The representation of cultural codes in the instagram shares of social media scientists

The Representation of Cultural Codes in the Instagram Shares of Social Media Scientists" The rapid increase in cultural change and transformation in recent years is experienced through social media, as in every field. The main purpose of this research is to detect the socio-cultural change in the audience that Instagram users, who are called the remarkable phenomenon in social media, address with their posts. The study aims to highlight the cultural impact of Instagram influencers' posts by addressing them in terms of content, social, cultural, material and spiritual, social, individual, psychological, national and spiritual aspects. For this purpose, value judgments, lifestyle and consumption habits were investigated in detail. There are personal or corporate pages that appeal to large audiences, called phenomena, which are followed by the majority of social media users and evaluate their posts with comments and likes. In particular, personal pages and the personal experience, knowledge, experience and all content shared from these pages affect all users who interact directly or indirectly. The usage practices of social media users on Instagram, the pages and people they follow, and liking and commenting on the posts of these pages and people form the basis of the study. By narrowing down the study to the 5 most liked posts of the 5 most followed Turkish Instagram users, an attempt was made to determine the cultural representation of the codes. The data revealed as a result of this study shows that followers tend to adopt the content presented to them in addition to their social, cultural and social values. Admiration for celebrities, whether they reflect their own life practices or not, is increasing day by day. The conclusion that emerges from the number of followers and likes is the fact that no matter what, interaction with the followed celebrities continues and especially cultural influence is experienced. Keywords: Social Media, Instagram, Cultural Change