Abstract

ABSTRACTAs immersive technology grows in popularity, universities are developing academic innovation labs (AIL) that often introduce students to virtual reality (VR) and other emerging cross reality applications. Although these labs help educate students on emerging technology, a more critical eye is needed to examine user experience (UX). This article reports on a qualitative, multimethod study that employed a talk-aloud UX protocol to gather data on VR users' experience at the University of Connecticut's OPIM Research Lab. To fully define and contrast this data, we juxtapose these individual narratives with rhetorical analysis of marketing discourse, as presented by VR platform HTC Vive, Google's VR application Tilt Brush, and the Research Lab's promotional material. Based on our findings, we assert that sociotechnical imaginaries as constructed by promotional material often reduce the complexities of immersion in user experience. Such marketing rhetoric creates "top-down" imaginaries that contrast with "bottom-up" imaginaries generated in user experience, reinforcing the complex and fluid definitions of immersion. The resulting study has practical implications for stakeholders across higher education, especially in the context of innovation labs, as well as for technical and professional communication educators and practitioners.KEYWORDS: Immersive technologyinnovation labsvirtual realityimmersionuser experienceemerging technologyfuture imaginariessociotechnical imaginaries Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationNotes on contributorsBrent LuciaBrent Lucia is an Assistant Professor In-Residence at the University of Connecticut School of Business. He has a PhD in Composition and Applied Linguistics from Indiana University of Pennsylvania. His current research explores the rhetorics of technology and its relationship to the production of space. His recent scholarship can be found in Rhetoric Review, Business and Professional Communication Quarterly, and Enculturation.Matthew A. VetterMatthew A. Vetter is an Associate Professor of English and affiliate faculty in the Composition and Applied Linguistics PhD program at Indiana University of Pennsylvania. His research, which asks questions related to technology, rhetoric, and writing, has been published widely in venues such as Social Media and Society, Rhetoric Review, Studies in Higher Education, and Computers and Composition. His co-authored book, Wikipedia and the Representation of Reality, was published by Routledge in 2021.David A. SolbergDavid A. Solberg is a teaching assistant at the Holy Family Institute in Pittsburgh, Pennsylvania. He received his MA degree in TESOL (Teaching English to Speakers of Other Languages) from Indiana University of Pennsylvania. His master's thesis was entitled The Use of Parallelism in Poetry Writing for the Acquisition of English Grammar (available from ProQuest).