an interdisciplinary assay upon internet and social advertising ...

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create awareness for today’s major problems such as global warming, poverty, unemployment, wars, drought and other problems. AN INTERDISCIPLINARY ASSAY UPON INTERNET AND SOCIAL ADVERTISING CAMPAIGNS 1. INTRODUCTION Technological advances are shaped through influences from cultural, social and artistic events and changes. Similarly, cultural, social and artistic facts are influenced by advancing technologies. This mutual infuence is speeding up more and more in this era of electronic information and globalization. The eye of the new media can now reach the farthest distance of the world and data and information transfer between one corner to the next, can be realized in a matter of instances. In the 25 years, advances in communication technologies and the faster, more economical options they present, provided the internet to become an indispensable part of the daily lives of a bigger mass. In the new millennium, it is possible to connect to Internet not only through desktop computers but also from palm pilots, cell phones, clocks with cell phone features and even mp3 players. High-resolution images, audio and video files, movies can now be watched with advanced devices, that offer high speed connection. The Internet technologies, software and hardware that are improved with new features every single day, are helping new media to be used more efficiently, more broadly and in a faster way. The whole world is now sharing a common life in a global village that allows instant communication and data transfer regardless of time and location. Another influence of the advances in communication technologies is the gradual disappearance of boundaries between artistic disciplines and the birth of new hybrid work areas. Besides hybrid professional groups such as new media developers, software programmers, IT and informatics experts; different artistic and design disciplines are now able to co-work in various projects. Sculptors are able to exhibit their completely digital, interactive statues as part of today’s architectural scene, while new art forms like “pixelart” that is only exhibited on the Internet, start to emerge. The changes in communication technologies, also allow the development of new visual languages and the creation of more efficient visual communication solutions in this accelerating era of information and communication. For example, thanks to these technological advances, a movie can now be conveyed through a graphic language from the beginning until the end, while massive architectural projects can be shown through cyber reality applications even before they are built. The student project illustrated in this research is developed by taking the effects of Internet technologies on daily life, into consideration. The subject of the project is the use of the Internet, the social networks that are called the social media and the blogs’ communicative strengths to promote a social sensibility and to create awareness in issues like human rights, censorship, violence and global warming. The basis of the research constitutes of designing social ad campaigns on various issues through the collaboration of graphic design and film departments, along with the efficient and speedy broadcasting of these publications on the net without any broadcasting costs. This way, not only the students will gain experience in inter-disciplinary work but also, the effective use of the new media, the social networks and the new communication models by these tow disciplines, will be explored. Another question this experience will explore is how to create social awareness and reaction groups in this global village, by using new media’s strengths, on universal issues such as global warming, violence, child abuse. 275
2. OBJECTIVE The basic objective of this study is to define the stages of an experimental project that will allow students from different disciplines to collaborate. Because the project will be spread through the Internet, it also aims for the students involved in the study to gain experience in establishing communication through new media, blogs and social networks. The answers to the questions below will be explored in order to define this multi-faceted, experimental and inter-disciplinary project: 1. Which opportunities do the advancing communications and Internet technologies offer to their users? How can these opportunities be used effectively for announcing, broadcasting and spreading a social campaign? 2. Which common grounds are available for joining the capabilities and knowledge of students from different disciplines? Which common work areas can be created between the graphic design discipline, which is changing and gaining additional extensions thanks to the influence of the advancing communication technologies and the cinema discipline, which is, again thanks to these technologies, in search of new expressive languages and gaining more and more freedom? How can students from these two disciplines contribute to each other? 3. How and in what ways, can social consciousness be created through the use of new communication technologies? How can the strengths of the Internet, the social networks, the blogs and hence the social media be used effectively in this direction? 4. The Internet not only provides communication depending on the receiver’s will, without any constraints on the time the message was sent; but also a synchronized communication opportunity through various applications. What kind of value can this feature of the Internet offer while designing the stages of the campaign? 3. THEORETICAL BASIS This research is based on the concepts of globalization and hybridization along with the theories of new media. With the concept of globalization, the product range of the new era started to include; the electronic devices of the advancing communication technologies (mobile phones and technologies, computers and side products) and the data that is transferred from continent to continent in a matter of seconds via the use of these devices. This, in turn, led to an unavoidable change in the common perception of time and location, hence to a complete new perspective in the perception of these concepts. With the help of the communication technologies, people can reach information on the other edge of the world in seconds and can communicate at different times. This mutual communication and information trade has increased the interactions in economic, cultural and artistic fields in a way very similar to postindustrial revolution, yet much faster. Elements belonging to different cultures had reflections in the fields of arts and design. Moreover, the interaction between art and design has expanded to a degree in which inter-disciplinary boundaries started to disappear. The biological term hybridization was first used to define the hybrid genres in literatures due to cultural interactions (Barkhtin, Mikhail, 1981, pp. 27-29) and it was continued to be used afterwards, to define the new hybrid disciplines of the new era. The hybrid work fields also define the multi-faceted environment that these areas include. Perceived as a natural 276
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