La revue de la Communication et du Journalisme
Volume 12, Numéro 2, Pages 62-81
2025-12-29
Smart Cinema And The Challenges Of Value Transformations Among Algerian Youth: Netflix As A Case Study
Authors : Benhmaida Amina .
Abstract
This study aimed to explore the impact of Netflix on the social, ethical, and consumer values of Algerian youth. The research employed a theoretical-analytical approach, drawing on a review of previous literature and a content analysis of the platform, with a focus on the most popular series and films. The findings reveal that Netflix content often promotes a materialistic and consumerist lifestyle, encourages binge-watching, and integrates embedded marketing, which collectively affect consumer identity and weaken critical thinking. The study also shows that exposure to violent content, homosexuality, unethical relationships, marital infidelity, and bullying contributes to altering traditional values and undermining family dialogue. Continuous exposure to such content may lead to the normalization of behaviors previously deemed socially unacceptable. The study recommends enhancing digital literacy, monitoring media content, fostering family dialogue, and developing local policies to protect youth.
Keywords
Smart cinema ; Netflix ; Ethical values ; Consumer values ; Algerian youth
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