The Influence of Turkish ‘Soap Operas’ on the Formation of Gender Stereotypes among Russian Viewers

Abstract

The impact of media on stereotype formation has been a longstanding area of investigation in psychological research. Drawing upon cultivation theory (Gerbner et al., 1980; Gerbner et al., 2002), which posits that exposure to mass communication shapes individuals' perceptions, this study examines the relationship between the engagement of Russian viewers with Turkish soap operas and the development of stereotypes regarding Turkish men and women. The surveyinvolved 270 Russian respondents. The data was processed using structural equation modeling (SEM). Our results revealed that, firstly, the frequency of watching Turkish soap operas predicts a favorable perception of Turkish men and women. Secondly, Russian viewers tend to perceive both Turkish men and women as "warm" and "competent". Lastly, viewers with higher level of engagement with Turkish series attribute more feminine qualities to both Turkish men and women.