Ulus Markalaması Bağlamında Türkiye’nin Medyada Temsili: Türk Hava Yolları Reklamları Üzerine Bir Nitel İçerik Analizi
Representation of Türkiye in the Media in the Context of Nation Branding: A Qualitative Content Analysis of Turkish Airlines Advertisements

Summary/Abstract: This study aims to examine the impact of Turkish Airlines' (THY) advertising strategies on Turkey's nation branding. The research is based on a qualitative content analysis of 15 video clips selected using purposive sampling from promotional videos shared on THY's social media accounts between January 1, 2015, and May 31, 2025. The main focus of the study is to reveal how Turkey's cultural and historical heritage is represented in THY advertisements through narrative and visual strategies, and how these representations produce discursive frameworks related to the country's global image and tourism, investment, and soft power in the context of nation branding. The analysis found that elements such as Turkey's natural beauty (Cappadocia, Pamukkale), historical sites (Hagia Sophia, Ephesus), traditional arts (ebru, çini), and culinary culture are frequently emphasized in the analyzed commercials. Furthermore, it was observed that THY positions Turkey as a global bridge with slogans such as “The world looks bigger.” These strategies not only promote Turkey as a tourist attraction but also reflect the country's modern and dynamic face. The results of the study show that national airlines such as THY play an important role in increasing their countries' brand value. These findings contribute to the literature on nation branding and offer strategic recommendations for public-private sector collaborations.

• Details
• Contents