Yunus Emre Institute as a Tool for Cultural Diplomacy and Nation Branding

Modern meaning of diplomacy gained ground after the World War II; as a result of having two World Wars, forced states to use more transparent diplomacy in the relations for the means of peace and stability. During the ‘Cold War’ era, modernization of diplomacy received bloc policy perspectives as well and this kind of perspective led states to develop foreign policy actions according to the bloc tendency. End of Cold War, led states to have foreign policy and diplomacy free from the bloc politics. After the end of ‘Cold War’ era, ‘cultural centers’ (like Goethe Institute, British Council, Confucius Institute etc.) played a crucial role for introducing a country’s image towards to foreign audiences. Most importantly, thanks to ‘Cultural Diplomacy’ concept, this type of introduction recognized as exportation of a country’s brand and positive image towards international area. Nation Branding, can be described as the increase of a country’s positive recognizability in the world through the construction of attitudes and emotions towards that nation. Yunus Emre Institutes, introducing Turkish language, art and culture towards to foreign audiences, teaching Turkish language and providing insight about Turkish art and culture is quite important for exporting Turkey’s positive image. In this paper, its aimed to explain ‘Cultural Diplomacy’ concept with nation branding point of view through Yunus Emre Institutes that now acknowledged as one of the main tools for Turkish diplomacy understanding.

Keywords

Cultural Diplomacy, Nation Branding, Soft Power, Culture, Yunus Emre Institutes.