The Song in the Service of Cultural Diplomacy: A Better Way to "Conquer" Minds? The Case of Turkish Songs "Consumed" by Moroccans

Considering the MENA region (Middle East and North Africa) as a "strategic depth," Turkey pursues a dynamic policy of influence aimed at strengthening its leadership and positioning itself among the world's major powers. By leveraging its cultural affinities with the countries of this region, Turkey implements a cultural policy designed to establish its status as an influential nation. Within this strategy, Turkish songs, alongside television series, play a key role in enhancing Turkey’s visibility. In Morocco, the growing popularity of Turkish music, particularly among young people, illustrates this trend. In our study, we will adopt a quantitative approach to thoroughly analyze how Turkey strengthens its soft power through its cultural industries, with a particular focus on the dissemination of its songs and music. We will examine how these cultural productions contribute to shaping an appealing image of the country on the international stage, thereby extending its influence across various domains. Indeed, by capitalizing on its cultural assets, Turkey not only consolidates its diplomatic presence globally but also stimulates economic exchanges by fostering privileged relationships with other nations. This cultural dynamic is therefore part of a broader strategy aimed at increasing Turkey’s global outreach and attractiveness.