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There is a craze sweeping like wild fire across the Middle East from Saudi Arabia to the West Bank, from Syria and Lebanon to Oman and Yemen and all points in between. “Noor” is a wildly popular lavish Turkish soap opera, and interestingly enough, it was a big flop in Turkey when it first aired there two short years ago. But the producers had a great idea: dub it over in Arabic and air it in the neighboring Middle Eastern countries and see what happens.
I’m sure even the producers could not have predicted in their wildest dreams what happened next. “Noor” has become a phenomenon, causing a sensation on many levels. First off, the surprise smash hit is responsible for a dramatic increase in tourism to Turkey, a real boon for its economy. “Noor” has become so fiercely popular that my brother-in-law (a Saudi Arabian Airlines retiree) recently told me that it’s practically impossible to get an airline reservation to Istanbul. The flights are packed with people wanting to visit Turkey because of their seemingly insatiable fascination with this TV soap opera. Saudi Arabia’s visitors to Turkey alone are expected to be triple the amount from last year’s number. The set of the actual home used for the show’s main characters has been turned into a museum to accommodate the Arab fans who are flocking into the country as curious tourists.
Additionally, the show has spawned sales in T-shirts, food items, and other merchandise sporting the faces of the show’s actors. It has sparked fashion trends with Middle Eastern women who want to wear the styles worn by the female characters. Saudi hospitals are reporting that the hottest names for newborn babies are Noor and Mohannad, after the show’s two main characters. On the West Bank, posters depicting the show’s characters have out sold the prior hot sellers, Yasser Arafat and Saddam Hussein. And the most popular ring tone for mobile phones in the whole region is the show’s theme song.
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What makes this show so appealing to the Arab world is that it is about a Muslim family and takes place in a Muslim country. Plus, the more easily understood Arabic dialect (Syrian) which is dubbed in makes viewers feel more bonded and intimate with the characters, as opposed to the use of the formal classical Arabic that is used in so much of the Middle Eastern programming.
But the show’s popularity, especially here in Saudi Arabia, has not gone unnoticed by the religious clerics, who have given it a thumbs down and issued a fatwa (a religious opinion on Islamic law) saying that it is sinful to watch the show. They fear that the show will corrupt its society, cause moral decay and encourage dating and pre-marital sex.
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Now, I myself have watched the show a few times, but since I don’t really speak Arabic, I haven’t been pulled into its charismatic appeal like many lovelorn women here. The show looks like many typical Western soap operas to me, packed with drama, romance, beautiful actors, posh sets, and lush settings. In other words, it’s not very realistic at all to us regular folk, just like Western soaps.
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Not only is this Turkish version of Brad Pitt absolutely breathtaking to behold, but his character is portrayed as the perfect man too. He is loving, romantic, gentle, passionate, sensitive, and treats his wife with respect and as his equal. Not only that, he supports her in her career, sweeps her away for romantic getaways, and showers her with flowers and other tokens of affection. Many of these qualities and behaviors apparently are sadly lacking in some Saudi husbands. This explains the intrigue and appeal for so many Saudi women who would dare to fantasize about a relationship such as this. In a society where women are literally considered "chattel" (the property of their husbands or fathers), cannot drive, are shrouded in black cloaks and veils, and most of whom have no careers and are relegated to the roles of motherhood and housewife, fantasies like this are the stuff that dreams are made of.
The story line reveals that Mohannad had sexual relations with another woman and sired a child before his arranged marriage to Noor. Kissing, abortion, kidnapping, comas, and marriage as an equal partnership are also sub-plot threads weaving through the fictional tale. Alcohol, which is strictly forbidden in Saudi Arabia, flows freely at the dinner table in the show. The women characters, who are all supposedly Muslim, do not cover their hair and many of them bare their arms too. This is not at all typical of Muslim women in Turkey, or anywhere, for that matter. However, the cast of characters do fast during the month of Ramadan, but are never shown participating in any of the five times daily prayers.
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Some have suggested that the extraordinary success and huge popularity of the show in Saudi Arabia indicates that many Muslims there prefer to follow a more moderate Islam instead of the religious extremists. The show has made such an impact in the entire gulf region that during times when the show airs, streets are empty and social plans are delayed until after the program is over.
According to Adib Khair, the Syrian general manager of Sama Productions which produced the hit series, the original episodes which aired in Turkey are 80 minutes in length, while the dubbed in Arabic episodes are each 45 minutes long. “We censor slightly,” Mr Khair said. “It’s not huge. There are no big emotional things, no graphic kisses in the first place, no love scenes, no nudity. If we find, for example, a lot of drinking shots that are not essential to the plot, we take them out. But if someone is drunk and it’s part for the story, we leave it.”
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What the show has succeeded in doing is to open the eyes of many Saudi women fans, who have been made more keenly aware of their own partners’ shortcomings. The show has also managed to enlighten Saudi women about advantages and opportunities arising from a more progressive, less strict, and less severe Islamic society like Turkey. Bad news for the men here who prefer to keep things status quo, with women tightly under their control. As those wheels have started turning in the minds of many Saudi wives, they are gaining confidence, asking questions, realizing they should have options, and reassessing their lives. And the Saudi men are definitely feeling the pinch, as many women are basically starting to say, (to quote one of my favorite movies here, A Knight‘s Tale) “You have been weighed. You have been measured. And you have been found wanting.”