Global Flow of Culture and Media: The Audience Reception of Turkish TV Series in Kosovo


MILLI FOLKLOR, no.114, pp.66-78, 2017 (AHCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: Issue: 114
  • Publication Date: 2017
  • Journal Name: MILLI FOLKLOR
  • Journal Indexes: Arts and Humanities Citation Index (AHCI), Scopus, TR DİZİN (ULAKBİM)
  • Page Numbers: pp.66-78
  • Hacettepe University Affiliated: Yes


In this study, through the main question of how Turkish TV series are received in Balkans, it is aimed to examine the interpretation practices of Turkish TV series by audience in Prizren/Kosovo within the context of transnationalism and diasporic/hybrid audience. It is accepted that the imaginary world of the audience of Turkish TV series in Balkans, which shapes media's world of significances and also itself formed by the media contents, has a de-territorialised character, apart from its both transnational and local features. An ethnographic approach considering the historical and political roots of the cultural ties of audience in Kosovo with Turkey is adopted. With the fieldwork carried out in Prizren, it is intended to interpret the Turkey image of Kosovan audience and its relation to TV series. In the in-depth interviews, to discover different reading practises of the television serials, the characters and plots pf the serials are discussed. In the focus group discussions the debates about the characters, plots and situations put forward again the variables because of the individual differences and similarities (gender, ideological ties, ethnicity, everyday life experiences) in the interpretation of serials. Findings from the field research have once again shown that as well as geographical and cultural proximities and historical backgrounds personal ties, the current conditions of the media sector and the organization of everyday life are also determinants of the viewer's orientation to media content and their connections with them. The interviews in Prizren displays in particular that the audience from different ethnic backgrounds, age and sex interpret the serials within their own subjectivity. With a similar critical distance, they both feel attracted to them and preserve the search for alternative contents.