Journal of Media Critiques, vol.1, pp.35-66, 2014 (Other Refereed National Journals)
The information communication technology developing in today’s world brings about new and different communication opportunities. In modern period communication tools that are shaped under the dominance of postmodern images, mean more than being means of communication and play a more effective role compared to the past. These tools, which are mediating the change of culture production mechanisms, increase the parameter of functionality by incorporating into people and tuning to each other. They are accepted as an important part of daily routine. For these reasons, the present age is considered as the age of convergence. In fact, convergence, as a concept, is pushing the limits day by day. It hints its effects on economic, political, and cultural lives by breaking the taboos considering its nature as a technological concept. The profile of individual -consumer- of the new world is different. The change of media perception and media consumption habits led the passive and isolated consumers of previous periods to give way to social consumers who are interested in interaction and sharing. These consumers, who are new subjects of the new period, do not do with consumption of the product presented by media as audiences; they have desire to participate in the story and to be one of the creators of it. Social media platforms, which are actively used by these consumers in their daily lives, play an important role regarding realizing these desires, reaching new contents, and the efforts to re-create and share the new content. New style of storytelling, which feeds on the codes peculiar to the period and is expressed as transmedia storytelling, enables consumers to shape media content and media as they wish through creating a deep, overreaching, and participative plot; language and narration model; and in this sense, necessitates a detailed analysis.