@article{kele2025framing,
  title = {Framing the City: How Turkish Netflix Dramas Use H istorical Locations for Urban Branding},
  author = {Özlem Tuğçe KELEŞ and Ayça Can KIRGIZ},
  year = 2025,
  url = {https://ibimapublishing.com/articles/CIBIMA/2025/585927/},
  journal = {Communications of the IBIMA},
  volume = 2025,
  pages = 15,
  doi = 10.5171/2025.585927,
  abstract = {The convergence of digital platforms and television content has reshaped global media consumption, offering new opportunities for cultural communication and branding. This study examines how Turkish Netflix dramas utilize historical locations to contribute to city branding and public diplomacy. Departing from traditional narratives, contemporary Turkish series strategically integrate iconic cultural and historical sites into diverse genres, creating a visual narrative that elevates the touristic and cultural value of cities. Employing a qualitative methodology grounded in Charles Sanders Peirce’s semiotic framework, the research analyzes historical locations in Turkish series as visual signs that construct meaning through narrative positioning. The study reveals three main functions of these representations: (1) reinforcing national identity through symbolic cultural imagery, (2) enhancing global visibility of cities as cultural destinations, and (3) supporting public diplomacy efforts by framing Turkey's heritage in a globally accessible format. This research contributes to the evolving discourse on digital media, cultural representation, and city branding by highlighting the symbolic power of audiovisual storytelling in shaping international perceptions of place and identity. Turkish television dramas, which have garnered considerable global popularity, often embed historical settings into their storylines. Whereas earlier internationally exported productions largely centered on historical narratives, more recent Turkish series on platforms such as Netflix display genre diversity while purposefully incorporating cultural and historical landmarks. This research contends that such spatial representations actively contribute to the branding of cities by framing them as sites of cultural and touristic significance, ultimately shaping international perceptions of Turkey’s cultural identity and heritage. Utilizing a qualitative methodology grounded in Charles Sanders Peirce’s semiotic framework, the study explores the role of historical sites as signifiers within Turkish television narratives. The analysis reveals that these representations fulfill three core functions: (1) reinforcing national identity through cultural symbolism, (2) enhancing the global visibility of cities as cultural destinations, and (3) advancing the objectives of public diplomacy through digitally mediated storytelling. By examining the nexus of digital platforms, media imagery, and urban representation, this study offers a fresh lens on how visual storytelling can function as a potent symbolic mechanism for cultural communication and identity construction. The integration of television content into digital platforms has redefined the consumption and distribution of audiovisual media, enabling global accessibility across multiple countries and cities. This shift challenges traditional media theories and raises questions regarding the strategic functions of TV series and films beyond entertainment. One significant aspect of this transformation is its role in public diplomacy and city branding, particularly through the representation of historical and cultural locations. Turkish TV series, which have gained substantial international recognition, frequently incorporate historical sites as narrative elements. While earlier productions exported abroad predominantly featured historical themes, recent Turkish series on platforms like Netflix encompass a wider range of genres while strategically utilizing historical locations and cultural landmarks. This study argues that such representations contribute to the branding of cities by positioning them as cultural and touristic destinations, thereby influencing global perceptions of Turkey’s heritage and identity.   Employing a qualitative approach grounded in Charles Sanders Peirce’s semiotic analysis, this study examines how historical places function as signs within the context of Turkish TV series. The findings suggest that the use of historical sites in these productions serves three primary functions: (1) reinforcing national cultural identity, (2) enhancing the international visibility of cities as cultural hubs, and (3) contributing to broader public diplomacy efforts through digital media. By exploring the intersection of digital platforms, media representation, and city branding, this study offers a novel perspective on the symbolic power of audiovisual narratives in shaping cultural perception. },
  keywords = {City Branding, Netflix, Turkish TV Series, Historical PlacesJEL Clasifiaction: Z1},
  note = Article ID: 585927
}