The Role of Ethnicity and Gender in Media Reception; A Study of Sanandaji Women Reception of Qahve Talkh Series

The present descriptive study addresses the women's manner of consumption and reception of Qahve Talkh sitcom series in Sanandaj City. We analyze the formation of various types of readings among viewers and also investigate the individual and social factors affecting these readings, including age, educational level, marital status, and employment. We used qualitative method and the technique of in-depth interview with 28 women, relying on cultural studies and reception theory approaches. The findings show that Sanandaji women form interpretive communities within which they develop similar analyses of the series in some areas due to their similar everyday experiences, ethnicity, and gender. However, they have some differences in their consumption and reception of the series regarding the above-mentioned variables. In addition to these issues, social and political contexts at the time of release also affected viewer's readings of this media artefact.