Encoding the Daily Life Through Social Networks “Binboa – A Social Night” Analysis of Advertising in Accordance with the New Media Symbols

Abstract

The new media has a value of use as a new course of advertisement for the brand and advertising statements structured on the changing perceptions in our daily lives. While preferences and tastes shaped by post-modern life practices are processed in people’s cognitive processes, thinking, behaving and communicating via symbols experienced in the virtual universe, hence the social networks have proved to be indispensable. Transformation of real affection manners into symbols, especially the fact that these symbols are derived from social networks, has been increasingly pushing individuals to live and think in the face of the virtuality – reality dilemma. Thus, all communication styles, by being restructured in virtual universe, are reflected in social practices, and this symbolic transfer brings with it the domination of the inner dynamics and structure of social networks in our daily lives. The advertising sector, cognizant of this transformation, builds its enterprises and statements on individuals’ new habits and communicates its promises to the target audience in this way. The social media, having formed new behavior and language patterns, is used fairly functionally by the alcoholic beverage brands that are subject to media limit. It appears that the social media, due to its ease of sharing, speed and interactivity, has an effective role in many realms ranging from brand recognition to image renewal, and from entertainment and creativity use to ultimate decision and buying behavior. This study deals with the question of how the codes used in social networks are reflected in daily life. The advertisement of Binboa “A Social Night” will be analyzed through a semiotic method, and the decoding process of the advertisement discourse will be assessed with reference to postmodern culture and digitalization concepts. The