What's your secret? Salonaz Sami ponders We'd been chatting on the phone a little while, and things were going smoothly. But once she'd realised it was 9:50pm, I could hear how my mother was growing fidgety. And I knew the reason why: 10 minutes later her favourite soap opera, Noor, was due to begin. Annoying though this was, given that I was watching my own mother choose Noor over talking to me, I could barely complain given that it had been me who had introduced her to the Turkish TV serial. But in her addiction, my mother is by no means alone. Gèmès or Noor as we know it in the Arab world has become a social and behavioural phenomenon, worthy of study. Granted, men presume we watch it for the sake of the blue- eyed-blond and Best Model of the World 2002, who plays the lead male in the series. But the truth is far from that, explained Farida Ahmed, a housewife who is also hooked to Noor. "Mohannad, the main character, has indeed glued women to their TV sets, but it is not only because he is cute," she told Al-Ahram Weekly. "It's mostly because he offers things many of us lack nowadays in our lives -- including romance, compassion, loyalty, and a partner who is supportive to his independent wife. He has become the role model against which many women have started to compare and judge their significant others," she added. The series' plot zooms in on a romantic love story, with all its ups and downs, between Mohannad, played by Kivanc Tatlitug, and his aspiring fashion-designer wife Noor, played by Songul Oden. "Every woman now looks up to Noor. We admire her independence, strong character and ability to get through the hardships of her relationship by focussing on her career," said 25-year-old Yasmine Mounir. "She has encouraged us to raise the bar of expectation, both for ourselves and for our partners," she added. In some Arab countries, such as Syria, Jordan and Bahrain -- though not Egypt -- newspapers reported several cases of divorce caused by wives adamant to pin Mohannad's picture to their walls. One man reportedly divorced his wife because she jokingly said she was prepared to give her life in exchange for one night with Mohannad. All of which goes some way in illustrating the sheer power of the series over people's lives. Nagwa Aziz, professor of sociology, has given the phenomenon her share of thought. The drama, she explains, has its own charisma, and it gets to people inside their homes, where they are most comfortable and therefore receptive. According to Aziz, the success of the series in Egypt and the Arab world is proof that our societies today lack the passion and romance we need to survive. "We are yearning for the good old days, when men used to be true gentlemen," she said. Unfortunately, in our societies, Aziz explained, marriages are often based on all the wrong reasons. It is therefore unsurprising when they turn out to be dysfunctional and empty. She suggests rethinking the basis of relationships as a solution. "If you gave your wife the love, care, sacrifice and attention that Mohannad gives Noor, she wouldn't want to put anyone's picture up but yours," she said. The series dubbed in Arabic became so popular that the grand mufti of Saudi Arabia made comments about it, describing it as "anti-Islamic, delusional, wicked and sinful," according to the Saudi Al-Watan newspaper. The grand mufti also attacked the satellite channel airing the series -- which is, in fact, Saudi- owned. However, Aziz described the remarks as "extreme. There are thousands of TV series and soap operas out there, with much worse plots and role models than Noor. Why don't we ban those instead?" she wondered. The grand mufti's remarks, however, didn't seem to bother fans, who are still tuning in daily. But Noor and Mohannad are not the only couple people are talking about. Lamis and Yehia, stars of another Turkish soap opera, the title of which is translated as Sanawat Al-Dayaa (Years of Perdition), also get their share of attention. "This proves it's not just about looks," said Ahmed. Women have also fallen for Yehia, with his dark hair, tanned skin, big moustache and hard features. "It's about what's on the inside. Women love Yehia's nobility, sense of sacrifice and loyalty to the woman he loves." Women, explained Aziz, are only "reclaiming their right to love and be loved. They are reclaiming their humanity." And although some of what happens in both series is somewhat strange to our Arab culture and traditions, the fact still remains that the similarities we share with Turkish society far outweigh the differences. The Syrian accent, into which the series Noor has been dubbed, is also a reason behind its success. "The friendly accent helped create a bond between fans and their beloved stars too," said Ahmed. However, some critics claim that the soap opera is out of touch with reality. "Real life is completely divorced from that which Mohannad and Noor are living," explained 28-year-old Hend Tawfik. "Mohannad owns his company and he doesn't have much to worry about -- such as how to pay his bills at the end of the month. However, most Middle Eastern men today are busy trying to find jobs in order to provide the basics for their families," she said. Thus, they are too busy to think of romance. "We need to understand that this is TV, not real life. We can't let it destroy our families because the actor is handsome and romantic." Other critics point out that the serials are Turkish, not Arab, and are therefore in some way divorced from Arab reality. Ironically, when the series were aired in Turkey in 2005, they were not as successful as they were in Egypt and the Arab world. "Can you imagine making a show that fails at home but becomes not only successful abroad, but influential in a way that sparks change at the very core of society?" wondered Aziz. "Even if it is a corny soap opera, it is nice to see something opening up the eyes of women and giving them an idea of what a relationship could and should be. No one deserves to be treated badly and taken for granted." According to the Turkish Ministry of Tourism, the number of Arab tourists visiting has doubled this year thanks to Noor. "This is because the fans wanted to explore the locations where their beloved couple lived and interacted daily," said Aziz. The Sha Ughlo family's house in the series is actually the Mohamed Aboud Afandi Palace, which was built more than 150 years ago. The shooting of the series brought life back to the once-deserted palace. And it is now turning into some sort of a museum, with more than 200 visitors per day -- and it is only the beginning of the season. Tickets to visit the palace cost as much as $60, but fans seem to be willing to pay as much as it takes. The Turkish press reported that the bed sheets used in Mohannad's room on set were sold for $4,600, while most of the carpets in the house were sold for prices that ranged from $5,000 to $1 million. According to a report by Doha-based Al-Jazeera news channel, the yearly budget for the drama sector in Turkey is $700 million. It is one of the most active and productive in the world. There is no doubt, according to the report, that the lively industry is one of the main driving forces attracting tourists to Turkey yearly. On a darker note, the soap operas have, according to Ahmed, managed to put the spotlight on an alarming problem. "The bottom line is that Middle Eastern men have lost their sense of romance to the extent that women are now seeking emotional gratification from fictional characters, instead of their partners. And this is alarming. We need to step up and admit where we went wrong, in order for all of us to be able to solve this issue, instead of ignoring it and blaming Mohannad or Yehia."
