ABSTRACT
This chapter introduces the second frame category in the model for analysing media coverage of emerging technologies: newness. As in the previous chapter, it first provides some detail about this category and then discusses the frames that emerged in extended reality news and marketing related to newness. Three frames are discussed, using quantitative and qualitative data: Different and Unique; Revolutionary and Transformative; and Advanced and High-Quality. Since these frames appeared in both the news and marketing, the techniques used to construct each frame are analysed and compared. It is shown that these frames positively represent extended reality and avoid moral panic style coverage.
