Book excerpt: This work is a combination of public relations and communication studies. Especially new trends in communication studies have drawn the main borders of this book. Different aspects of communication studies have been discussed, evaluated and explained in this study with theories and case studies. Consumption culture, main stream media, life styles, virtual life, branding via new media technologies, cross-cultural subjects, health and communicaTion relations have been analysed both practically and theoretically. The book can be considered as an examplary study to the interdisciplinary approach to communication studies.