Preparation for working with immersive AR and VR formats in media communications and the impact of new interfaces on narrative strategies and user experience

Abstract

The article is devoted to the theoretical and empirical analysis of training specialists to work with immersive AR/VR formats in media communications and to identifying how new interfaces influence narrative strategies and key parameters of user experience. The purpose of the study is to describe, based on an interdisciplinary approach, the relationship between the type of narrative, the choice of interface, and such indicators as engagement, cognitive load, and the level of narrative immersion, as well as to propose practical guidelines for the design of immersive media products and educational pathways for professional training. The methodological framework includes a systematic analysis of more than 180 scientific publications, a content analysis of over 40 AR/VR projects in journalism, documentary production, and education, as well as a quasi-experiment involving 150 respondents interacting with three VR prototypes developed on Unreal Engine 5, implementing linear, branching, and emergent narratives with various interface solutions (gaze control, controllers, gesture control); engagement index, Presence Questionnaire and NASA-TLX scale scores, user behavior characteristics, and task performance efficiency were measured, and the data were processed using analysis of variance, correlation, and regression analysis methods. The results show that branching narratives ensure the highest increase in engagement compared to linear structures under moderately high cognitive load, whereas emergent sandbox experiences generate maximal cognitive load levels and high variability of user responses, which increases the risk of frustration and disorientation. As for interface types, gesture control provides the highest level of narrative immersion but comes with the greatest number of errors, while controllers demonstrate the most balanced ratio of task execution speed, functionality, and comfort. The discussion of the results makes it possible to develop a comprehensive model of user experience in immersive environments, describing the nonlinear relationship between engagement and immersion in relation to cognitive load, and identifying the optimal combinations of branching narrative + controllers for mass audiences and emergent narrative + gestures for experienced users, as well as to substantiate the need to include narrative design and UX design principles for AR/VR in professional training programs for media specialists.