VISUAL COMMUNICATION IN THE NEW MEDIA: AN ANALYSIS TOWARDS CAR BRANDS’ USING OF SOCIAL MEDIA

A new era has been started in the concept and perception of the media with the rapid changing in computer and internet technologies particularly with the definition of web 2.0 applications. now, the concept of the media classify as traditional and new media. lots of concepts and the fact have been developed and changed with the concept of the new media. new media, as lots of debates about it, gets important attention in communication, marketing and integrated marketing communication fields and activities. as a primary aim of the individual’s internet using, new media has become an important medium for various of firms and organisations which adopts “costumer focused approach” to reach their consumers. many firms and organisations have started to use social media in their marketing and brand communication activities. because, with social media it is possible to reach to many people and consumers in a fast, effective and controlled way without limitation of time and place. the purpose of this research is to determine how brands use the social media for integrated marketing communication activities and discuss how they manage visual communication elements and the content. in the research, one of the most important sector in turkey which is automotive sector’s social media practises will be analysed in the context of facebook. content analysis method was performed from the point of using of visual communication elements.