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Social Issues Surrounding the Use of New Media Advertising

Brian J. WilimzigSouthern Illinois University Carbondale

JRNL 407

Importance of Topic

http://socialnomics.net/video/

• New media are rapidly becoming the most popular forms of media consumed on a global scale

• The study of new media is essential in understanding the implications they may have on society

• Continued technological advancements in advertising delivery have enormous impacts on market exchange

But, What are New Media?

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An UMBRELLA Term for Media that are: “Digital, Interactive, or Electronic in nature” Internet, Social Media, &

Mobile Devices

“those that ... are not fully established as customary institutions in society.” (Leckenby, 2005)

• Allows “the ability for reciprocal communication between users.” (Leckenby, 2005)

New Media

Evolution of New Media Advertising

• Oct 27, 1994, first banner display ad appeared on HotWired.com

- Industry has since grown into $24 billion business (D’angleo, 2009)

• Creation of social media platforms enable businesses and consumers to communicate & interact with one another

New Media Advertising Regulation

• Government Regulation

- Federal Trade Commission

- Jurisdictional Issues

-Anti-spam Laws

- Children's Online Privacy Protection Act (COPPA)

• Self-Regulation

- Interactive Advertising Bureau (IAB)

- Direct Marketing Association (DMA)

Political & Economic Effects• Advertising-supported Internet

ecosystem:

- Contributes to the employment of 1.2 million Americans directly

- Sustains 2% of U.S. Gross Domestic Product (GDP)

• 2008 Presidential Campaigns

- 24% of Americans turned to Internet for campaign information

- Social networking mitigated violent swings in public opinion

Advertising Targeted at Children

• Internet Generation will spend 20 years of their lives interacting with media technologies

• $24 billion direct, and $500 billion indirect buying power

• Children's Online Privacy Protection Act (COPPA)

Consumer Privacy• Behavioral Targeting:

- Cookies

- Brain Imaging

• Mobile Devices

- Radio Frequency Identification (RFID) Tags

http://www.youtube.com/watch?v=oBaiKsYUdvg

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