Turkish Soft Power: The Phenomenon Of “Soap Power” As A Tool Of Cultural Diplomacy

The article discusses the phenomenon of Turkish soap operas as a tool of soft power. The author analyzed the character, scope and limits of this phenomenon, primarily regarding the case of the Middle East countries and societies. The article covers the process of dissemination and implementation of the ideas of neo-Ottomanism as the foreign policy concept through applying the soft power strategy. Following the results of the research, the conclusion has been made regarding the negative and positive effects of this phenomenon on various spheres, as well as in the context of Turkish foreign policy.