Adoptive, Rejective, and Safe Emersion in Netflix Values Among Youth

Document Type : Original Articles

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Faculty of communication- MEnofia University

Abstract

Netflix has recently gained prominence and sparked controversy among Egyptian youth, thanks to its growing collection of Egyptian content that pushes the boundaries of cultural norms. A sub-stantial debate has emerged between proponents and critics of the Egyptian content available on the platform. This paper, founded on role model theory, investigates the influence of youth watching Netflix shows on their adoption or rejection of values exemplified by these role models. In-depth interviews were carried out with 40 young individuals ranging from 18 to 40 years of age who are avid viewers of Netflix shows. The analysis revealed that young individuals engaged with numerous shows on Netflix, and they primarily responded to the values demonstrated by role models in three distinct manners: (1) Em-bracing personal traits like ambition, strength of character, inde-pendence, determination, and perseverance. (2) Refuting societal values such as explicit crimes, the promotion of homosexuality, short-lived marriages, and sexual content. (3) Disregarding the presented values and beliefs, whether they are positive or nega-tive in nature.

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