Research Information System
MARMARA JOURNAL OF COMMUNICATION, no.19, pp.8-39, 2012 (ESCI)
Mankind, in every period of its history according to the needs consumed in order to survive, but only the 21st Century is also questioned whether people consume to have to be. Capital, industrialization, ideology and technology, as a result of under the control of entry into the dominant ideology, on the other hand, global organization of advanced communication technologies, the disappearance of geographical boundaries, reduction of cultural (and language) differences caused to the conversion of some of the concepts as; Advertising to global advertising; Culture to mass culture, communication to mass communication and consumption to consumption culture. Contextual and practical change-transformation of these concepts, are based on economic, politics and cultural changes which take place in process of Taylorism to become capitalist industrial production process. In this study globalization will take place as a comprehensive result. Concept of advertising will be used as a link for consumer culture, mass media and capitalism.