This Time (Again) Consumption May Not Unite Us

This paper aims to explore the ideological and social tensions that soap operas exported by Turkey engenders in other developing countries in the ex-Ottoman cultural sphere, and hence to extend the resistance literature in marketing through the use of qualitative research. Critiquing Davutoglu's (2001) notion of strategic depth, where Turkey emerges as the central player, which spreads its economic and cultural power to the ex-Ottoman sphere countries, this study will interview media practitioners, international relations experts, and more importantly, consumers of the soap operas in order to explore the discourses of resistance consumers practice within the hegemonic cultural presence of Turkish soap operas.


Cagri Yalkin and Sinasi Ozgur Mumcu (2011) ,"This Time (Again) Consumption May Not Unite Us", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 812-813.


Cagri Yalkin, King's College, UK
Sinasi Ozgur Mumcu, Galatasaray University, Turkey


NA - Advances in Consumer Research Volume 39 | 2011

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