By Aise Humeyra Akgun
ISTANBUL (AA) - The global success of Turkish TV dramas has gained academic recognition, now being taught at Northwestern University in Qatar under the course Global Turkish TV Drama.
With a reach extending to nearly 170 countries, Turkish dramas have become a significant export, making Türkiye third in the sector after the US and UK.
Some 700 million viewers worldwide watch Turkish series, making them a powerful tool for cultural diplomacy, according to the Culture and Tourism Ministry.
Yasemin Y. Celikkol, a faculty member at Northwestern University in Qatar, said she offered the Turkish TV drama course in recognition of the influence and widespread appeal of these productions.
The course explores questions about viewer motivations, the socio-political factors behind production, and audience reception across cultures.
Students read academic articles offering varied perspectives, examining whether Turkish dramas function as a form of soft power and if they fill specific market gaps.
The course examines why people from different cultures are drawn to these shows and what messages resonate with them, Celikkol explained.
By engaging with research from around the world, students explore how Turkish series resonate in distinct ways with diverse audiences, she added.
- Expanding cultural influence through TV dramas
The popularity of Turkish series in regions like the Middle East, Balkans, and Central Asia stems from shared historical and cultural ties, she explained.
Notably, series such as Gumus (known as Noor in Arab countries) introduced Turkish dramas to the Middle East, Binbir Gece (The Thousand and One Nights) captivated Balkan audiences, and Fatmagul'un Sucu Ne? (What is Fatmagul's Fault?) found a following in Latin America.
In Africa, Muhtesem Yüzyil (The Magnificent Century) attracted significant attention, further broadening the cultural footprint of Türkiye, Celikkol said.
- Beyond entertainment: Strengthening soft power, commerce
Celikkol said the impact of Turkish dramas extends beyond entertainment, influencing foreign perceptions of Türkiye and promoting a positive image of Muslims globally.
Shows like Dirilis Ertugrul (Resurrection: Ertugrul) resonate particularly strongly with Muslim viewers in Pakistan, Gaza, and among Uyghur communities, presenting Muslim characters as dignified and heroic leaders. This representation contrasts with stereotypical portrayals and provides a sense of empowerment for many viewers, Celikkol said.
The impact of Turkish series has also reached tourism and commerce.
According to Celikkol, Turkish shows have fueled increased tourism from regions like the Mideast, Russia and, Bulgaria, with visitors exploring iconic filming sites and historical locations.
She said Turkish shows have positively influenced perceptions of Türkiye in foreign countries.
In addition, the demand for Turkish products has grown as viewers become familiar with and seek out Turkish aesthetics.
She also cited examples of families learning Turkish to better understand the stories and characters, and highlighted how cultural exports from Türkiye have led to growing interest in Turkish language and lifestyle abroad.
In Celikkol’s view, Turkish dramas have positioned Türkiye as a cultural force, enhancing its global influence not just in media, but in tourism, trade, and international relations.
- Shift in global media consumption
Reflecting on the rising appeal of Turkish productions, Celikkol suggested that audiences worldwide are growing weary of Hollywood’s cultural dominance.
She said Turkish dramas offer alternative narratives that many find relatable and culturally authentic.
"As powerful as Hollywood is, many people around the world realize that productions from other countries can be just as good, if not better, and closer to them," she said.
*Writing by Yasin Gungor