Consumed Consumer Within the Framework of New Communication Technologies

Abstract

“New media,” refers to a wide range of common practices and phenomena and expressed as new textual forms, culture of entertainment, consumption patterns, new self and identity presentations, community building paths, and representational world conception. With the virtual environments offered by new communication technologies, the leisure time of individuals is captured easily and in real life, hierarchies in social structure are measured by consumption-based performance of the individual. Companies had to add consumer management to their strategies at the end of the 20th century when the new media began to shape life and life practices. These companies, instead of producing for an uncertain market now produces according to the customer's desire and individual production. In addition, they supply specific niche markets to create the consumer they need. In this context, in the study marketing and advertising strategies and consumer behaviors that are transformed with new communication technologies will be discussed in detail.