From screen to soft power: the rising appeal of Turkish TV series in Bangladesh

Abstract

Purpose This study examines the popularity of Turkish TV series in Bangladesh and their effectiveness as a soft power tool for Turkey. It also aims to understand why these series have been successful in shaping the attitudes and beliefs of Bangladeshi audiences towards Turkey and its leadership. Method This qualitative study employs the narrative analysis approach to examine the phenomenon. Social media posts and comments related to the Bengali dubbed version of the Turkish TV series The Magnificent Century on Facebook and YouTube from November 2015 to March 2022 were collected and analyzed using an inductive approach. Findings The study finds that the success of Turkish TV series in Bangladesh can be attributed to a combination of factors, including the absence of quality local content, the strong connection of Bangladeshi audiences with their Muslim identity, and the portrayal of Islamic historical context and similar Muslim culture. The positive image of Turkey and its history portrayed in these series has created a sense of cultural proximity between Turkey and Bangladesh, contributing to the popularity of Turkish TV series in the country. Implications The study suggests that Turkish TV series serve as a soft power tool for Turkey to increase its influence in Bangladesh. By promoting a positive image of Turkey and its history, these series have successfully shaped the attitudes and beliefs of Bangladeshi audiences towards Turkey and its leadership. Value This study highlights the effectiveness of Turkish TV series as a soft power tool. It provides insights into the factors contributing to the popularity of these series in Bangladesh and their potential to increase Turkey’s influence in the Muslim world.