Media Analysis

A media analysis in depth about TV series on national and international levels will present widespread reception and success of Turkish TV series; and how this phenomenon functions in line with the political and diplomatic relations between Turkey/Serbia and other countries in which the series are shown. The development of TV series not only from the perspectives of their development but also the exports and their contribution to the economy will be analysed.

The news and comments written by journalists and film and television critiques on the TV series that point to the political economy of the TV series will be analysed through content and discourse analysis.

The printed and social media analysis will be conducted separately in both countries.

The outcomes of the analysis conducted separately in Turkey and Serbia will be combined and analysed together. The data obtained will be included in the evaluation process together with the quantitative data.

Focus Group

Concept and content determination:

  1. The first stage of the selection: To select the four most viewed Serbian and Turkish TV series (historical epic, family/social melodrama, soap opera, web series) produced from 2017 onwards – as the advanced stage of the Serbian-Turkish relations in the politics and economy – studying the statistics of both Serbian and Turkish TV series audience reports.
  2. Two focus groups will be created to conduct a comparative perspective study on the selected Serbian and Turkish TV series’ and the reception of the media representations on these series.

1) The participants are educated, working/writing in and about film and television; public relations, international relations and finance; 1 undergraduate, 2 MA and 2 PhD level students= 5 students from each country

2) 5 scholars from Turkey and 3 scholars from Serbia and Turkey. They will be introduced with the project’s theoretical basis and will watch 4 series from each 4 Serbian and Turkish series.

Preparation of interview forms: open-ended and argumentative questions in line with the basic hypotheses of the study will be prepared for the focus group interviews.

The second group of the Serbian team (the scholars) will be in Istanbul for the FOCUS GROUP WEEK together with the Turkish team and these focus groups’ study will span over a week long watching the chosen Serbian and Turkish TV series in Istanbul while the first group (students) of the Serbian team will watch the chosen Serbian and Turkish TV series in Belgrade.

After having watched the series, interviews will be held to obtain in-depth and qualitative data in Istanbul and Belgrade. The aim of the focus group meetings, which are planned to be held with people who are especially related to the field of film and television, public relations, finance and (students and scholars) is to reach more qualified information.


Two webinars will be realized with the participation of the TV series sector, related state (Ministry of Culture and Tourism, Directorate of Cinema), and public institutions (TRT, Turkish Radio and Television Broadcasting Institution). TV series sector representatives; scholars will publish and realize research on TV series and a scientific conference as the closing event.

Data Analysis

A comparative data analysis of Turkish TV and the Serbian TV series will enable us to include policy and strategy recommendations using the tools of geocriticism. Co-production for Serbia and Turkey using the data of the projects’ research will have as an output narrative proximities and expectations between fear, humiliation and hope, and furthermore to share and support the finances to increase the number of the audience of both sides.

The output of the focus groups’ study on the TV series will be used as the basis of the analysis of the geopolitics of the Serbian and Turkish TV series.


Evaluation of results obtained from focus groups interviews together with media analysis will map out which genres, narrative strategies and themes serve the reception of the cultures and help achieve a better understanding between the countries, and thereby support the “state to state” and “state to public” strategies for both.