DİJİTALLEŞEN TÜKETİM TOPLUMUNDA SOSYAL MEDYANIN ROLÜ

Social relations, which are structured according to the mode of production, have started to be shaped according to the forms and processes of consumption today. Although consumption is perceived as the subject of an economic field, as a social phenomenon, it means much more than the consumption of goods and products necessary for life. Consumption, which occupies an important place as the ideology of the new world at the center of human life rather than meeting a physical need, operates as a new generation cultural industry with its global and interaction-based character with social media applications. Depending on the developments in internet technology, the digitalization of the consumer society and the dissolution of the coexistence of space and time of consumption necessitates the re-evaluation of consumption based on digitalization with personalized recommendation systems offered based on artificial intelligence and algorithms. Social media algorithms construct a predictable cyber world for the user and provide important motivation in terms of consumption preferences and behaviors in this direction. The restructuring of everyday life through online channels creates new types of groups and friendships through social media and cyber communities. While the showcase is associated with a collective representation in social life, it has been fragmented in digital life and turned into an imaginary collective structure. Magical and pretentious social media; With the indicators that cover the reality surrounded by fantasies and advertisements, it has caused the dissolution of traditional consumption based on the unity of time and space and face-to-face interaction. Social media reveals the attractiveness of consumption as a dizzying activity and supports this attraction with personalized recommendations, offering ways to consume more in its fictional world.