“Old” Series and “Young” Generations:Popular Culture, Media Representations and the Re-figuration of Gender Values

The present paper is part of a broader research project, aimed at analysing the transformation of the nature, role, functions and modes of production and reproduction of popular culture in Italy in the context of deep mediatization and platformization. Specifically, it examines the current capacity of popular culture to contribute to the construction of collective identities, intergenerational dialogue and a shared we-sense within the Italian context.In light ofthis framework, the paper presents the first results of a part of the research project aimed at exploring the current potential of specific media contents to serve as a vehicle for expressing, sharing and disseminating socially relevant values across generations. More specifically, this part of the research focuses on two television series (“Sex and the City” and “Desperate Housewives”) that have been considered milestones in the representation of gender issues for audiences belonging to Baby Boomers and especially Generation X and Millennials, and addresses whether and to what extent they appear to be able to convey gender-related values to audiences belonging to Generation Z as they did to previous generations.The paper begins with the theoretical framework, then outlines the research methodology, before presenting the results and main insights.The primaryobjective is to outline the critical issues, potential and limitations of popular culture as a habitat for conveying values across generations. From this phase of the research, several interesting insights emerge, among which the fact that participants interpret Sex and the Cityand Desperate Housewivesthrough a strongly present-oriented lens. Values and conflicts are assessed as “current” or “outdated,” while their once-disruptive narrative forms are largely normalized. This suggests a gap between recognizing themes and acknowledging their cultural impact, ultimately confirming that popular culture’s capacity to sustain a stable, shared “we-sense” across generations appears to be put into question.