Dominance in the Neighborhood: Turkey and Iran

Abstract

Public diplomacy represents efforts to connect with the public of another country, not just by governments but also by other entities such as nongovernmental organizations (NGOs) and corporations.¹ Public diplomacy goes hand-in-hand with soft power. Soft power, which “rests on the ability to shape the preferences of others,”² plays a vital role in guiding and reinforcing the different elements of diplomacy and bilateral relationships. According to Joseph Nye, “[Soft power] is the ability to get what you want through attraction rather than coercion or payments. It arises from the attractiveness of a country’s culture, political ideals, and policies. When our policies are seen as legitimate in the eyes of others, our soft power is enhanced.”³ Soft power embodies a more cost-effective means of reaching a desired goal. However, obtaining soft power requires strategic planning and the dedication of resources by the entity seeking it, whether it is a government or not. In this respect, Turkey and Iran, as two major regional powers, not only compete for regional political access but have also had a cultural rivalry for centuries based on religious and ethnic divides. This chapter explores Turkey and Iran from a public diplomacy perspective with an emphasis on travel and television.