By Dr Emma Kaylee Graves-Sandriman.
Despite their dystopic narratives, science fiction references have been used in UK news about XR to present the technologies positively.
Many science fiction narratives present cautionary tales of technology, particularly when it comes to extended reality (XR; including virtual, augmented and mixed reality). My recent research examined the use of fiction references in UK news about XR. As summarised here, I found that journalists typically use fiction references to present XR positively, despite the dystopic narratives found in fiction.
Fiction references in UK news
In UK news, fiction references are used to support readers’ understanding of XR products through the use of metaphors, comparisons and imagery. For example, a headline about virtual reality in the Sun began with “Enter the Matrix” and the MailOnline described a virtual reality “Star Trek-like headset”. Another used imagery of Tom Cruise in Minority Report to explain how finger rings can be used to interact with the virtual reality environment.
Making links with popular cultural texts allows readers to easily understand the features of new technologies, especially through the use of imagery which will resonate even with those who are not familiar with the films or TV shows.
Moving beyond simple comparisons, UK news coverage also employed a “science fiction to science fact” narrative to suggest these fictional technologies are now real. Referring to Star Trek, a MailOnline headline read “Holodeck’ becomes a reality” and the Guardian quoted Meta owner Mark Zuckerberg stating “In just a few years, VR has gone from being this science fiction dream to an awesome reality.”
Across all of the articles I analysed, The Matrix franchise was the most commonly cited fictional text. These films present a dystopia where humans are trapped in a computer simulation in order to power machines. Despite that, even references to The Matrix itself were presented as a desirable vision for a virtual reality experience, rather than being used to raise concerns or spark fears.
Fictional representations of technology (including the Matrix) are much more advanced than their real world counterparts. By comparing the quality of the experience to fictional XR, instead of focusing on the dystopic narrative, these references work to present the technologies positively.
However, claiming that these fictional technologies are becoming real could lead readers to assume that the actual devices are more developed and of a higher quality than is truly the case.
The impact on perception and adoption
On the one hand, using fiction to aid understanding and present the technologies as high-quality promotes adoption. This supports the first two stages of Everett Rogers’ innovation decision process (awareness and desire) that must occur before someone decides to adopt a new technology.
On the other hand, as Annette Ruef and Jochen Markard show, raising unrealistic expectations for XR could harm its dissemination once users experience it for themselves and become disappointed that it was not as high quality as they expected.
Still, presenting XR positively through these fiction references benefits the companies producing them (at least initially) by fostering positive perceptions which can lead to interest and/or adoption.
The importance of technology journalism
Our perceptions of technological innovations can be shaped by many factors, from their fictional representations, to their news coverage, to our own experiences of interacting with them. Before new technologies are widely available, fiction and news play a key role in this because they may be our first (or even only) sources of information about the technologies.
It is important that we have access to information about the benefits and opportunities of innovations, as well as their potential drawbacks or risks. This fosters healthy debate and allows the general public to make well-informed decisions on whether a new technology is for them.
However, the research discussed here (as well as my wider study of XR media coverage) shows that there is a lack of critical news coverage of XR, even in cases where it would be easy to do so (e.g. through links to dystopic fiction narratives). The Matrix is presented as an example of a desirable, high quality XR experience, with little consideration of the concerns raised in its narrative.
UK technology news appears to be constructed in a way that supports the commercial interests of big tech companies by paying attention only to the positives. This highlights an issue with technology journalism regarding whose interests are prioritised when creating news content. Future technology journalism should take a more balanced approach to reporting on innovations, shifting the priority away from big tech companies and back to its readers.
Dr Emma Kaylee Graves-Sandriman is a Senior Lecturer in Media and Communications at Canterbury Christ Church University (UK). Her recent monograph, Covering Extended Reality Technologies in the Media, examines the news coverage of extended reality (XR) and its relationship to product marketing. As well as continued research into the discourses surrounding emerging technologies, Emma’s wider research interests include media representations, commercialisation, technology and online communities.