Abstract:

Abstract In this research the aim is to examine the transformation of cultural life and the running down of “creative action” by the effect of media and searching how media play a role in our lives, with the latest technologies. In this context, I will focus on we analyse that using social media how create a "cyber culture "and how it affects our daily life. Today, at the point reached, it is well known that the media increasingly influences subject’s opinion and manipulates information through discourses, images and symbols on visual media and creates a popular culture. The media as institutions that shape the others’ think and reconstructing or reproducing social consciousness, as a mediator of values and beliefs, and as the major sources of information and means of information control within modern societies. The same time, media culture is associated with consumerism, and in this sense called alternatively "consumer culture”. According to this, most people are consumers of popular culture. Media, the fourth eye of democracy, is expected to objectively prepare a realm of liberation and has the power of an effective orientation to change life since the day it emerged. An important consideration in any discussion of media and culture is the concept of popular culture. In this sense, the media have always played a central role in the development of popular culture. Thanks to digital-age, the internet has had a dramatic impact on popular culture, even using social media to create a "cyber culture". The word "cyber culture" is referring to certain cultural products and practices born of computer and Internet Technologies. Advancing speed of computers has made the internet the central point of reference for all forms of communication, cultural life and art. The digital revolution has created a transformation of culture and art. Within the cyber area, everyone knows everything, everyone has become an artist and everyone claims they have artistic and creative activity, however these claims actually have been running down of “creative action”, whereas in real life, no one knows who anyone else really is. At the end of this situation, people may be losing their identities which create an “Hyper reality”. In hyper reality, identity becomes plastic and thinks ‘I can change myself as easily as I change my clothes.’ In Simulacra and Simulation, the French philosopher Jean Baudrillard suggests that we lost sight of "the real” and became more real than the real, creating a kind of hyper reality in which simulation replaces reproduction and representation. For Baudrillard the real is dead, it never existed, it was, and is, just a staging, a simulation.

Keywords: