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

Etik Beyan

Bu çalışma etik standartlara uygun olarak yürütülmüştür. Etik onay, Kadir Has Üniversitesi İnsan Araştırmaları Etik Kurulu’ndan alınmıştır (Onay No: E-17446481-600-43841, Tarih: 28.09.2022). Tüm katılımcılardan araştırmaya katılmadan önce bilgilendirilmiş onam alınmıştır.

Teşekkür

Bu makale, sorumlu yazarın Kadir Has Üniversitesi Lisansüstü Eğitim Enstitüsü’nde yürütülen yüksek lisans tezinden üretilmiştir. Tezin literatür taraması bölümü, TÜBİTAK ile Sırbistan Eğitim, Bilim ve Teknolojik Kalkınma Bakanlığı (MoESTD) arasında yürütülen İkili İş Birliği Programı kapsamında desteklenen “TV Series: A Comparative Perspective From Geopolitics to Geocriticism – Serbia and Turkey” başlıklı proje sürecinde hazırlanmıştır. Bu doğrultuda, başta proje koorninatörleri Prof. Dr. Deniz Bayrakdar ve Prof. Dr. Nevena Daković olmak üzere, projede yer alan ve araştırmaya ilham veren tüm araştırmacılara teşekkür ederiz. Sırbistan’daki hayran grupları hakkında bizleri bilgilendiren Aleksandra Milovanović’e ve Sırbistan’a ilişkin kapsamlı bilgiler sunduğu için Iva Leković’e de ayrıca şükranlarımızı sunarız.

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

Öz

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.

Anahtar Kelimeler

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

Etik Beyan

This study was conducted in accordance with ethical standards. Ethical approval was obtained from the Kadir Has University Ethics Committee for Human Research (Approval No: E-17446481-600-43841, Date: 28.09.2022). All participants provided informed consent before participation.

Teşekkür

This article is based on the corresponding author's master's thesis, conducted at Kadir Has University School of Graduate Studies. The literature review section of the thesis was prepared within the scope of the project titled “TV Series: A Comparative Perspective From Geopolitics to Geocriticism – Serbia and Turkey”, supported by the Bilateral Cooperation Program between TUBITAK and the Ministry of Education, Science and Technological Development of Serbia (MoESTD). In this context, we would like to thank all the researchers who took part in the project and inspired the research, especially the project coordinators Prof. Dr. Deniz Bayrakdar and Prof. Dr. Nevena Daković. We would also like to express our gratitude to Aleksandra Milovanović, who informed us about fan groups in Serbia, and to Iva Leković for providing comprehensive information about Serbia.

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 2026 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

AMA

1.Memici F, Baş Ö. Turkish TV Series as Soft Power Tool and the Role of Fandom: The Case of Serbia. JCSS. 2026;6(1):19-49. doi:10.59534/jcss.1799739

Chicago

Memici, Fatma, ve Özen Baş. 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.

EndNote

Memici F, Baş Ö (01 Mart 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.

IEEE

[1]F. Memici ve Ö. Baş, “Turkish TV Series as Soft Power Tool and the Role of Fandom: The Case of Serbia”, JCSS, c. 6, sy 1, ss. 19–49, Mar. 2026, doi: 10.59534/jcss.1799739.

ISNAD

Memici, Fatma - Baş, Özen. “Turkish TV Series as Soft Power Tool and the Role of Fandom: The Case of Serbia”. İletişim ve Toplum Araştırmaları Dergisi 6/1 (01 Mart 2026): 19-49. https://doi.org/10.59534/jcss.1799739.

JAMA

1.Memici F, Baş Ö. Turkish TV Series as Soft Power Tool and the Role of Fandom: The Case of Serbia. JCSS. 2026;6:19–49.

MLA

Memici, Fatma, ve Özen Baş. “Turkish TV Series as Soft Power Tool and the Role of Fandom: The Case of Serbia”. İletişim ve Toplum Araştırmaları Dergisi, c. 6, sy 1, Mart 2026, ss. 19-49, doi:10.59534/jcss.1799739.

Vancouver

1.Fatma Memici, Özen Baş. Turkish TV Series as Soft Power Tool and the Role of Fandom: The Case of Serbia. JCSS. 01 Mart 2026;6(1):19-4. doi:10.59534/jcss.1799739

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

Öz

Anahtar Kelimeler

Etik Beyan

Teşekkür

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

Öz

Anahtar Kelimeler

Etik Beyan

Teşekkür

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

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