Another look at ‘being there’ experiences in digital media: Exploringconnections of telepresence with mental imagery

Inma Rodríguez-Ardura a,⇑, Francisco J. Martínez-López b

a Internet Interdisciplinary Institute, Open University of Catalonia (Universitat Oberta de Catalunya), Av. Tibidabo 39-43, 08035 Barcelona, Spainb Department of Business Administration, University of Granada, Campus de Cartuja s/n, 18071 Granada, Spain

a r t i c l e i n f o

Article history:Available online 2 July 2013

Keywords:Sense of telepresenceMental imageryThought-imageryImagination-imageryCognitive elaborationNarrative transportation theory

a b s t r a c t

Substantial multidisciplinary research has established foundational support for the consumer behaviourphenomenon that underlies the experience of telepresence within online social networks and other dig-ital media products that provide hedonistic value. A review of major perspectives in this field providesjustification of the important role mental imagery processes play in the phenomenon of telepresence.In line with this, we propose to extend existing approaches to mental imagery to reach the context of userexperiences in digital media, and to theoretically connect telepresence with mental imagery. On thisbasis, and in conjunction with investigations bringing to light processes that intervene in the terrain ofmental imagery, we present an integrative conceptual framework concerned with telepresence, and dis-cuss the role of telepresence within a user’s hedonistic usage of digital media products.

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1. Introduction

Imagine someone, mid-forties, who accepts an invitation throughan online social network to reunite with their class from secondaryschool. After years without any news from most of their formerclassmates, they join the online group, surf the content and chat.When they access the network, they feel that they are present ina shared and virtual space, where they meet their classmates againand have the opportunity to enjoy a conversation. The content trig-gers reminiscences about their school days and other associatedmemories from that time. While they surf and interact, they thinkabout what their classmates have become, and they fantasiseonline about a face-to-face school reunion. The online experienceturns out to be so enjoyable that they lose interest in their imme-diate physical environment. Nothing but events related to theonline social network seem to matter.

As the vignette above suggests, an attractive element of the useof online social networks banks on the user ‘being there’, in theheart of the virtual space afforded by the technology. This sensa-tion, equally termed telepresence and spatial presence (Schubert,2009), manifests as seeing things and ‘living’ events presentedthrough the digital technology as if they were actually happeningright there and then on terra firma (Lombard & Ditton, 1997; Steu-er, 1992). Feelings of ‘being there’ accompany the elaboration ofthought, via recreated memories, anticipatory construction or byusing the imagination (Kim & Biocca, 1997), which intensifies the

enjoyment of using the technology (Klimmt & Vorderer, 2003;Skalski, Tamborini, Shelton, Buncher, & Lindmark, 2011; Tamborini& Skalski, 2009). This capacity of telepresence to provide enjoy-ment makes it a central facet of hedonistic and entertaining con-sumption experiences, through which users take pleasure inimaginative constructions of reality (Hirschman & Holbrook,1982). In recent years consumers have adopted online social net-works, and many other interactive media products based on com-puter technologies (including websites, e-books, videogames, andvirtual worlds) attracted, precisely, by the on-demand access todigital representations, where they can situate themselves, andthe creative co-creation being provided (Manovich, 2001). Oftenknown as digital media, these interactive products have increas-ingly gained legitimacy. They have done so among businesses will-ing to offer the type of hedonistic services and ubiquitousentertainment that many consumers now demand (Deloitte, 2010).

Due to the possible impact of feelings of ‘being there’ on the for-mation of optimal online-experiences for consumers and theirwillingness to re-use the digital media (Jung, 2011), a thoroughunderstanding of telepresence is crucial to the design and market-ing of digital media products. Not surprisingly, the consumer’ssense of telepresence in digital media has garnered attention froma range of disciplines including computer sciences, behavioural sci-ences, and communication sciences. Until now, many useful andvaluable insights have been offered about the antecedents of tele-presence in virtual environments (for a review, see for exampleLee, 2004b), its variety of forms (e.g. Keng & Lin, 2006; Lombard& Ditton, 1997; Shen & Khalifa, 2008), as well as its consequencesin the formation of enjoyment feelings and the state of flow (e.g.Nah, Eschenbrenner, & DeWester, 2011; Novak, Hoffman, & Yung,

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⇑ Corresponding author. Tel.: +34 932542110.E-mail address: irodriguez@uoc.edu (I. Rodríguez-Ardura).

Computers in Human Behavior 30 (2014) 508–518

Contents lists available at SciVerse ScienceDirect

Computers in Human Behavior

journal homepage: www.elsevier .com/locate /comphumbeh

Oxford, December 2010

Presence feeling ‘within’ the virtual environment

Presence perception landscape

Imagery non-factual umbrella

Presence: distinct imagery form triggered by digital media

Imagery continuum

Thought-imagery Imagination-imagery

Narrative transportation Cognitive elaboration