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A study of rules, structures, features, and biases in the new media for digital advertising for the development of new media ontology
Date Issued
2018
Publisher
Singapore: Springer
Series/Report no.
Advances in Intelligent Systems and Computing;796
Citation
In Ho, A. G. (Ed.) (2018). Advances in human factors in communication of design (pp. 88-92). Singapore: Springer.
Type
Conference Paper
Abstract
Previous works on the development of New Media Ontology revealed that four ontological properties, namely rules, structures, features, and biases should be seriously considered. This paper is to continue with these studies and to investigate the existence of these ontological properties in the new media specifically for digital advertising. Through a study of four popular social media platforms – Pinterest, Snapchat, Instagram, and Facebook, this paper concludes that these four ontological properties are not only available in the new media for digital advertising but also correspond to the ontological properties of New Media Ontology, contributing to its development.
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