Online interactive storytelling: Evaluation of the viewer experience of 360-degree videos

• Authors: Świerczyńska-Kaczor Urszula , Żelazowska Monika , Kotlińska Małgorzata , Wachowicz Jacek
• Languages of publication: EN

Abstracts

EN

Aim/purpose – This article aims to examine the relationships between the 360-degree viewer experience and video genres. Design/methodology/approach – The presented empirical study was based on the respondents’ evaluation of two 360-degree videos: a documentary film and an episode from a web series. Findings – The viewers evaluated the 360-degree video documentary as more interesting, more engaging, creating deeper immersion in the plot, and delivering more information compared to their experience when they would watch video if it were produced as a traditional film format. The study showed the differences in viewers’ evaluation of 360-degree documentaries and web series episodes. The evaluation of 360-degree videos was different between the two groups of respondents varying in their perception of navigation. Research implications/limitations – Our study suggests that by implementing 360-degree video features in documentary films, we can evoke a more intensive viewer experience compared to the situation when the viewer would watch videos in the traditional film format. It also indicates that film production should take into account the different viewer’s perceptions of being actively engaged in the navigation. The limitations of the study: the qualitative study with the convenient respondent sampling, the subjective evaluation of respondents’ statements, and the subjective choice of the evaluated 360-degree videos. Originality/value/contribution – The study contributes to film production by highlighting the significance of viewer perception of navigation and the video genre as factors impacting the viewer experience.

Keywords

EN

360-degree video; Online film interactivity; Viewer experience

• Publisher: Uniwersytet Ekonomiczny w Katowicach
• Journal: Journal of Economics and Management
• Year: 2019
• Volume: 36
• Pages: 105-122

Contributors

author

Świerczyńska-Kaczor Urszula

• Faculty of Film Art Organization. The Polish National Film, Television and Theatre School in Lodz, Lodz, Poland

author

Żelazowska Monika

• Faculty of Film Art Organization. The Polish National Film, Television and Theatre School in Lodz, Lodz, Poland

author

Kotlińska Małgorzata

• Department of Management. Faculty of Management. University of Lodz, Lodz, Poland

author

Wachowicz Jacek

• Faculty of Management. UTP University of Science and Technology in Bydgoszcz

References

• BBC (Producer). (2018, February 20). Damming the Nile: Explore with 360 video [Video file]. Retrieved April, 2017, from http://www.bbc.com/news/world-africa43117710
• Busselle, R. & Bilandzic, H. (2009). Measuring narrative engagement. Media Psychology, 12(4), 321-347. doi: 10.1080/15213260903287259
• Bindman, S. W., Castaneda, L. M., Scanlon, M., & Cechony, A. (2018). Am I a bunny? The impact of high and low immersion platforms and viewers’ perceptions of role on presence, narrative engagement, and empathy during an animated 360° video. In CHI’18 proceedings of the 2018 CHI Conference on Human Factors in Computing Systems (Paper No. 457, pp. 1-11). New York: ACM. doi: 10.1145/3173574.3174031
• Brown, L. A. (2018). How films tell stories. The narratology of cinema (2nd ed.). Nashville: Creative Arts Press.
• Borisov, N., Smolin, A., Stolyarov, D., Shcherbakov, P., & Trushin, V. (2017). The opportunities of applying the 360° video technology to the presentation of cultural events. In A. Brooks & E. Brooks (Eds.), Interactivity, game creation, design, learning, and innovation ((LNICST, Vol. 196, pp. 256-263). Berlin-Heidelberg: Springer. doi: 10.1007/978-3-319-55834-9_30
• Cela-Conde, C., Agnati, L., Huston, J. P., Mora, F., & Nadal, M. (2011). The neural foundations of aesthetic appreciation. Progress in Neurobiology, 94, 39-48. doi: 10.1016/j.pneurobio.2011.03.003
• Elmezeny, A., Edenhofer, N., Wimmer, J. (2018). Immersive storytelling in 360-degree videos: An analysis of interplay between narrative and technical immersion. Journal for Virtual Worlds Research, 11(1), 1-13. doi: 10.4101/jvwr.v11i1.7298
• Hussar, J. J. (2016). 360 degree spherical video: The complete guide to 360-degree video. Endwell, NY: Grey Goose Graphics.
• Jacobsen, T. (2010). Beauty and the brain: Culture, history and individual differences in aesthetic appreciation. Journal of Anatomy, 216(2), 184-191. doi: 10.1111/j.1469-7580.2009.01164.x
• Kim, S., Yun, J., Jo, B., Kim, J. H., Chae, H. G., & Suh, D.Y. (2018). View direction adaptive 360 degree video streaming system based on projected area. Journal of Computer and Communications, 6, 203-212. doi: 10.4236/jcc.2018.61020
• Lin, Y.-C., Chang, Y.-J., Hu, H.-N., Cheng, H.-T., Huang, C.-W., & Sun, M. (2017). Tell me where to look: Investigating ways for assisting focus in 360° video. CHI’17 Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems (pp. 2535-2545). New York: ACM. doi: 10.1145/3025453.3025757
• Lusch, R. F., Vargo, S. L., & Wessels G. (2008). Toward a conceptual foundation for service science: Contributions from service-dominant logic. IBM Systems Journal, 47(1), 5-14. doi: 10.1147/sj.471.0005
• Pelowski, M., & Akiba, F. (2011, August). A model of art perception, evaluation and emotion in transformative aesthetic experience. New Ideas in Psychology, 29(2), 80-97. doi: 10.1016/j.newideapsych.2010.04.001
• Pelowski, M., Markey, P. S., Forster, M., Gerger, G., & Leder, H. (2017, July). Move me, astonish me… delight my eyes and brain: The Vienna Integrated Model of topdown and bottom-up processes in Art Perception (VIMAP) and corresponding affective, evaluative, and neurophysiological correlates. Physics of Life Reviews, 21, 80-125. doi: 10.1016/j.plrev.2017.02.003
• Philpot, A. (2017). Effects of camera position on perception of self in 360 degree video and virtual environments. In Proceeding of TVX ‘17 Adjunct Publication of the 2017 ACM International Conference on Interactive Experiences for TV and Online Video (pp. 87-91). New York: ACM. doi: 10.1145/3084289.3084290
• Pope, V. C., Dawes, R., Schweiger, F., & Sheikh, A. (2017). The geometry of storytelling: Theatrical use of space for 360-degree videos and virtual reality. In Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems (pp. 4468-4478). New York: ACM. doi: 10.1145/3025453.3025581
• Rupp, A. M., Kozachuk, J., Michaelis, J. R., Odette, K. L, Smither, J. A., & McConnell, D. S. (2016). The effects of immersiveness and future VR expectations on subjective- experiences during an educational 360° video. Proceedings of the Human Factors and Ergonomics Society 2016 Annual Meeting, 60(1), 2108-2112. doi: 10.1177/1541931213601477
• Rus, R. (Director). (2016). Bar [The Pub] (Second episode of the TV show). In Para nie do pary. Retrieved from: https://player.pl/seriale-online/para-nie-do-pary-odcinki,4744/odcinek-2,S01E02,66281
• Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93. doi: 10.1111/j.1460-2466.1992.tb00812.x
• Świerczyńska-Kaczor, U., Kotlińska, M., & Wachowicz, J. (2017). Zastosowanie filmu sferycznego w promocji oferty turystycznej regionu – innowacja skazana na sukces czy porażkę? Badania jakościowe percepcji filmu sferycznego przez polskiego widza [The implementation of spherical film in the promotion of regional tourist
• offering – innovation destined for success of failure? Qualitative research of the perception of the spherical film by the Polish viewer]. Marketing i Rynek, 10, 699-713.
• Tang, A. & Fakourfar, O. (2017). Watching 360° videos together. In CHI’17 Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems (pp. 4501-4506). New York: ACM. doi: 10.1145/3025453.3025519
• Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic. Journal of Marketing, 68(1), 1-17. doi: 10.1509%2Fjmkg.68.1.1.24036
• Zaltman, G., & Zaltman, L. H. (2010). Metafora w marketingu. Jak przeniknąć umysły klientów dzięki metaforom głębokim [Marketing metaphoria: What deep metaphors reveal about the minds of consumers]. Poznań: Dom Wydawniczy Rebis.
• Zhou, N. N., & Deng, Y. L. (2009). Virtual reality: A state-of-the-art survey. International Journal of Automation and Computing, 6(4), 319-325. doi: 10.1007/s11633-009-0319-9

Identifiers

ISSN

1732-1948