Author(s): Mehmet Şükrü NAR

In recent years, rapid developments in information and communication technologies have led factors of globalization and these developments debatable in many ways. Today, increased dependence of technology and individuals who live pretty much everything in a virtual culture environment enabled changes in their identities and even in their consumption preferences. Thus, forms of expression of individuals within the community have become indexed to the goods consumed. For example, many main determinant elements of personal preference-oriented perception such as brand names of shoes or clothes, favorite meals and music types have focused on consumed or adopted goods of an individual. Although it has been thought that such a situation is considered to be associated with level of development of communities, this conclusion is misleading. Relationships established in virtual worlds lead people to isolate themselves from their societies and individuals try to overcome this problem by consuming. Thus, the perception of a society where everything is based on consumption is strengthened among people. In this study, the effect of popular culture elements, which are important tools of globalization, on consumption has been discussed in a theoretical sense.


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