In the evolving landscape of cultural heritage preservation and presentation, new technologies are revolutionizing how audiences engage with ethnic minority narratives. A groundbreaking study by Sun and Ch’ng delves into the transformative potential of immersive 360° documentary experiences, contrasting them with traditional 2D video formats to discern their impact on viewer engagement, curiosity, and cultural appreciation. Their rigorous laboratory experiment, centering on the Miao community—an ethnic minority in China—demonstrates that immersive media not only captivate audiences more deeply but also foster greater emotional and cognitive involvement.
By meticulously controlling for narration and content, the researchers isolated the medium as the key variable influencing engagement outcomes. The immersive 360° documentary format elicited significantly higher reports of enjoyment and presence, revealing that the sensory richness and interactive dimensions of the medium contribute to more profound viewer absorption. This aligns with foundational engagement theories, including Flow Theory, which posits that enjoyment coupled with a balance between challenge and personal interest facilitates deep immersion. Participants in the immersive condition described an enhanced sensation of “being there,” a critical factor in emotive and cognitive engagement that traditional 2D viewing fails to replicate.
These heightened engagement levels were particularly pronounced among participants lacking prior exposure to Miao culture. The 360° environment afforded viewers autonomy to explore visual scenes at their own pace, enabling discovery and curiosity—dimensions supported by Berlyne’s classic theory that environments encouraging exploration activate intrinsic motivation. The study’s results also resonate with Self-Determination Theory, which holds that satisfying psychological needs such as autonomy, competence, and relatedness boosts intrinsic motivation. Immersive documentaries, by empowering viewers to navigate content interactively, meet these psychological prerequisites, thereby intensifying cultural curiosity and appreciation.
Emotional engagement emerged as another crucial factor underpinning immersive experiences. Referencing Baños and colleagues’ research, Sun and Ch’ng underline that strong emotional responses amplify media immersion. The participants’ feedback indicated that the 360° format engendered a more compelling emotional connection to the cultural content, reinforcing involvement and enhancing memory retention. Moreover, this emotional resonance contributed to an enriched sense of presence, a phenomenon extensively examined by Witmer and Singer, who established that higher involvement correlates with intensified feelings of spatial and contextual immersion in virtual environments.
Quantitative analyses further substantiated these theoretical linkages. Spearman correlation metrics revealed a positive relationship between enjoyment and presence; those who relished the immersive documentary more also reported stronger sensations of presence. Importantly, this emotional and perceptual synergy manifested in a marked increase in curiosity about Miao traditions among previously unexposed viewers. The interactive nature of the 360° videos invited users to uncover hidden cultural details, a finding bolstered by qualitative responses highlighting participants’ eagerness to explore beyond the presented narrative. These rich, subjective experiences underscore the limitations of reliance on survey instruments alone to capture the nuanced dimensions of immersive engagement.
Cultural appreciation, while more complex, followed discernible patterns linked to prior familiarity. Participants with firsthand experience visiting Miao communities exhibited already high appreciation scores regardless of the documentary format. In contrast, those without such exposure displayed significantly enhanced appreciation after viewing the immersive format compared to the 2D video. This suggests that immersive media can act as an effective surrogate for direct cultural encounters, bridging gaps in understanding and fostering empathy toward underrepresented ethnic minorities. Consequently, the use of immersive documentaries in museum settings emerges as a promising strategy to elevate cultural heritage appreciation among broader audiences.
The practical implications for museums are substantial. Incorporating 360° documentaries alongside conventional exhibitions provides visitors with dynamic and context-rich experiences unattainable through static displays alone. By situating viewers within authentic cultural environments, immersive storytelling deepens reflection and learning, aligning well with museum missions to promote meaningful educational encounters. However, accessibility considerations remain paramount. The study acknowledges challenges faced by older populations and those with limited digital literacy, who may find head-mounted displays or interactive equipment intimidating. Museums must therefore be proactive in offering alternative viewing options, such as high-resolution 360° video screenings on large monitors, accompanied by trained staff support.
User experience design also plays a pivotal role in democratizing immersive technologies. Intuitive interfaces that cater to diverse visitor needs and abilities can mitigate barriers to engagement, while collaborative efforts to enhance accessibility for individuals with disabilities are essential. Researchers like Komianos and Creed emphasize inclusive approaches in virtual and augmented reality implementations, underscoring the importance of equity in cultural heritage access. Such strategies not only prevent digital divides but also ensure that immersive media contribute to fostering more representative and inclusive cultural dialogues.
Despite these promising outcomes, the authors prudently acknowledge several limitations. The participant sample skewed toward younger, digitally adept individuals, restricting the generalizability of findings across broader demographics. Future research must incorporate older adults and digitally inexperienced populations to validate whether immersive benefits extend universally. Furthermore, the reliance on self-report questionnaires, while valuable for capturing conscious perception, may omit latent behavioral or physiological responses integral to understanding immersion. The researchers propose incorporating objective measures such as eye-tracking and motion analysis in subsequent studies to achieve comprehensive “ground truthing” of immersion phenomena.
Another caveat pertains to the controlled laboratory environment employed in the study. While essential for isolating medium effects, this setting lacks ecological validity, omitting contextual variables endemic to museum environments, such as spatial design, social dynamics, and ambient stimuli. The complex interplay of these factors influences visitor experience and could moderate the efficacy of immersive media. Accordingly, the authors advocate for on-site evaluations within authentic museum spaces to assess how immersive 360° documentaries perform amid real-world conditions and visitor interactions.
Longitudinal effects of immersive engagement also remain unexplored. While the immediate impact on curiosity and appreciation is compelling, questions about the durability of these effects over time warrant investigation. Sustained interest, knowledge retention, and behavioral intentions to further explore cultural heritage are critical markers for evaluating the long-term value of immersive exhibits. Future longitudinal research could illuminate whether short-term immersion catalyzes enduring cultural engagement and learning.
In summation, this study substantiates the capacity of immersive 360° documentaries to transcend conventional media constraints, offering heightened emotional, cognitive, and motivational engagement with ethnic minority cultures. By thrusting viewers into richly detailed cultural milieus, these documentaries facilitate deeper presence and stimulate curiosity, especially for audiences unfamiliar with the heritage depicted. The findings rejuvenate discourse on media representation of underrepresented cultures, underscoring immersive storytelling as a potent vehicle for inclusivity and educational enrichment in museums and beyond.
Sun and Ch’ng’s pioneering inquiry breaks new ground in digital cultural heritage scholarship, inviting expanded interdisciplinary research and innovative application. As museums worldwide grapple with attracting diverse audiences and communicating multicultural narratives meaningfully, immersive 360° media emerge as a vital tool. Beyond aesthetics, these technologies hold promise for shaping empathy, understanding, and global cultural literacy. By confronting practical challenges and broadening empirical inquiry, the field can harness immersive media to transform cultural participation in the 21st century.
This research represents a call to action for museum professionals, heritage practitioners, and technologists alike. It demonstrates the necessity of evolving curatorial strategies to incorporate experiential media that resonate emotionally and intellectually with contemporary audiences. Investing in accessible, user-friendly immersive solutions can help institutions transcend physical and cultural boundaries, fostering a museum experience that is not only informative but genuinely transformative. The potential for immersive 360° documentaries to democratize cultural heritage is immense, heralding a new era of engagement that honors the rich diversity of human stories.
Subject of Research:
Immersive 360° documentary formats and their impact on viewer engagement, curiosity, and cultural appreciation, specifically related to ethnic minority representation in museums.
Article Title:
Beyond the screen: enhancing ethnic cultural representation and engagement through immersive 360° documentary experiences in museums.
Article References:
Sun, X., Ch’ng, E. Beyond the screen: enhancing ethnic cultural representation and engagement through immersive 360° documentary experiences in museums.
Humanit Soc Sci Commun 12, 1014 (2025). https://doi.org/10.1057/s41599-025-05429-z
Image Credits: AI Generated
