APPEARANCE OF POSTMODERN CONSUMPTION CULTURE IMAGES IN NEW MEDIA: INSTAGRAM
POSTMODERN TÜKETİM KÜLTÜRÜ İMGELERİNİN YENİ MEDYADAKİ GÖRÜNÜMÜ: INSTAGRAM EVRENİ ÖRNEĞİ

Author : Dilara DOĞAN
Number of pages : 531-545

Abstract

This study examines the relationship between consumer culture and new media in the postmodern era. It has been argued that the postmodern consumer tends to consume a number of indicators and images from the need with the desire to obtain social approval by taking part in consumer practices from the moment the individual is present and examining the historical process of consumption. As a sample of the study, boutiques and bloggers who are benefiting from the mobile application Instagram which is a social sharing platform are discussed. This boutique and bloggers' postmodern advertising and public relations strategies have been described as a means of consumption of new media devices, which are called information age. Social sharing platforms have reached the conclusion that individuals are involved in everyday life practices as a result of the desire to gain social visibility and social approval, and that people have influenced their consumption trends. Today, postmodern consumer culture is produced and consumed in the new media channel.

Keywords

Postmodern consumer culture, new media, consumer behavior, social approval, Instagram

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