EUGENE, Ore. — Oct. 31, 2023 — Virtual reality isn’t just a fun gaming experience — it’s an emerging tool for strategic communications. The University of Oregon’s School of Journalism and Communication has launched a new master’s program in immersive media communication, which will train students to ethically use new technologies like virtual reality and augmented reality for marketing, advertising and other kinds of communication.

The one-year, fully online program is the first of its kind in the United States, said Donna Davis, an associate professor in the SOJC who founded and now directs the new program. The first class of students began in September. And the application fee will be waived for students who apply for the 2024-25 class by Nov. 15.

Over the past few years, there’s been a surge of interest in using virtual reality and similar tools for communications, which Davis sees as analogous to the rise of social media and blogs 10 to 15 years ago.

“We had a strong belief that we were in our same pivotal moment in our field with these emerging technologies,” she said. “We were seeing a lot of people jumping in, but without any strategy and without understanding their audience and how to build content or community.”

The SOJC already offered coursework in immersive media. And the school's Oregon Reality Lab offered a hands-on space to experiment with the new tools. So Davis and her colleagues adapted and expanded the offerings into a full master’s program.

Classwork includes specialized training in topics like user design and creating for immersive platforms, as well as courses on ethics, psychology and research skills.

The first cohort has 14 students from a range of backgrounds. Some are recent college graduates, others are military veterans, and others have established careers in traditional media. In the coming years, Davis hopes to slowly increase the size of the program while maintaining the benefits of small classes.

“We're really focused on not just providing our students with this knowledge and skills, but that we're really tailoring this program to make sure our graduates are employed in this field, and that they can become future thought leaders,” Davis said. “We're working closely with industry to make sure that happens.”

— By Laurel Hamers, University Communications

About the UO School of Journalism and Communication   
Founded in 1916, the University of Oregon School of Journalism and Communication is a national leader in scholarship and education in the fields of advertising, journalism, media studies, public relations, and strategic communication. The school offers doctoral, master’s, and undergraduate degree programs that challenge students to become ethical communicators, critical thinkers, productive scholars, and responsible citizens in a global society. The School of Journalism and Communication’s award-winning faculty contribute innovative research and professional projects that lead the field in an evolving media landscape.