Türk Dizilerinin Bölgesel İhracat Başarısında Coğrafi ve Kültürel Yakınlığın Analizi

Abstract

Kültürel ürünlerin uluslararası ticareti, ekonomik getirilerin yanı sıra kültürel etkileşim ve yumuşak güç politikalarının bir aracı olarak da önemli bir rol oynamaktadır. Özellikle son yıllarda Türk televizyon dizileri, sınırlarını aşarak Afrika, Ortadoğu, Güney Amerika ve Balkanlar gibi geniş bir coğrafyada izleyicilerin ilgisini çekmiş ve kültürel ihracatın başarılı örneklerinden biri haline gelmiştir. Bu durum, Türk dizilerinin ihracatında coğrafi ve kültürel yakınlık kavramlarının rolü, bu teorik çerçeve bağlamında önemli bir soru haline gelmektedir. Bu çalışmanın temel amacı, Türk dizilerinin Afrika, Ortadoğu, Güney Amerika ve Balkanlar olmak üzere dört ayrı coğrafyaya ihracat sürecinde coğrafi ve kültürel yakınlığın rolünü analiz etmektir. Ayrıca, sosyal ağ analizi yöntemiyle, Türk dizilerinin ihracat ağının merkezinde yer alan ve bu ağı büyüten dizilerin belirlenmesi de hedeflenmiştir. Bu amaç doğrultusunda nitel ve nicel verilerin harmanlanması sonucu ilk olarak Çekim modeli kullanılmış ve elde edilen sonuçlarda coğrafi ve kültürel yakınlığın Türk dizilerinin ihracatını artırdığı sonucuna varılmıştır. Ardından Sosyal Ağ Analizi ile ihracat ağının merkezinde yer alan ve ağın büyümesi sonucunda en büyük ihracat kapasitesine sahip olan diziler tespit edilmiştir.

Keywords

• Türk Dizilerinin İhracatı
• Çekim Modeli
• Coğrafi Yakınlık
• Kültürel Yakınlık
• Sosyal Ağ Analizi

Analysis of Geographical and Cultural Proximity in the Regional Export Success of Turkish TV Series

Abstract

The international trade of cultural products plays a significant role not only as a tool for cultural interaction and soft power policies but also for generating economic returns. In recent years, Turkish television series have transcended national borders, captivating audiences across diverse regions such as Africa, the Middle East, South America, and Balkans This situation makes the role of the concepts of geographical and cultural proximity in the export of Turkish TV series an important question in the context of this theoretical framework. The primary objective of this study is to analyze the role of geographical and cultural proximity in the export of Turkish series to four different regions: Africa, the Middle East, South America, and the Balkans. Additionally, the study aims to identify the series that occupy central positions in the export network of Turkish TV series and those that contribute to the expansion of this network, utilizing the Social Network Analysis (SNA) method. To achieve this objective, the Gravity Model was employed by integrating qualitative and quantitative data. The findings indicate that geographical and cultural proximity significantly enhance the export of Turkish TV series. Furthermore, using Social Network Analysis, the study identified the TV series at the core of the export network and those with the highest export potential as the network expands.

Keywords

• Exports of Turkish TV series
• Gravity Model
• Cultural Proximity
• Geographical Proximity
• Social Network Analysis

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