A Study of Rules, Structures, Features, and Biases in the New Media for Digital Advertising for the Development of New Media Ontology

  • Edward C. K. HungEmail author
  • Ada Yan Tung Chan
  • Rachel Chin Yee Chan
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 796)


Previous works on the development of New Media Ontology revealed that four ontological properties, namely rules, structures, features, and biases should be seriously considered. This paper is to continue with these studies and to investigate the existence of these ontological properties in the new media specifically for digital advertising. Through a study of four popular social media platforms – Pinterest, Snapchat, Instagram, and Facebook, this paper concludes that these four ontological properties are not only available in the new media for digital advertising but also correspond to the ontological properties of New Media Ontology, contributing to its development.


Digital advertisements New media ontology Social media 


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2019

Authors and Affiliations

  • Edward C. K. Hung
    • 1
    Email author
  • Ada Yan Tung Chan
    • 1
  • Rachel Chin Yee Chan
    • 1
  1. 1.Department of Journalism and Communication, Faculty of ArtsHong Kong Shue Yan UniversityHong KongChina

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