Departmental Papers (ASC)
Document Type
Journal Article
Date of this Version
2013
Publication Source
International Journal of Communication
Volume
7
Start Page
2341
Last Page
2360
Abstract
Ten years after the Justice and Development Party (AKP) came to power in Turkey in 2002, Turkish-Arab relations have dramatically improved. This rapprochement was largely based on Turkey’s engagement with Arab publics as part of a soft power–based policy conceived as neo-Ottomanism. Against the backdrop of the remarkable popularity of Turkish television dramas in the Arab world, this article focuses on Turkey’s transnational broadcasting and nation-branding efforts. Acknowledging the limits and challenges to soft power, it argues that the success of neo-Ottomanism has been based on the Turkish government’s use of multiple strategies of outreach through popular culture, rhetoric, and broadcasting to create a new Turkish nation brand of neo-Ottoman cool, articulated as at once more benign and more powerful. The conclusion discusses how the Arab uprisings have complicated Turkey’s charm offensive in the Arab world.
Copyright/Permission Statement
This work was published in the International Journal of Communication. It is made available under Creative Commons license. The original work can be found here: https://ijoc.org/index.php/ijoc/article/view/1881/1006
Recommended Citation
Al-Ghazzi, O., & Kraidy, M. (2013). Neo-Ottoman Cool 2: Turkish Nation Branding and Arabic-Language Transnational Broadcasting. International Journal of Communication, 7 2341-2360. Retrieved from https://repository.upenn.edu/asc_papers/743
Date Posted: 12 November 2019
This document has been peer reviewed.