Immigrant Audience: Understanding Global Cultural Flow Through Somali Immigrants in Turkey

For countries receiving migration streams, integration policies have become increasingly central. In particular, the growing recognition of the role of communication tools in social integration has led researchers in the field of communication and media to study cultural adaptation processes. From a sociological framework, we examine the role of cultural products in the adaptation processes of immigrants to new cultural environments in societies with high levels of migration. We investigate how Somali migrants in Turkey engage with media content, interpret representation politics, and build intercultural capital through their viewing practices. We argue that media consumption shapes migrants' adaptation processes while mediating their relationship with cultural identity. Focusing on migrant audience ethnography, the study reveals how Somali immigrants are represented in Turkish media and how these representations contribute to their integration experiences. As digital platforms transform traditional viewing, we demonstrate how migrants' media practices simultaneously support integration and cultural preservation.