Exploring the cultural influence of Turkish TV dramas: a mixed‑methods study among Tunisian viewers

The Turkish television series industry has experienced significant growth over the past twenty years and has gained widespread popularity both domestically and internationally. This expansion has generated economic value while reinforcing Turkey’s soft power and cultural exchange. A striking example of this influence is observed in Tunisia, where Turkish series have attracted considerable interest. This study examines the impact of Turkish series on cultural interactions and perceptions of Turkey within Tunisia’s socio-cultural context. The research utilizes a mixed-methods design, combining qualitative interviews conducted with 33 participants and a quantitative survey. The study focuses on university students as a key sample of Tunisia’s active young population. Data was collected through a scale administered to a group of 465 participants, primarily consisting of these students. The findings reveal that socio-demographic variables, particularly education and age, play a significant role in shaping viewer preferences. Furthermore, the results indicate a strong cultural affinity between Tunisians and Turks, which increases engagement with Turkish media and creates a more positive perception of Turkey’s historical heritage. This affinity strengthens interest in Turkish productions among the younger educated population, leading to greater recognition of Turkey’s cultural identity in Tunisia.