The Ertuğrul Generation

One of my go-to binge watches, when I want to wind down is still Suits. Maybe it speaks to “what could have been” had I pursued a career in law as per the original plan. I watched the whole series way back when but it’s quite an easy watch when I don’t want to concentrate after a long day. 

There’s an idea called the Cultivation Theory which suggests the more you watch TV, the more it changes the way you see the world. If you watch a lot of true crime for example, you may begin to think the world is a more dangerous place than it actually is. If you watched a lot of fantasy you might be more inclined to believe in magic.  Increased exposure to this over a generation shapes your feelings, beliefs and eventually, even the culture. 

There have been plenty of studies and data backing this up. A study found that people who watched more than 3 hours of television per day were 58% more likely to fear crime compared to those who watched less than an hour daily.

Just taking the example of Suits, according to UCAS data, applications for law degrees among women increased by 20% over a five-year period, which coincided with the popularity of Suits. Even in an independent law firm research of over 500 respondents, just over half of a UK’s law firm staff believed TV legal dramas influenced their career choice, the most influential being Suits. This figure goes to 81% when it was repeated in the US. 

Will and Grace and Ellen played a considerable role in softening and ‘normalizing’ the attitudes towards LGBT people in the 90’s and early 00’s. Breaking Bad coincided with a 32% increase in methamphetamine-related hospital admissions in the United States. 

Cultivation theory has even affected institutions such as the justice system - CSI and its spin-offs have had a profound impact on public understanding of forensic science. This phenomenon, known as the "CSI Effect," has led to jurors having unrealistic expectations about forensic evidence in real trials. A study revealed that 85% of prosecutors believe the CSI Effect influences jury decisions. The CSI effect also repopularized the forensic sector of the criminal justice system in the media and academia.

These examples demonstrate how television shows can significantly impact public perception and understanding of various professions, institutions, and social issues. It’s not just entertainment, seeds are planted for the future. 

It is essentially a slow indoctrination - depending on the level of exposure of course. And over time - it can completely change a generation’s outlook. 

With that in mind, it’s not necessarily all bad news.  

With our work at KNOW, who are we targeting? 

If I was to put it in a simple, easy-to-understand phrase, our work is aimed at the “Ertuğrul Generation”. 

Who are the Ertuğrul generation? 

They are young, ambitious and aspirational Muslims who grew up watching Diriliş: Ertuğrul and were deeply inspired, it lit a spark and appreciation in them for not only what Islam was, but how it can spawn huge success through impeccable character, leadership and being grounded in strong faith.

These are people who are no longer content with individual success alone, they aspire for more. They reject the conditioning, stereotypes and external definitions placed upon us. They want to be more represented, they want to buy fashion and goods and have experiences which are more authentic and meaningful to them and their faith. They have a hero they can relate to and are more passionate in identifying with their own faith and Islamic identity. 

They are more aware of their own history and how the media may distort or mispresent the truth. They saw heroes who had to undergo hardship but still pulled through due to their faith.

Instead of shying away from their Islamic identity, they double down and embrace it.

They are more media savvy and aware of narratives than the previous generation. They are not shackled by negative representations of them in the media, they do not have an inferiority complex.

They aspire for greatness and for revival.

They don’t think it can’t be done, they think, how?

“As long as we follow Allah’s path, nobody can bring us to our knees.” - Ertrugrul Bey

The new generation have had a sneak preview of a different reality.

For many, it lit a spark of possibility. Perhaps even, of hope. 

Now it’s about turning that spark into a roaring, beautiful fire that spreads light. 

I see that as my job. 

Eyvallah.