Comparative Analysis of Turkey and Russia's Public Diplomacy on the Balkans (Example of the Russian World Foundation and Yunus Emre Institute)

Abstract

Public diplomacy is a new diplomatic field that emerges as states influence each other socially, culturally and politically by using soft power tools. Russia and Türkiye have used this new tool of diplomacy intensively, especially since the end of the cold war. Both countries have used and continue to use public diplomacy, a new field of diplomacy, by acting with common identity tools in the Balkans, which is an important region of the security corridor in geopolitical terms. In the theories of International Relations, public diplomacy has been evaluated from a realist, liberal and constructivist perspective. In the article, how Russia and Türkiye use public diplomacy tools is analyzed with a comparison through the Russkiyy Mir Foundation and Yunus Emre Institute, which were established at the same time for similar purposes. The states where the Russian World Foundation is most influential are Bulgaria, Serbia and Greece, and their relations with Russia have been studied in more detail. General information was given about the activities of the Russian World Foundation in other Balkan countries. When the content analysis of the fields of activity of Russia was made, it was concluded that Russia applied to public diplomacy with a realistic perspective to restore its global and regional image and obtain strategic area. Türkiye has used public diplomacy in order to act jointly with regional elements in order to preserve and strengthen its historical and cultural unity. Yunus Emre Institute activities as Türkiye's Balkans public diplomacy tool have been examined. Activities through Bosnia-Herzegovina, North Macedonia and Kosovo, which are the regions where Yunus Emre Institute is most influential, were examined in more detail and general activity information about other Balkan countries was given. When the content analysis of Türkiye's fields of activity is done, Türkiye has realized its public diplomacy on a constructivist basis, with a more inclusive purpose, establishing its communication with the region on unity, and prioritizing the construction of a common identity and culture that sees the region as a part of itself.