MEDYA KAHRAMANI İLE KURULAN PARASOSYAL ETKİLEŞİM BAĞLAMINDA KÜLTÜR VE SÜRDÜRÜLEBİLİRLİĞİ
CULTURE AND ITS SUSTAINABILITY WITHIN THE CONTEXT OF PARASOCIAL INTERACTION WITH MEDIA HERO

Summary/Abstract: The fact that the communication facilities brought the masses with different perspectives reinterpreting the world led to the start of a new sociocultural process and formation of new hero type(s). Today's hero can be regarded as the changed virtual ideal of an organizer idealized type, whose existence is determined through rituals and myths since the archaic period. As in all periods of humanity, this new virtual hero has certain characteristics of the ideal hero type, leading and rescuing the society, finding himself in it, identifying himself and providing the arrangement of daily life. Through this identification, it is referred to a parasocial interaction. It is established between the follower / audience and the media hero that he feels the closest to him. As a matter of fact that the society or the individual finds himself in an identification with him can prepare the basis for the acceptance, diffusion and transfer of national values. “Parasocial interaction”, which couldn’t find much space in literature, makes the individual closer to the socio-cultural environment in which he was born, and it can accelerate the individual's adaptation to the popular, global culture. Herein, the characteristics of the type of media hero in which the parasocial interaction is performed and how it can be used for sustainable culture are important. Because media tools can create an interaction area appropriate to the society's acceptance, as well as the ability to eliminate the cultural differences of societies by creating a standardized human profile. Considering that parasocial interaction is a situation that can be developed with different media characters and effects of which can be encountered in different levels, it shouldn’t be forgotten that the media role/model(s) can contribute to the sustainability of social assumptions and confront these acceptations with difficult cultural alienation. In this context, it is aimed to evaluate folk culture around media hero with an interdisciplinary understanding within the framework of new conditions, that the national culture can be sustained in the face of global culture against the global culture, the effects of media character(s) on cultural elements, the role of parasocial interaction in the process of approaching from traditional to the global culture, the socioeconomic level of the affected and in which aspects affects the affecting.

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