Turkey's public diplomacy to apply format: Comparison of Goethe Institute and Yunus Emre Institute's Bosnia-Herzagovina and Serbia activities

Diplomacy is the meeting of actors with interests on a common interest through negotiations on an issue. The common interest that is met is usually close to the interests of the strong in terms of economy, military or democracy. However, with globalization and developing technology, traditional diplomacy leaves its place to new diplomacy fields. The purpose of a government's practice of public diplomacy; It is to gain the sympathy of other nations and to have a favorable influence on the decision-making mechanisms of those nations. In this way, the public diplomacy will have a strong image against the country it aims to implement and the public diplomacy it applies will be successful. Public diplomacy and its applications will be investigated in this thesis. Public diplomacy is a foreign policy instrument implemented by states due to the existence of weapons of mass destruction, international economic cooperation and interdependence of states. Each government applies public diplomacy in different ways, taking into account the material and spiritual needs of the nation it wants to have a positive effect on and the beliefs of that nation. These practices take place with sub-branches of public diplomacy such as media, culture and technology. In cultural diplomacy, the values of a country are introduced to foreigners and it is aimed that those nations have positive opinions about the country. In order to achieve the targeted success in the field of diplomacy, the target audience of public diplomacy practices must be determined correctly. In this thesis, the reasons of success and failure of public diplomacy implemented by Yunus Emre Institute and Goethe Institute in Bosnia and Herzegovina and Serbia will be investigated. Thus, the levels of awareness, perception and knowledge of the Institutes in the societies where the practices take place will be analyzed together with their reasons. Since the thesis is limited to the Balkan geography, its sample is Sarajevo and Belgrade. The data in the study will be obtained by using qualitative and quantitative research methods. The data will be provided by questionnaires consisting of closed and open-ended questions. In this context, the field scanning method will be used in the study, and the mixed method will be used in the analysis of the data. Keywords: Public Diplomacy, Cultural Diplomacy, Yunus Emre Institute, The Goethe Institute