International broadcasting from a public diplomacy perspective: A study on TRT Arabi

In the global arena, public diplomacy plays a significant role in shaping states' foreign policies, particularly through international broadcasting that strengthens cultural and diplomatic ties. Within this context, Turkey's efforts to deepen its relations with the Arab world have been evaluated through a qualitative content analysis of TRT Arabi's programs Yeni Sabah, Mozaiq, and Kıssa ve mâ fîhâ. The study provides a comprehensive analysis of the programs' broadcast schedules, thematic content, visual and linguistic narratives, and public diplomacy objectives, highlighting Turkey's strategies to enhance its soft power. Findings reveal that Yeni Sabah creates a dynamic Turkey image through modern life themes, Mozaiq showcases cultural heritage with artistic narratives, and Kıssa ve mâ fîhâ deepens Turkish-Arab relations with historical stories. These programs foster strong connections with audiences through cultural diversity, artistic partnerships, and historical ties, positively shaping Turkey's international perception. Furthermore, adapting broadcast schedules to regional habits, enriching content with technology and contemporary collaborations, and enhancing the use of digital platforms could further increase TRT Arabi's impact. The study confirms TRT Arabi's contribution to Turkey's public diplomacy goals and underscores the success of these strategies. Future research could focus on digital integration and content diversification to further strengthen these efforts.