Abstract
Z KUŞAĞININ KÜLTÜREL DEĞERLERİ ÜZERİNDE SOSYAL MEDYA FENOMENLERİNİN ETKİSİ
The widespread use of new communication technologies and social media platforms has led to the emergence of Social Media Influencers (SMIs), who have gained significant visibility and recognition in digital environments. SMIs stand out through high interaction rates, large numbers of likes, and extensive follower bases, positioning them as influential actors in shaping digital culture. Recent studies have focused on identifying these influencers and examining the impact of their content on followers. This study explores the cultural effects of SMIs by conducting semi-structured interviews with 70 university students aged 18–24. The data were analyzed using thematic analysis, resulting in seven thematic dimensions: Idolization, Interest Areas, Innovation, Cultural Degradation, Awareness, Message Strength, and Leaving a Mark. Findings reveal that SMIs both reinforce and weaken the cultural values of Generation Z. This conclusion indicates that SMIs exerts a dual influence on cultural transformation.
Keywords
Social media influencer, cultural impact, social media, digital culture
