Balkans Revisited: A Qualitative Content Analysis of how Turkey Pursues Soft Power in Kosovo

Abstract: In recent decades, the Republic of Turkey has emerged on the global stage. Through a number of state-run organisations, the country has built a notable presence across former Ottoman territories as well as in the broader Muslim world. This thesis investigates the activities of the Turkish state against the backdrop of Joseph S. Nye’s theory of soft power through a case study of the Turkish presence in Kosovo. To describe how Turkey pursues soft power in Kosovo, a qualitative content analysis of a number of Turkish state-run activities was conducted. This analysis builds on a broad range of sources, stretching from official reports from Turkish organisations, to some very recent academic studies within the field. The study finds that Turkey creates the conditions for soft power through an instrumentalization of factors where Kosovo and Turkey are already alike—specifically, the Ottoman history and the religion of Islam. A thorough emphasis on education in the field of student exchange, as well as spreading the Turkish language, are also identified as notable factors.