A study of rules, structures, features, and biases in the new media for digital advertising for the development of new media ontology

Dr. HUNG Chor Kin, EdwardEdwardDr. HUNG Chor KinChan, Ada Yan TungAda Yan TungChanChan, Rachel Chin YeeRachel Chin YeeChan2018-10-302018-10-302018In Ho, A. G. (Ed.) (2018). Advances in human factors in communication of design (pp. 88-92). Singapore: Springer.http://hdl.handle.net/20.500.11861/5385Previous 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.enA study of rules, structures, features, and biases in the new media for digital advertising for the development of new media ontologyConference Paper10.1007/978-3-319-93888-2_9