The presentation of lifestyles in the context of youth culture: A semiotic comparison through the series “Kardeşlerim” and “Elite”

Abstract

When examining youth television series from different contexts today, a world emerges in which traces of capitalist ideology are conveyed through representations. Particularly in series where consumption and status are prominently featured, the presentation of youth culture through young characters influences the target audience while transmitting messages through various signs and symbols. Consumption and status, along with identity and lifestyles, are communicated through different media channels in both Turkey and the world via semiotic representations. Moreover, representations of families and the sharp contrasts between wealthy and impoverished youth/family portrayals are distinctly observed in these series. The aim of this study is to conduct a semiotic comparison of the Turkish television series Kardeşlerim, broadcast on a national channel, and the Spanish series Elite, streamed on Netflix, within this framework. Methodologically, the study is based on Roland Barthes’ semiotic analysis, and its scope is limited by the exclusion of other television and digital platform series. This research is significant in capturing the semantic relationship in content production within the selected series during a period marked by the transformation of television and the internet. The findings indicate that despite differences in medium, nation, or production, the cultural context of the narratives exhibits similar content. At this point, it has been observed that both television and digital platforms contribute to the ideological reproduction of meanings.