Reflection of popular culture on fashion and the role of new media

In today's living conditions, traditions and customs that have changed under the influence of popular culture, along with habits, have come to affect wider audiences through new media tools. Along with popular culture, changes have occurred in many areas, and one of the areas where these changes have been most pronounced is fashion. With the influence of popular culture on fashion, changes have occurred in fashion categories, which have shifted towards the mindset desired by popular culture. With new media-related tools, it has influenced even wider audiences and shaped fashion. This study attempts to explain how popular culture is reflected in the field of fashion and the role of new media in this process. The scope of the research is to examine how popular culture and new media-related social media platforms have brought about changes in the field of fashion and created popular brands. Qualitative research design was selected for data research, and analyses related to the field were examined by reviewing previous studies on the subject. According to the results obtained in the research, it is seen that popular culture, with its impact on fashion, influences consumers on new media-related social media platforms and makes consumers resistant to popular products. This characteristic of popular culture is thought to be due to its ability to reach wider audiences through new media-related tools and the fact that societies influence each other, resulting in greater exposure to popular culture. The study consists of main chapters. In the first part; the definitions of popular culture, fashion and new media were explained superficially and the conceptual framework of the research was tried to be revealed. In the second part, in-depth research was conducted on the definition and approaches of popular culture and its characteristics were listed. Capitalism, which is one of the most important factors of popular culture, was tried to be explained in a conceptual framework and references were made on the subject. In the third chapter, the concept of fashion is explained and the sub-branches of fashion are listed. Its relationship with popular culture and new media is explained and supported with visuals. In the fourth chapter, the definition of new media is made, its positive and negative effects are mentioned and how this situation is reflected is expressed. In the fifth chapter, the method, limitations, population and sample, purpose and problem of the research are stated. In the last section, the findings related to the research are evaluated and conclusions and recommendations are presented. The findings provide important insights into the field of tools related to popular culture, fashion and new media, and are expected to contribute to future research in this area.