Battling for hearts and minds

Abstract

This article examines the sources of Turkish, Iranian, and Saudi soft power in the Middle East through the utilization of Joseph Nye's soft power concept. The study is based on three claims. The first claim argues that there exists an increasing discrepancy between espoused values and actual practices in Turkey, Iran, and Saudi Arabia at home, which may undermine their soft power. The second claim contends that cognizant of the fact that the Palestinian cause is a major concern for most of the Middle Eastern people, all of the three states pursue an active foreign policy to alleviate the plight of the Palestinians. Finally, the last claim upholds that Turkey, Iran, and Saudi Arabia have been benefitting, albeit to varying extents, from high culture products such as education and popular culture products such as mass entertainment and tourism to appeal to the public in the Middle East.