Low and high level of soft power of the Turkish engagement in Balkans

The aim of this article is to propose a division of the core concept of soft-power into two segments. The Turkish engagement in the Balkans should serve as the case study base. Whereas public polls clearly indicate that Turkish culture, values, etc., although popular and interesting for Balkan observers, have rather limited impact on the society in political terms, relative success, strong position and the style of the state governance by prime minister Erdoğan, leave, doubtlessly good impression in the South-East European capitals. Therefore, the Balkan-Turkish relations will serve as an excuse to divide concept of soft power into two following parts: one of them based on genuine social and cultural links between societies (including their leaders) through ideology, culture, media, education, etc.. It can be called “low soft power”. The second one is exercised by means of political domestic and international position (or image) and subsequent influence of the political leaders, measured by their ability to shape political agenda of other states. This one can be called: “high soft power”.