Abstract
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.
Qurrat-ul-Ann Malik, Amrat Haq, Sahifa Mukhtar. (2019) Cultural Proximity and Transnational Drama: Popularity of Turkish TV Content in Pakistan, Journal of Media Studies, Volume 34, Issue 1 .
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