Framing European Youth Gender Attitudes through Serial Dramas: Focus Group Insights from the GEMINI Project

The wide universe of serial drama acts both as mirror and shaper of young adults’ perceptions and attitudes towards social issues, also fostering their growing interest in gender-related ones. Drawing from the European project GEMINI-Gender Equality through Media Investigation and New training Insights (CERV-2022-GE), this study provides the insights from the qualitative research phase, consisting of 15 focus groups interviews carried out in 4 countries (Denmark, Italy, Ireland and Romania) with the aim of detecting the interplay between serial narratives, gender issues and European young adults. The main findings show complex dynamics between media consumption and youth views, revealing how serial dramas can challenge stereotypes and promote conversations around gender topics, though they tend to reinforce existing attitudes rather than change views or behaviours.