Abstract:

This is a coding-encoding centered audience study which is based on theoretical premises of Cultural Studies. Taking this theory, which defines the audience active, as the basis, the audience comments on the social media web page were analyzed. The analysis of the comments on the "diziinfo" website about the series Seksenler, which had been aired for 4 years on the public television TRT1 was carried out by sticking to the reception method. The analysis was based on the assumption of the transmission of the dominant ideology through mass media by focusing on dominant, negotiating, and dissident reading through the media consumers multiple or preferential text readings. In the study, the ways of the messages sent by the media output to the audience with the "nostalgia" code were also tested. In the study conducted within the scope of these limitations, considering the audience comments, it was determined that the series was often received by the viewers as have been encoded by the media text producers and that the targeted result was achieved. However, it was found that the reception of the mentioned media text was not limited to the nostalgic encoding, and also actual meanings were produced. It was also found that the sitcom series play an important role in depoliticizing the masses and that especially comedy-type productions, continue to entertain on one hand and continue to create stereotypes on the other hand. Besides, it was observed that the idea that one-way messages sent by TVs were watched and interpreted through web pages in social media by the viewers and that the fans come together and share their feelings, thoughts, and wishes with the producers, screenwriters and television companies through this common platform became prominent. Thus, the social media has been shaping a two-way communication platform by allowing the users to be more active and allowing the emergence of the reception types of television messages with the one-way transmission.