Exploring Saudi Women's Consumption of Turkish Dramas

Abstract

Turkish television dramas have surged in popularity across the Arab world, particularly among female viewers, yet quantitative research on Saudi women’s consumption patterns and sociocultural interpretations remains scarce. This study, anchored in Uses and Gratifications Theory and Cultural Proximity Theory, with interpretive support from Cultivation Theory and Social Identity Theory, examines motivations, viewing preferences, and selective adoption of portrayed values among Saudi female audiences.Data were gathered via an online questionnaire from 1,274 Saudi women aged 20–60 who regularly watch Turkish dramas. The sample was predominantly young (68.4% aged 20–29), single (61.7%), highly educated (63.3% bachelor’s or above), urban (95.5%), and moderately religious. Results reveal a clear preference for Arabic subtitles (82.3%) over dubbing, solitary viewing (75.8%), consumption via the Qissaht Asik application (71.7%) on laptops (71.2%), and genres such as realistic fiction and family dramas. Primary gratifications included pleasure (M = 4.14) and passing time (M = 3.93), while cultural similarity was rejected (M = 2.52). Most participants rarely or never compared drama narratives to their reality (75.9%) and reported guilt regarding intimate scenes (67.8%). Younger, single, and more educated respondents displayed significantly higher acceptance of non-traditional gender roles (women’s independence, freedom in dress, reduced dependence on men; p < .05–.001). Findings underscore active, critical, and culturally selective engagement, where Turkish dramas mainly serve entertainment while facilitating modest, demographically moderated negotiation of gender norms and identity in a conservative context.