The rise of digitalization has brought significant changes across various fields, including diplomacy. This has given rise to the concept of “digital diplomacy,” which combines traditional diplomatic practices with digital tools and social media platforms. Digital diplomacy leverages social media's ubiquity to enable politicians to not only reach their constituents but also shape their public image effectively. This phenomenon offers politicians new avenues to enhance public relations, craft their image, and engage voters. Recently, a global trend known as “digital diplomacy” has emerged, with politicians using cat-related posts on social media platforms as a novel approach. In this study, researchers analyze the cat-related social media posts of politicians in Turkey, examining their potential roles in creating a charming image, influencing the audience, or garnering societal attention. The study employs content analysis and delves into socio-political contexts to explore this intriguing phenomenon further.
TopIntroduction
The field of political science, international relations, public relations, and international communication, which intersect in the realm of “public diplomacy,” has undergone a significant transformation in conjunction with the impact of digitization. Particularly in the early 2000s, the developments in information and communication technologies not only altered interpersonal communication but also had an influence on communication between the public and the state. In this context, public diplomacy evolved to effectively utilize new media tools, giving rise to a novel phenomenon known as digital public diplomacy in the literature. Digital public diplomacy can be described as a concept that merges traditional public diplomacy with digital communication tools and social media platforms. According to the principles of digital public diplomacy, social media platforms that permeate everyday life and micro-level relationships have become highly effective means for politicians to reach voters and shape their images. The landscape has shifted, the sphere of influence has expanded, mutual interaction rates have increased, and instant, unmediated communication has become a significant factor. New media tools are now seen as an indispensable component of diplomatic communication within the context of digital diplomacy and are even being positioned as a new form of diplomatic mechanism.
This situation, a product of digital diplomacy, presents politicians with new opportunities to strengthen their public relations, shape their images, and capture the attention of voters. This study aims to map how political leaders in the Republic of Turkey, specifically during the 2023 Presidential elections, integrated the “cat” image into their digital diplomacy efforts and constructed their image among the electorate. In this context, the research question guiding the study is: “How have political leaders in Turkey integrated the 'cat' image into their digital diplomacy efforts, especially during the 2023 Presidential elections, and how have they shaped their images among the electorate?” In recent years, globally, it has been observed that politicians have adopted a new approach called digital diplomacy through “cat-themed” posts on new media platforms. From a socio-psychological perspective, cats, in addition to being widely popular and endearing creatures worldwide, hold a special place in Turkey's streets and in the hearts of its people. However, it can be noted that cats, especially starting from 2018, began to appear more frequently on the Turkish political stage and became an important tool of digital public diplomacy. In Turkey, political leaders and figures not only make cat-themed posts on their personal social media accounts but also participate in interviews with cats on television and in newspapers. In fact, the cat can be regarded as one of the nation branding strategies of the Turkish government. In Turkey, cats hold a special place in the culture and society, influenced by both religious and historical contexts.
Firstly, the respect and affection for cats in Islamic religion are supported by narratives in religious texts. Hadiths that suggest the Prophet Muhammad had a positive attitude towards cats indicate that this affection has a religious foundation. Historically, Istanbul's centrality in sea trade increased the cat population in the city. Sailors carried cats on their ships to combat rats, leading to the spread of cats in Istanbul. Because cats were effective in controlling the rat population, interest in these animals grew during the Ottoman Empire era. The role of cats in maintaining the city's cleanliness was appreciated by the public, and the respect for cats was supported by religious beliefs. During this period, while cats in medieval European cities faced ill-treatment, cats in Ottoman Empire territories were protected thanks to charitable institutions established by the religious. With the establishment of the Republic of Turkey, support for cat welfare was further enhanced. There is legal legislation in Turkey that ensures the protection of cats. In 2004, in parallel with state policies regarding the capture, neutering, and subsequent release or adoption of cats, an animal protection law was approved. This law formalizes a positive attitude towards cats.