EVOLVING PUBLIC DIPLOMACY: AN ANALYSIS OF TURKEY'S STRATEGIES IN SERBIA AND BOSNIA-HERZEGOVINA OVER THE LAST 20 YEARS (DURING THE AK PARTY PERIOD)

This dissertation investigates the evolution of Turkey's public diplomacy strategies towards Serbia and Bosnia-Herzegovina over the past two decades under AK Party rule. Conceptually, the research bridges mainstream nation branding approaches focused on competitive state-directed external image projection with critical perspectives highlighting complex relational dynamics involving diverse domestic and transnational actors that shape credibility. It employs critical grounded thematic analysis and comparative case studies to examine the construction and adaptation of cultural narratives, communications channels, and impacts in each country context. Empirically, political statements and speeches are analysed to map dominant narratives promoted in each context amid complex historical memories and identities. Communication channels spanning media partnerships, exchanges, and transactions are examined to assess societal engagement. Histories of Ottoman rule and Yugoslavia's dissolution provide backdrops to analyse tailored messaging and exchanges. Discourse constructions are contextualized through secondary assessments of Turkey’s regional activities and reputation. Findings reveal economic deals enabled but enduring inter-ethnic tensions persist. Recommendations prioritize participatory, intercultural initiatives focused on mutual understanding to responsibly advance stability. Overall, timely perspective is provided on recalibrating public diplomacy through emphasis on reciprocal societal engagement over divisions.