DIGITAL EXPERIENCE, THE FUTURE IS INCREASINGLY HI-TECH

Publication FEBRUARY 2022 | FRI COMMUNICATION

JARON LANIER WAS THE FIRST TO COIN THE TERM VIRTUAL REALITY IN 1989, WHEN HE CONCLUDED THAT THROUGH THIS DIMENSION IT WAS POSSIBLE TO “EXPLORE THE TRUE ESSENCE OF HUMANITY.”

AT THAT TIME, THE WORLD WAS ALREADY HEADING TOWARDS AN INITIAL CHANGE IN THIS DIRECTION.

Since Ivan Sutherland built the first headset in 1968, much time has passed, and now the most commonly used term refers to the expressive form of new technological communication. Today, Virtual Reality (VR) is one of the most important technical supports within the scientific world of communication, advertising, and education, due to its versatility and interactivity. Although initially associated with the gaming industry, VR has found significant space in many other sectors. From culture to information, specific training, and even new marketing approaches, Virtual Reality has made its mark. It has also found extensive applications and development opportunities in the fields of science and healthcare.

 

 

Its increasingly sophisticated technology allows users to immerse themselves in a unique virtual dimension where every sensory feedback finds its maximum response. The dominant feature characterizing the VR experience through the use of a headset is undoubtedly the visual aspect, facilitated by eye tracking, which makes depth of field realistic. The second feature is related to audio systems structured in a way that recreates the perception of sounds coming from all directions. Lastly, there is motion tracking, which records the movements of the user through an internal sensor in the VR device. This immersive setup engages the primary senses underlying communication. It recreates or simulates an environment in which users can directly interact with something that exists only in a parallel dimension, separate from our reality but identical to it. The ability to activate all the senses regulated by contact (body, head, hands) and manipulate and touch virtually created objects is a cornerstone of the new philosophy of a professional and sensory metaverse.

 

 

This also gives rise to scientific and technological research, leading general clinical practice to adopt these new experiential tools. Therefore, it represents a revolutionary opportunity within the world of communication and marketing in general. Undoubtedly, the power of this new technology builds a path through which emotions can be conveyed, interacting with the user in a unique way for enhancement and final impact. Additionally, the functionality of the devices and supported applications contribute to its appeal. Currently, there are approximately 250 million aware consumers of Virtual Reality. Although this technology is still relatively underutilized, its market demand is undoubtedly experiencing exponential growth.

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Filippo Cammardella
Account Supervisor
f.cammardella@fricommunication.com
+39 | 388 94 72 117