ABSTRACT
This chapter focuses on the third frame category in the model for analysing media coverage of emerging technologies: user experience. Using quantitative and qualitative data, it analyses three frames that appeared in both the news and marketing of extended reality: Social, Easy to Use and Comfortable. Comparisons are made between the news and marketing materials to demonstrate many similarities between these discourses. The chapter ends by considering the influence that the marketing materials have on extended reality news coverage, arguing that this news fails to provide the public with the balanced reporting that is important when new technologies emerge into the market.
