TY  - JOUR
T1  - The influence of Turkish TV series on generation Z in South Africa: An exploratory study
TT  - Türk TV dizilerinin Güney Afrika’daki Z kuşağı üzerindeki etkisi: Keşifsel bir çalışma
AU  - Baritci, Fatih
AU  - Coetzee, Mercia
AU  - Fidan Baritci, Zühal
PY  - 2025
DA  - January
Y2  - 2024
DO  - 10.26650/CONNECTIST2024-1508303
JF  - Connectist: Istanbul University Journal of Communication Sciences
PB  - Istanbul University
WT  - DergiPark
SN  - 2636-8943
SP  - 35
EP  - 60
IS  - 67
LA  - en
AB  - The worldwide popularity of Turkish TV series has been steadily growing. TV series, which became increasingly popular in geographies close to Türkiye, especially in the early 2000s, reached a worldwide reputation in the following years, and this success made positive contributions to public opinion about Türkiye. This study examines the popularity of Turkish TV series around the world and Türkiye’s relations with South Africa within the framework of Türkiye’s changing African policies in the last quarter century. The aim of the study is to investigate whether Generation Z in South Africa watches Turkish TV series, to determine which series are popular among them, to determine how their perception of Türkiye changes after watching these series, and to contribute to the academic literature on Türkiye’s soft power in South Africa. For this purpose, semi-structured interviews were conducted with audiences from various ethnic groups and genders living in different cities in South Africa. The study clearly showed that the participants generally had positive impressions about Türkiye’s culture, nature, fashion and people through Turkish TV series. Moreover, many expressed a desire to visit Türkiye based on information from Turkish TV series, indicating a positive change in perceptions among Generation Z in South Africa.
KW  - TV series
KW  - Türkiye
KW  - South Africa
KW  - perception of Türkiye
KW  - soft power
N2  - Türk TV dizilerinin dünya çapında popülerliği her geçen yıl artmaktadır. Özellikle 2000’li yılların başlarında Türkiye’ye yakın coğrafyalarda giderek popüler hale gelen TV dizileri, sonraki yıllarda dünya çapında bir üne ulaşmış ve bu başarı Türkiye’nin dünya kamuoyundaki algısına olumlu katkılar sağlamıştır. Bu çalışmada öncelikle Türk TV dizilerinin dünya genelinde yakaladığı popülerlik ve Türkiye’nin son çeyrek asırda değişen Afrika politikaları çerçevesinde Güney  Afrika ile ilişkileri ele alınmıştır. Çalışmanın amacı Güney Afrika’daki Z kuşağının Türk dizilerini izleyip izlemediğini araştırmak, hangi dizilerin onlar arasında popüler olduğunu belirlemek, bu dizileri izledikten sonra Türkiye algılarının nasıl değiştiğini tespit etmek ve Türkiye’nin Güney Afrika’daki yumuşak gücüne dair akademik literatüre katkı sağlamaktır. Bu amaçla, Güney Afrika’nın farklı şehirlerinde yaşayan, çeşitli etnik grup ve cinsiyetten izleyicilerle yarı yapılandırılmış görüşmeler yapılmıştır. Çalışma sonucunda katılımcıların genel olarak Türk TV dizileri aracılığıyla 36 Türkiye’nin kültürü, doğası, modası ve insanları hakkında olumlu izlenimler edindikleri açıkça görülmüştür. Ayrıca, katılımcıların büyük bir kısmının Türk TV dizilerini izledikten sonra öğrendikleri bilgilere dayanarak Türkiye’yi ziyaret etme arzusunu dile getirmeleri, Güney Afrika’daki Z kuşağının Türkiye’ye ilişkin algılarında olumlu yönde bir değişim yaşandığını işaret etmektedir.
CR  - Alakent, B. (2022, October 17). Türkiye marches toward $600 million in worldwide TV series sales. Daily Sabah. https://www.dailysabah.com/business/turkiye-marches-toward-600-million-in-worldwide-tv-series-sales/ news. google scholar
CR  - Algan, E. (2020). Tactics of the industry against the strategies of the government: Transnationalization of Turkey’s television industry. In S. Shimpach (ed.). The Routledge companion to global television (pp. 445-457). Routledge. google scholar
CR  - Algan, E., & Kaptan, Y. (2023). Content is power: Cultural engineering and political control over transnational television. International Communication Gazette, 85(3-4), 325-344. https://doi.org/10.1177/17480485231152879 google scholar
CR  - Aslan, P. (2019). Uluslararası iletişim ve popüler kültür üzerine: Latin Amerika’daki Türk televizyon dizileri üzerinden bir araştırma. Connectist: Istanbul University Journal of Communication Sciences, 57, 25-50. google scholar
CR  - Berg, M. (2017). Turkish drama serials as a tool for soft power. Participations: Journal of Audience & Reception Studies, 14(2), 32-52. google scholar
CR  - Berg, M. (2023). Turkish drama Serials: The importance and influence of a globally popular television phenomenon. University of Exeter Press. google scholar
CR  - Bhutto, F. (2019, September 13). How Turkish TV is taking over the world. The Guardian. https://www. theguardian.com/tv-and-radio/2019/sep/13/turkish-tv-magnificent-century-dizi-taking-over-world. google scholar
CR  - Bilgin, M. H., Demir, E., & Labas, D. (2016). The impact of Turkish TV S,series on Turkey’s image: evidence from Eastern Europe. In M. H. Bilgin & H. Danis (Eds.), Entrepreneurship, business andeconomics, Vol 1 (Vols 3-1, pp. 565-578). Springer International Publishing Ag. https://doi.org/10.1007/978-3-319-27570-3_43. google scholar
CR  - Bilgin, M. S., & Karaman, G. (2020). Apartheid sonrası Güney Afrika Cumhuriyeti dış politikasında Güney Afrika-Türkiye ilişkileri. Bölgesel Araştırmalar Dergisi, 4(2), 254-288. google scholar
CR  - Bishku, M. B. (2019). Turkey and South Africa: A relationship of regional powers. Contemporary Review of the Middle East, 6(2), 154-171. https://doi.org/10.1177/2347798919832695. google scholar
CR  - Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77101. google scholar
CR  - Brettle, A. (2003). Information skills training: A systematic review of the literature. Health Information & Libraries Journal, 20, 3-9. google scholar
CR  - Cassano Iturri, G. (2021). Digital transformation: Turkish melodramas on Peruvian television. In O. Arda, P. Aslan, & C. Mujica (Eds.), Transnationalization of Turkish television series (pp. 113-125). Istanbul University Press. https://doi.org/10.26650/B/SS18.2021.004.004. google scholar
CR  - Çetinkuş, H., Ulutabak, G., & Bilen, N. (Eds.). (2018). Yükselen Afrika. Anadolu Ajansı Yayınları. google scholar
CR  - Coetzee, E. J. S. (2015). Directives for the application of social media as computer-mediated communication in South African higher education [Ph.D. Dissertation]. University of the Free State. google scholar
CR  - Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE. google scholar
CR  - Donelli, F. (2019). Persuading through culture, values and ideas: The case of Turkey’s cultural diplomacy. Insight Turkey, 21(3), 113-134. https://doi.org/10.25253/99.2019EV.04. google scholar
CR  - Donelli, F. (2021). Turkey in Africa: Turkey’s strategic involvement in Sub-Saharan Africa. I.B. Tauris. google scholar
CR  - Eyrice Tepeciklioğlu, E. (2012). Afrika kıtasının dünya politikasında artan önemi ve Türkiye-Afrika ilişkileri. Ankara Üniversitesi Afrika Çalışmaları Dergisi, 1(2), 59-94. google scholar
CR  - Eyrice Tepeciklioğlu, E. (2019). Türk dış politikasında Afrika: temel dinamikler, fırsatlar ve engeller. Nobel Akademik Yayıncılık. google scholar
CR  - Eyrice Tepeciklioğlu, E., & Tepeciklioğlu, A. O. (Eds.). (2021). Turkey in Africa: A new emerging power? Routledge. google scholar
CR  - Ferreira, G. C. (2023). The role of online fan communities in the popularization of Turkish TV dramas in Brazil. International Communication Gazette, 85(3-4), 216-232. https://doi.org/10.1177/17480485221151115. google scholar
CR  - Gallarotti, G. M. (2011). Soft Power: What it is, why it’s important, and the conditions for its effective use. Journal of Political Power, 4(1), 25-47. https://doi.org/10.1080/2158379X.2011.557886. google scholar
Gençoğlu, H. (2022). Güney Afrika’da Osmanlı izleri. Kronik Kitap. google scholar
CR  - Given, L. M. (2008). The SAGE encyclopedia of qualitative research methods. SAGE Publications. google scholar
CR  - Golden Boy sold to more than 100 countries. (2023, October 12). Prensario Internacional. https://www.prensario. net/Golden-Boy-sold-to-more-than-100-countries-43321.note.aspx. google scholar
CR  - Gray, D. E. (2014). Doing research in the real world (3rd ed.). SAGE Publications. google scholar
CR  - Hardey, M. (2011). Generation c: Content, creation, connections and choice. International Journal of Market Research, 53(6), 749-770. DOI: 10.2501/IJMR-53-6-749-770. google scholar
CR  - Inside Islam’s culture war. (2012, March 9). Reuters. https://www.reuters.com/article/idUS1861679821/. google scholar
CR  - Kaptan, Y., & Algan, E. (2020). Television in Turkey: Local production, transnational expansion, and political aspirations. In Y. Kaptan & E. Algan (Eds.), Television in Turkey: Local production, transnational expansion and political aspirations (pp. 1-24). Palgrave Macmillan. google scholar
CR  - Kavak, G., & Aktas, T. (2021). Turkey’s influence in Africa on the rise. Anadolu Agency. https://www.aa.com.tr/en/ economy/turkeys-influence-in-africa-on-the-rise/2399194. google scholar
CR  - Keskin, B. (2024, February 18). Türkiye emerges as leading exporter of TV series after US, UK. Daily Sabah. https:// www.dailysabah.com/arts/turkiye-emerges-as-leading-exporter-of-tv-series-after-us-uk/news. google scholar
CR  - Khalid, I. (2023, March 21). Türkiye’s growing influence in Africa: A story of scholarships, schools, and soft power. TRT Afrika. https://trtafrika.com/turkey/turkiyes-growing-influence-in-africa-a-story-of-scholarships-schools-and-soft-power-12081074. google scholar
CR  - Köksal, Y., & Gjana, N. İ. (2015). Soap opera effect on product preferences in terms of country image: A case of Turkish TV serials in Albanian market. Journal of Economic and Social Studies, 5(1), 219-238. https://doi. org/10.14706/JEOCSS11513. google scholar
CR  - Kop, R., & Hill, A. (2008). Connectivism: Learning theory of the future or vestige of the past. International Review of Research in Open and Distance Learning, 9(3), 1-13. google scholar
CR  - Morgan, D. L. (2023). Exploring the use of artificial intelligence for qualitative data analysis: The case of ChatGPT. International Journal of Qualitative Methods, 22, 1-10. https://doi.org/10.1177/16094069231211248. google scholar
CR  - Nosratian, B. (2015, October 28). Turkish soap operas: A voice for the voiceless. Brown Political Review. https:// brownpoliticalreview.org/2015/10/turkish-soap-operas-a-voice-for-the-voiceless/. google scholar
Nye, J. S. (1990). Soft power. Foreign Policy, 80, 153-171. google scholar
CR  - Oğurlu, E. (2017). Türk dış politikası’nda Afrika açılımı. Siyaset, Ekonomi ve Yönetim Araştırmaları Dergisi, 5(5), 4862. google scholar
CR  - Özarslan, K. (2020). Ülke markalaması bağlamında uluslararası basında Türk dizileri ve Türkiye imajı. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22(1), 215-238. https://doi.org/10.16953/deusosbil.551943. google scholar
CR  - Ozkan, M. (2010). What drives Turkey’s involvement in Africa? Review of African Political Economy, 37(126), 533540. google scholar
CR  - Öztürk, M., & Duman, M. (2023). A founding role in Türkiye’s Africa policy: The action plan for opening to Africa. Insight Turkey, 25(3), 223-240. https://doi.org/10.25253/99.2023253.12. google scholar
CR  - Perkins, M., & Roe, J. (2024). The use of generative AI in qualitative analysis: Inductive thematic analysis with ChatGPT. Journal of Applied Learning & Teaching, 7(1), 390-395. https://doi.org/10.37074/jalt.2024.7.1.22. google scholar
CR  - Petticrew, M., & Roberts, H. (2006). Systematic reviews in social sciences: A practical handbook. Blackwell Publishing. google scholar
CR  - Rakhmani, I., & Zakiah, A. (2020). Consuming halal Turkish television in Indonesia: A closer look at the social responses towards Muhteşem Yüzyıl. In Y. Kaptan & E. Algan (Eds.), Television in Turkey: local production, transnationalexpansion andpolitical aspirations (pp. 245-265). Palgrave Macmillan. google scholar
CR  - Ruiz-Cabrera, S., & Gürkan, H. (2023). Effects of Turkish cultural products on its foreign policy toward Africa: Turkish TV series as an example of soft power in Kenya, Mozambique, and Senegal. Profesional de La Informacion, 32 (2), 1-16. https://doi.org/10.3145/epi.2023.mar.26. google scholar
CR  - Seemiller, C., & Grace, M. (2019). Generation z: A century in the making. Routledge. https://doi. org/10.4324/9780429442476. google scholar
CR  - Sıradağ, A. (2017). Turkey-South Africa relations: Changing dynamics in Turkish foreign policy. Avrasya Etüdleri, 51(1), 7-28. google scholar
CR  - Smith, L. (2023, August 31). 23 Best Turkish series on Netflix: Top dramas + shows in 2024!. The Turkey Traveler. https://theturkeytraveler.com/turkish-series-on-netflix/. google scholar
CR  - The Third-largest Exporter of Television is not Who You Might Expect. (2024, February 15). The Economist. https://www. economist.com/culture/2024/02/15/the-third-largest-exporter-of-television-is-not-who-you-might-expect. google scholar
CR  - Türkiye-Güney Afrika Ticaret Hacminde Rekor. (2023, March 17). TRT Haber. https://www.trthaber.com/haber/ ekonomi/turkiye-guney-afrika-ticaret-hacminde-rekor-753946.html. google scholar
CR  - Uştuk, H. (2019, November 11). ABD’den sonra en fazla dizi ihraç eden ülke Türkiye. Anadolu Ajansı. https://www. aa.com.tr/tr/kultur-sanat/abdden-sonra-en-fazla-dizi-ihrac-eden-ulke-turkiye/1641524. google scholar
CR  - Wheeler, T. (2011). Ankara to Africa: Turkey’s outreach since 2005. South African Journal of International Affairs, 18(1), 43-62. https://doi.org/10.1080/10220461.2011.564426. google scholar
CR  - Yesil, B. (2015). Transnationalization of Turkish dramas: Exploring the convergence of local and global market imperatives. Global Media and Communication, 11(1), 43-60. https://doi.org/10.1177/1742766515573274 google scholar
CR  - Yetkin, A. M. (2018). Trade relationship between Turkey and South Africa a brief overview of the last 20 years. Afrika Tanulmanyok [Hungarian Journal of African Studies], 12(4), 135-137. google scholar
UR  - https://doi.org/10.26650/CONNECTIST2024-1508303
L1  - https://dergipark.org.tr/en/download/article-file/4036093
ER  -