Role of Advertising and Digital Media in the Changing Narratives and Peoples Perceptions on Social Issues : A Digital Shift in Paradigm

Abstract

The 2000s have been a time of immense change and adaptability with new technologies being introduced and virtual reality being integrated within the global dynamic. As such this study explores how the digital media is creating a wave of change, is being used as a tool and a means for a ricochet effect. In a time when everything is fast paced and long documentaries for awareness raising are no longer an option, digital movements and ad campaigns have taken the internet by a swarm. This research studies the impact of these movements and campaigns on individuals as well as societies in regards to the way they are perceived, the traction they gain and the reasons for that traction.