ABSTRACT
This final data analysis chapter considers the broader evaluative framing of extended reality. It first introduces the fourth frame category in the model for analysing media coverage of emerging technologies (evaluation), specifying how others can apply this model in their own research. It then analyses four evaluative frames that appeared in extended reality news: Important, Successful, Affordable and Much-Anticipated. Quantitative and qualitative data are used to explore the framing devices that construct these frames. The chapter then examines the tone of extended reality coverage more broadly, focusing on the use of positive and negative words, as well as references to the concerns and ailments surrounding the technology. It is shown that extended reality news discourse is positive overall, which encourages audiences to form positive perceptions of the technology and supports diffusion.
