The effects of social media on the formation of consumption culture: Examining the consumption behaviors of individuals using Instagram and Youtube

The act of communication, which has continued throughout the history of mankind, has begun to gain a new dimension with the beginning of industrial revolution and invention of steam engine. People have invented ways to meet their communication needs. In the early ages, communication tools such as smoke, pigeons, and sound were over time telegraphs and newspapers were used in the past; today, they are mostly based on the internet. The main emphasis of this study is the creation of consumption culture, specifically, the behaviours of people who use Instagram and Youtube. Digital communication channel such as social media channels, wikis and blogs are examined after the discussing of the emergence of traditional and social medias. Under this subject, the consumptionist behaviours which are affected by the integral part of our lives, the Digital communication channel, has been researched. Today, digital communication channel is used by individuals and institiutions for many different kind of purposes to practise their consumptionist behaviours. The widespread use of the internet and digital communication channel has caused the removing of the concepts of time or place lying ahead of consumpiton. Consumption emerges as a phenomenon of vital importance for the individual and society. Individuals need to exercise the act of consumption in order to maintain their lives. The emergence of capitalist societies has also changed consumption needs. A change in consumption needs has led to increase in diversity of consumption. Modern societies are exercising their consumptionist behaviours in a way of showing off and are straying farther from rationality. This showing off in the disguise of consumptionist behaviour has caused the needs of the individuals to fade into the background, and formulated it's status with satellites of consumers around it. . The study was conducted with Kastamonu University Communication Faculty students. Thirty questionnaire questions were prepared with 400 students and analyzed using the SPSS program.