Turkey’s Soft Power towards Serbia: Implications for the Security and Stability in the Region

The purpose of this article is to analyze Turkish soft power towards Serbia in the 21st century. From a methodological point of view, this article is based on quantitative and qualitative research methods. In addition, the study uses content analysis, including newspaper articles, archival documents and other statements by individual politicians and intellectuals. The results of this research indicate that Turkey has established several public diplomacy institutions to influence Serbian public opinion, such as the Turkish Cooperation and Coordination Agency (TIKA), Diyanet, and the Yunus Emre Institute (YEI). Turkey has strengthened its influence in Serbia and other Balkan countries through their activities. It has significantly improved the image of Turkey and Turks in Serbia. It has also increased the popularity of the Turkish president in the region. On the other hand, such a policy strengthens stability in the Balkans and reduces conflicts between Serbs and Muslims in the Balkans, which is important for regional security.