'Fashion Diplomacy' as a new tool for public diplomacy: The analysis of women's leader examples of England and the USA.(FR) "Diplomatie de la Mode" Comme un Instrument de la Diplomatie Publique:Une Analyse des Exemples des Leaders Femmes de l'Angleterre et des Etats Unis.

The 21st century has become an era in which it is not enough for countries to have only hard power but this power should also be supported by soft power and different communication strategies should be used while obtaining soft power. Countries being aware of the situation have begun to develop different communication strategies that will provide them soft power to consolidate or further increase their global scale power. The necessity of the countries willing to obtain soft power to keep up with the changing world order and address their inter-country communications in a more sophisticated and holistic manner has provided an environment for strategic communication management. In today's conditions, a method of diplomacy made from public to public and not keeping the state directly as an actor, i.e public diplomacy is preferred to be used as public communication to perform strategic communication management in the international arena. Public diplomacy is a long-term communication strategy pursued by the people of a country independently or indirectly by the state in order to win the favor and minds of the people of the other country on their mutual relations. In this way, while countries possess a hard power with the capacity of defence industries, they have in fact paved the way for their soft power by drawing attention to human values such as democracy, human rights, universality, globality, and liberty being mostly required in the present century. Thus, the sympathy gained over the peoples of other countries over a long period of time provides soft power and even it affects the international policies of the counter country when required. Because it is essential in democratic societies that the elected government should pay attention to the views of the people having the power of the majority. While public diplomacy continues aiming to build positive international relations, it has become a more sophisticated, more integrated and a new understanding of public diplomacy (a public diplomacy aimed at integrating the parties more into the dialogue and the process) that needs to be addressed in detail under the influence of today's conditions. Therefore, it has divided into multiple subheadings. A variety of public diplomacy, such as cultural diplomacy (as music diplomacy, sports diplomacy, gastro-diplomacy, faith diplomacy and fashion diplomacy), digital diplomacy, trademark diplomacy, science diplomacy, health diplomacy, citizen diplomacy could be cited as examples for this situation. In the thesis titled " 'Fashion diplomacy' as a new tool for public diplomacy: The analysis of women's leader examples of England and the USA", cultural diplomacy within "Fashion Diplomacy" has been addressed according to the new public diplomacy. In the study, the methods carried out in fashion diplomacy are stated in general and fashion diplomacy, one of these methods, carried out through women leaders over countries" has been examined in detail through examples of women leaders from England and the United States and thus, it has been aimed to analyse the issue. Based on all these general ideas in this thesis, the aim is to show how fashion diplomacy as a tool of public diplomacy is carried out as a soft power element. In the first part of the study, basic literature data has been included to facilitate the understanding of the thesis topic. Accordingly, a conceptual framework is established with an overview of the changing concept of power with globalization, public diplomacy, cultural diplomacy and fashion, respectively. In the second part, the definitions of power dressing and fashion diplomacy are given and samples from around the world are presented. Moreover, it is aimed to establish the theoretical basis of the research subject to be argued in the following chapters by providing information about the methods implemented by fashion diplomacy today. In the third and final part, "fashion diplomacy through Women's leaders", one of the methods of fashion diplomacy, is addressed in detail through the England and the US female leader examples. While examining the examples of the relevant female leaders, fashion has been considered as a "language and representation system and the qualitative research method is performed by describing them on their visual identities. Key Words: International relations, communication, cultural diplomacy, soft power, power dressing, fashion diplomacy, female leaders, representation, fashion language.