Description
This work focuses on the intricate relationship between ontological security, neo-Ottomanism, and nation branding. To do so, it explores the transformation in Turkish politics and society under the rule of the Justice and Development Party government over the last two decades by examining history-themed soap operas. Specifically, it analyzes media narratives and political discourses, shedding light on how popular culture has been instrumentalized to reconstruct national self-image, legitimize foreign policy ambitions, and cultivate a nostalgic connection to the Ottoman past. Accordingly, this work argues that the global success and export of Turkish historical series, particularly across the Balkans, the Middle East, and Africa, serve as visual extensions of the neo-Ottomanist diplomacy of the JDP, reinforcing the country’s claim to cultural leadership in its former imperial periphery. In this sense, we argue that neo-Ottomanism not only functions as a foreign policy orientation but as a performative rebranding strategy through which Turkey seeks to redefine its international image—moving away from the secular, Western-oriented, and status quo-driven identity of the early Republic and instead projecting a neo-Ottoman vision that presents Turkey as the legitimate heir to an imperial legacy and proactive actor in global politics.
