The role of Anadolu Agency in Turkiye's public diplomacy as a foreign policy strategy: The example of Bosnia and Herzegovina

In the aftermath of the Cold War, public diplomacy has emerged as one of the most important communication methods in states' relations with each other. At this point, the involvement of mass media has begun playing a fundamental role in countries' dialogue with foreign publics. Within the framework of this new understanding of International Relations, Turkey, with a concentrated emphasis on utilizing media in its public diplomacy activities, has restructured TRT and Anadolu Agency. As part of this transformation, Anadolu Agency, which began to broadcast multilingual publications as of 2011, delivers its contents to the world in line with Turkey's foreign policy goals. Through Anadolu Agency, Turkey seeks to express her foreign policy vision to the world in a better perspective and to minimize biases about itself in the international arena. AA with its Bosnian-Serbian-Croatian-Montenegrin (BHSC) broadcasting service which addresses the Balkans that has priority in Turkey's foreign politics supports the strengthening of relations among the peoples in the region and Turkey. In this context federalna.ba the news portal of Bosnia and Herzegovina's public broadcaster FTV was examined within the scope of discourse analysis with sample news comparing with AA's contents serviced to its subscribers in the region. In this study, it has been seen that the news posted by AA BHSC service, which includes positive discourses contributing to the public diplomacy of Turkey in the Balkan region, are conveyed to the public with the same contents by the media companies in the region. It has been concluded that AA takes a critical position in strengthening positive relations and interaction between peoples, especially with contents about human stories.