Մուշեղ Տոնոյեան2026-09-012026-09-012025Տոնոյեան, Մ., «Հայկական սերիալների ազդեցութիւնը երիտասարդութեան վրայ», «Հայկազեան հայագիտական հանդէս», 2025, 45/1, Պէյրութ, էջ 59-75https://doi.org/10.62811/har.artc.md.2025.1https://haigrepository.haigazian.edu.lb/handle/123456789/1601The author argues that TV serials do not constitute merely a means of entertainment but rather are a strong tool for the formation of cultural indebtedness and the building of social norms. He bases his arguments on a survey of 100 young respondents from Yerevan and the regions, between the ages of 14 and 22. The paper highlights a number of Armenian serials of the last two decades and analyses their impact on the young TV watchers. It focuses on the scenario and its structure, the social status of the heroes, the responsibility of the media and how all this is perceived by the young TV watchers. The author notes that the serials are having a solid impact on the formation of the value system of the young watchers, their world perception and eventually their attitude and behavior in life. The author examines the role played by gender stereotypes and their enduring impact. Interestingly, the author notes that the serials generate a set of public debates and discussions with opposite views, thus establishing a podium for the formation of opinions and views. As a positive example the author notes that the serial Banakum (In the Army), which features diverse aspects of the daily life of conscripts in the army, has been the favorite serial among the respondents. The author concludes that, notwithstanding the existing laws which precondition an ethical frame for the content of the serials, these laws need modifications and a framework which better serves the formation of civic citizenship among the young generation.