CULTURAL DIPLOMACY THROUGH SOCIAL MEDIA: AN ANALYSIS OF TİKA'S SOCIOLOGICAL IMPACT IN SHAPING THE PERCEPTION OF TURKISH CULTURE IN JORDAN

Shatnawi, Mohammad N.; Zor, Ayşegül

الراشدية
Volume 12, Numéro 1, Pages 1-16
2025-06-30

Cultural Diplomacy Through Social Media: An Analysis Of Ti̇ka's Sociological Impact In Shaping The Perception Of Turkish Culture In Jordan

Authors : Shatnawi Mohammad N. . Zor Ayşegül .

Abstract

This study examines the use of media by the Turkish Cooperation and Coordination Agency (TİKA) to sociologically influence cultural dynamics on Jordanians. Employing both survey and thematic analysis, the study contributes to determining the efficiency of TİKA’s activities in the sphere of cultural diplomacy and development of the bi-lateral relations between Jordan and Turkey. Research shows that 71.2% of participants did not know about TİKA, and of the informed responders, they realized about this agency through social media platforms (40%). From aware respondents, 75% said TİKA’s media shaped their perception of Turkish culture, more so on language and literature at 35%. Moreover, 70% responded that TİKA’s media affected their social identity in the Jordanian society and 80% said that projects of TİKA have a positive impact on Jordanian Turkish relations.