The United States and Europe are on the verge of losing the Turkish public to Russia. Since November 2016, when reports appeared of Turkey’s decision to purchase S-400 Triumph air defense systems from Russia, Moscow has been trying hard to win the hearts and minds of the Turkish people.

Russia has never deviated from this objective despite major crises in the military/security arenas with Turkey, such as the assassination of Russia’s ambassador in Ankara, Andrei Karlov, by a Turkish police officer in December 2016; embargoes on Turkish agricultural product exports to Russia; and the mistaken killing of three Turkish soldiers by a Russian plane Feb. 9 during Operation Euphrates Shield in Syria.

A study of news, comments and analyses in Turkish social and conventional media since October, when the debate on the S-400 became a hot public topic, clearly shows Russia has taken steps to improve its strategy to alter the perceptions and thinking of the Turkish public.

It's unlikely that Turkey would deploy the S-400 before 2020, and there are still serious outstanding issues, such as financing and technology transfer, so it is too early to declare a done deal. Moscow, however, persists in disseminating reports designed to manipulate and extend coverage of the deal.