Representation of the Dominant Political Ideology Within a Cartoon Series: A Turkish Case

Abstract

Media plays a significant role in the reproduction and dissemination of government ideology due to its ability to reach billions of people. The aim of this study is to evaluate the first Turkish cartoon series “Pepee” in relation to the Turkish ruling party AKP’s ideology. This is a descriptive study utilizing a qualitative research design. The sample of the study consists of eight seasons of “Pepee” that comprised 211 episodes. Research data was analysed using both content analysis and discourse analysis. Based on the analysis, it was observed that the cartoon series did contain several messages in line with the AKP ideology. AKP’s ideas about patriarchy, family values, Westernization, Islam and gender dimensions were strongly reflected within the cartoon series through the language used in the episodes, food and beverages, colours and style of clothing, the games played by the characters and the socio-cultural and socio-economic status of the characters throughout the episodes.