Serial culture as a phenomenon of intercultural communication: general and national characteristics

Abstract

Introduction. This article examines serial culture as a phenomenon of the contemporary media environment and a tool for intercultural communication. The aim of the study is to identify the nationally specific characteristics of serials from the United States, Great Britain, and Russia. Methods. The methodological basis is a content analysis of nineteen serials from three countries, including a classification of over 1200 speech cues across six universal socially significant themes: family and interpersonal relationships, social inequality, power and moral choice, maturation and identity, historical memory, and trauma and coping strategies. Results. The results of the analysis demonstrate that, regardless of cultural differences, serial production relies on a common thematic framework, but national media formats interpret these universal themes differently, reflecting the specific cultural codes of their countries. Discussion. The international distribution of serials ensures the circulation of these models and their reception in other cultures, confirming the role of serials as a significant mechanism for intercultural communication. The findings demonstrate the potential of serial culture to convey values and foster mutual understanding in the global media space.