Crafting a Brand from Tradition: An Innovative Public Diplomacy Strategy for the Organization of Turkic States

Abstract

This paper explores the potential of the Organization of Turkic States (OTS) in leveraging Public Diplomacy to bolster its international stature, proposing the development of a unique brand, “Yurt Yeli.” Drawing parallels with South Korea’s successful Hallyu (Korean Wave) initiative, the paper suggests that the OTS can similarly utilize Yurt Yeli to harness the power of Public Diplomacy. The analysis begins with an in-depth look at Hallyu, providing a framework for understanding its effectiveness in public diplomacy. It then delves into the conceptualization and potential implementation of Yurt Yeli, tailored to resonate with the Turkic World’s unique cultural heritage and values. Given the OTS’s role as a representative of the Turkic World on the global stage, the paper underscores its vast potential in employing Public Diplomacy strategies to enhance its international visibility and influence. The comparison between Hallyu and the proposed Yurt Yeli offers insights into how cultural elements can be transformed into powerful tools for diplomatic engagement and global presence enhancement.

Keywords

• OTS
• Turkic World
• Yurt Yeli
• Hallyu
• Public Diplomacy
• Soft Power
• Korean Wave

Ethical Statement

There is no conflict of interest with any institution or person within the scope of this study. There is no conflict of interest between the authors.

Gelenekten Marka Oluşturmak: Türk Devletleri Teşkilatı İçin Yenilikçi Bir Kamu Diplomasisi Stratejisi

Abstract

Bu çalışma, Türk Devletleri Teşkilatı’nın (TDT) uluslararası alanda etkinliğini artırmak için kamu diplomasisini nasıl kullanabileceğini ele almakta ve bu bağlamda “Yurt Yeli” adında yeni bir kamu diplomasisi markası oluşturulmasını önermektedir. Çalışmada TDT’nin Güney Kore’nin Hallyu (Kore Dalgası) stratejisinden esinlenerek kamu diplomasisinde yeni bir söylem, Yurt Yeli, inşa edebileceği vurgulanmaktadır. Bu bağlamda çalışmada, Hallyu detaylı bir şekilde incelenmiş ve Güney Kore’nin kamu diplomasisi etkinliğini anlamak için bir çerçeve sunulmuştur. Sonrasında, Türk Dünyası’nın eşsiz kültürel mirasını ve değerlerini yansıtacak biçimde tasarlanmış olan Yurt Yeli’nin kavramsallaştırılması ve potansiyel uygulamasına odaklanılmıştır. TDT’nin, Türk Dünyası’nı uluslararası düzeyde temsil eden bir örgüt olarak, kamu diplomasisi stratejilerini kullanarak uluslararası görünürlüğünü ve etkisini artırmak için geniş bir potansiyele sahip olduğu vurgulanmaktadır. Ayrıca çalışmada Hallyu ile önerilen Yurt Yeli’nin karşılaştırılması, kültürel unsurların diplomatik angajman araçlarına ve küresel etki alanlarını genişletme stratejilerine nasıl dönüştürülebileceği konusunda derinlemesine bir bakış açısı sunmaktadır.

Keywords

• TDT
• Türk Dünyası
• Yurt Yeli
• Hallyu
• Kamu Diplomasisi
• Yumuşak Güç
• Kore Dalgası

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