The effect of visual culture on consumption culture: The TrumanShow example

Visuality is not just images or symbols that people see with their eyes and try to make sense of, but it is also the emergence of concrete and abstract culture that extends from the existence of history to the present day. This study primarily aims to examine the impact of visual culture on consumption culture and the movie The Truman Show as an example. Visual culture is the totality of visual images spread in modern society through mass media, advertising and digital media. Consumer culture refers to the process of purchasing and consuming goods and services and creating their symbolic meanings. This thesis provides an important framework for understanding the impact of visual culture on consumer culture. Culture is the whole of values, beliefs, norms, art, language and symbols that shape people's lives. Consumption culture examines how these cultural elements are reflected in the consumption process. Factors affecting consumption culture include media, advertising, social norms and economic conditions. Visual culture includes images disseminated through mass media (television, cinema, internet), billboards, magazines, and other visual media. These images play an important role in the formation of consumer culture. For example, the clothing styles of celebrities, logos of brands and symbols of popular culture show the impact of visual culture on consumer culture. The Truman Show movie is at the center of this analysis. The film tells the story of Truman, who lives in a television show and is constantly watched by cameras. The artificial world in which Truman lives contains many themes that deal with consumer culture. Advertisements, product placements and the influence of media show how visual culture in the film is reflected in consumer culture. This thesis provides an important framework for understanding the impact of visual culture on consumer culture. The example of The Truman Show helps us better understand this relationship.