“Seyyahlık” in the Context of the Digital Cultural Sphere: The Relationship Between Digital Content Creators and Cultural Diplomacy

Abstract

Traditional travelers played a significant role in conveying local cultures to the outside world by
providing detailed accounts of the cultural, social, and religious structures of the regions they
visited through travelogues. Today, thanks to the technological opportunities offered by the
digital age, digital content creators perform similar functions within new media environments.
By producing content on platforms such as YouTube, Instagram, and blogs, these individuals
have become new intermediaries who transform cultural representation by facilitating the
visibility of local cultures in the international arena. In this study, the works produced by Mark
Wiens—a digital content creator—on Turkish cuisine are analyzed from the perspective of
cultural diplomacy. When Wiens’s productions are examined through descriptive and content
analysis methods, it becomes evident that the historical background, social values, and cultural
practices underlying local food culture are systematically conveyed to international audiences.
Within this framework, it is concluded that digital content creators assume a functional role in
terms of cultural diplomacy by increasing the international visibility of local cultures and
strengthening intercultural communication. Therefore, it can be argued that content produced in
the digital cultural sphere is not solely intended for individual entertainment or consumption but
also carries a strategic function that supports nations’ cultural capital, makes cultural diversity
visible, and can be considered an element of soft power in international relations.