Analysis of policies in the context of public diplomacy of international broadcasting in balkan languages

Since it is a communication and policy element, public diplomacy aims to gain strategic value between countries and win the minds and hearts of target societies without resorting to any force. One of the most effective tools that public diplomacy actors can use is international broadcasting. International Publishing undertakes the role of advocating for target policies that the country has not reached, as well as to reach the people of the target country and create a positive image about the country in their eyes, as well as spreading its political attitudes and regional influence. The study examines the contents of the Balkans and international broadcasters broadcasting in Balkan languages to create public opinion. It also examines the strategic narratives of international broadcasters broadcasting in Balkan languages. For example, Deutsche Welle (DW), Voice of America (VOA), and Sputnik news agency were analysed. After interpreting the findings by making quantitative and qualitative analyses of all the news obtained, it was concluded that the strategic narratives of DW and Voice of America (VOA) focused on integrating the Western Balkans with Europe and leaving no space for the eastern countries in the region. It has been concluded that the strategic narratives of Sputnik news agency offer content against European integration and the US policies in the region. Anadolu Agency (AA) presents the narrative that Turkey is the friend and brother of the region.