İlk Kitabım: Dijital Reklamcılık ve Gençlik

Gülay_öztürk_kitabım  : Dijitalleşme ve iletişim teknolojileri arasındaki etkileşim hızla artmakta; değişen çağ yeni bir pazarlama alanı, kullanıcı yapısı ve yeni reklam biçimlerini  karşımıza çıkarmaktadır. Dünyada internet ve dijital teknolojiyi en çok kullanan kesimin gençlerden oluşması, 2025 yılında çalışan nüfusun %75’ini Y kuşağının oluşturacağı yönündeki veriler  kullanıcıları çözmeye çalışan (nasıl iletişim kurdukları, nelere ihtiyaç duydukları ya da ileride neye ihtiyaç duyabilecekleri, etkileşimden beklenti düzeyleri, kitlesel ve dijital mecraları nasıl ne şekilde ve ne sıklıkta kullandıkları, trendleri, pazarlama ve reklam faaliyetlerine yönelik tepkileri, tutumları vb. alanda)  marka, pazarlama ve reklam alanındaki kesimin  bu genç kitleye yönelik çalışmalarını yoğunlaştırmasına neden olmaktadır. Ayrıca Avustralya’da faaliyet gösteren AndMine Dijital Reklam Ajansı’nın verilerine göre dünya genelinde 2012 yılında geleneksel reklam çalışmaları için yapılan reklam harcamalarının %4,5; çevrimiçi reklamcılığın %18 arttığı  ve 2020 yılında bu oranın %30’u bulacağı ileri sürülmektedir.  Dijitalleşmenin sunduğu etkileşim, sanallık gibi nimetlerin ise geleneksel reklamdan daha farklı reklam biçimlerini karşımıza çıkardığı gözlenmektedir. İlerleyen yıllarda dijital reklam çalışmalarına verilen önemin ve yeni reklam alanlarının ise daha da artacağı  öngörülmektedir. Dolayısıyla elinizdeki bu kitap  dijital reklamcılık,  dijital çağın gençleri  ve kültürel özellikler bağlamında merak edilenlere Türkiye ve Amerika Birleşik Devletleri ekseninde yapılan bir araştırma ile de destekleyerek cevap vermeye yardımcı olmaktadır.

Yrd.Doç.Dr.R.Gülay Öztürk

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Call For International Book Chapter:”Cultural Perspectives on the Entertainment Industry: Communication, Media, and Societal Impacts”

Editors

Dr. R. Gulay Ozturk (Istanbul Commerce University, Turkey)
Call for Chapters

Call for Chapters: Cultural Perspectives on the Entertainment Industry: Communication, Media, and Societal Impacts

Full Chapters Due: September 30, 2013

Submission Date: January 15, 2014
For release in the Advances in Multimedia and Interactive Technologies (AMIT) Book Series

Introduction

The fast development in technology, having a new product marketed every day, and the increase in our options push us to work harder in order to get what we desire. In the end of this intense work, the reward that we can give to ourselves is efficient and entertaining leisure time. In the 21st century, capitalism defines and fills the “leisure time” of mankind by buying this time via “entertainment” tools and actions which have become almost the biggest industry in the world in such a way that creates a common (universal) “entertainment culture.” This definition is intended for consuming entertainment due to the dynamics of capitalism. Consumption of entertainment causes nonsatisfaction of desire created towards entertainment and a will of consuming again and again as a result of generated sensual emptiness. The transformations that the concept of entertainment faced throughout history are also a significant indication of the changes in the community. Since the Ancient Greek period, in which labour was underestimated and entertainment drew the line between slaves and masters, changes in society and entertainment followed parallel routes. In the 17th century, individual entertainment was freed from the rules of religion; art materialized and gained a deceptive dimension for the audience. In the modernization period, a redetermination of entertainment life according to the Western norms affected the social life from several aspects, such as the position of women companionships, behaviors, and so forth. Finally, the concept of entertainment started to be accepted as a mandatory activity and staying out of it is perceived as an oddity. Mixing work and play became the part of business relations. In other words, in the late capitalism age, entertainment is an extension of work, and in order to cope with the mechanical business life, people seek entertainment. On the other hand, entertainment promises escape routes from thinking and an automated manufacturing process. Furthermore, at the beginning of the 20th century, communications and technology tools, globalizations, and marketing applications changed a major form of entertainment so that a new entertainment culture came up in the world. This study provides a review (as positivist and critical) of the academic and popular literature on the relationship between communications, technology, culture, marketing, and entertainment practices in the world. Additionally, the book explores the impact of communication technologies and globalizations on entertainment applications of different cultures.

Objective of the Book

This study discusses the “entertainment concept” in terms of communications, culture, marketing, and technology. Entertainment as an industry has shown steady growth since P.T. Barnum’s day. Today, the sense of entertainment of target audiences has changed by globalization and new communication technologies. Therefore, we aim to present the changing of entertainment from the point of different disciplines (communications, culture, marketing, and technology). Thus, this book has both critical and positivist approaches.

This book aims to present the change of entertainment concept in the world and Turkey. However, this study covers a lot of disciplines (communication, marketing, culture and technology, etc.) and different research methods (an experimental, quantitative, qualitative research, etc.). This study will also explain implications and the interaction of a changed sense of entertainment in terms of communications, culture, marketing, and technology.

Target Audience

The target audience of this book is graduate, undergraduate, and advanced level students; as well as researchers, academicians, professionals and practitioners, scientists; and executive managers of marketing, communications, culture, and research companies.

Recommended topics include, but are not limited to, the followi

 

  • Entertainment in terms of different perspectives

 

  • Entertainment culture in the world
  • Entertainment culture in Turkey
  • Entertainment industries
  • Evolution of entertainment
  • Entertainment and cultural studies (Central, Eastern, And Western European countries, USA, Africa, Middle East countries, Far Eastern countries, Asian countries, etc.)
  • The effects of globalization on entertainment
  • Traditional communications tools and entertainment: Radio, TV, press, magazine, novel, cinema, etc.
  • New communications technologies and entertainment: Internet, mobile/mobile phones, virtual worlds, social networks, etc.
  • Entertainment and technological applications
  • Entertainment marketing
  • Entertainment and advertising
  • Entertainment and public relations
  • Entertainment and branding
  • Entertainment and consumer
  • Entertainment and games
  • Entertainment and art
  • Consumerist society and entertainment
  • Critical approaches and entertainment
  • Positivist approaches and entertainment
  • Quantitative studies and entertainment
  • Qualitative studies and entertainment
  • Experimental studies and entertainment

 

Submission Procedure 

Researchers and practitioners are invited to submit on or before May 30, 2013, a 2-3 page chapter proposal clearly explaining the mission and concerns of his or her proposed chapter. Authors of accepted proposals will be notified by June 30, 2013 about the status of their proposals and sent chapter guidelines. Full chapters are expected to be submitted by September 30, 2013. All submitted chapters will be reviewed on a double-blind review basis. Contributors may also be requested to serve as reviewers for this project. 

Important Dates 

May 30, 2013: Proposal Submission Deadline
June 30, 2013: Notification of Acceptance
September 30, 2013: Full Chapter Submission
November 15, 2013: Review Results Returned
January 15, 2014: Submission of Final Chapter
March 31, 2014: Final Deadline
 

Editorial Advisory Board 

Dr. Mete Camdereli, Istanbul Commerce University, Turkey
Dr. Ayda Uzuncarsili Soydas, Marmara University, Turkey
Dr. Ozgur Cengel, Istanbul Commerce University, Turkey
Dr. Zeliha Hepkon, Istanbul Commerce University, Turkey
Dr. Ala Sivas Gulcur, Istanbul Commerce University, Turkey
Dr. Gozde Oymen, Istanbul Commerce University, Turkey
Dr. Elgiz Yilmaz, Galatasaray University, Turkey
Dr. Ekin Gunduz Ozdemirci, Istanbul Commerce University, Turkey
Dr. Erdem Tatli, Istanbul Commerce University, Turkey

Inquiries and submissions can be forwarded electronically (Word document):

Assistant Prof. Dr. R.Gulay Ozturk
Department of Public Relations
Istanbul Commerce University
Phone: +90 212 314 41 00
E-Mail: gulay@ticaret.edu.trrosemoon1981@gmail.com

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