Anti-Turkish Sentiments in Armenian Public Diplomacy

Abstract

The advent of globalization and the development of technology have brought changes in many channels, and one of these changes has occurred in the field of diplomacy. In traditional diplomacy, government-to-government negotiations often failed to adapt to the modern age. Countries needed a new type of diplomacy to positively enhance their image and achieve their interests. Public diplomacy emerged as a response to the evolving global landscape, involving societies and considering their viewpoints. Unlike traditional diplomacy, public diplomacy engages societies in the diplomatic process and takes their opinions into account. By utilizing various fields of activity within the context of public diplomacy, countries can influence societies and persuade them based on their perspectives. As a result of this persuasion, government decisions are influenced. Armenians, who recognized the power of public diplomacy activities many years ago, have actively employed this field. They have based their activities on the concept of “Turcophobia,” thereby maintaining the perception of their innocence. To gain a deeper understanding of the subject matter, an explanation of the concept, the actors involved, and the different types of public diplomacy is necessary. Subsequently, the rationale behind the necessity of public diplomacy for Armenia and the Armenian diaspora is scrutinized. The endeavors of Armenians across various domains, including religion, lobbying, education, celebrity endorsements, media, and digital platforms, are then enumerated. Through a comprehensive examination of these activities, it becomes evident that Armenians portray a negative image of Türkiye and Azerbaijan, and anti-Turkish sentiments prevail.