The research project undertaken in this thesis is an attempt to cast light on the multisemiotic dimension of the sociocultural issue of changing gender roles and relations in Greek society, as it is represented in the Greek TV series, Σχεδόν Ποτέ (ΣΙΙ) ('Almost Never') a series explicitly revolving round gender roles, relationships, and sexual practices, and in their recontextualisations by young female viewers, based on the premise that there is a dialectical relationship between society and media.