Aim: The study aims to examine the cultivating function of the R.Ivedik film series on femininity in the framework of the neo-liberal world's established masculine domination. It is also within the scope of the research to examine the attitudes of audiences of the films as culture bearers. Thus, we will interrogate the purpose of constructing this sexist and exaggerated male style of Ivedik character throughout the film series, where the antagonism of women is normalised.Consequently, this is a descriptive study. Method: The application of this research consists of two parts. In the first part of the research, the analysis of Recep İvedik films will be done. In the second part of the study, the audience of these films will be evaluated as a "culture-carrier" - as Erwin Panofsky calls it. Findings: All the films in the series are out of the mainstream gender tests. Also throughout the whole film series, women are faced with objectification and second sex reduction. However, a serious group of subjects participating in fieldwork do not see this as a problem. The subjects who are disturbed by this uncomfortable situation, as can be guessed, are educated people, especially educated women. Results: These data will be focused on women's presentation and perception in the İvedik films, as a popular cultural product cinema in the context of Neo-liberalism. As a popular cultural product of the neo-patriarchal world, Ivedik Films draws an antifeminist framework for the construction of women's presentation and perception. Thus, the character attaches itself to the system by imitating hegemonic masculinity.
Keywords: Hegemonic Masculinity, Neo-Patriarchy, Neo-Liberalism, Turkish Cinema