My newest book, “The Impact of Virtual Reality on Political Marketing” has been published by Lap Lambert Academic Publishing and is available world-wide, both on my website and on Amazon.
The purpose of my book, “The Impact of Virtual Reality on Political Marketing” has been to aid political elites and to present a multi-perspective account on the implementation of Virtual Reality (VR) into the field of political marketing.
Presently, VR is utilized by parties and candidates with the highest budgets in developed countries. In the medium-term, VR is likely to be adopted by most political elites as adjacent to the communication strategy, whilst in the long-term, VR has the potential to transform political communication, political events, public speaking and political branding. Therefore, VR is important because it represents the future!
The impact of previous technological developments on political marketing has been examined, namely mass medium, the early internet, social media, big data and augmented reality. All technologies have been experimental in the initial phases, adjacent to communication thereafter and transformative in the long-term. TV helped Reagan win. Social media helped Obama win. VR may help you win! It should be noted that novel technologies have been fatal for candidates who refused to acknowledge their importance.
VR experiences have been successfully executed in a number of political marketing capacities. The 2016 US Presidential Election provided VR technology with an ideal platform for producing VR events such as the first VR Fundraising, the VR Democratic debate, NBC’ Virtual Democracy Plaza or Presidential Campaign: A Virtual Reality Film.
Moreover, VR communication is becoming part of most newsrooms with VR apps allowing viewers to stand with journalists at the virtual locations of the stories. Public speaking is greatly aided by VR technology; VR environments and auditoriums allow political figures to rehearse speeches and test messages to virtual customizable audiences. Furthermore, branding through VR is already being utilized to position the political figure as innovative, transparent and open to the world. An adequate example is provided by UN Secretary-General, Ban Ki-Moon, who travelled with a VR crew to ten countries to illustrate difficult living conditions.
VR will drastically expand the place function of marketing by incorporating virtual worlds, meetings and conferences. It becomes increasingly easier to promote policies, issues and ideas when the viewer can experience them; By experiencing, the electorate becomes attached. Consequently, the demand for VR content will progressively increase. Moreover, an undeniable advantage offered by VR is its ability to foster a relationship of experiencing between the candidate and the electorate. Through its immersion capacities, VR builds amplified relationships and brings ideas and visions to life.
In conclusion VR experiences have been successfully executed in a number of political marketing capacities, remarkably in political events, political communication, public speaking and political branding. It is to be expected that this propensity shall continue in the short-term. In the medium-term, VR is likely to be adopted as adjacent to the communication strategy, whilst in the long-term, VR has the potential to transform the aforementioned domains.
Even though VR is in its experimental phase, multiple predictions may be forecasted:
- The technology will develop as required by demand.
- Public speaking environments and simulations will be used to train campaign staff as well as novice candidates in the medium-term.
- Events, conferences and meetings will be shifting towards virtual environments.
- In the long-term, the definition of branding will encompass the avatar. Even VR gaming can be implemented as a means of product placement for political figures.
Thus, it is essential for you to adhere to virtuality in the present in order to reap its full rewards in the future!
My book, “The Impact of Virtual Reality on Political Marketing” can be found here.
On May 14, 2019