The University of Oregon has introduced the first master's program in immersive technologies, focusing on augmented reality (AR), virtual reality (VR), and extended reality (XR). The program aims to create thought leaders and strategists in the field, helping organizations understand and utilize these technologies.

Despite slower adoption rates than expected, AR and VR technologies are still experiencing steady growth. The program also highlights successful uses of AR and VR, such as the Australian wine brand 19 Crimes, which uses AR to animate the images of convicts on their wine bottles, providing a richer brand experience for consumers.

But are we ready to use these tools? Are our audiences ready to consume them? And how do we ensure they’re used to address not only business opportunities but social and environmental challenges?

Listen For:
5:11 The Emergence of Immersive Media in Marketing
7:40 The Challenges in Adopting AR, VR and XR Technologies
10:22 The Impact of Hype-Cycles on Technology Adoption
15:28 The Importance of Media Literacy and Strategic Communication in Emerging Technologies

Guest: Donna Z. Davis, Ph.D., APR
Associate Professor + Director, Immersive Media Communication Master’s Program + Director, Oregon Reality (OR) Lab | SOJC
Link to the Immersive Media Communications Master’s Program
X | Link to Donna’s VR publications

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