Author Information
Intan Agisti Nila Sari, Universitas Gadjah Mada, IndonesiaSyaifa Tania, Universitas Gadjah Mada, Indonesia
Abstract
In the context of intensifying competition among higher education institutions to engage the digital generation, communication strategies leveraging immersive experiences have gained increasing global relevance. Immersive experiences that integrate digital technologies with emotional engagement have been recognized as effective tools for constructing institutional images that are future-oriented and adaptive to the evolving landscape of modern communication. This study investigates the communication strategy employed by Nahdlatul Ulama University (UNU) Yogyakarta to establish its image as a forward-looking educational institution through an immersive experience-based exhibition. Employing a qualitative approach, the research analyses the integration of technologies such as video mapping and interactive art installations within the new media art exhibition, “Under the Same Sun.” This exhibition was selected due to its innovative use of immersive technology within the higher education sector, particularly among Nahdlatul Ulama (NU) universities. The findings indicate that immersive technology not only enhances audience engagement but also reinforces UNU Yogyakarta’s positioning as a modern and adaptive institution attuned to the needs of the digital generation in the NU academic community. By delivering immersive experiences through new media art exhibitions such as “Under the Same Sun,” UNU Yogyakarta strategically manages its identity as a futuristic and innovative institution. The implications of this study provide valuable insights into the role of immersive technology as an effective communication strategy in higher education branding, particularly in strengthening institutional competitiveness in the digital era.
Paper Information
Conference: KAMC2025Stream: Communication
This paper is part of the KAMC2025 Conference Proceedings (View)
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To cite this article:
Sari I., & Tania S. (2026) Strategic Communication Through Immersive Technologies: Shaping UNU Yogyakarta’s Future-Oriented Image in “Under the Same Sun” Exhibition ISSN: 2436-0503 – The Kyoto Conference on Arts, Media & Culture 2025: Official Conference Proceedings (pp. 485-499) https://doi.org/10.22492/issn.2436-0503.2025.40
To link to this article: https://doi.org/10.22492/issn.2436-0503.2025.40
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