REFLECTION OF VEBLEN'S CONSUMPTION CULTURE ON SOCIAL NETWORKS: INSTAGRAM

Abstract

Changing consumption practices constantly lead people to more than just consumption to meet their needs. In this direction, conspicuous consumption is the display of the luxury goods and services that individuals consume through exhibition in order to prove themselves, to be appreciated, to gain respect, to show their status and prestige. The conspicuous consumption practice dates back to old times, but was first conceptualized by Thorstein Veblen. Social media represents the most appropriate environment in which individuals can exhibit conspicuous consumption activities. Individuals present all their conspicuous consumption practices through social media channels and present their lives to others. Because, not only possessing and consuming is an important part of conspicuous consumption but also exhibition. In this study, firstly the phenomenon of consumption and conspicuous consumption are discussed, then the concept of social media is examined and the relation between conspicuous consumption is revealed. In the last part of the study, Instagram usage and consumption practices of 10 profiles selected as samples for viewing on Instagram from social sharing platforms were analyzed with both visual text analysis and content analysis and the findings were evaluated.