The Phenomenon of Metamodernism in New Media From the 2000s to the 2010s: A Case Study of Advertising

Student: Anastasiia Martynova

Educational Programme: Media Communications (Bachelor)

Year of Graduation: 2024

The work demonstrates that the concept of metamodernism is reflected in new media, particularly in advertising within new media. The study begins with defining the characteristics of metamodernism based on previous scientific works. The paper also outlined the influence of metamodernism on new media. Then, for the analysis of advertising materials, a sample of 16 advertising campaigns was conducted. The analysis showed that common elements in new media advertising include integration, intertextuality, new sensibility, and the discussion of sociocultural issues. Some characteristics of metamodernism —overcoming contradictions and black humor — are encountered less frequently, likely due to the complexities and risks associated with their use in advertising. Nonetheless, the developed scheme identified the main features of metamodernism presence in advertising materials and demonstrated the influence of new media tools on these characteristics.

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