, João Marques de Oliveira, José Malhoa, Silva Porto are some of the visual artists who became known for painting landscapes (Assunção, 2016).


Photography would also take the landscape as a preferred genre. In Portugal, pioneering photographers such as Carlos Relvas and João Francisco Camacho would be reference figures for their landscapes and views, ‘two paths in which one can read the duality of the sense of landscape photography’, considers Emília Tavares (2015: 34). It should be mentioned that Carlos Relvas was also noted for stereoscopic photography, being one of its precursors in Portugal, alongside Aurélio Pais dos Reis, Francisco Afonso Chaves, Arthur Freire, Artur Benarus, among others (Flores, 2016). Stereoscopic photography is part of the long history of immersive techniques and technologies – or immersive media – which are presented briefly below, before we develop further the particular case of immersive representations of Nazaré's seascapes.


Immersive Media: Definitions and a Brief History

Creating an immersive experience can be considered an abiding obsession in the arts, although today the technological apparatus and sophistication is greater than ever. Nowadays, successful immersive media experiences involve the user in a simulated environment, to the point that the user has the feeling of being in another space or time, in which visual, auditory, tactile and even olfactory sensations can be stimulated.


In this sense, virtual reality (VR) is defined as a technology that simulates a three-dimensional environment, which can be experienced or controlled in a similar way as a real environment, involving the entire field of view of the user and using auditory and tactile stimuli to enhance the feeling of immersion. VR environments can correspond exclusively to live-action footage or to images entirely generated by computer or, less frequently, involve the creation of hybrid environments, with filmed or photographed images composed with graphics or visual effects generated by computer. Thus, immersive videos are a sub-category of virtual reality, in which a three-dimensional environment is in video format, generated from the recording of all angles simultaneously using a camera – or an omnidirectional structure of cameras. This type of video can also be called 360º video or spherical video.


It should be noted that the search for the immersion effect did not arise with the recent invention of virtual reality technologies, as noted by Oliver Grau (2003). This art historian and media theorist considered that the new forms of virtual art fit into the history of the arts of illusion and immersion, which can go back to 15,000 B.C., with Lascaux caves or Altamira caves as notable examples (2003). The trompe-l'oeil frescoes and paintings are also part of this history of immersion techniques and technologies.


One of the key events in this story is the invention of the panorama, patented in 1787 by the painter Robert Barker, who a few years later would install his panoramic paintings in a purpose-built building in Leicester Square in London. Throughout the 19th century, the panorama would become a true mass media, reaching audiences of millions, mainly to represent landscapes and historical events. The panorama would be used as a propaganda tool, but also as a spectacle for the masses. The enthusiasm for the panoramas would diminish towards the end of the 19th century and the beginning of the 20th century.




The return of the panorama as a spectacle would take place in the 1950s, driven by the cinema industry, which launched innovations such as Cinerama (1952), the Cinemascope (1953) or the IMAX (1970), in order to attract audiences that it was losing to television. On the other hand, the international exhibitions or thematic amusement parks also provided shared experiences of spectacular panoramas, such as Circarama, premiered in 1955 at Disneyland at the Tomorrowland pavilion, renamed Circle-Vision 360º in 1967.

In addition, new media artists would reinvent the immersive landscape, with Maurice Benayoun transporting visitors to a virtual battle panorama with World Skin (1997) using a CAVE (cave automatic virtual environment), Michael Naimark placing visitors in public squares of UNESCO world heritage sites with the 3D panorama installation Be Now Here from 1995, and Jeffrey Shaw with the interactive panorama Place that covered several cities from 1995 to 2000 (Grau, 2003).


These and other immersive techniques and technologies shared by an audience are distinct from immersive techniques and technologies for individual enjoyment, mediated through specific equipment. In this context, it is necessary to go back to the beginning of the 19th century. Although there is no consensus on the matter, many consider Joseph Nicéphore Niépce's heliography Point de vue du Gras, from 1826 or 1827, to be the first photo in history. Practically coincident in time was the invention of the stereoscope, in 1833, by scientist Charles Wheatstone, an instrument for viewing pairs of images with slightly different points of view, which create the illusion of an image with three-dimensional depth, through mirrors, lenses or prisms. This illusion is thus described by Ana David (2002: 43): ‘The action of the glasses in the stereoscopic viewer is strange, as if there were ‘a time that feels like living there’, inhabited landscape, characters ... stagings ... to which we belong’.

In the 1840s, the demonstration of the first experimental techniques of stereoscopic photography would take place and, during the following decade, one could find on the market photographic equipment for this purpose, such as stereoscopes, as well as photo cards. Thus, in the middle of the 19th century, stereoscopic photography was considered to be a cutting-edge technology, even used to represent the inaugural exhibition of the Crystal Palace in Porto in 1865, as observed by Victor Flores (2016: 19): ‘The relief photography, as it was often called, symbolized the progress and emancipation of science and industry as much as the International Exhibition of Porto itself'.


Figure 3: ‘A reproduction Holmes stereoscope’ (circa 1860)


Interestingly, the first description of a system similar to current individual VR equipment appears in 1935 in the science fiction short story Pygmallion’s Spectacles by Stanley G. Weinbaum. However, the invention of an individual VR system is due to the scientist and computer engineer Ivan Sutherland who, in 1968, demonstrated The Sword of Damocles, considered by many to be the first functional virtual reality system, using visualization equipment that is placed on the head (‘headmounted display’).


The 1980s and 1990s were particularly intense with the commercialization of individual use VR systems – such as the Nintendo Virtual Boy, Sony Glasstron or Jaron Lanier’s EyePhone – but which ended up not being successful, either because of the prohibitive prices for ordinary mortals, or because of the low quality of computer-generated graphics and poor interactivity.


More recently, new hopes arise for the mass adoption of VR, especially thanks to the Oculus Rift, an equipment first developed by Palmer Luckey, whose company Oculus VR would be acquired in 2014 by Facebook. Other companies followed the example of Facebook by investing in VR, such as Google and Samsung: the latter decided to partnership with Oculus VR to develop the Samsung Gear VR, in which the Galaxy 6 series smartphones and beyond are like the brain of the system. In the case of Google, the option was for a low-cost and more universal solution, compatible with most mobile phones: Google Cardboard, a device curiously similar to stereoscopes of the 19th century and to View-Master displays of the mid-20th century. However, after a period of excitement for VR in 2015 and 2016, as of 2017 this enthusiasm seems to have cooled or even faded (Olson, 2017) – until the next cycle of hype, or, finally, until its mass adoption.


Figure 4: Google Cardboard (2014)


Nazaré and Immersive Media From the Early 20th Century:

Stereoscopic Photos

As with other Portuguese fishing communities, Nazaré has inspired many visual representations from painters, photographers or filmmakers (Santos, 2015; Quico, 2008). Almada Negreiros, Stuart de Carvalhais, Abel Manta, Guilherme Filipe, Lázaro Lozano and Abílio Mattos e Silva were some of the visual artists who took this territory and this community as a major theme for their body of work (Santos, 2015). Nazaré would also be a source of inspiration for national and foreign photographers, such as Henri Cartier-Bresson, Jean Dieuzaide, Sabine Weiss, Bill Perlmutter and Stanley Kubrick, among others, who mostly came to this coastal town after the Second World War (Quico, 2008). In the case of Portuguese photographers, one should mention Artur Pastor, Carlos Afonso Dias, Gérard Castello-Lopes and Eduardo Gageiro (Santos, 2015), who documented Nazaré for posterity mainly during the 1950 to 1970s.


However, in the first half of the 20th century, perhaps no other photographer has captured Nazaré and its inhabitants as prolifically and well as Álvaro Laborinho, producing photos that represent a valuable source of information about this fishing community (Santos, 2015). Born in Nazaré in 1879, Álvaro Laborinho became a well-known and reputed local merchant, with a store in the main square of the village. Álvaro Laborinho also took an active part in local politics, having founded the Portuguese Republican Center/Centro Republicano Português in Nazaré. The ‘true and constant passion for his land and his people’ (Lúcio, 2002: 26) that motivated Álvaro Laborinho was also tangible in his vast photographic work, almost two thousand images (Nabais, 2002), which since 1980 is part of the collection of the Museu Dr. Joaquim Manso at Nazaré (MDJM), previously offered by the Laborinho family.


An amateur photographer – in the deepest sense of the word, ‘the one who loves’ – Álvaro Laborinho represented Kodak in Nazaré, subscribed to several photography magazines, frequented photography salons in Lisbon and even exchanged correspondence with other amateur photographers (Lúcio, 2002). This profound interest in the various photographic technologies and techniques led Álvaro Laborinho to experiment with stereoscopic photography as well, having purchased his own equipment for this purpose and having printed several cards for sale in his own store (David, 2002).


Figure 5: Laborinho, A. (1915) ‘Bois puxando barco de caranguejo’, Col. DRCC / MDJM


Figure 6: Laborinho, A. (1913) ‘Na praia à hora do banho’, Col. DRCC / MDJM

This collection of stereoscopic photographs includes glass plates and stereoscopic cards, dates from 1913 to 1932, covers themes such as landscape, bathing at the beach, fishing, and processions, and is also part of the MDJM's estate. This ‘adventure’ in the stereoscopic image is considered as ‘perhaps the most interesting aspect’ of Álvaro Laborinho's photographic journey, for the researcher Ana David (2002: 39).


Most of these images are practically unknown, either by specialists in stereoscopic photography or by the general public. However, some of these images and the photographer's equipment publicly surfaced in the exhibition ‘Revisitar a Nazaré by Álvaro Laborinho’, which took place at the Galleria Paul Girol located at the Municipal Library of Nazaré in April and May 2018, an exhibition produced by MDJM and curated by his great-grandson Bernardo Lúcio. In the MatrizNet catalog of the Directorate-General for Cultural Heritage / Direcção-Geral do Património Cultural, there are at least 40 pairs of stereoscopic photos by Álvaro Laborinho, of which 23 pairs can be categorized as Nazaré seascapes.


Figure 7: Laborinho, A. (1930 ) ‘Trecho praia de banhos’, Col. DRCC / MDJM


Figure 8: Laborinho, A. (1930) ‘Batelinho que chegou’, Col. DRCC / MDJM


Álvaro Laborinho’s motifs in stereoscopic photography are extended to his standard photos, as it would be expected: rocks, boats, nets, bathers, women from Nazaré, fishermen: ‘The marine and humanized landscape of Nazaré, meetings of friends, and the family are a mark the photographic production of Álvaro Laborinho’ (David, 2002: 44). At least three pairs of stereoscopic photographs represent Praia do Norte, one of them with the Forno d’Orca cave in the background and in the foreground the writer, politician and freethinker Tomás da Fonseca.


Figure 9: Laborinho, A. (1913) ‘Thomaz da Fonseca, um trecho do Forno d’Orca’, Col. DRCC / MDJM


Figure 10: Laborinho, A. (1930) ‘Forno d'Orca e Augusto’, Col. DRCC / MDJM


Nazaré and Immersive Media Since the Early 21st Century: 360º Videos

About a hundred years after the production of these stereoscopic photos, immersive media today are somewhat different, certainly with a greater degree of technological sophistication, but probably with less durability given the rapid obsolescence of digital formats.

In 2016, Red Bull Brazil produced and launched the 360º video Surfing with Pedro Scooby in VR, lasting 2 minutes and 20 seconds, taking advantage of the wave of global interest generated by the giant waves of Praia do Norte of Nazaré. ‘You can enter it in the Nazaré tubes. To look everywhere and have the feeling of being there, without having to leave home’ is the promise made by the company (Pabst, 2016). Red Bull has been sponsoring several big-wave surfers, as well as other extreme sports, with the production and dissemination of online content at the heart of its activities, to the point where it can be considered as ‘an empire of content production that also sells drinks’ (O'Brien, 2012). In this case, for the experience to be more immersive, Red Bull Brazil marketed a special package for 6 cans of energy drink, to be converted into virtual reality glasses. This edition of the ‘VR Pack’ was limited to 100.000 units, distributed in approximately 500 points of sale in Brazil.


Another perspective of Nazaré is shown in the 360º video Nazaré, Mais que Mar é Mulher, launched in the end of 2019, directed and produced by Brazilian journalist Marina Oliveto – at the time of writing this article, also a PhD student in Communication Sciences at Lusofona University. This 360º video – available on YouTube – is defined by the author as a film about Nazaré, from the perspective of its women, with testimonies from different generations who share their memories and expectations about their hometown. The linear version of the 360º video, almost 8 minutes long, is complemented with ten extra videos in the same format, with excerpts from the interviews conducted with ten women from Nazaré – extra videos are available online.


Figure 11: Oliveto, M. (2019) ‘Nazaré, Mais do que Mar é Mulher’


The idea to produce a 360º video about Nazaré came to the journalist and VR filmmaker during the master’s degree she was pursuing in Germany. The first concept was, in the words of Marina Oliveto (2020) ‘taking the giant waves to this dome that would cover the entire screen above and around people with a great image’ (information provided by the author by email, 2020). The research started in 2017, but it was only in 2018 and 2019 that it was possible to record on site.


However, this initial focus on the giant waves of Nazaré was to be modified since, according to the author, the giant wave surfers did not show interest to the project, despite the various contacts made for this purpose. However, the trips that Marina Oliveto made to Nazaré motivated her interest in getting to know the people of Nazaré, their traditions, their opinions and aspirations, and in particular, learning more about the women of Nazaré. The project was supported by the Museu Dr. Joaquim Manso da Nazaré, whose coordinator Dóris Santos facilitated contacts with several women from Nazaré - and the museum also was used as the scenario for the 360º video.


Figure 12: Oliveto, M. (2019) ‘Nazaré, Mais do que Mar é Mulher’


Both 360º videos were produced by Brazilian professionals, both videos were based on the big waves of Praia do Norte at Nazaré, but the similarities may end here. The 360º video Surfing with Pedro Scooby in VR is promotional content for an energy drink brand, in which no native of Nazaré stands out. The village is practically ignored, being visible in the background for only a few seconds, in the quick travel made by the surfers until they reach the waves of Praia do Norte. The 360º video Nazaré, Mais que Mar é Mulher, on the other hand, is a short documentary centred on the people of Nazaré, in particular its women, who despite belonging to different generations and having different life trajectories, end up sharing the same passion for their land – and sea. For the author of this 360º video, in addition to the technical experience acquired, there was the drive to deepen her knowledge of Nazaré, in order to better understand the impacts of increased touristic pressure, whether economic, social or environmental (information provided by the author by email, 2020).


More than a hundred years set apart Álvaro Laborinho's stereoscopic photographs from the 360º video produced by Red Bull Brazil and the 360º video directed by Marina Oliveto. While Nazaré offers the same land and sea, these works offer very different perspectives and different degrees of immersion – literally or figuratively. The distance and proximity to Nazaré and its people is reflected in these images – consciously or unconsciously. And the truth that the images convey – or what they may hide - demands reflection from the viewer. Critical thinking is required in relation to these and other representations: may contemplation be the first step towards questioning and inquiry.


In this same line of critical thinking, it should be noted that Lusofona University produced the interactive web documentary Cavalgar a Onda da Nazaré (Riding the Nazaré Wave) in 2015-2016, with the goal of reflecting upon the changes underway in Nazaré since late 2011, when Praia do Norte was the stage for biggest wave ever surfed. The web documentary – available at http://cavalgaraondanazare.ulusofona.pt/ – is based on the production of an interactive multimedia web documentary and, also, a linear non-interactive video version, in Portuguese and in English. The web doc was produced by a team of Lusofona University professors and students, coordinated by Célia Quico, who also directed the video and wrote the script for the linear and interactive version.


Figure 13: Quico, C. (2016) ‘Cavalgar a Onda da Nazaré’


Highlighting other waves of the Portuguese coast, Lusofona University produced the 360º video A Lagoa Vai ao Mar, about the static waves of Lagoa de Santo André, during 2017 and 2018. This is also a quite unique spectacle of the Portuguese coast, which takes place every year at the spring equinox. The annual opening to the sea of Lagoa de Santo André is a fundamental procedure for the renewal of water that accumulates during winter, which has been carried out artificially since the 18th century. The production of the 360º video was a special multi-disciplinary project, again with the participation of professors and students from the Cinema and Media Art Department, the Life Sciences Department and the Faculty of Physical Education and Sports, directed by Rafael Antunes, script by Célia Quico and scientific consultancy by Gonçalo Calado. The 360º video can be watched in full below.



Figures 14: Antunes, R. (2018) ‘A Lagoa Vai ao Mar


Figures 15: Antunes, R. (2018) ‘A Lagoa Vai ao Mar’


Returning to Nazaré and to Álvaro Laborinho ‘for the youngest, who did not know Nazaré in the first half of the 20th century, Álvaro Laborinho's photographs are a safe and true ground of memories’, wrote Raquel Henriques da Silva, then director of the Portuguese Museum Institute (2002: 7), adding that if these photos no longer constitute a future, these are like a ballast of an age-old culture, ‘one of the most intense in the entire Portuguese coast’.


This safe and true ground of memories offered by Álvaro Laborinho must deserve the most attentive and profound contemplation in order to understand the challenges of the present, as well as to imagine future scenarios – especially considering the processes that are transforming Nazaré. His works serve us, in order not to forget and have an obligation to preserve the natural and cultural heritage, and remain, in the words of Raquel Henriques da Silva (2002:7), ‘a body of study and an open set of inheritances that can enrich and qualify the lives of all of us’. They help us to revisit and recreate representations of the past to rethink the present and, more importantly, to shape the future. And what legacy will we leave? And 100 years from now, what other immersive representations will Nazaré inspire?


Nazaré Imersiva: Bridging the Gap Between Old Media and New Media

A possible answer to this question is offered by Portugal's Maritime Landscapes and Immersive Media: Nazaré Imersiva, a transdisciplinary exploratory project aiming to develop and evaluate immersive experiences of this particular stretch of the Portuguese coast, financed by Fundação para a Ciência e a Tecnologia (FCT), with the support of Lusófona University/ Research Centre in Applied Communication, Culture, and New Technologies (CICANT) and Museu Dr. Joaquim Manso da Nazaré. The basis for the immersive experiences of Nazaré Imersiva is the above-mentioned collection of stereoscopic photographs by Álvaro Laborinho. The re-mediation of these stereoscopic photographs – in the sense of Bolter & Grusin (1998) – allowed the project team to produce and demonstrate a package of analogue and digital materials, such as printed cards of stereoscopic photos, a 360º virtual reality video, a low-cost dome for shared VR experiences, a mobile application and a responsive website, in which most of the content developed during the project is available: http://nazareimersiva.ulusofona.pt.

The specific objectives of this project were the following: to digitise in high-quality the Álvaro Laborinho collection of stereoscopic photographs of Nazaré; to re-mediate and to innovate, giving new uses to 100-year-old stereoscopic photographs, in particular, by producing an innovative package of immersive analogue and digital content; to develop and to evaluate different ways of experiencing VR, analogue and digital, individual and shared, linear and interactive, with emphasis on the production of a short 360º video and its interactive application; to develop and to evaluate a low-cost, easy-to-assemble, transportable and reusable exhibition solution, which includes a VR dome, carrying out pilot installations in at least three spaces, such as museums, educational institutions and libraries; and to produce and to disseminate results in the academic context. The Nazaré Imersiva project was planned to last twelve months, gathering a team of Lusofona University professors and students: coordinated by Célia Quico, the team also included Pedro Sousa (art direction, motion graphics, post-production), Rafael Antunes (360º video shooting and editing, colour correction), João Alves (sound-track and sound design for the different audio versions of the 360º video), João Neves (design and production of the exhibition materials, including the dome, with support of students from the architecture department), Valter Arrais (web design) and Vírgilio Azevedo (stereoscopic plates digitization and correction). The project started to be pre-produced in May 2020 and it is due to be completed by June 2021. Most of the production occurred between June and October 2020, namely, digitizing stereoscopic plates, shooting on location the 360º video, producing the animations and visual effects, producing the soundtrack for the videos, developing the responsive website and the mobile application, as well as designing and building the exhibition materials. Overall, the project was ready for its first public demonstration six months after its kick-off, even facing limitations and constraints imposed by the Covid-19 pandemic.


The project’s main goal is to build bridges between the tradition of stereoscopic photography and the innovation of 360º videos. The primary piece of content is a 5-minute 360º video, which can be succinctly described as a time-travel experience taking place in Nazaré, covering two hundred years. The 360º video integrates live-action video – panoramic views of Nazaré and Praia do Norte – with motion graphics animation, and three different soundtracks. It can be watched in full below.


Video: 'Nazaré Imersiva: 360º video’


The 360º video starts in 1920, by displaying a poetic recreation of Nazaré based on the stereoscopic photos of Álvaro Laborinho, taken from 1913 until 1932. Then, the video jumps to 2020, showing Nazaré’s main beach and Praia do Norte as they are today. The video finishes in 2120 by displaying a dystopian future, in which Nazaré is over-polluted, over-urbanized and over-touristified. However, the last seconds of the video present an alternative future to this dystopia, concluding with a hopeful scenario, rather than a grim one.


Figures 16: ‘Nazaré Imersiva: 360º video’ – screen shots from part I – 1920’s (2020)


Figures 17: ‘Nazaré Imersiva: 360º video’ – screen shots from part I – 1920’s (2020)


Figures 18: ‘Nazaré Imersiva: 360º video’ – screen shots from part III – 2120’s (2020)


Figures 19: ‘Nazaré Imersiva: 360º video’ – screen shots from part III – 2120’s (2020)


The 360º video has three soundtracks: ethos version, with voice-over in Portuguese and English: texts by Raúl Brandão (1923) and Jorge Louraço (2012); logos version, with voice-over in Portuguese and English: informative text about Nazaré, with relevant demographic indicators, as well as references to significant audiovisual representations; and pathos version, only with music and sound effects, no voice over. All soundtracks have in common the recreation of a traditional popular song from Nazaré Ciúmes do Mar, which in the pathos version is recreated in three distinct ways, to create a soundscape for each historical period: the past in 1920s, the present in the 2020s and, finally, the future in 2120s.


The website is the central repository of the project, containing all the different audio versions of the 360º video, access to the mobile application, a selection of the stereoscopic photos of Álvaro Laborinho, bibliography, main results, project making-of, plus information about the team, as well as the institutions and individuals that supported the project.


The mobile application allows the user to access the different audio versions from the 360º video, plus offers an interactive version, which enables the user to view the stereoscopic photos while viewing the video: the photo cards appear when the users focuses their attention for a few seconds on the blue hotspots, which indicates that that picture is different from others in the 360º panorama.


Figures 20, 21: ‘Nazaré Imersiva: website’: http://nazareimersiva.ulusofona.pt/ (2020)


Figures 22, 23, 24: ‘Nazaré Imersiva: mobile App’ (2020)


To evaluate different ways of experiencing VR – analogue and digital, individual and shared, linear and interactive – was among the specific objectives of this project. For project dissemination, three public demonstration events were planned, but due to the Covid-19 pandemic constraints, the second and third demos had to be postponed – dates and places to be defined. The exhibition materials and low-cost dome were produced by University Lusofona’s LabTec, a digital fabrication laboratory located on the university’s main campus.


Figures 25, 26: ‘Nazaré Imersiva: first public demonstration’ (29-30 October 2020)


The demonstration is set-up to offer five different moments for the participants, which corresponded to five areas of the exhibition: first, the participants have a brief introduction to the project, also supported by an exhibition panel with basic information about Nazaré Imersiva. Then, the participants are introduced to Nazaré in the past, more specifically, to the 1920s: key-demographics indicators are displayed (also, these demographics indicators are further developed in one of the 360º video version – logos). Besides information about demography, the participants also are introduced to Álvaro Laborinho, with a short-biography, plus a video slide-show with a selection of stereoscopic photos, which included the photos incorporated in the 360º video.


The second part of the demo is focused on Nazaré in present time, comparing the previous key-demographics from 1920 with the latest available public data, such as the general population, the percentage of young people aged 0 to 15 years and the percentage of elderly people with over 65 years of age. During the third part of the demo, the participants are then invited to experience different immersive media: to view the Álvaro Laborinho stereoscopic photos cards using stereoscopic viewers produced by the London Stereoscopic Company; to experience the 360º video via the Samsung Gear VR headset; or to watch the same 360º video projected in a low-cost dome, which enables up to four people to have a shared immersive experience.


The fourth part of the demo put forward some critical questions about the future of Nazaré, in order to stimulate participants to think about future scenarios: ‘What does the future hold? What do we want for the future? How can we shape the future? These questions are open, today maybe more than never...’. This area also included a continuous screening of the web documentary Cavalgar a Onda da Nazaré (Riding the Nazaré Wave), produced in 2016 by University Lusófona, about the social, economic and environmental impacts of the global popularity of Praia do Norte’s big waves. The participants had the opportunity to access this web doc via QR code, which was also provided to enable a simpler access to the Nazaré Imersiva website.

The last part of the demo was intended to show contributions from the participants themselves: a mural with written sentences, but also with drawings about Nazaré future(s). As part of the demos it was planned to have speculative futures workshops, in which participants would be asked to collaboratively imagine possible futures for Nazaré, having a printed panoramic of Nazaré as the back-drop for the exercise. However, as we write, it was still not possible to organize these workshops, due to the limitations imposed by the Covid-19 pandemic.


Figures 27, 28, 29, 30, 31, 32: ‘Nazaré Imersiva: first public demonstration’ (29-30 October 2020)


The first public demonstration of the project took place in University Lusófona’s library atrium, from the 29th of October to the 4th of November 2020, integrated into the program of the second muSEAum conference. The event is part of a research and training project in branding and digital marketing for sea-themed museums, led by a team of researchers from University Lusófona’s CICANT – more information is available online here. The conference was held in a hybrid model, in-person and virtual, in which most of the participants and speakers joined via internet, rather than being on location, due to the exceptional times we are facing (still, as we write). Even so, it was possible to organize several demonstrations during the conference, in small groups: about 120 undergraduate students from University Lusófona were asked to experience, and then to evaluate, this demonstration, replying to a quantitative survey online, plus providing a written report in free format. The main findings from these participants’ evaluations are to be further elaborated in other publications, namely, their overall satisfaction with the experience and the specific evaluation of each of the main pieces of content displayed during the first demo. Also to be presented are the main themes and topics which were drawn from the comments and suggestions provided by the participants – most of them between 18 to 21 years-old – which include technical and experiential improvements, as well as reflections on the issues raised by the project, such as pollution, climate change and touristification.


And while the analysis of the participants evaluation is out of the scope of the paper, it is of value to present a small selection of comments made by these students, since their feedback may support further experimentation of immersive media as a tool for speculating about the future:


‘Well-organized and elaborated project where we can get to know Nazaré from the past, which due to our age it would not be possible except through photos, to get to know Nazaré from the present because not everyone has the opportunity to visit, and the Nazaré of the future, a Nazaré that may not be the one we expect if we do nothing for the planet.’

(Ana Catarina T., Lusofona University undergraduate student)


‘In my opinion, this project clearly demonstrates the process and changes that have been happening in our coastal areas. This has consequences not only for the environment, but also for society. It changes people's quality of life, their personal and professional lives. Second, the fact that this project makes a video showing a very near future is an asset for those who see having an exact perception of the cause-effect of all these actions that individuals take. (...) More projects like these must be carried out so that more self-awareness and recognition will increase.’

(Beatriz N., Lusofona University undergraduate student)


‘This project makes us think about the possible future that we will have if we continue with the great levels of pollution that we currently have. To avoid a future like the one shown in the images, we must pay attention to pollution and global warming.’

(Beatriz R., Lusofona University undergraduate student)


‘All the experiences provided by this project take a person on a temporal journey, not only for the content, but also for the way in which it is approached. It is inevitable to consider what the possibilities of virtual reality will be in the future as it observes unrestrained technological development, however, it is also good to keep in mind the very humble fundamental concepts in the low-tech design of these same experiences.’

(Catarina F., Lusofona University undergraduate student)


‘The message I get from this project is that if we do nothing positive now so that it changes or mitigates this path that we are creating for our future, the vision at the end of the video that represents the end of the world will inevitably happen. I felt touched by this most pessimistic view and I think that this topic should be talked about more and this shock ends up making us uneasy and frightened at first, but it also makes me more attentive and aware of the various problems of the century.’

(Daniela B.)


Conclusion: Speculating About the Future with Immersive Media

This article started by presenting a brief introduction to the concepts of seascapes, landscapes and respective visual representations, followed by the presentation of immersive media definitions, plus a brief historical overview of relevant immersive experience techniques and technologies. From this macro-perspective on immersive media, the paper then focused on the immersive media representations of a specific coastal town, Nazaré, one of the most picturesque places in Portugal, currently famous worldwide due to the big waves of Praia do Norte. The stereoscopic photographs captured by Álvaro Laborinho from 1913 to 1932 were the departure point to dive into other immersive media representations from the early 20th century, such as the 360º videos Surfing with Pedro Scooby in VR and Nazaré, Mais que Mar é Mulher. Then, the transdisciplinary project Nazaré Imersiva was presented in more detail: based on the stereoscopic photos of Álvaro Laborinho, the Lusofona University project team developed a package of analogue and digital materials, such as printed cards of stereoscopic photos, a 360º virtual reality video, a low-cost dome for shared VR experiences, a mobile application and a responsive website. The first public demonstration of Nazaré Imersiva took place in Lusofona University’s Library atrium, from the 29th of October to the 4th of November 2020. Around 120 undergraduate students from this university were asked to experience and evaluate this demonstration. First findings from the written reports delivered by these students may support further experimentation of immersive media as a tool for speculating about the future.

In conclusion, Nazaré Imersiva may be considered to be a project that contributes towards the promotion of Nazaré’s cultural and natural heritage in an innovative way, building bridges between traditional and contemporary representation technologies. Furthermore, the project also addresses current issues such as over-pollution and touristification, challenging its participants to speculate about possible scenarios for Nazaré – just as they may be for other similar coastal towns in Portugal – and even abroad.


Acknowledgements

Nazaré Imersiva (UIDB/05260/2020) and muSEAum (PTDC/EGE-OGE/29755/2017) are financed by FCT (Fundação para a Ciência e a Tecnologia, I.P.), and have additional support from University Lusófona’s CICANT.


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DOI: https://doi.org/10.33008/IJCMR.2021.36 | Issue 7 | Oct 2021

Matthew Freeman (Bath Spa University)


Abstract

If the immersive sector is to fully move beyond engaging the early technology adoptors and is to capture mass audiences from different corners of the cultural landscape, then gateway promotional content must be developed – that is, marketing that engages those new to immersive technologies. How, though, can the magic of 3D worlds be communicated via 2D media? Addressing this current industry challenge, the Immersive Promotion Design team was funded by StoryFutures Academy in 2020 to identify new promotional strategies for how virtual and augmented reality experiences can be better marketed to today’s audiences. This article outlines our approach to applying research into new ways of marketing VR/AR to a set of marketing materials we prototyped for Studio McGuire’s The Invited, a CreativeXR-funded experience that reimagines the story of Dracula with a pop-up book and AR technology. I also discuss the results of evaluating The Invited’s research-informed promotion on audience, outlining key learnings about how to communicate the magic of AR content to new audiences.

Introduction

‘I feel that, over time, we started to view reality as the poor cousin to our dreams, in a sense… I want to make the case to you that our dreams, our virtual realities, these abstractions that we enjoy and surround ourselves with, they are subsets of reality.’

– Christopher Nolan, 2015


As of 2021, the immersive sector has become synonymous with cutting-edge technology innovation, and the UK is internationally renowned for this kind of creative production. According to the Culture is Digital report commissioned by the Department of Digital, Culture, Media and Sport, ‘immersive and augmented reality are changing the way in which we are able to experience the world around us, offering a particular opportunity as international demand is increasing’ (2018). Data shows that the immersive market is growing at a fast pace, reaching almost £100 billion in 2020, and yet questions still remain over the mass-market potential of Virtual Reality (VR) and Augmented Reality (AR) technologies.


As things stand in 2021, approximately 4% of UK internet users own a VR headset (Allen, 2021). Most of these headsets are ones involving a mobile phone (mobile VR or Google Cardboard) 1.7% of UK internet users are understood to own a high-end VR headset, including Oculus Quest, Oculus Rift and HTC Vive (ibid.). This means that over a million UK residents own a high-end VR headset (1,067,508 people). According to analysis firm Omdia, Oculus has a market share of 48%, meaning there are circa. half a million Quest Go and Rift owners in the UK. The UK data on Quest owners specifically is limited, but using various industry data sources, it can be estimated that 65% of these devices are Quests, meaning there are around 300,000 Quest owners in the UK (307,442 to be specific).


Altogether, such data, while encouraging, highlights the immersive sector’s struggle to break into the mainstream. According to research conducted by GlobalWebIndex in 2018, over 90% of UK and US audiences are aware of VR, with around 65% of these also saying they are aware of AR: ‘Awareness of AR hovers between the 70-75% mark among the 16-44 age group, but drops dramatically among 45-54s (56%) and 55-64s (44%). By gender, males (71%) display a notably higher level of awareness of AR compared to women (59%)’ (Buckle, 2018). Yet these awareness figures stand in sharp contrast to the rate of audiences who are actually consuming and engaging with AR and VR content on a monthly basis in the UK and US.


In response, the Immersive Promotion Design Ltd. team – a new marketing consultancy for the immersive sector that supports Virtual, Augmented and Mixed Reality creatives to better communicate with their audiences about the magic of immersive content – aimed to research, identify, create and evaluate new promotional strategies for how VR and AR experiences can be better marketed to today’s first-time audiences. ‘From both social and commercial perspectives,’ Catherine Allen writes, ‘we have to reach beyond those very important early adopters, and convince broader audiences that these magical, enriching digital experiences are simply too good to miss out on’ (2020). For as Catherine Allen and Dan Tucker (2018) also stated in the Immersive Content Formats for Future Audiences report: ‘We want to begin to establish a language that has not been directly imported from other forms of media, but instead is unique and bespoke to immersive content as an industry in its own right.’


For immersive media to be seen in its own terms, then, it needs its own terms – and that includes marketing, which has been identified as one of the biggest challenges facing the immersive sector (Brigante and Elger, 2020). The challenge is partly a creative one: how can the immersive sector communicate the value of VR and AR technologies to those who haven’t experienced them before? As famed VR director Mathias Chelebourg discusses:


‘It is really tricky, because how can you communicate immersion? In some ways we have the same problem that people from the theatre world have: how can you communicate the quality of a play by showing something that is so far away from the actual experience you are going to have? Current practice is to assemble sneak-peek videos, interviews; you have to be very hybrid. I think it is really hard to do; we are all trying to find a solution’ (2020).

Similarly, Aki Jarvinen, a Senior Experience Researcher at Digital Catapult, states that ‘immersive productions are challenging to market due to their experiential nature’ (2020). Until now, there has been a lack of research into immersive promotion, beyond analysing VR or AR as promotional extensions of other media, like film (see Janes, 2019). What is missing is an understanding of how we can design promotion for immersive content in the first place.


The challenge is also a cultural one: so much of today’s marketing for VR/AR experiences tends to be images of people (most often, it seems, men) in headsets or holding mobile phones. Likely because of such gendered imagery, audience research conducted by Limina Immersive in 2018 indicated that many audiences still conceive of the primary audience for both VR and AR in terms of stereotypical imagery, such as visions of futuristic or alien technology, far-off science fiction worlds and, most notably, an association with male-dominated gaming platforms. If the immersive sector is to truly capture mass audiences and become an equal to, say, streaming Netflix, then more gateway promotional content is needed – that’s to say, marketing that engages those new to immersive technologies.


Accordingly, in 2020, the Immersive Promotion Design team secured a small grant from StoryFutures Academy to tackle this current industry challenge of identifying new promotional strategies for how virtual and augmented reality experiences can be better marketed to today’s audiences. The research team comprised: Dr Matthew Freeman, Reader in Multiplatform Media at Bath Spa University; Prof Dinah Lammiman, a Creative Producer at the BBC and Professor of Immersive Factual Storytelling at University College London; Alison Norrington, Founder and Chief Creative Director of StoryCentral, a London-based entertainment studio that incubates transmedia properties; Naomi Smyth, a PhD Researcher in Immersive Technologies at Bath Spa University; and Catherine Allen, Co-Founder and CEO at Limina Immersive, a leading immersive media curation and consultancy company specialising in creative VR and AR. We aimed to address the following research questions:


  • Given the cultural and technological hybridity of VR/AR, how can the immersive sector develop promotional strategies that reflect this hybridity? What can be learnt from transmedia, film, video games and theatre?

  • How can the immersive sector broaden the audience for VR/AR experiences through new visual, linguistic and experiences approaches to promotion that guides its audiences towards and into the immersive environment?

  • How can the immersive sector produce promotional material that communicates both the magic of VR/AR and the unique sense of liminality, presence and embodiment at the heart of all good immersive experiences?


Method

In order to address these three questions, first we conducted desk research, including sector reports, consumption data and interviews with industry professionals, in particular those based in VR/AR production and digital marketing. We combined this desk research with academic literature reviews, spanning areas of immersive/emerging technology, promotion and marketing, and (trans)media communication. Alongside a systematic analysis of examples of VR/AR promotion that allowed us to gauge current promotional conventions across the UK immersive sector, we then categorised today’s technology-based immersive content, identifying key themes for understanding the unique value of these experiences.


From there, we drew on a large set of audience insight data about how audiences had responded to VR/AR experiences, and in particular what they articulated as most enjoyable and valuable, as well as how they articulated their emotional state post-experience. This audience insight data was provided by StoryFutures Academy, Limina Immersive and the South West Creative Technology Network, giving us a rich data set to work with.


All of this research informed promotional strategies and prototype marketing content for this article’s case study, Studio McGuire’s The Invited, itself a live R&D immersive experience, this time funded by CreativeXR in 2020. Finally, having created a full set of research-informed prototype promotional materials in partnership with Studio McGuire, we evaluated all of these promotional materials with real audiences. The evaluation occurred in two ways: firstly, via data recorded through engagement with sponsored ads on Facebook; and secondly, via an online survey conducted through Survey Monkey. The evaluation sought to understand what kinds of promotional content was deemed engaging.


Characterising Immersion

Understanding how to communicate immersive technology outside of immersive technology itself means moving beyond the technological and into these more narrative spaces. Author Kate Pullinger (2019) writes that ‘over the past several centuries, as printed books and, more recently, paperbacks have become more and more readily available, we have learned how to be immersed in a book to such a degree that the technology – the book itself – disappears’. Being focused on the technology around you is rarely immersive; in fact, it can be a barrier to immersion. Promotion for VR/AR technologies must recognise this fact. Rather than promoting the VR/AR itself as the central hook for why people should care, why not sell it as akin to getting lost in a wonderful book? Or to put it another way, developing unique marketing conventions for immersive experiences must first start with an understanding of what characterises immersive experiences, both in terms of aesthetics and engagement. The thinking here is that while VR/AR itself may be difficult to communicate to people who have not experienced it before, if we can understand the specific characteristics that make up VR/AR – and acknowledge what audiences most value about it – then it becomes possible to communicate those characteristics strategically and creatively in promotional material.


Our sector-wide audience insight into VR/AR audiences in the UK highlighted that what audiences value the most about these technologies is how they makes you feel. Specifically, that they feel real, provide a feeling of engagement, and that – if managed well with a duty of care – allow audiences to feel safe. Within this, we stripped VR/AR down to a set of characteristics, all of which emerged through a combination of audience insight and academic literature reviews:


  • Proximity, i.e., a sense of presence or feeling physically closer to something.

  • Scale & space, i.e., a sense of vastness or openness to the environment.

  • Directionality of sound, i.e., a directed or 360-degree use of sound.

  • Freedom, i.e., an experiential ability to find your own pathway through a scene.

  • Point of view, i.e., the audience’s precise role and surrogate position.

  • Totems, i.e., a personal, comfortable object that act like portal to another world.


As was also outlined in this Special Issue’s editorial, Duncan Speakman’s definition of immersive technology revolves around understanding VR/AR as ‘not just that you are “in” something’, but as that which ‘highlights, reveals or creates one or more of the multiple layers of things we are already immersed in’ (2020.). This echoes Jaron Lanier, one of VR’s most recognisable figures, who claims that through VR we are able to experience a broader range of identities and are capable of seeing the world in a more profound way (2017). It is this conception of reality that helps us to explain the characteristics of ‘scale & space’, ‘point of view’, and ‘directionality of sound’. Or to put it another way: immersion is equally about relationships between people and the world around them. All forms of media are likely to show us the world, or at least a representation of a world, but can it always show us as part of that world, shaped by our embodied interactions with others? It is this unique affordance of immersive media that helps us to explain the characteristics of ‘proximity’ and ‘freedom’. And as such, promotion for immersive technologies must communicate the experiences enabled via these technologies as a dialogue between the virtual and the real.


The idea that immersive technologies represent a paradigm shift from the mechanics of storytelling to ‘story-living’ has been well-discussed, but sometimes such immersion comes at a cost. As the South West Creative Technology Network (SWCTN) research found in their immersive audience findings: ‘The impact of immersion, especially for new audiences, generates a requirement to manage the experience, both as a duty of care and as a responsibility to represent the potential of a new medium’ (2019). Many audiences will be apprehensive about being asked to immerse themselves in a new technology – an apprehension that may come from the duality of occupying two spaces at once. As Allen (2016) explains, ‘there is a great mental and physical transition that users go through to submit to a VR experience. Studies have shown that participating in something that warps your sense of reality engages the parts of your brain where memories are created’. For Anagram, too, a multi-award-winning female-led creative VR company, ‘most projects made for VR … imagine that an audience is always ready to make the leap of imagination – to let go. But the audience often feels a dislocation, and does not want to submit to an unfamiliar immersion’ (Rose, 2019). This desire on the part of immersive audiences to be passive or active helps us to understand the characteristic of ‘totems’, which is a technique employed by Sharon Clark in her immersive theatre work to help alleviate the apprehension that audiences feel when being asked to immerse themselves in a new technology. A totem, in this context, is a physical object, something carried or held by the audience member. This object helps to make audiences feel comfortable as they become part of the immersive performance. When the totem reacts or does something unexpected, the audience moves safely into that immersive space – essentially, they act like portals to another world.


StoryFutures’ evaluation (Whittaker, 2019) revealed that these five characteristics of ‘proximity’, ‘scale & space’, ‘directionality of sound’, ‘freedom’, ‘point of view’ and ‘totems’ were in fact the most memorable for audiences. As such, we can think of these five characteristics as the main affordances of both VR and AR that should be communicated to audiences. All of these characteristics can be grouped as per the illustration below (Fig.1). And so when developing a promotional strategy based on these five characteristics, VR/AR creators can think through ways of showing what ‘freedom’, ‘proximity’, ‘totems’, etc. might mean in the context of their VR/AR experience’s subject and theme. The next section outlines our approach to applying this thinking to the promotion of The Invited.


Figure 1: Diagram – Immersive Characteristics


Case Study: Studio McGuire’s The Invited

Studio McGuire are multi-award-winning multimedia artists, renowned for their idiosyncratic experiments in digital projection and storytelling. The Invited reimagines the classic story of Dracula with a pop-up book augmented by AR technology serving as a conduit for Dracula’s reincarnation. Set in a dark, secret location, such as a shipping container, a book and a digital tablet together summon one audience at a time through an unsettling 20-minute experience in which each page turn reveals an exquisite kirigami world and a new set of broody holograms. The Immersive Promotion Design team partnered with Studio McGuire in order to test to what extent our characteristics of immersive experiences could be translated into a set of research-informed promotional materials for The Invited, and to evaluate these on audiences.


Where, then, did we start? Our background research suggested that VR and AR are not markedly different in terms of current sites of audience engagement: both technologies are most popular in the home amongst younger audiences, and, pre-pandemic, at least, both VR and AR are most commonly consumed outside of the home amongst audiences over the age of 25, a statistic that likely reflects the headset manufacturers’ current marketing approaches and the success of the video gaming audience (Freeman, 2021). While the market for temporary events, installations, art galleries and museums predicated on AR technology is currently small, research also indicates that there is a small but thriving market for temporary events, installations, art galleries and museums predicated on VR technology (ibid.). As such, and in order to attempt to broaden the audience for AR experiences, it was key to promote The Invited with the aura of magical worlds​ that audiences may associate with VR, albeit communicating the power of AR to reveal layers of magic hidden within our own world.


Our prototype campaign, titled ‘Visible to Some’, centred around the notion that Count Dracula was never just a story, but a warning from the pages of history about the evils that plague all our lives. The campaign sets up a central mystery about what Dracula needs to bring himself back to life, with the promotional materials luring audiences in through four phases of immersion: seeing, revealing, entering and becoming. These four phases of immersion are based on theoretical conceptions of levels of immersive engagement (see Ryan, 2016; Westling, 2020) – the thinking being that immersion is a scale, with seeing representing the lowest level of immersion and becoming representing the highest level. The original theme of Bram Stoker’s Dracula – that we need both contemporary science and ancient knowledge together – is reimagined across our campaign as the answer to its central mystery: that is, the secret to Dracula’s reincarnation is hidden inside the world of kirigami, and those secrets are only truly visible via the lens of the technologies of our modern world.


Walkthrough of our campaign, produced by Immersive Promotion Design, 2021


'Seeing'

In some ways, the entire promotional campaign is therefore an attempt to manufacture ‘the capacity for immersive technologies to reveal things you cannot see’ (SWCTN, 2019) as marketing materials suited for the themes of The Invited. First, we created social media posts for a now-closed Facebook page (‘DraculaImmersed’). Altogether the social media is focused on the first of our immersive phases – seeing – with content setting up the mystery of what Dracula needs in order to bring himself back to life. We adopted the logic that the immersion afforded through the act of seeing is best characterised as akin to being immersed in a great book, hence our captions are based on the evocative language of Bram Stoker’s Dracula novel, notably quotes that hint at the campaign’s central mystery. Examples included: ‘To rid the earth of this terrible monster we must have all the knowledge and all the help which we can get.’ ‘I want you to believe... to believe in things that you cannot.’ More instructional captions inspired by immersive theatre were also used: ‘Be summoned inside the exquisite kirigami world of The Invited, where every turn of the page, flick of the light and gasp of your breath brings Dracula closer to the world of the living. Dracula was never just a story…’


The social media content adopted a cultural semiotics approach to experiment with ways of communicating the likes of ‘freedom’, ‘proximity’, and so on. Cultural semiotics is a research field that aims to understand culture from a semiotic perspective and as a type of human symbolic activity based on the creation of signs that, through their cultural context, give meaning to everything around us. For example, taking a cultural semiotics approach, the following images were found to effectively communicate immersive ‘proximity’.



Meanwhile, the below formed our approach to communicating immersive ‘scale & space’.


And the below imagery became the basis of our approach to communicating ‘point of view’:



The actual Facebook videos allowed us to experiment with sound, too, with the fluttering of bats coming in and out. Below is a sample of the social media GIFs we posted on the ‘Dracula Immersed’ Facebook page, where again the aim was to experiment with immersing audiences through visual characteristics of seeing, like ‘proximity’ and ‘scale & scale’.


'Revealing'

Next, we built a full website for The Invited that the Facebook followers were pointed towards and which was designed to continue to guide audiences through an immersive journey. The website is structured according our four immersive phases – see, reveal, enter, and become. The aim of the website in research terms was to experiment with ways of communicating the second of our campaign’s immersive phases – revealing. For example, as well as featuring a trailer for The Invited, which we produced (see below), visitors to the website are invited to learn more about the AR experience by delving into the secrets of Dracula’s imminent reincarnation, with hidden riddles, animations and QR codes all revealing parts of the Dracula myth, and all revealed by the lens of a digital technology.


Prototype trailer, produced by Immersive Promotion Design, 2021


Below is a sample of the content created for our Invited website, as well as a walkthrough video that showcases the pages of the website in action. Note how all of this content, be it through imagery like eyes, portals or mirrors, or language, foregrounds the notion of revelation, and thus positions AR technology as that which ‘reveals things you cannot see’ (SWCTN, 2019). Thus all links to Speakman’s definition of immersive media as that which ‘highlights, reveals or creates one or more of the multiple layers of things we are already immersed in’ (2020).


Website walkthrough, produced by Immersive Promotion Design, 2021



'Entering'

The third phase of the campaign, formed around the immersive concept of entering, aimed to explore creative ways of guiding audiences into the actual experience of The Invite. This phase’s marketing was, in effect, the bridge between the initial marketing channels and choosing to sign up for the experience. More importantly, we wanted to ensure this third phase of promotional content focused on reassuring audiences while still representing the potential of the AR medium. Given that much of our promotional content thus far had been rather conceptual, i.e., mystery-orientated, visual and thematic, it was important to be more explicit about what, exactly, The Invited is, and what, exactly, audiences would be expected to do. As outlined earlier, some audiences are likely to feel apprehensive about participating with a new technology and ‘submitting to an unfamiliar immersion’ (Rose, 2019).


As such, we produced a mixed-media invitation letter for The Invited, taking the form of a print invitation that is delivered through the post in an origami-style bat sleeve (Fig.2). The invitation was sent to people who registered their interest on the website, with the role of the invitation to reassure audiences ahead of taking that unfamiliar leap into an immersive world. This reassurance took the form of a video letter, which is accessible by scanning a QR code on the invitation letter. The video letter, written as if by the hand of Count Dracula himself, provides more explicit detail about what the experience of The Invited will offer, and what will actually happen: ‘You came, willingly, into my world, and accepted my invitation. Welcome.’ ‘A sea of wonders awaits. One by one, over 20 haunting minutes, you will doubt what you feel, fear what you reveal, and may become strange things, which you must confess, even to your soul.’ Notably, the video letter gives audiences a more literal sense of what the AR experience will actually be like, with animated bats and filters used to mimic the look of augmented reality. The video letter is devised as a kind of totem in the way envisaged by Clark (2019), with the role of the user’s mobile phone – a personal, comfortable and familiar object – reassuring the user and acting like a portal to another world. What’s more, it establishes ‘the potential for a new dialogue with an audience, as an individual’ (SWCTN, 2019) by solving the mystery of what Dracula needs to resurrect: ‘The true secret of his return – MY return – rests in the marrying of the old – the exquisite pages of a kirigami book – and the new – the everyday technology of your modern world. Always, Count Dracula.’ In other words, it is the role of the user and their devices that are part of the unfolding of the story – something that is key to understanding VR/AR as new possibilities for story-living.


Mixed-media invitation letter, produced by Immersive Promotion Design, 2021


'Becoming'

For the final phase of our marketing, formed around the immersive concept of becoming, we wanted to create a form of promotion for The Invited that, outside of the experience itself, provided the opportunity for audiences to become fully immersed. This raises the question: if immersive indeed represents a unique emerging medium, then what is unique about its promotion and marketing? If immersive is best distilled into its magical ability to provide new ways of seeing the world around us, then surely what makes VR/AR promotion unique as a marketing form is that it can start before the experience begins and continues long after it ends. In other words, why not use the promotion for a VR/AR experience to keep people feeling immersed, just as it aims to guide people towards and into a state of immersion?


By way of example, Coney, an interactive theatre-making group, are experts at engaging audiences before and after live theatre shows through digital technologies. Coney’s approach posits that an immersive work starts when you first hear about it and it does not finish until you stop thinking about it. It is about taking audiences on a journey where, in this case, the VR/AR content is only one component of the immersive experience. Conceiving of immersive promotion as that which begins before the experience starts and ends long after it ends means that the promotion itself becomes immersive, regardless of the technology used, in the sense that it surrounds people and interacts with their daily lives for an extended time. On a psychological level, too, research tells us that VR/AR can have a lasting emotional impact on how we see, feel and remember (Milk, 2015; Jung et al., 2016; Quesnel, 2018).


So, in order to allow experiencers of The Invited to continue to feel like they are psychologically immersed in the Dracula storyworld, we experimented with post-experience mementos that aimed to bottle people’s mood change and rekindle their memory of feeling immersed. Our audience evaluation – to be discussed shortly – showed that post-experience mementos have the potential to form ‘real extended realities’ for people.


The idea, then, was that having experienced The Invited, audiences would be given a post-experience memento that aimed to bottle their sense of mood-change and rekindle their memory of feeling immersed within the experience. To do so, firstly we produced a kind of thank-you video that aimed to bottle the specific mood-change of The Invited in a single image, with the experience’s AR assets bleeding into the real world. Secondly, we created an AR filter that aimed to rekindle one’s memory of being inside the world of The Invited, with the AR filter allowing the user to go back inside its kirigami world. Together, the thank-you video and the AR filter were our team’s attempt to promote a core message at the heart of VR/AR: that it can show us as part of an immersive world, shaped by our own embodied interactions, and that it ‘becomes part of an ever-evolving toolkit for content producers to extend the potential of the experience (SWCTN, 2019). Both of these materials are below.


‘Thank-you’ video prototype, produced by Immersive Promotion Design, 2021


AR filter prototype, produced by Immersive Promotion Design, 2021


Audience Evaluation

In order to evaluate what worked about our promotion and what was less effective, we tested it on over 4500 people. The evaluation was completed (i) via sponsored Facebook posts for our social media content, tracking which images encouraged people to click through to the website, and (ii) via an online survey, which evaluated three key questions:​

​​

  1. Which of our Facebook videos, each experimenting with different research-informed ideas of how best to communicate AR, were clicked the most? In particular, how did engagement with certain kinds of posts correlate with different demographics?

  2. Based only on engaging with The Invited website, to what extent were respondents clear about what The Invited actually is, and specifically that it is an AR based experience based on a kirigami book?

  3. What is the relationship between respondents’ current engagement with VR/AR and the extent to which our promotional content primed their interest in The Invited?

​Respondents were all based across the UK, of various ages (16-75+), a fairly equal mix of male (48%) and female (52%), all of whom were from a range of different professional backgrounds, and with very different levels of familiarity with immersive technologies.


Overall, the 55-64s were by far the most engaged demographic in terms of clicking on our sponsored Facebook posts, which reinforces the perceived sector trend that AR experiences are most commonly consumed outside of the home by audiences over the age of 25 (Freeman, 2021). In fact, the posts that provided a more literal, explicit look at the kirigami book itself were engaged with exclusively by people over the age of 45, with 50% over 65.


However, the use of animated elements, filters and digital layering techniques helped to skew the appeal towards younger and more diverse age ranges, albeit mostly to men. Meanwhile, static images generally failed to appeal to audiences under 45, perhaps due to their black and white nature, although these images did engage both genders equally.


The importance of taking a hybrid approach when marketing an AR experience cannot be emphasised enough. For example, a post showing animated digital bats flying over the kirigami book (see ‘Facebook Post 1’ above) appealed to younger men but also usefully conveys digital media, while an image of a women trapped inside the experience’s kirigami castle (see ‘Facebook Post 2’ above) appealed mostly to women over 45 and usefully signalled immersive theatre. As a result, our central poster image for the campaign was the result of iterative audience testing: when we put these two images together, this poster (Fig. 2) had a 20% click rate as a sponsored Facebook ad and attracted a highly diverse audience (54% men and 46% women), ranging from age 16 to 65+, broken down as follows: 18-24s (18%), 25-34 (10%), 35-44s (16%), 45-54s (12%), 55-64s (36%), and 65+ (8%).


Figure 2: The Invited poster image, produced by Immersive Promotion Design, 2021


Since our intention with The Invited had been to take a more abstract or metaphorical approach to communicating AR (i.e., not explicitly mentioning ‘AR’ until much later into the campaign), we asked respondents whether it was clear from our promotion what The Invited actually is, asking them to provide a description of what they expected it to be based on our website and its promotional content. Overall, 64% of respondents stated that they felt clear about what The Invited is. And they were all loosely correct, using one or more of the following phrases in their description of what they expected The Invited to be: ‘technology experience/new technology’, ‘interactive’, ‘immersive/augmented reality’ or ‘takes you into the story of the book’. Of the remaining 36% who were less clear, the most common cited descriptions of what they expected The Invited to be were: ‘a game’, ‘a film’ or ‘a graphic novel’. Interestingly, the vast majority of the 64% of respondents who felt clear about what The Invited is were aged between 35 and 55. It was respondents either below or over this age that tended to assume that The Invited was a game, a film or a graphic novel.


Finally, in terms of the relationship between respondents’ current engagement levels with VR/AR and the extent to which our promotion primed their interest in The Invited, all respondents were asked which of the following technologies they use on a regular basis: VR, AR, immersive audio, and filters on your mobile phone. Of those respondents who regularly use all four of these immersive technologies, 68% stated that our website had ‘definitely’ intrigued them enough to want to experience The Invited when it launches. 20% of this group answered ‘kind of, but I would need to know more’, with the remaining 12% stating that they would not experience The Invited based on our promotional website.

Of those respondents who regularly use one or two of the aforementioned technologies, 50% stated that our promotion had ‘definitely’ intrigued them enough to want to experience The Invited, 33% answered ‘kind of’, with 17% answering this question negatively. Of those respondents who have never used any of the aforementioned four technologies, 31% stated that they felt persuaded to experience The Invited based on our website, 59% were intrigued but needed to know more, with just 10% of this group answering negatively.


Conclusion

Current approaches to marketing immersive technologies are typically based on imagery of people in headsets or pointing smartphones – imagery that fails to capture wider audiences not already familiar with these technologies or do justice to the magic of immersive media. Creating more accessible, audience-widening marketing for VR/AR must start with an understanding of what these technologies do best. Moving beyond the arguably more superficial or short-term appeal of the technology itself, I argue that VR/AR can be distilled down to three ‘promises’ it makes to audience, offering: (i) a new way of seeing the world, (ii) a new way of connecting with other people, and (iii) a unique personal experience.


These promises certainly formed the heart of the Immersive Promotion Design team’s approach to its R&D campaign for Studio McGuire’s The Invited . In summary, our research-informed promotional content was most successful on people already somewhat familiar with AR technologies, though our content still influenced 31% of respondents with no prior engagement with any immersive technology. In fact, an overall analysis of our work highlighted that the decision to not using tech-specific language in the initial marketing material, i.e., not using the term ‘AR’, opened up audience engagement by up 40%, as long as this kind of tech or platform clarity was provided to audiences in the later marketing.


When analysing the audience data a little more closely, professional background was also a key influencing factor: for example, of those respondents from the education sector, 78% responded favourably to our promotion, while those from the arts, culture or media sectors were equally positive. Interestingly, however, those based in the technology sector were least likely to want to experience The Invited based on the promotion we produced, and familiarity with VR/AR technologies had very little bearing on our respondents’ enthusiasm levels, nor was it a major reason for why people were not interested in The Invited.


All of which suggests that our experiment with creating new ways of marketing AR has made important progress, particularly in terms of understanding not just how audiences value it, but also how to effectively translate what are largely emotional values into tangible promotional visuals or language choices. The immersive sector has an enormously long way to go before its VR/AR experiences are perceived by audiences as sharing the same kind of accessibility that we associate with being immersed in a good book. But steps are now being made to make immersive a more inclusive medium (see Allen, 2020), and our research points to the need to establish a new promotional language for this world, one that supports VR and AR creatives to better communicate with their audiences about the magic of immersive content.


Acknowledgements

This research was funded by StoryFutures Academy through the Train the Trainer programme (Grant Ref: AH/S003622/1). A special thanks must go to Davy and Kristin McGuire for their collaboration, partnership and support during the research process.


References

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