VIRAL ADVERTISING: PRODUCTS OF VISUAL CULTURE AT THE CROSSROADS
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Tarih
2012
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Medimond S R L
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
The topic of this article is viral advertisements as the products of visual culture that are produced in the form of digital videos for sharing through e-mails or social network sites. Viral advertising is one of the methods of guerilla or stealth marketing. Because it spreads through the social networks on the internet, it is called viral analogical to viruses and their self-replicating dissemination. Viral advertising is at the crossroads of different disciplines in terms of its structure. From a framework of popular culture, viral advertising is a digital product of visual culture that is established as a common global culture; and functions in social, cultural and psychological contexts. Viral advertisements find their way in online social networks, spreading through animated contacts due to their interesting content that makes them forwardable. Sharing viral advertisements is a norm behavior in the culture of the internet. Viral advertisements relate to consumers through the images, cultural models and social representations they are encoded with. The manifestations of these cultural elements enable the shaping of shared reality. Viral advertising is nurtured by the behaviors of internet users, whose main psychological motives are belonging. Today's society functions in the new ways of being created by the digital age. These new ways of being came into existence through different phenomena ranging from information flow and communication to changing balances of power. Viral advertising, in fact, is a component of Manuel Castell's network society. Modern society's social networks perform in digital environments. The conduct of online social networks in today's global village is the driving force behind viral advertising. The goal of this article is to investigate viral advertising contextually, from the perspectives of different disciplines. Thus, in terms of methodology, it uses a theoretical approach.
Açıklama
International Congress on Visual Culture - New Approaches in Communication, Arts and Design Digitalization (VISUALIST) -- MAR 07-09, 2012 -- Istanbul, TURKEY
Anahtar Kelimeler
Viral advertising, WOM, eWOM, Digital age
Kaynak
Visualist 2012: International Congress on Visual Culture New Approaches in Communication, Art and Design Digitalization
WoS Q Değeri
N/A
