Online Communication in the Context of Personal, Virtual and Corporate Identity Formation

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The implementation of digital media in today's communication significantly influences societal media behaviors. In recent decades, protecting personality rights in the context of new media has gained importance. As our communication becomes increasingly media-based, its impact on reality construction affects societal normative values. To fully understand new media's role in our mediatised world, it must be analyzed within both communicative and normative systems. Social media has shifted from user-generated content to a platform for businesses, particularly in the context of Big Data. This book explores the formation of various identities resulting from different new media usage. It examines online communication between personal and virtual identities, covering topics such as online anonymity, self-presentation strategies on dating platforms, the phenomenon of Internet Mothers, and the potential for cyberbullying on Snapchat. Additionally, it addresses online communication between corporate strategies and new business models, detailing the evolution of television, changes in music consumption due to on-demand services, and the role of social media in brand reputation management. This work navigates the space between user-generated content and professional applications, contributing to the discourse on media in a mediatized and globalized world.