Cultural primacy and self-orientalism in netflix turkey original productions: the transformation of local narratives within global media dynamics

Abstract

This study examines the original content strategy developed by Netflix during its entry into the Turkish market, focusing on how this strategy was shaped through cultural imagery. Analyzing The Protector, The Gift, and Sahmaran, the research explores how the platform’s initial attempt to appeal to both local and global audiences is reflected in narrative and visual preferences. While not strictly chronological, these productions are considered as part of Netflix’s initial localization strategy due to their shared symbolic emphasis on mysticism, mythology, and culturally stylized imagery. The study centers on the concept of self-Orientalism and situates it within a broader theoretical framework supported by concepts such as platform capitalism, cultural primacy, global value chains, industry lore, and marketable localism. Using a qualitative thematic analysis, the research investigates self-Orientalist elements across four main themes: history and mythology, mysticism and symbolism, space and architecture, and artistic components. The thesis argues that these productions restructure local imagery in alignment with platform logic and demonstrates how digital platforms act as shaping forces in the construction of localized narratives for global circulation.