Cultural proximity and gender representation: Why Italian women are drawn to Turkish TV serials

Abstract

This study investigates why women in Southern Italy are attracted to Turkish TV serials, which may seem culturally distant at first glance. By conducting semi-structured interviews with 30 women, the research aims to uncover the specific elements of Turkish serials that resonate with these women. The findings reveal that participants appreciate the portrayal of strong, independent female characters in Turkish serials, which challenge their preconceptions about Muslim women and foster a sense of shared human experiences across cultures. The romantic ideals depicted, without overt sexualization, and the subtle reinforcement of traditional gender roles, align with the viewers’ cultural values, offering a comforting blend of familiarity and novelty. Additionally, the high production values and aesthetically pleasing depiction of Turkish settings and lifestyles enhance the appeal. These serials not only entertain but also prompt audiences to reflect on their own cultural and feminist issues. This study highlights the intricate dynamics of cross-cultural media consumption and its impact on cultural perceptions and viewer engagement.