Turkish TV Series as Soft Power Tool and the Role of Fandom: The Case of Serbia

Fatma Memici; Özen Baş

doi:10.59534/jcss.1799739

TR EN

Yumuşak Güç Aracı Olarak Türk Dizileri ve Hayran Kültürünün Rolü: Sırbistan Örneği

Öz

Popüler kültür ürünleri olarak televizyon dizileri geniş kitlelerin ilgisini çekmektedir ve çok sayıda çalışma, televizyon dizilerinin yumuşak güç etkisi olduğunu vurgulamıştır. Bazı çalışmalar ise hayran kültürünün bu ilişkiyi desteklediğini öne sürmüştür. Ancak, televizyon dizileri, hayran kültürü ve bunların yumuşak güç etkileri arasındaki dinamik ilişki yeterince araştırılmamıştır. Bu boşluğu doldurmak için, televizyon dizilerine özgü sosyal medya tüketimi ve içerik üretimi alışkanlıkları gibi faktörler dikkate alınarak, Türk televizyon dizilerinin Sırp hayran grupları üzerindeki yumuşak güç etkisi incelenmiştir. Sırp Facebook hayran grupları üzerinde çevrimiçi bir anket (N = 659) gerçekleştirilmiştir. TV dizilerinin yumuşak güç etkisi, katılımcıların dil, turizm, mutfak, gelenekler, ürünler, müzik ve spor gibi alanlardaki kültürel deneyimleri ile ölçülmüştür. Sonuçlar, hayranlık, diziye özgü sosyal medya tüketimi ve içerik üretimi alışkanlıklarının, dizi izleme alışkanlıklarının ötesinde yumuşak güç etkisini açıkladığını ve hayranlığın diğer faktörlerden daha yüksek bir etkiye sahip olduğunu göstermektedir. Bulgular, dizi hayranlığı, sosyal medya tüketimi ve içerik üretimi arasındaki ilişkinin dizi yumuşak güç etkisi üzerindeki etkisini ortaya çıkararak teorik katkılar sağlarken, dizileri yumuşak güç aracı olarak kullanmak isteyen profesyoneller ve politika yapıcılar için de içgörüler sunmaktadır.

Anahtar Kelimeler

Yumuşak Güç , TV Dizileri , Hayran Kültürü , Katılımcı Kültür , Kültürel Diplomasi

Turkish TV Series as Soft Power Tool and the Role of Fandom: The Case of Serbia

Abstract

As popular culture products, TV series attract the attention of large audiences, and numerous studies have emphasized that TV series have a soft power effect, and some studies have posited that fan culture supports this relationship. However, the dynamic relationship between TV series, fandom culture, and their soft power effects is understudied. To address this gap, the soft power effect of Turkish TV series on Serbian fan groups was examined, while considering factors like TV series-specific social media consumption and creation habits. An online survey was conducted (N = 659) on Serbian Facebook fan groups. The soft power effect of the TV series was measured by participants’ cultural experiences in areas like language, tourism, cuisine, traditions, products, music, and sports. Results suggest that fanhood, TV series-specific social media consumption, and creation habits explain the soft power effect above and beyond the power of TV series watching habits, and that fanhood has a higher effect than other factors. Findings provide theoretical contributions by uncovering the relationship between fan culture, social media consumption, and creation on the soft power effect of TV series, while providing insights for professionals and policymakers who want to implement TV series as a soft power tool.

Keywords

Soft Power , TV Series , Fandom Culture , Participatory Culture , Cultural Diplomacy

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

İletişim ve Medya Çalışmaları (Diğer)

Bölüm

Araştırma Makalesi

Yazarlar

Fatma Memici ^*
0000-0002-7895-7801
Türkiye

Özen Baş
0000-0002-8895-9704
Türkiye

Yayımlanma Tarihi

31 Mart 2026

Gönderilme Tarihi

8 Ekim 2025

Kabul Tarihi

27 Aralık 2025

Yayımlandığı Sayı

Yıl 1970 Cilt: 6 Sayı: 1

DOI

https://doi.org/10.59534/jcss.1799739

IZ

https://izlik.org/JA29EL62AW

APA

Memici, F., & Baş, Ö. (2026). Turkish TV Series as Soft Power Tool and the Role of Fandom: The Case of Serbia. İletişim ve Toplum Araştırmaları Dergisi, 6(1), 19-49. https://doi.org/10.59534/jcss.1799739

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Yumuşak Güç Aracı Olarak Türk Dizileri ve Hayran Kültürünün Rolü: Sırbistan Örneği

Öz

Anahtar Kelimeler

Turkish TV Series as Soft Power Tool and the Role of Fandom: The Case of Serbia

Abstract

Keywords

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster