The Making of an Everyday Concubine: Accounting For Simultaneous Love of Modernity and the Recently (Re)-Discovered Ottoman Heritage

Cagri Yalkin, Kadir Has University, Turkey
Aim: explore how Turkish female consumers negotiate opposing ideologies in soap operas. Self-identified secular consumers are interviewed about the Ottoman-era based soap-opera Muhtesem Yuzyil. Results 1)they identify empowered female characters as embodying the modernist ideal 2)they receive guilty pleasure when watching the sexualised Ottoman harem as it opposes Islamist ideal.
[ to cite ]:
Cagri Yalkin (2012) ,"The Making of an Everyday Concubine: Accounting For Simultaneous Love of Modernity and the Recently (Re)-Discovered Ottoman Heritage", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1113-1113.