Author(s): Hasbi ASLAN
Multimedia consumption and thus consumption aesthetics and aesthetic acculturation in terms of the social function of aesthetic phenomenon are the matters open to be disputed by especially the individual. Considering futurist foresights associated with multimedia, limiting the socio-cultural relation between multimedia and consumers, which require a wide range of consideration and can cover all mass media, to exclusively production and consumption can be underestimated in terms of the meaning of the concept of multimedia. In today’s world people especially the young are experiencing some kind of acculturation through the knowledge and messages they have obtained by means of multimedia where they lead a life of popular world with strong effects on their daily life practices. Gathering today’s young people who are in pursuit of everchanging pleasures and satisfactions in a joint understanding of consumption by terminating individual and cultural differences, multimedia in a sense builds up joint aesthetic understandings. During this build-up process multimedia, able to rule the feelings thanks to technological possibilities, is always aurally and visually in touch with consumers via the sense of consumption it has created. Although there is no alternative to this sharing and interaction today, from the perspective of this interaction and consumption, we are facing the aesthetic consumption and aesthetic acculturation of the individual who mostly reject logical thinking and totally accept the passivity in consumption culture where the media has made them popular.