Review of Publishing Through Convergence and Integration in the Context of Advertising

Öz

Breakthroughs in new communication technologies were influenced parties of convergence differently over time. In this study, new ideas created by these relevant technological developments were described through the user and publisher's side of view. The literature review was used to explore the main technical outputs for both traditional and new media environments. The study is important to understand the main effects of horizontal and vertical integration processes on the structures that use publishing activities involved in new online environments. Therefore, this study was aimed to review the possible connections that emerged through the effects of convergence and structures of integrations. The findings obtained from the literature review have shown that horizontal integration in the context of convergence has critical importance for online publishing media organizations. Another important finding is that notions such as banner blindness problem, freemium product or frequency capping, were emerged through convergence that enabled different interactions between user and publishing mechanism.

Anahtar Kelimeler

• involvement
• banner blindness
• freemium
• convergence
• horizontal integration

Yayıncılığın Yöndeşme ve Entegrasyon Üzerinden Reklam Bağlamında İncelenmesi

Öz

Yeni İletişim teknolojilerindeki önemli gelişmeler, yöndeşme taraflarını zamanla farklı biçimde etkilemiştir. Çalışmada, bu ilgili teknolojik gelişmelerin oluşturduğu yeni fikirler, hem kullanıcı hem de yayıncı bakış açılarından tarif edilmiştir. Ana teknik çıktıları araştırmak için, geleneksel ve yeni medya ortamlarına dair alanyazın taraması gerçekleştirilmiştir. Çalışma, yeni çevrimiçi ortamlarda yer alıyor olan yayıncılık faaliyetinde bulunan yapılar üzerindeki yatay ve dikey entegrasyon süreçlerinin ana noktalarının anlaşılması bakımından önem arz etmektedir. Bu nedenle çalışma, yöndeşme ve entegrasyon yapıları etkisiyle ortaya çıkan olası bağlantıları incelemeyi amaçlamıştır. Alanyazın taramasından elde edilen bilgiler, yöndeşme bağlamındaki yatay entegrasyonun, internet yayıncılığı yapan medya organizasyonlarında kritik bir öneme sahip olduğunu göstermektedir. Bir diğer önemli sonuç da, reklam bandı körlüğü sorunu, temel hizmetleri ücretsiz uygulama ya da sıklık sınırı gibi kavramların, kullanıcı ve yayın mekanizması arasında farklı bir etkileşimi sağlayan yöndeşme dolayısıyla ortaya çıkmış olmasıdır.

Anahtar Kelimeler

• ilgilenim
• reklam bandı körlüğü
• temel hizmetleri ücretsiz
• yöndeşme
• yatay entegrasyon

Kaynakça

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