Öz 1970'li yıllarla birlikte üretim, ulaşım ve iletişim teknolojilerinde önemli dönüşümler yaşanm... more Öz 1970'li yıllarla birlikte üretim, ulaşım ve iletişim teknolojilerinde önemli dönüşümler yaşanmıştır. Fordist üretim sisteminde yaşanan tıkanmalar iletişim ve ulaşım teknolojilerindeki gelişmelerle aşılmış ve "küresel üretim sistemi"ne geçilmiştir. Küresel üretim sistemi ve bu sisteme eklenen Endüstri 4.0 ile ürün çeşitliliği artmış, şirketlerin aynı tüketici grubuna satış yapabilmesi mümkün kılınmıştır. Böylece ürünler henüz kullanım ömürlerini tamamlamadan, yenileriyle değiştirilmeye başlanmıştır. Bu durum yeni bir tüketim anlayışının oluşmasına neden olmuştur. Tüketim toplumun temel özelliklerinden biri haline gelmiş, kimlik oluşturma sürecinin önemli bir bileşenine dönüşmüştür. Üretim ve tüketim alanlarında yaşanan dönüşüm yalnızca üretim biçimlerini, çalışma koşullarını ve tüketim biçimlerini etkilememiş, aynı zamanda yeni bir kültür, başka bir ifadeyle "yeni bir yaşam tarzı", "dünyaya bakış açısı", "anlama ve yorumlama biçimi" oluşturmuştur. Bu makale kapsamında, ortaya çıkan yeni kültür biçimi, "postmodern kültür" olarak tanımlanmış ve bu kültürün temel özellikleri olan görme ve gösterinin yükselmesi, hipergerçeklik-simülasyon ve parçalanma, bireyselleşme ve modüler kimlik tartışılmıştır.
Storying Humanity: Narratives of Culture and Society
The era after World War II was given different names according to different thinkers. Bauman or L... more The era after World War II was given different names according to different thinkers. Bauman or Lyotard called it postmodern while Giddens referred it at late modern. The list continues with Sennett calling it flexible capitalist or with Baudrillard naming it consumer society. Although different names were given to this era, all of these thinkers focused on visual culture and the difference in consumption practices. Especially after the beginning of the 21st century, one can say that a new era called the visual age filled with symbols and images has started. In addition to that, consumption became more important than production and formed a new consumption reality. In this new era, consumption took place, not on the basis of needs, but meanings and symbols. Consumption was used as a tool for creating identities and status. Also, teenagers have emerged as an important consumer group in this period. By consuming, they were able to create a new identity for themselves. The products, themselves, carry an identity. Mass media is the main reason for the creation of all these different identities. In last 30 years, many studies have been made regarding placement of symbols and meanings, and new methods have been developed. Product placement is one of these techniques used in films and serials. It is an advertisement technique used by companies to subtly promote their products. In this chapter, serials as a form of storytelling were discussed first. Secondly, postmodern consumption and new forms of advertising were examined. Thirdly, the concept of product placement and its execution in serials were analysed. Finally, the product placement in a teenage Turkish serial named Medcezir, the Turkish adaptation of the American teenage serial O.C., was analysed by using content analysis.
Handbook of Research on New Media Applications in Public Relations and Advertising
The human experience consists of stories. We tell and listen to millions of stories throughout ou... more The human experience consists of stories. We tell and listen to millions of stories throughout our lives. Not only humans but also organization use stories to explain their values and create meanings for their constituents. With the increased competition, stories became inevitable in order for organizations to form and to maintain relations. The main purpose of this chapter is to explain through cases analysis what “digital storytelling” means and why it has become essential in the public relations field. Firstly, the concept of “digital storytelling” will be discussed. Secondly, the reason why storytelling has become vital for organizations will be emphasized. Finally, three digital storytelling campaigns (Airbnb's “Breaking Down Walls,” Land Rover's “The Vanishing Game,” and UNICEF's “The Worst Soap Opera”) will be analyzed through multiple case study method. The aim is to examine how different companies are using storytelling for different purposes, and to find out th...
Öz 1970'li yıllarla birlikte üretim, ulaşım ve iletişim teknolojilerinde önemli dönüşümler yaşanm... more Öz 1970'li yıllarla birlikte üretim, ulaşım ve iletişim teknolojilerinde önemli dönüşümler yaşanmıştır. Fordist üretim sisteminde yaşanan tıkanmalar iletişim ve ulaşım teknolojilerindeki gelişmelerle aşılmış ve "küresel üretim sistemi"ne geçilmiştir. Küresel üretim sistemi ve bu sisteme eklenen Endüstri 4.0 ile ürün çeşitliliği artmış, şirketlerin aynı tüketici grubuna satış yapabilmesi mümkün kılınmıştır. Böylece ürünler henüz kullanım ömürlerini tamamlamadan, yenileriyle değiştirilmeye başlanmıştır. Bu durum yeni bir tüketim anlayışının oluşmasına neden olmuştur. Tüketim toplumun temel özelliklerinden biri haline gelmiş, kimlik oluşturma sürecinin önemli bir bileşenine dönüşmüştür. Üretim ve tüketim alanlarında yaşanan dönüşüm yalnızca üretim biçimlerini, çalışma koşullarını ve tüketim biçimlerini etkilememiş, aynı zamanda yeni bir kültür, başka bir ifadeyle "yeni bir yaşam tarzı", "dünyaya bakış açısı", "anlama ve yorumlama biçimi" oluşturmuştur. Bu makale kapsamında, ortaya çıkan yeni kültür biçimi, "postmodern kültür" olarak tanımlanmış ve bu kültürün temel özellikleri olan görme ve gösterinin yükselmesi, hipergerçeklik-simülasyon ve parçalanma, bireyselleşme ve modüler kimlik tartışılmıştır.
Storying Humanity: Narratives of Culture and Society
The era after World War II was given different names according to different thinkers. Bauman or L... more The era after World War II was given different names according to different thinkers. Bauman or Lyotard called it postmodern while Giddens referred it at late modern. The list continues with Sennett calling it flexible capitalist or with Baudrillard naming it consumer society. Although different names were given to this era, all of these thinkers focused on visual culture and the difference in consumption practices. Especially after the beginning of the 21st century, one can say that a new era called the visual age filled with symbols and images has started. In addition to that, consumption became more important than production and formed a new consumption reality. In this new era, consumption took place, not on the basis of needs, but meanings and symbols. Consumption was used as a tool for creating identities and status. Also, teenagers have emerged as an important consumer group in this period. By consuming, they were able to create a new identity for themselves. The products, themselves, carry an identity. Mass media is the main reason for the creation of all these different identities. In last 30 years, many studies have been made regarding placement of symbols and meanings, and new methods have been developed. Product placement is one of these techniques used in films and serials. It is an advertisement technique used by companies to subtly promote their products. In this chapter, serials as a form of storytelling were discussed first. Secondly, postmodern consumption and new forms of advertising were examined. Thirdly, the concept of product placement and its execution in serials were analysed. Finally, the product placement in a teenage Turkish serial named Medcezir, the Turkish adaptation of the American teenage serial O.C., was analysed by using content analysis.
Handbook of Research on New Media Applications in Public Relations and Advertising
The human experience consists of stories. We tell and listen to millions of stories throughout ou... more The human experience consists of stories. We tell and listen to millions of stories throughout our lives. Not only humans but also organization use stories to explain their values and create meanings for their constituents. With the increased competition, stories became inevitable in order for organizations to form and to maintain relations. The main purpose of this chapter is to explain through cases analysis what “digital storytelling” means and why it has become essential in the public relations field. Firstly, the concept of “digital storytelling” will be discussed. Secondly, the reason why storytelling has become vital for organizations will be emphasized. Finally, three digital storytelling campaigns (Airbnb's “Breaking Down Walls,” Land Rover's “The Vanishing Game,” and UNICEF's “The Worst Soap Opera”) will be analyzed through multiple case study method. The aim is to examine how different companies are using storytelling for different purposes, and to find out th...
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