Netflix Türkiye local series review and audience experience within the framework of cultural hegemony discussions

The wide range of content available on international digital platforms facilitates easy access to different cultures, moving culture beyond just the local. In this study on original series from Netflix Türkiye, an international digital platform broadcasting in Türkiye, the aim is to explore the local content available on 'Netflix Türkiye' and assess its impact on viewers. For this purpose, local series on Netflix Türkiye were analyzed using Levi Strauss's structural approach, and in-depth interviews were conducted with viewers of Netflix Türkiye. During the interviews, the goal was to gather information about what participants think of the local series on Netflix Türkiye, how they interpret these series as a cultural tool, and their thoughts on the prevalent themes in the series. The study concluded that the findings from the series and the interviews are mutually supportive. Three main themes have been identified in the examined series: local and cultural values, lifestyles, and gender relations. In these identified themes, it is noteworthy that there is a narrative structure presenting the contrasts between modern and traditional values. It has been observed that local and cultural elements specific to Türkiye are heavily utilized in Netflix Türkiye 's original series, often associated with orientalist and mystical elements. In the series examined, it is generally observed that lifestyles of different socio-economic classes and the differences between these lifestyles are presented. Although it is a commercially driven platform, the results from this study demonstrate that Netflix is a cultural tool capable of reproducing the cultures and values of the countries it operates in, in any way it wishes. Interviewees mentioned that while they prefer the platform for features like its interface, user algorithms, and content variety, they also feel compelled to watch certain content solely to avoid missing out on trends. This situation leads to the formation of strong bonds between Netflix and its viewers, resulting in the platform successfully maintaining control over its users.