Introduction
Gender norms fundamentally shape social identities, power dynamics, and daily interactions. Popular culture mirrors these norms while actively constructing and contesting gendered meanings. In Türkiye, television series and social media are pivotal arenas for feminist debates and representations of masculinity. This study centers on how feminist discourses challenge masculine norms, examines portrayals of masculinity and diverse female representations in popular culture, and explores their societal impact on gender perceptions.
Methods
A qualitative approach was used, employing content and thematic analyses. The dataset includes three popular Turkish TV series—Masumlar Apartmanı, Kırmızı Oda, and Camdaki Kız—covering 20+ episodes from 2019–2024 and featuring gender-centric arcs (e.g., abuse, vulnerability, empowerment). It also covers 50+ social media posts from feminist influencers like @feministtarih and @kadinkultur on Instagram and X. A gender theory-informed coding framework addressed feminism (autonomy, resistance), masculinity norms (dominance, restraint), power relations (patriarchy), and female representations (agency vs. subjugation). Themes were coded in NVivo and interpreted against gender and media scholarship to assess validity.
Results
Female portrayals are ambivalent: some depict empowerment and feminist awareness (e.g., protagonists resisting abuse in Camdaki Kız), others uphold traditional domesticity (e.g., sacrificial mothers in Masumlar Apartmanı). Masculinity emphasizes dominance, emotional stoicism, authority, and provider roles, remaining rigid amid crises (e.g., stoic leads in Kırmızı Oda). Social media amplifies feminist critiques and diverse female images-intersectional identities, activism, yet hegemonic masculinity dominates TV, sustaining gender hierarchies.
Conclusions
Türkiye's popular culture is a contested space: feminist challenges erode masculine norms, but traditional portrayals reproduce them. Diverse female representations grow visible via social media, yet entrenched masculinity curbs transformation. This duality highlights the media's role in cultural battles. Findings advance gender-media studies, offering insights for creators, scholars, and policymakers to promote equality through equitable narratives.
