Published Paper Details:

EXPERIENCES Abstract Television serials have become a pervasive element of everyday media consumption, shaping perceptions, behaviours, and social expectations among women across diverse cultural settings. This study investigates the impact of TV serial narratives on women's social and personal experiences, focusing on how recurring themes of family conflict, emotional tension, and exaggerated domestic drama influence women's understanding of gender roles, relationships, and decision-making processes. Prior analyses indicate that serials often rely on melodramatic elements, power struggles, and heightened emotional exchanges, which can extend beyond entertainment to influence real-life attitudes and interpersonal behaviour. Using a mixed-method content analysis and viewer response framework, the study examines how portrayals of women's identities--ranging from self-sacrificing homemakers to career-driven protagonists--shape female viewers' aspirations, self-image, and interpretations of social norms. The research further explores how serial narratives reinforce or challenge traditional gender stereotypes, especially within the domains of marriage, motherhood, autonomy, and conflict resolution. Findings highlight that women frequently internalize the emotional and relational cues presented onscreen, resulting in changes to communication patterns, expectations within family structures, and perceptions of moral conduct. While some serials promote empowerment by depicting resilience and agency, many continue to reproduce restrictive norms that affect women's confidence, social mobility, and relational choices. The study concludes that TV serials operate as powerful cultural texts that shape lived experiences, simultaneously offering emotional identification and imposing normative pressures. These insights emphasize the need for responsible media production and encourage further research on narrative influence in everyday life.