Research on perception of Turkey in Austria in the framework of representation of the country identity

In today's world, the consequences of globalization in the postmodern period, which is the most important phenomenon of our age, continue to be experienced; the phenomenon of identity plays a more sensitive and central role than ever in the structure and applications of individuals and communities, states, all local or global organizations. Communication practices, with the critical role it has acquired in the functioning of social and daily life, especially the representation and presentation activities of the media, are closely related to the concept of identity. In this context, it is aimed to examine the concept of country branding and promotion approaches, on the basis of the concepts of identity and representation in the thesis through the reflections of the printed media. Today, countries mostly work on the image and perception of the country that will explain themselves well to the world; in other words, countries are competing to obtain reputation with the perspective of a more effective communication. This study also aims to examine the intense and complex relationship of communication practices, identities and countries; in general countries and particularly Turkey's. Austria, as a member of the European Union and an immigration country, has an importance for Turkey, at the same time have significant Turkish immigrant communities. Therefore, in research, by examining Turkey's representation in the Austrian print media, it is aimed to uncover how the representation performed and as a result how it has structured the perception of the represented country. It is included to the sample from Austrian print media, Der Standard and Die Presse newspapers, that the news related to Turkey in a specific time of period. Research data was also obtained through quantitative and qualitative content analysis applied over frequency distribution and word density. The findings and observations of Turkey's representation are evaluated.