Enhancing the Image: Turkish Public Diplomacy Organisations in the Western Balkans

BY Jan NIEMIEC

Abstract
The main scientific objective of this paper is to analyse and assess activities of Turkish public diplomacy organisations in the Western Balkans. Since the Justice and Development Party came to power in 2002, Turkey has been gradually increasing its involvement in neighbouring regions. In this context, the government-controlled institutions, tasked with promoting Turkish political values abroad, have been providing support to traditional diplomatic services. In relations with the Western Balkans, Turkey’s aim is to enhance mutual cooperation based on shared historical, religious and cultural ties. Given the multifaceted nature of the Turkish political model, the role of public diplomacy in foreign policy doctrine of the AKP has been systematically growing in recent years. Adopting a comprehensive research perspective, this paper explores the relationship between Turkey and the Western Balkans, using activities of Turkish public diplomacy organisations as a reference point. In order to identify key aspects related to actions of certain institutions that promote Turkey’s soft power in the region, a broad range of primary sources and literature on the subject have been reviewed. This paper employs qualitative research methods and attempts to answer the research question regarding the effectiveness of image-building initiatives undertaken by Turkey through its public diplomacy organisations.
Keywords: Turkey, Western Balkans, Justice and Development Party, public diplomacy, regional cooperation