Reception of Ertuğrul in Pakistani Cyberspace: A Digital Ethnography of Transnational Populism

This chapter employs digital ethnography to examine the reception of ‘Resurrection: Ertuğrul’ within the Pakistani cyberspace. Utilizing data collected from various online platforms between 2020 and 2023, the chapter examines how memes, viral content, and fan interactions underscore the show's influence as a cultural and narrative force. The study begins by exploring how ‘Ertuğrul’ has sparked the proliferation of Turkish-themed consumer products and influenced political discourse and identity expression among Pakistanis. Through digital ethnography, the chapter highlights how the show's themes of heroism, militarism, Islamist identity, and antagonistic view of politics resonate profoundly with the viewers, shaping their perceptions of leadership and governance. It reveals how fans actively engage with and disseminate the show's narratives, incorporating them into local cultural and political dialogues. The research illustrates the comparison of opposition politicians to the show's villains, advocacy for strong leadership reminiscent of Ertuğrul of the Ottoman Caliphate, dissemination of conspiracy theories, and emulation of Ertuğrul’s jihadism and necropolitics. The chapter shows how the viewers of the show draw inspiration from the show’s depiction of militarism, warfare, love of weapons, jihad, necropolitics, killing and dying for a religious cause, and how they integrate these elements into their ideological and political expressions in the cyberspace. This digital ethnographic approach demonstrates how a historical TV drama can significantly influence or interact with national identities and political terrains, aligning with a foreign government’s soft and sharp powers.