Author(s): Emrah AYDEMÄ°R

This study was conducted in order to reveal the perceptions of the students of the Department of Journalism in the Faculty of Communication in Turkey on the America’s soft power, with reference to the recent discussions on the soft power of the United States. In the study, in which the focus group discussion technique was used, it was researched whether universal values had an impact on the positive view towards the United States and whether they built trust and credibility. Discussions, which involve three focus group sessions with 120-minute interviews, were held. In the study, in which the obtained data is supported by the literature, the impact of universal values on the positive view towards the United States and on the building of trust and credibility was assessed by participants in terms of United States internal and external politics. At the end of the study, it was emphasized that universal values would not build trust and credibility for the United States if the inconsistent political approaches were not shown and dialogue was not established, and that they could not achieve the desired behavior on the target group.


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