Public Diplomacy and Nation Branding During the COVID-19 Pandemic: The Mask Diplomacy of China and Turkey

Yıl 2023, Sayı: 109, 155 - 184, 20.03.2023

Selahattin Ensar Öztürk , Zeyneb Çağlıyan İçener

https://doi.org/10.36484/liberal.1148073

Öz

The COVID-19 pandemic has caused a global-scale transformation in all areas affecting politics and society. In the first months of the pandemic, many states, regardless of their development level, sought to establish diplomatic contact with the countries that produce such equipment to meet the increasing need for healthcare equipment. Focusing on the relationship between public diplomacy and nation branding, this study comparatively examines China and Türkiye’s public diplomacy policies, especially their mask diplomacy activities during the COVID-19 pandemic, looking at their impact on nation branding perceptions and images. Although there were positive local and global responses to the mask diplomacy activities of the two countries, it is seen that the country rankings in the relevant indices were not similarly affected during the period under review. Despite the damage to its image due to being the origin of the virus, China has maintained its place in the Brand Finance Nation Brands Index and even increased its ranking according to the Anholt-Ipsos Nation Brands Index, while Turkey’s ranking has regressed despite its intensive activities. The study argues that short-term public diplomacy activities are not independent of political and economic issues and are insufficient to define the concept of nation branding.

Anahtar Kelimeler

Public Diplomacy, Nation Branding, COVID-19 pandemic, Mask Diplomacy, China, Turkey

COVID – 19 Pandemisi Döneminde Kamu Diplomasisi ve Ulus Markalama: Çin ve Türkiye’nin Maske Diplomasisi

Öz

COVID – 19 pandemisi, siyaseti ve toplumu etkileyen her alanda küresel çapta bir dönüşüme sebep olmuştur. Pandeminin ilk aylarında, gelişmişlik düzeyine bakılmaksızın pek çok devlet, sağlık alanında artan ekipman ihtiyacını karşılamak maksadıyla söz konusu ekipmanları üreten ülkelerle diplomatik temas kurma çabasına girmiştir. Kamu diplomasisi ve ulus markalama arasındaki ilişkiye odaklanan bu çalışma, Çin ve Türkiye’nin COVID-19 pandemisi dönemindeki kamu diplomasisi politikalarını ve hususiyetle maske diplomasisi faaliyetlerini, bunların ulus marka algılarında ve imajlarında oluşturduğu etkilere de bakarak, karşılaştırmalı olarak incelemektedir. İki ülkenin maske diplomasisi faaliyetlerine yerel ve küresel düzeyde olumlu dönüşler olsa da, incelenen dönemde ilgili endekslerde ülke sıralamalarının benzer şekilde etkilenmediği görülmektedir. Virüsün çıkış yeri olması nedeniyle imajı zedelenmesine rağmen Çin’in Brand Finance Ulus Marka Endeksi’ndeki yerini muhafaza ettiği, hatta Anholt-Ipsos Ulus Marka Endeksi’ne göre sıralamasını yükselttiği, Türkiye’nin ise yoğun faaliyetlerine rağmen sıralamadaki yerinin gerilediği görülmektedir. Çalışma, kısa vadeli kamu diplomasisi faaliyetlerinin siyasi ve ekonomik meselelerden bağımsız olmadığını ve ulus markalama kavramının içini doldurmada yetersiz kaldığını iddia etmektedir.

Anahtar Kelimeler

Kamu Diplomasisi, Ulus Markalama, COVID-19 pandemisi, Maske Diplomasisi, Çin, Türkiye

Kaynakça

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