Abstract:

The developments in communication technologies also lead to social changes and transformations. Marketing and advertising is a communication action that develops through the interpretation and adaptation of this social change and transformation. The popular culture plays an important role in creating,ining and shaping this communication action. Applications that show how brands can enter a particular 'journalist' to be part of popular culture and get beautiful results from it have focused on how it will be applied to the world of marketing and communication in recent years by analyzing the hacker mindset. One of the best examples of this is the campaigns made by Burger King. The main reason why Burger King’s campaigns are on the agenda is the concept of advertising that catches points like technology, political sphere, current topics of popular culture and hacks the system, and this strategy is called ‘hackvertising’. It has been shown that no detailed and theoretical study in literature has been done on this application, which has received awards in the field of creative advertising. This article aims to provide a theoretical framework for the concept of hackvertising, to analyze Burger King’s hackvertising applications in the perspective of Actor Network Theory (ANT) and to contribute to the field in this regard. The study concluded that the concept and strategy of hackvertising was formed within a dynamic network where human and non-human actors gathered together and that it was a semiyological production by reversing existing concepts.

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