ABSTRACT
This chapter introduces the first frame category in the model for researching media coverage of emerging technologies: conceptualisation. It provides some detail about how researchers can identify frames within this category, before discussing the frames that were applied to extended reality within this category: Immersive and Transcendent. It uses both quantitative and qualitative data to analyse the framing devices that constructed these two frames and comparisons are made between the news articles and marketing materials. The chapter shows that these frames appeared in both discourses, meaning the distinction between news and promotional content is blurred in extended reality news. It is argued that this supports the diffusion of the technologies, and thus, benefits the companies creating these products.
