TURKISH CULTURAL DIPLOMACY IN THE 21ST CENTURY: TV SERIES AS A TOOL FOR PROMOTING NEO-OTTOMAN IDEOLOGY

Abstract

The article is devoted to the analysis of the role of Turkish TV series in promoting neo-Ottoman ideology within the framework of Turkey’s cultural diplomacy in the 21^st century. The empirical and theoretical basis of the study is based on domestic and foreign scientific works that consider the concepts of cultural diplomacy, «soft power» and neo-Ottomanism. As a result of this analysis, several main mechanisms of influence of Turkish TV series on the international audience are identified: reconstruction of historical memory, promotion of common cultural and civilizational codes and formation of a positive image of Turkey. The study shows that the widespread distribution of TV series in the Middle East, Balkans and Central Asia is the result of cultural proximity, as well as a targeted cultural policy. The scientific novelty of this article is determined by the fact that TV series are considered not only as a cultural product, but also as an active element of modern foreign policy discourse. The authors’ conclusions allow us to explain the features of the implementation of cultural diplomacy through media formats and systematize the mechanisms of dissemination of neo-ottoman ideology in the modern information space. The practical significance of the research is reflected in the analysis of international cultural influence strategies and the assessment of the role of media products in foreign policy.