Abstract
The concept of soft power, developed by Joseph Nye in the 1990s, refers to a country’s ability to influence others in pursuit of its interests through cultural, political values, and foreign policy, rather than military or economic coercion. Turkey has adopted this strategy by transforming cultural and media elements into tools of foreign policy. Particularly since the 2000s, the significant leap in the television series industry has positioned Turkey as one of the leading countries in television exports globally. This study examines the impact of Turkish television series, a crucial tool of Turkey’s cultural diplomacy, on the international stage through content analysis of the series “Gümüş” and “İstanbullu Gelin”. The analysis reveals that these series idealize and present Turkey’s cultural values and lifestyle while simultaneously reflecting and transforming Turkish culture and society in various ways. This phenomenon is notably supported by visual representations that highlight Istanbul as a center of attraction. Furthermore, it has been determined that foreign audiences develop a positive perspective towards Turkey and Turkish culture through these series, indicating that they play a significant role in strengthening Turkey’s soft power. In conclusion, it is emphasized that Turkish television series enhance the country’s cultural influence on a global scale and support its soft power strategies, thereby strengthening Turkey’s position in international relations.
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