The Rise and Fall of Soft Power in the Turkish Foreign Policy During JDP

Author Biography	4
Part I	5
Introduction: Paradigmatic Transformation in Turkish Foreign Policy	5
New Foreign Policy Understanding: Soft Power and Public Diplomacy	11
Public Diplomacy and Soft Power	12
Part II	15
New Soft Power Instruments in the Turkish Foreign Policy	15
Reorganization of the Turkish Ministry of Foreign Affairs	16
Prime Ministry Office of Public Diplomacy	17
Yunus Emre Institute and Cultural Diplomacy	18
TİKA: Policy of Wielding Soft Power through External Aids	24
Diyanet: the Development of Turkish-inspired Model and the Ambition of Becoming the leader of Muslim world with Hadith Project	26
The Presidency for Turks Abroad and Related Communities	28
Part III	31
Marketing of Foreign Policy	31
Discourse of Central Country	32
Discourse of Regional Superpower and Global Power	32
Discourse of Multidimensional Foreign Policy System	34
The Nation Branding of Wise Country	35
The Nation Branding of Donor Country	35
Discourse of Rhythmic Diplomacy	36
Part IV	39
Soft Power Policies	40
Policy of Zero Problem with Neighbours	40
Armenian Initiative: Normalization Diplomacy	42
The Initiative of Alliance of Civilizations	45
Part V	48
Public Diplomacy Approach: Identity-Image Politics	49
JDP Identity: A Country Story over the JDP model	52
JDP’s New Approach to Engagement in the Middle East Policy	54
Islamization Debate in the Turkish Foreign Policy	58
Beyond the Shift of Axis Debate	62
Part VI	66
Arab Spring and the Fall of Soft Power	67
The Fall of Rhetoric of Model Country	68
From Central Country to Front Country	70
From Soft Power Image to Perception of Sectarian (Islamist-Sunni) Foreign Policy	71
CONCLUSION	72