IMMERSIVE DIGITAL EXPERIENCE ASACONTACT-ESTABLISHMENT STRATEGY: APPLYING 3DTECHNOLOGIES IN ROSATOM’S MEDIA

The article addresses the problem of overcoming communication barriers that arise when presenting high-tech developments, using the nuclear industry as a case study. The aim of the research is to identify the contact-establishing potential of 3D graphics and to determine its role in building public resilience to the perception of information about nuclear developments. The theoretical foundation draws on works devoted to immersion in media communication, mechanisms of audience emotional engagement, and the specifics of discourse in the field of nuclear energy. The research methods include a comprehensive analysis of three projects by Rosatom State Corporation that utilise 3D graphics. The study reveals that immersive digital content helps reduce key communication barriers in the nuclear industry. We conclude that the use of 3D technologies is significant for increasing the accessibility and appeal of information about high-tech developments. This, in turn, can contribute to establishing a trust-based dialogue with the audience and to changing public perception of the nuclear industry.