an interdisciplinary assay upon internet and social advertising ...

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
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