The effects of social media on Turkish coffee culture as a new dissemination means of popular culture

In this study, research was conducted on the contributions of social media, the new diffusion tool of popular culture, to Turkish coffee culture. Within the scope of the research, discourse analysis was applied to the photos shared with the coffee tag and a questionnaire was applied to 457 people via social media. The given analysis was done with the SPSS 26 program and the Cronbach Alpha value was found to be 0.759. Frequency tests, Chi-square tests, and repeated ANOVA tests were used in the study. This questionnaire has 5 open-ended questions; responses were categorized, frequency analysis was applied and content analysis was performed on the result. According to the obtained results; It is seen that instant coffees are not consumed as before and Turkish coffee has taken its place. It is understood that other coffees are consumed in the same amount as Turkish coffee. It was concluded that the level of influence of other coffees on Turkish coffee habits in the last year did not change according to personal characteristics. It has been concluded that coffee is mostly consumed by individuals between the ages of 18-28. Participants stated that they do not prefer to consume Turkish coffee because it requires equipment and mastery. When the effects of coffee consumption on the participants are examined; It can be said that Turkish coffee creates positive associations in coffee consumers and its effect continues in Turkish society. When looking at the analysis of open-ended questions, the situation is exactly the opposite; It has been concluded that Turkish coffee cannot adapt to the digital age, coffees are diversified and are not consumed as much as before. It is thought that this is due to the inclusion of the concepts of "social media" and "digital age" in the questions.