The Impact of Cultural Exchanges on the Formation of a Positive Image of Uzbekistan and Turkey in the International Arena

Abstract

This article investigates how cultural exchanges contribute to enhancing the international image of Uzbekistan and Turkey. By examining bilateral cooperation in cultural diplomacy, educational exchange, cultural heritage promotion, tourism, and media collaborations, we identify key mechanisms through which cultural exchanges influence perceptions abroad. Methods include qualitative content analysis of policy documents, case studies of initiatives (e.g. TURKSOY, joint exhibitions, educational forums), and media discourse analysis. Findings indicate that cultural exchanges serve as a significant soft‐power tool: they foster mutual understanding, correct stereotypes, build trust, and project national values and heritage. However, challenges such as political volatility, resource constraints, and inconsistent messaging may limit impact. We argue that for Uzbekistan and Turkey, coherent strategies in cultural exchange amplify national branding and international relations. The article concludes with policy recommendations for optimizing cultural diplomacy to sustain and deepen positive international image formation.