Information Package / Course Catalogue
New Media and New Consumer Behaviors
Course Code: MİÇ538
Course Type: Area Elective
Couse Group: Second Cycle (Master's Degree)
Education Language: Turkish
Work Placement: None
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 5
Objectives of the Course

The objective of this course is to examine the individual (subject) of the modern, late-modern, and digital era within a conceptual and critical framework across philosophical, sociological, and psychopolitical dimensions. Within the scope of the course, it aims to analyze in depth at the doctoral level the transformative effects of mass media and digital media infrastructures on individual identity construction, desire mechanisms, alienation, narcissism, and the performance society. It is intended for students to integrate the subjectification and objectification processes of the modern age with media theories to transform them into original interdisciplinary academic paradigms, and to design independent doctoral research using advanced methodologies.

Course Content

The course traces the individual starting from the configuration of the modern individual in the Enlightenment period through the panoptic society, disciplinary society, liquid modernity, culture of narcissism, network society, and on the axis of "performance society" and "psychopolitics" as conceptualized by Byung-Chul Han. How media and communication technologies restructure the individual's relationship with time, space, body, and the other is problematized under the headings of digital surveillance, data exploitation, and algorithmic identity management. The course positions the individual of the modern age beyond being a passive mass element or a mere user, but as an ontological subject at the center of current practices of domination and freedom.

Name of Lecturer(s)
Learning Outcomes
1.Analyzes the concepts of "individual" and "subjectivity" in the modern, late-modern, and contemporary digital eras within the context of philosophical, sociological, and communication theories at the doctoral level.
2.Critically analyzes the impact of media technologies and algorithmic networks on the alienation, narcissism, performance-orientation, and psychopolitical processes of the modern individual.
3.Discusses the reflections of contemporary domination practices such as surveillance, control societies, data exploitation, and self-exploitation on individual identity and daily life within ethical and social dimensions.
4.Conceptualizes an original academic problem regarding the individual of the modern age and digital forms of subjectivity, and develops an independent and publishable theoretical/empirical paper accompanied by advanced methods.
5.Systematically and competently defends current philosophical and theoretical debates in the field alongside their own original academic findings in national and international platforms in written, oral, and visual formats.
Recommended or Required Reading
1.Byung-Chul Han - Yorgunluk Toplumu & Psikopolitika: Neoliberalizm ve Yeni İktidar Teknolojileri
2.Zygmunt Bauman - Akışkan Modernite & Bireyselleşmiş Toplum
3.Michel Foucault - Hapishanenin Doğuşu & Özne ve İktidar
4.Christopher Lasch - Narsisizm Kültürü: Azalan Beklentiler Çağında Amerikan Yaşamı
5.Jean Baudrillard - Simülakrlar ve Simülasyon
6.Gilles Deleuze - Denetim Toplumları Üzerine Sonsöz
7.Anthony Giddens - Modernite ve Bireysel-Kimlik: Geç Modern Çağda Benlik ve Toplum
8.Shoshana Zuboff - The Age of Surveillance Capitalism
9.Herbert Marcuse - Tek Boyutlu İnsan
10.Richard Sennett - Karakter Aşınması: Yeni Kapitalizmde İşin Kişilik Üzerindeki Etkileri
Weekly Detailed Course Contents
Week 1 - Theoretical
Scope and epistemological framework of the course: Modernity, communication, and the evolution of the concept of "subject"
Week 2 - Theoretical
The birth of the modern individual from Enlightenment to rationalism and the first steps of mass media
Week 3 - Theoretical
The individual from disciplinary society to control society: Surveillance in the philosophy of Foucault and Deleuze
Week 4 - Theoretical
Liquid modernity and fragile selves: The individual in the age of uncertainty from Bauman's perspective
Week 5 - Theoretical
Consumer culture, narcissism, and the society of the spectacle: The transformation of the individual into an object of image
Week 6 - Theoretical
Identity and ontological security in late modernity: Giddens and the reflexive formulation of the self
Week 7 - Theoretical
Digital panopticon and the datafied subject: The commodification of the individual under digital surveillance
Week 8 - Intermediate Exam
Midterm evaluation: Submission of theoretical text analysis report and seminar session
Week 9 - Theoretical
Achievement and performance society: Byung-Chul Han and mechanisms of "self-exploitation"
Week 10 - Theoretical
Neoliberal psychopolitics and new technologies of power: Management of emotions and digital media
Week 11 - Theoretical
Digital narcissism, selfie culture, and the loss of the "other": Exhibitionism and isolation on social media
Week 12 - Theoretical
Post-humanism and cyborg subjectivities: Artificial intelligence, algorithmic guidance, and the post-human individual
Week 13 - Theoretical
Methodological approaches to the individual of the modern age: Advanced discourse analysis, in-depth interviewing, and digital methods
Week 14 - Theoretical
Student paper drafts workshop: Critique of doctoral research questions and theoretical frameworks
Week 15 - Final Exam
Final evaluation: Term research paper presentation and oral defense
Assessment Methods and Criteria
Type of AssessmentCountPercent
Assignment1%20
Term Assignment1%40
Midterm Examination1%20
Final Examination1%20
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory142370
Project120222
Presentation 110212
Reading43116
Final Examination1415
TOTAL WORKLOAD (hours)125
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
OÇ-1
5
4
3
5
4
4
3
3
OÇ-2
5
5
4
5
5
5
4
4
OÇ-3
5
5
5
5
5
5
5
4
OÇ-4
4
5
4
5
5
5
5
4
OÇ-5
4
5
4
4
5
4
5
5
Adnan Menderes University - Information Package / Course Catalogue
2026