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Reinventing Hybridity in a Globalized Context: The Case of Turkish Soap Operas and Their Reception in Morocco

This article aims to examine Turkish soap operas as a multi-faceted phenomenon that, as a product of cultural hybridization, will also contribute to similar cultural hybridization in the countries and regions where they are broadcasted. The purpose is to highlight the fact that this is not a unilateral process of cultural influence, with an active production pole and a static and non-active receptor, but rather a dialectical process of hybridization, transformation, and adaptation. Analyzing the power of television and the strategies used by soap operas to attract an audience, the article highlights the dynamics accompanying their diffusion and the impact on the watchers. The main conclusion of this work is that Turkish soap operas are at the same time an outcome of cultural hybridization and a vector of this phenomenon since the series will influence the cultural frame of references of their host societies. The case study on Morocco helps us understand the encompassing dynamics at stake when it comes to cultural influence and interaction.

Reinventing Hybridity in a Globalized Context The Case of Turkish
 

Received Date: 08/05/2019  •  Accepted Date: 03/02/2020

 

 

 

Introduction

 

For more than 5 years, the story of Manar and Kamal, the main characters of the Turkish soap opera1 Samhini (Beni Affet in Turkish) kept more than 4 million Moroccan spectators2 on the edge of their seats every evening. Dubbed into Darija, a Moroccan dialect of Arabic, the soap opera with its numerous twists and vagaries, and its endless intrigues, became the archetypal image of Turkish soap operas for Moroccans.

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