Rebranding Turkey from Soft to Economic Power and Security Provider
Rebranding Turkey from Soft to Economic Power and Security Provider

Summary/Abstract: This paper remarks upon a shift in perspective on the role of Turkey in the Western Balkans. It takes as a center the agency of the Western Balkans in the debate, not as a region to which things happen, but also a region within which things are happening. The article explores how the influence of Turkey has shifted from that of a soft power to an economic power and security partner and provider in the wake of Russia’s full-scale invasion of Ukraine. Looking at recent polls in the region and research done under the REUNIR project on the perception of external actors, Turkey emerges as a trusted partner. However, the countries of the region have also been changing, partly due to the prolonged EU enlarge-ment process, and partly due to domestic shifts, marking a region which is open to auto-cratic tendencies, and as such, sees Turkey and its leadership as partners due to a similar way of looking at world politics. Thus, this article offers a new perspective as an initial step towards recognizing an important shift in perception and relations.

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