Journal of Media Studies, Vol 34, No 1 (2019)

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Cultural Proximity and Transnational Drama: Popularity of Turkish TV Content in Pakistan

Qurrat-ul-Ann Malik, Amrat Haq, Sahifa Mukhtar


The research aims to examine the causes behind the rising popularity of Turkish TV dramas in Pakistan as well as looking at the influence of age and gender on the viewing patterns. The survey based study (N=369) also analyzes whether the popularity has led to an increased interest in the culture of Turkey especially in the desire to visit it. Findings of the study reveal that popularity of the play had not led to an increase in desire to visit Turkey and the shows were primarily being watched because of their shooting locales and interesting storylines. It was also revealed that although there is an interest in getting to know about the lives of fellow Muslims via these programs yet there is a realization that the norms and culture of Pakistan are very different from the norms and culture of Turkey. This suggests that the notion of cultural proximity as a reason for increase in popularity needs to be investigated further.


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