The Oregon Reality Lab

Emerging immersive media technologies are no longer just for training and gaming. Today’s strategic communicators need to understand the multiple “realities”—augmented (AR), virtual (VR), and extended/cross (XR) reality—as powerful communication tools that will help them get an edge over competitors and reach key audiences in innovative ways. This is the work we do at the SOJC's Oregon Reality (OR) Lab.

​

Need more proof? Forbes recently wrote about the D2A (direct to avatar) economy. The Smithsonian’s Mars Rover AR app allows you to “navigate the rover in your kitchen.” Fast Company just ranked Epic Games as the most innovative social media company of 2021. Facebook recently became Meta. And that’s just the beginning. The metaverse is here.

​

What Is Immersive Media? 

Immersive media uses AR, VR, and XR, as well as social virtual worlds (VWs) and platforms like Second Life, as strategic tools for communication. These technologies have powerful applications in marketing, advertising, and branding industries because they can put the user inside the experience, leading to increased empathy, connection, and motivation.

​

What Will You Learn?

In our Immersive Media Track, you will investigate the attributes of technologies that create both opportunities and barriers to successful communication and examine case studies to determine possible uses. You will learn how to:

​

• Demonstrate an understanding of immersive media with a focus on immersive VR, AR, and XR experiences

• Understand audiences and user experiences that are most likely to result in effective use of immersive and experiential communication strategies

• Clearly define key attributes of AR, VR, and XR tools that are important to communication and their potential uses

• Consider appropriate and measurable communication outcomes for targeted publics using AR, VR, XR, and VWs

• Understand the resources needed to implement an AR/VR/XR strategy

​

How Does the Track Work?

As a student enrolled in the Strategic Communication Master’s program, you will take courses (virtually or in person at SOJC Portland) that teach the science of immersive communication, the cutting-edge research happening in the field today, and a variety of methods for developing and producing immersive stories.

Coursework consists of all core classes in the Strategic Communication degree and five or more elective courses in Immersive Media. Elective courses cover a range of topics so you can build a curriculum best suited to your interests in research and/or story production.