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Soap Opera Diplomacy as an Element of Soft Power: Comparison of Soap Operas "The Magnificent Century" and "Jewel in the Palace"

Year 2023, Volume: 1 Issue: 2, 143 - 162, 25.09.2023

Abstract

With soft power, which is one of the methods they use in their foreign policies, states can be effective on other societies and therefore other states by activating their cultural and historical elements through various instruments. In this context, cultural diplomacy, as an element of soft power, has emerged as a method of highlighting cultural elements, especially through mass media, and with the proliferation of new social media channels that provide content to the audience over the internet in the 2000s, soap operas have come to the fore as a cultural diplomacy tool. The production of soap operas involving states and the soft power benefits of this process have shown that there is a gap in the literature on this subject. This article aims to compare the methods and capacities of Türkiye’s soap opera diplomacy through Qatar, a country with which Türkiye has a cultural affinity, and similarly, South Korea's process through China, a country with which South Korea has a cultural affinity.

References

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Year 2023, Volume: 1 Issue: 2, 143 - 162, 25.09.2023

Abstract

References

  • AA. (2015, 09 17). Anadolu Ajansı. Retrieved 12 2020, from https://www.ntv.com.tr/galeri/sanat/dohada-muhtesem-yuzyil-sergisi,qjdIhPeBKUmPgXt8cEhO8Q/V_BSSu9o6kiaQ7dD3PdhnA
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  • Belmonte, L. A. (2013). Selling the American way: US propaganda and the Cold War. Pennsylvania: University of Pennsylvania Press.
  • Berg, M. (2017). The importance of cultural proximity in the success of Turkish dramas in Qatar. International Journal of Communication, 11(16).
  • Bhutto, F. (2019, 09 13). The Guardian. Retrieved 12 2020, from The Guardian: https://www.theguardian.com/tv-and-radio/2019/sep/13/turkish-tv-magnificent-century-dizi-taking-over-world
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  • Boukari, Z., Veyseller, F., & İyigün, Ö. N. (2018). TÜRK TELEVİZYON DİZİLERİNİN DESTİNASYON TERCİHİ AÇISINDAN DEĞERLENDİRİLMESİ: ORTADOĞULU TURİSTLER. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, (35), 367-382.
  • Bound, K. (2007). Cultural Diplomacy. Leicester: Demos.
  • Cheng, H., & Schweitzer, J. C. (1996). Cultural values reflected in Chinese and US television commercials. Journal of Advertising Research, 36(3), 27-46.
  • Cooper , A. F., & Flames, D. (2013). Foreign Policy Strategies of Emerging Powers in a Multipolar World: An Introductory Review. Third World Quarterly, 34(6), 943-962. https://doi.org/10.1080/01436597.2013.802501
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  • Çevik, S. B. (2014). Turkish Soap Opera Diplomacy: A Western Projection by a Muslim Source Exchange. The Journal of Public Diplomacy, 5(1).
  • Deloitte Türkiye. (2014). Dünyanın En Renkli Ekranı Türkiye’de Dizi Sektörü. İstanbul: Deloitte.
  • Donelli, F. (2019). Persuading through Culture, Values, and Ideas: The Case of Turkey’s Cultural Diplomacy. Insight Turkey, 21(3), 113–134.
  • Dünya. (2014, 04 11). Dünya. Retrieved 12 2020, from https://www.dunya.com/sektorler/turizm/dizi-sektoru-turk-turizmini-de-canlandirdi-haberi-243693
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  • Fiske, J. (1989). Cultural studies and popular culture: A reader. In The popular economy (Vol. 2, pp. 537-555). Harlow: Pearson.
  • Göksu, O., & Okmen, Y. (2019). Kültürel Diplomasisi Bağlamında Türk Dizilerinin İhracatı ve Kültür Aktarımına Katkısı: ‘Diriliş Ertuğrul’ Örneği. In Kamu Diplomasisinde Yeni Yönelimler (pp. 247-292). İstanbul: Literatürk Yayınları.
  • Gripentrog, J. (2015). Power and Culture: Japan’s Cultural Diplomacy in the United States 1934–1940. Pacific Historical Review, 84(4), 478–516. https://doi.org/10.1525/phr.2015.84.4.478
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  • H'ng, Y. V., & Yazdanifard, R. (2015). How Does Sponsorship Marketing in Korean Dramas Bring in Lucrative Business? International Business Research, 8(1), 183-190. http://dx.doi.org/10.5539/ibr.v8n1p183
  • Hurriyet Dailynews. (2013, 12 10). Retrieved from Hurriyet Dailynews: https://www.hurriyetdailynews.com/tv-series-suleiman-the-magnificent-reconquers-arab-world-and-balkans-59282
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  • Jang, S. H. (2012). The Korean Wave and Its Implications for the Korea-China Relationship. Journal of International and Area Studies, 19(2), 97-113.
  • Joseph S. Nye, J. (2004). Soft Power The Means to Success in World Politics. New York: Public Affairs.
  • Ju, H. (2019). Korean TV drama viewership on Netflix. Journal of International and Intercultural, 13(1), 32-48. https://doi.org/10.1080/17513057.2019.1606269
  • Kayaoğlu, B. (2020). Ortadoğu Politikası Doğrultusunda Türkiye ve Katar İlişkileri: Ekonomik ve Ticari Temaslar. Uluslararası Yönetim Akademisi Dergisi, 3(2), 464-475. https://doi.org/10.33712/mana.772429
  • Khan, M. (2020). Televizyon Dizilerinin Uluslararasılaşması ve Kültürlerarası İletişimde Rolü ve Etkisi: Türk ve Kore Dizilerinin Karşılaştırmalı Bir Çözümlemesi. İstanbul: İstanbul Üniversitesi.
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  • Kruckeberg, D., & Vujnovic, M. (2005). Public relations, not propaganda, for US public diplomacy in a post-9/11 world: Challenges and opportunities. Journal of Communication Management, 9(4), 296-304. https://doi.org/10.1108/13632540510621641
  • KTO. (2020, 12 27). Korean Tourism Orgranization. Retrieved from Korean Tourism Orgranization: https://kto.visitkorea.or.kr/eng/tourismStatics/keyFacts/KoreaMonthlyStatistics/eng/inout/inout.kto
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  • Nuroğlu, E. (2013). Dizi Turizmi: Orta Doğu Ve Balkanlar’dan Gelen Turistlerin Türkiye’yi Ziyaret Kararında Türk Dizileri Ne Kadar Etkili? 5. Uluslararası İstanbul İktisatçılar Zirvesi.
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  • Nye, J. S. (1990). Soft power. Foreign Policy, (80), 153-171. https://doi.org/10.2307/1148580
  • Nye, J. S. (2004). Soft Power: The Means to Success in World Politics. New York: Public Affairs.
  • Nye, J. S. (2011). Power and Interdependence. Illinois: Pearson.
  • Ortaylı, İ. (2020, 9 6). Hürriyet. Retrieved from Hürriyet: https://www.hurriyet.com.tr/yazarlar/ilber-ortayli/muhtesem-suleyman-41604184
  • Park, Y. S. (2014). Trade in Cultural Goods: A Case of the Korean Wave in Asia. Journal of East Asian Economic Integration, 18(1), 83-107.
  • Poushter, J., & Fetterolf, J. (2017). Key Middle East Publics See Russia, Turkey and U.S. All Playing Larger Roles in Region. Pew Research Center. Pew Research Center.
  • Ryan, E. (2016). The Connectivity of Culture: Innovating in Cultural Diplomacy. Harvard International Review , 37(2), 28-34.
  • Ryoo, W. (2009). Globalization, or the logic of cultural hybridization: the case of the Korean wave. Asian Journal of Communication, 19(2), 137-151. https://doi.org/10.1080/01292980902826427
  • Said, E. D. (1993). Culture and Imperialism. Vintage Books.
  • Sayın, E. (2021, May). Türk dizileri dünyanın dört bir yanına köprü oldu. Retrieved from TRT Haber: https://www.trthaber.com/haber/kultur-sanat/turk-dizileri-dunyanin-dort-bir-yanina-kopru-oldu-560791.html
  • Schiller, D., & McChesney, R. W. (2003). The political economy of international communications: Foundations for the emerging global debate about media ownership and regulation. Geneva: United Nations Research Institute for Social Development.
  • Service, K. C. (n.d.). Korea.net. Retrieved from Korean Culture and Information Service: https://www.korea.net/AboutKorea/Culture-and-the-Arts/Hallyu
  • T. Ateşalp, S., & Şen, A. (2014). The Past as a Spectacle: The Magnificent Century. In Handbook of Research on the Impact of Culture and Society on the Entertainment Industry (pp. 182-202). Pennsylvania: IGI Global.
  • T.C. Dışişleri Bakanlığı. (2019). T.C. Dışişleri Bakanlığı. Retrieved Aralık 2020, from http://www.mfa.gov.tr/turkiye-katar-siyasi-iliskileri.tr.mfa
  • T.C. Ticaret Bakanlığı. (2020). Katar Ülke Profili. Ankara: T.C. Ticaret Bakanlığı.
  • Tali, D. (2016, 09 07). BBC News. Retrieved 12 2020, from BBC News: https://www.bbc.com/news/business-37284938
  • TÜRSAB. (2014). Türkiye Müzeleri 2013 Raporu. İstanbul: TÜRSAB.
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There are 70 citations in total.

Details

Primary Language English
Subjects International Relations (Other)
Journal Section Research Articles
Authors

Ahmet İşcan 0000-0001-5163-7835

Ali Faik Demir 0000-0002-8562-9080

Melis Özdemir 0000-0002-2452-4701

Publication Date September 25, 2023
Submission Date June 13, 2023
Published in Issue Year 2023 Volume: 1 Issue: 2

Cite

APA İşcan, A., Demir, A. F., & Özdemir, M. (2023). Soap Opera Diplomacy as an Element of Soft Power: Comparison of Soap Operas "The Magnificent Century" and "Jewel in the Palace". GSU Managerial and Social Sciences Letters, 1(2), 143-162.