Examination of perception management and product placement in Turkish series: A case study of the Netflix platform "Erşan Kuneri" series

In the contemporary media landscape, television series have evolved beyond merely providing entertainment to viewers; they have become a significant communication tool with the potential to tell compelling stories that touch on cultural and social fabrics. The rapid growth of digital platforms has facilitated easier access to products, especially those prohibited on national channels, such as alcohol. The ineffectiveness of traditional media controls in digital environments increases the potential for the uncontrolled spread of banned products, posing a concern for public health and safety. This study aims to examine perception management and product placement practices in Turkish series, focusing specifically on the "Erşan Kuneri" series broadcast on Netflix. Both quantitative and qualitative research methods were employed in this study. The sample of the research consisted of 450 participants, comprising students from Istinye University and Maltepe University. Content analysis was conducted using the "Erşan Kuneri Series," and self-assessment utilized the "Sociodemographic Information Form" and the "Product Placement in Cinema Questionnaire" scales. The research findings conducted a content analysis in nine categories related to the portrayal of alcohol, including scenes of dining, on shelves, being held, drinking alcohol, drunkenness, alcohol bottles, alcohol production, alcohol prohibition, jokes, and alcohol-related games. The study revealed that gender dynamics play a role in creating different roles and perceptions in the depiction of alcohol, with female characters often associated with a sophisticated image linked to cocktails, while male characters may represent a broader spectrum of alcohol consumption. Differences in TV series, movies, brand perception, alcohol consumption, and content preferences were found among students of Maltepe University and Istinye University, highlighting distinct variations linked to demographic factors. The study identified that the "Erşan Kuneri" series was more popular among Istinye University students, and there was diversity in alcohol consumption motivations and frequencies between universities. The results provide significant insights into understanding cultural and social differences among participants. The analysis conducted under the theme of product placement strategies confirms, as emphasized in previous research, that the alcohol industry is an effective marketing tool within the media. Further research with a more comprehensive sample could support the findings of this study and lead to more reliable results.