Toplumsal cinsiyet ve bir sosyal öğrenme aracı olarak televizyon programları: İzleyiciler üzerine bir inceleme

Traditional and digital media, while acting as a mirror reflecting society, also influence and shape it. Media content revolves around societal life and often takes sides on controversial issues. Apart from awareness efforts on gender equality, media content frequently reinforces traditional gender roles by portraying societal gender norms based on dominant values. This study explores how gender roles, created by society and shaped around cultural/traditional codes, are taught through media. It aims to examine the attitudes of viewers of the program *Aslı Hünel ile Gelin Evi* toward the gender roles presented in the show within the framework of social learning theory. The research data was collected using a semi-structured interview technique. Findings from interviews with a total of 17 female viewers reveal that they find the contestants on the show noteworthy due to factors such as admiration, irritation, or resemblance to their own lives. Even though they do not perceive the show as entirely realistic, they still view the contestants as role models and adopt certain behavioral patterns they observe in the program into real-life actions. As a result, it was determined that viewers learn, partially adopt, and reinforce gender codes presented in the show. The findings of this research are expected to contribute to our understanding of how daytime television programs for women shape individuals' perceptions and roles regarding gender through media.