Measurement of the brain analysis of the user with the EEG method in the transition from conventional media to the new media

Communication continues to be a living concept in every aspect of life today. This form of interaction, which touches every point of life and leaves traces, has undergone some changes in time due to the transformation of humanity and history. The fact that the paintings that have a meaning by drawing on stone or cave walls can now be read through electronic screens is the biggest proof that communication does not have a static structure. Today, communication, with the help of a number of factors, especially in the context of globalization in the context of the shape and features of the global village described by McLuhan'ın lived exactly. There are many subtexts waiting to be discovered in this journey from orld to manuscripts, manuscripts to telegrams and telegraphs to today's radio, television and computers. In this context, the impact and motivation of communication, which is the most important tool in today's global orld, becomes an area to be examined. Regardless of the number of people in contact, the forms of communication and the type of communication, today's communication has become community-oriented. In particular, the individual-oriented, individualizing and self-addressing communication style makes mood changes and motivation increase faster. This change in the basis of communication and media tools has been reflected in the fields of advertising and marketing as well as in all other fields and has led to the emergence of different marketing methods orld e new mass of the new orld. The tools that bring user experience to the fore, augmented reality applications, and neuromarketing methods are just a few of these new types of marketing. Although based on marketing, nowadays, neuromarketing techniques include objective tools that measure the emotions of individuals on a product, service and object by resetting external effects to individuals. In this study, using the neuromarketing method, the newspaper which is a conventional media tool and the website of a newspaper via the internet, which is a new media tool, were shown to the participants. In the study, brain waves generated by the participants were analyzed by NeuroSky, the EEG device, against these objects shown to 20 volunteers (10 Male – 10 Female). In addition to brainwaves, it was understood that the interest and motivation values of the participants were averaged and which individual developed an interest towards which kind of media. As a result of brain waves analysis, it was determined that the participants felt more comfortable in the face of conventional media and their attention was constantly distracted in the face of new media.