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consequence of globalization, hybridization has become a commonly used concept in multiple projects and works, in the light of its reflection in arts and design. Technological advances has helped different disciplines to collaborate and caused the birth of hybrid work areas. On the last quarter of the 20 th century, the electronic and computer technologies offered advantages in a dazzling speed and that has caused a huge change in daily lives, in the perception of daily lives and in daily rituals. This change had effects in a very wide range, from daily lives to social habits. This motion keeps accelerating every single day with another addition that triggers the change even more. 3.1. The concept of globalization Anthony Giddens defines globalization as the intensification of worldwide societal relationships thanks to the linking of far apart localizations through connections in which local events shaped by others that are miles away or vice versa (Giddens; 1998, p.66). These intensified worldwide societal relationships are realized in a process where the signification of location is gradually lost through social, economic and cultural regulations and where people’s awareness of that increases (Waters; 1995, p.3). This process is also defined as a period in which new cultural, political, economical and social formations develop and interact rapidly. Becoming a social fact, globalization with its interactive dimension, caused a radical change in daily lives. “Post-industrial society is a society built on a information-based economy. While in industrial society, production focused on material goods and factories, in pos-industrial societies production’s focus shifted to electronic devices and computers that use and store information.” (Bozkurt; 2006, p.140). According to Zygmunt Bauman, the deepest meaninf that arose from this process is “the ambiguous, irregular nature of world matters.” (Bauman; 1999, p.7). Similar to the first social effects of the industrial revolution, globalization, which also influenced social life in multiple ways, brought the concepts of information economy and changing communications. The factors that speed up the social change with the globalization, are seen in the fields of information, technology, communication and economy. The new communications technologies, help people communicate with others anywhere in the world, provided easy access to information, simplified the information exchange and trade. Therefore, in information societies, communication technologies have gained central importance in terms of production and economy. With the process of globalization, traditional understanding of media has left its place to a new media approach defined as “hybrid” and in this age of electronic revolution, a new life in a global village has started for those who have a computer, a new generation cell phone and Internet access. 3.2. The concept of hybridization Mikhail Bakhtin, emphasizes the fact that the act of hybridization allows two different languages to communicate and summarizes: “The new concept of hybridization, is an artistically organized system to make two separate languages related to each other and furthermore, it is a system that’s goal is to create a live image/illusion from one language for enlightening the other language.” (Barkhtin, Mikhail, 1981, pp. 27-29). The concept of hybridization defined by Bakhtin for the field of literature, has become a commonly-used term for many areas in the era of global information. The concept of hybridization renewed by the globalization, defines situations arisen by the interactions between different cultures, while also characterizing the interactions between disciplines like technology, design, art and literature and the new genres created by these interactions. Hybrid, has been proven to be a functional 277
concept to define a various range of notions from multi-functional electronic devices to agriculturally designed seeds, from dual combustion environmental-friendly cars to companies embracing American and Japanese management styles, from multi-racial people to double nationalities and post-colonial cultures. (Weeks, 2002, p.2) (The areas that the concept defines show a big variety just as the concept’s meaning itself.) 3.3. New Media While the mass communication media such as newspapers, magazines, books, radio, cinema and television are called the traditional media, the channels that the new communications technologies provide are named as the new media. New media is differentiated from the traditional media by three important characteristics: “interactivity, asynchrony and demassification” (Rogers, 1995; Transferred by, Geray, 2003, p.18). The new media’s interactive dimension is continuously updated. New generation applications, not only allow user interactivity through clicking, page refreshing and moving forward but also make the software appeal to more than one sense. This way, the concept of cyber reality becomes more than a simulation of real life, but instead it comes to recognition as a concept within the real life that can be perceived by different senses in real-time. The electronic information era, shaped under the light of technological advances that happen by the minute, has changing requisites and that’s why the communication methods also renew themselves in different ways. With the new media applications that are added to the concept of communication every single day, it undertakes different meanings and interpretations. In this era of speed in which, as McLuhan emphasized, “everybody deals with everybody, everybody knows about everybody on every instance” (McLuhan Marshall, 2005, p.16), a new “form of dialogue” that is valid on the whole world, is created through electric circuits. The way this dialogue was formed conveys the idea of change on the whole, in terms of social, economic and political terms. The process of contemporary societies moving from written cultures towards a more visual culture, has affected the communication industry in many aspects and brought corporate and cultural changes. With the globalization, it became unavoidable that new communication technologies had to be improved and that communication policies had to adapt to the new world order. The traditional media approach in which all the communication technologies were central and a one-way relationship was formed between the receiver and the sender; started to leave its throne to the new media concept that emphasized individual preferences and focused on the single individual as both the receiver and the sender. The new media’s target audience: “the single individual” is also part of a crowd just as in the pre-industrial revolution period. This crowd in the cyber world, shares common grounds not as in birth place, family or village (as freed from all geographic constraints), but cultural similarities as in professional exchanges, common interests, similar taste in music. Thanks to communication technologies, information has become the main element to share in the new media and the new world order and also, the determinant factor in global economy. The transformation of information into a determinant factor in global economy, is due to the improvements in v-computer technologies. “The birth of information, not only as a concept, but as an ideology is undeniably related to the advances in computers.” (Kumar, K., 1995, p.20). Besides the cultural, economical and artistic influences, another effect of the advances in computer technologies and the Internet is the emerging of new communication tools in the cyber world. The technologies of written, oral and visual communications and the need for societies to access information and to communicate influenced each other mutually. The new communication vehicles equipped with new 278
Page 1 and 2: AN INTERDISCIPLINARY ASSAY UPON INT
Page 3: 2. OBJECTIVE The basic objective of
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