Soft Power in Public Diplomacy: A Critical Discourse Analysis of the Film “Ayla”

Abstract

In international relations, public diplomacy adopts different methods of engagement and communication beyond traditional or classical diplomatic approaches. It aims to establish successful communication with target countries and their public, deliver intended messages, correct misconceptions, and foster economic, political, and cultural partnerships. Soft power, an essential component of public diplomacy, serves this purpose by enabling countries to achieve success in their relationships with other nations and their peoples. Cinema, as one of the soft power tools countries possess, is effectively used to establish positive communication with desired countries and achieve intended goals. This study aims to uncover how the film “Ayla” is used as a soft power tool within the context of public diplomacy and identify the prominent codes highlighted in the film. Additionally, the study seeks to determine how discourses, characters, settings, and plot structures related to soft power are constructed in the film. The research employs Fairclough’s critical discourse analysis method and examines the 2017 Turkish film “Ayla” The findings indicate that the film contains elements that contribute to public diplomacy between Türkiye and South Korea and is thus utilized as a tool of soft power. The film emphasizes the shared bonds between the two countries through its script, actors, and dialogues.