EXAMINING THE TRANSFORMATION OF SOCIAL MEDIA APPLICATIONS INTO THE MARKETPLACE IN THE CONTEXT OF MASS CULTURE: ANALYSIS OF INSTAGRAM'S RELIABILITY IN THIS AREA

Abstract

It is an undeniable fact that with the development of social media in parallel with the internet and the discovery of new features day by day, its usage area is also expanding. In our age when almost everything is turned in favor of capitalism, it has been inevitable for social media to evolve into this. With the combination of intense shopping activity and the rapid interaction of social media, shopping has now turned into a very different dimension. In this context, consumption has settled in the center of social life, from being a tool to being an end. The purpose of this article is to examine the reliability of using the Instagram application, one of the indispensable social media applications, with the shopping feature, and to share the data with the relevant people. While doing this, literature review, data analysis manager was used. In addition, it has been evaluated in the context of mass culture theory. In the data analysis part of our study, the satisfaction of the individuals between the ages of 18-25 using the shopping feature of Instagram was compared. A mixed group of 20 people was evaluated one by one in the videos in the results of the shopping search on Instagram. According to the result, it was concluded that while 16 consumers evaluated shopping positively, 4 of them evaluated it negatively