The role and effect of new media and new cultural intermediaries on interior design

The rapid advancement of digital technologies and the widespread adoption of social media platforms have fundamentally transformed the processes of interior design, including design development, implementation, and communication. This has ushered in a new era in which new media and new cultural intermediaries play a significant role in shaping creative processes, professional practices, and user preferences. As one of the design fields where the influence of new media and new cultural intermediaries is increasingly evident, interior design has been redefined by the visual expressions enabled by social media—an environment shaped by content creators and influencers who have emerged as a new class of cultural intermediaries. To assess this interaction, interviews conducted with interior architecture students and professional interior architects, as well as observations made on social media, have explored the evolving and increasingly blurred boundaries between designers, users, and influencers. The study examines the roles and effects of new media and new cultural intermediaries within the interior design process and practice. The findings indicate that, under current conditions, new media and new cultural intermediaries serve a supportive, guiding, and encouraging function in the field of interior design. Their influence is extensive, transcending traditional boundaries—simultaneously perceived as daunting yet unavoidable. Both new media and new cultural intermediaries, when critically and effectively utilized, offer the potential for growth and development for both users and designers in interior design. However, if these tools and agents are employed uncritically or without reflection, they may lead to a loss of originality and distinct identity within the discipline, thus posing a significant challenge.