Miriam Berg, assistant professor in the Journalism and Strategic Communication Program, published a new book over the summer, Turkish Drama Serials: The Importance and Influence of Globally Popular Television Phenomenon (Exeter University Press, 2023). The work concerns the extraordinary global success of Turkish television shows, making Turkey the second-largest producer of scripted television serials in the world. Berg compares the audience reception of these shows in three very different demographics – the Arab world, Latin America, and the Middle East – to Turkish serial dramas as a tool for soft power. We reached out to Professor Berg to discuss her inspiration behind the book and the work’s key interventions.
How would you describe your personal inspiration behind writing this book?
The inspiration to write this book originated from a personal and academic curiosity about the unprecedented global popularity of Turkish drama serials. This curiosity was deepened by witnessing their widespread acceptance across diverse cultural contexts, from the Middle East to Latin America and beyond. The book aims to explore and understand the factors behind this global phenomenon, particularly focusing on the cultural, socio-political, and economic dimensions that have facilitated Turkish dramas' journey from national favorites to international icons.
What are the work’s key interventions in your fields of inquiry?
The book introduces several critical interventions in the fields of media studies, cultural studies, and international relations by providing a comprehensive analysis of the socio-cultural and political factors contributing to the global appeal of Turkish drama serials. It utilizes a multi-regional perspective to understand how these serials navigate and resonate across different cultural contexts, highlighting the importance of cultural proximity, genre familiarity, and the portrayal of universal themes. Additionally, it examines Turkish dramas' role in soft power dynamics and cultural diplomacy, illustrating how media content can influence international perceptions and relationships.
How would you define your research methodology, and how does this methodology sustain your interventions?
The methodology is based on a mixed-methods approach, combining qualitative and quantitative data collection techniques. This included online surveys, focus group discussions, and semi-structured interviews across various countries to gather diverse audience perspectives. The research utilized snowball sampling to recruit participants and ensure a broad representation of views. This methodology was supported by thematic analysis to identify common patterns and themes in the data. The rich data collection from diverse demographic backgrounds across Qatar, Chile, and the Middle East provides a robust foundation for the book's interventions, allowing for an in-depth understanding of Turkish dramas' international impact.
Besides other academics, what audiences do you most hope will read your book, and how might they benefit from your work?
Beyond academics in media and cultural studies, this book targets a wide range of readers, including media professionals seeking insights into the global television market, policymakers and cultural diplomats interested in the implications of cultural exports, and the general public fascinated by global media trends. The book offers valuable perspectives on the dynamics of cultural exchange and globalization, enriching readers' understanding of international media flows and the complex ways in which cultural products can bridge divides and foster mutual understanding across diverse societies.
