“Türkiye,” not “Turkey”

This paper critically examines the recent presidential memorandum that replaced the Anglicized exonymic version “Turkey” with the endonym “Türkiye” as a conscious, performative and public relations campaign at both national and international levels. On the surface, this change addresses populist sociolinguistic hypersensitivities surrounding the connotations of the term “turkey” while simultaneously harnessing the commodification and marketization of the Turkey brand through selective references culled from collective memory (i.e., past) and branding aimed at economic gains (i.e., future). However, at the deeper level, this transformation serves as a discursive political instrument and a top-down nation branding effort powered by substantial resources from the state and its institutions with an ultimate motivation to consolidate President Erdoğan’s political power and authority, elevate his status to that of a national leader and institutionalize his populist/nationalist yerli ve millî rhetoric from a de facto to de jure within Yeni Türkiye as a competitive authoritarian regime.