NEW MEDIA AND COMMUNICATION : ADVERSTISING CULTERE AND CIVIL SOCIETY

Description

PREFACE

The digital media era we are in is changing life radically. The dizzying developments in communication technologies cause media users to adapt to this rapid cycle, consume media products rapidly, and become instrumental in the production of new communication environments every day. New media, which includes interactive, multi-faceted communication and is defined as a type of information processing source, has become the center of today’s world. According to Schulz, new media is “the evolution of media from traditional to interactive.” In line with these technological developments, the individual’s life is shaped by the communication tools offered to him and the social networks in which he personally participates.

Social networks and other media environments operating through new media are gaining more and more attention every day. With the internet, social networks, computer games, and other interactive structures with multimedia, the user becomes a co-producer of the process. The boundaries between media producers and consumers are blurred, creating a culture of convergence.

The distinction between traditional and digital platforms is related to the structure and function of the tool used. The main features of digital platforms include multimedia, interaction, collective participation, and user-generated content. It is undoubtedly important to understand and make sense of the changes that information and communication technologies have brought to our lives with their proliferation.

Therefore, in this book, where the changes and transformations experienced in the new media environment in the digital world are analyzed with a total of 5 original studies, various topics are discussed from a comprehensive perspective. These range from studies on existing advertisements on the creation of maternal mythologies in contemporary television commercials, to the relationship between new media and cultural heritage; from organizational behaviors in new media for civil society organizations to data-driven communication forms in the new media age.

We hope that scientific studies on new media will guide and contribute to the studies to be conducted in this field, and we wish you a pleasant reading.