Cool Turkey: Solving the Image Problem to Secure EU Membership

Abstract

According to the autumn 2005 Eurobarometer 55 per cent of the EU population perceive Turkey to be culturally too different to fit into the EU. Given that Turkey's accession to the EU will require ratification by the member states, this perception poses a problem for Turkey. This article discusses whether and how Turkey can solve its image problem. It argues that, while images are resistant to change, countries can influence how they are seen by others. For Turkey to overcome its image as the EU's cultural other, it needs to behave in a way that undermines the EU's expectations. Restrained reactions to EU decisions would challenge the image of Turkey being overly emotional. Similarly, a cultural relations policy that puts stronger emphasis on modern aspects of Turkish cultural life enables EU citizens to think of Turkey in a new way. And the ‘civil society dialogue’, which is part of the EU's rapprochement strategy, provides the chance for Turkey to demonstrate that it is able to critically reflect upon itself. In response to these measures, EU citizens might, albeit slowly, alter their image of Turkey and perceive of the country in terms of cultural similarity rather than difference.