Cultural diplomacy: fundamental instrument of «soft power». By Christine Stevens

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Cultural diplomacy adds a new instrument to classical diplomacy which is practised traditionally by states. Cultural diplomacy is the use of «soft power» as opposed to «hard power». In the context of globalization, cultural diplomacy aims at exchanging viewpoints, improving the approach and knowledge of other cultures and facilitating solutions to persistent disputes that may exist between states. It helps to build bridges between civilizations and prevents other players from entering the game, be they individuals, groups, associations, institutions, museums, theaters, etc. In some countries, like the US, for example, cultural diplomacy is listed as an academic discipline in universities.

Culture renews the field of diplomatic activity under a variety of aspects. Unlike the hard power, soft power deploys seduction as a policy, namely through the cultural influence of a state.

According to a report by the European Commission «The European Union and its Member States have much to gain from the use of » soft power » in cultural diplomacy, which provides benefits for the economy through better market access given to European cultural and creative industries, with enhanced cultural diversity and a wider sharing of European values «. According to Androulla Vassiliou, Commissioner for Education, Culture, Multilingualism and Youth. «Cultural diplomacy gives us the opportunity to share our culture and European values such as human rights, diversity and equality with other countries.»

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Some states, such as France, the US, Germany, Brazil, have a network of services and cultural institutions abroad dedicated to the promotion of the country they represent, developing special ties with local partners to spread their culture around the world, establishing ties between artists and politicians and decisions makers. France, for example, has made culture a cornerstone of its diplomacy from the times of the monarchy to the present.

Latin American countries have understood the benefits they can derive from implementing a proactive cultural diplomacy. Countries such as Mexico, Brazil, Chile, Argentina, to name the most active in this area, do not hesitate to organize cultural activities of all kinds to support traditional foreign policy. Brazil administers cultural centres to propagate Brazilian culture, including libraries, residences for PhD students, theatres, exhibition halls, halls for classes and meetings. Mexico has set in motion a real sense of nationalism in Mexican culture disseminated at large through its embassies organizing concerts, exhibitions, lectures, and so forth. Chile is the «land of poets,» according to popular tradition. This derives from the place in its history taken by artists producing prose, poetry, films, folklore, music. Chile ensures its expansion in the world also with art and culture alongside its economic drive. Cultural diplomacy has been a fundamental element for the awareness of Cuba since 1959 which has attracted many friends world wide.

It is interesting to take a look at the foreign cultural policy of Venezuela from 1977 with the meeting of President Carlos Andres Perez with President Léopold Sédar Senghor leading to developing cultural relations between the two countries. The intensification of relations between the peoples of Africa and Venezuela has gone on to this day. Venezuela developed its cultural diplomacy with a dozen African countries.

Cultural diplomacy in the Soviet era was aimed at sustaining Soviet culture overseas and informing the world of USSR cultural events. In actual fact, Soviet cultural diplomacy sought to neutralize harmful propaganda campaigns against Soviet socialist construction. The challenge was to enable the USSR to restore its diplomatic credibility and rebuild its economy. The Russian Federation has engaged in a work of cultural domestic unification. As regards foreign cultural policy, the drive of cultural diplomacy is based on fair cooperation with all foreign partners.

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Financing by the private sector heightened by its professionalism can greatly magnify the scope of intervention of classical foreign policy. State-private sector partnerships allow the private sector to strengthen its identity internationally and to contribute to finding solutions to global problems. The private sector must be involved in the implementation of policies and programs related to the diversity of cultural expressions. Cooperation between small and medium enterprises, on the one hand, and large groups and conglomerates, on the other, with the state are useful ways for both the state and companies to develop friendships and serene relations for the good of all.

With the acceleration of globalization and a world increasingly merchant, it becomes imperative to intensify cultural action abroad, to strengthen the resources allocated to the promotion of cultural diplomacy on the international level. Public resources have however declined during the last twenty years and cultural expansion depends more and more on private funds. The distinction between domestic cultural policy, pursued by the competent internal authorities, and external cultural policy, led by the Ministries of External Affairs, should no longer exist.