In the age of iDeology - in which individual access and participation to technology is about to replace the rich texture of religion, culture, tradition and political convictions - the social impact of media discourse only magnifies. This volume is an attempt to explore the influence of ever-available communication content on the minds and behavior of a population that has made the permanent and often obsessive use of communication technology a defining element of social orientation. Unlike the many accounts that focus on the remarkably redefined patterns in the context of Western society - ranging from twittering Presidents to the emerging populist movements all over Europe - this volume portrays the situation from the frequently neglected perspective of the global periphery. As opposed to simply transfer and measure perspectives taken from a Western point of view, the clear intention of this volume is to provide ample space for the sincere and explorative consideration of local characteristics and settings of the different social, cultural and political contexts and therefore contribute to providing the ground for future research.