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Social Issues
Surrounding the Use of
New Media Advertising
Brian J. Wilimzig
Southern Illinois University Carbondale
JRNL 407

2. Importance of Topic
• 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
http://socialnomics.net/video/

3. But, What are New Media?
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4. An UMBRELLA Term for Media that are: “Digital,
Interactive, or Electronic in nature” Internet, Social Media, &
Mobile Devices
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5. New Media
“those that ... are not fully established as
customary institutions in society.” (Leckenby,
2005)
• Allows “the ability for reciprocal communication
between users.” (Leckenby, 2005)

6. 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

7. New Media Advertising Regulation
• Government Regulation
• Self-Regulation
- Federal Trade
Commission - Interactive
Advertising Bureau
- Jurisdictional Issues (IAB)
-Anti-spam Laws - Direct Marketing
Association (DMA)
- Children's Online
Privacy Protection Act
(COPPA)

8. 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

9. 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)

10. 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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