Cultural diplomacy
Cultural diplomacy is a type of soft power that includes the "exchange of ideas, information, art, language and other aspects of culture among nations and their peoples in order to foster mutual understanding".[1] The purpose of cultural diplomacy is for the people of a foreign nation to develop an understanding of the nation's ideals and institutions in an effort to build broad support for economic and political objectives.[2] In essence "cultural diplomacy reveals the soul of a nation", which in turn creates influence.[3] Public diplomacy has played an important role in advancing national security objectives.[4][5][6][7][8]
Definition[edit]
In a 2006 article in the Brown Journal of World Affairs, Cynthia P. Schneider wrote: "Public diplomacy consists of all a nation does to explain itself to the world, and cultural diplomacy – the use of creative expression and exchanges of ideas, information, and people to increase mutual understanding – supplies much of its content."[9]
Culture is a set of values and practices that creates meaning for society. This includes both high culture (literature, art, and education, which appeals to elites) and popular culture (appeals to the masses).[10] This is what governments seek to show foreign audiences when engaging in cultural diplomacy. It is a type of soft power, which is the "ability to get what you want through attraction rather than coercion or payments. It arises from a country's culture, political ideals and policies."[11] This indicates that the value of culture is its ability to attract foreigners to a nation. Cultural diplomacy is also a component of public diplomacy. Public diplomacy is enhanced by a larger society and culture, but simultaneously public diplomacy helps to "amplify and advertise that society and culture to the world at large".[12] It could be argued that the information component of public diplomacy can only be fully effective where there is already a relationship that gives credibility to the information being relayed. This comes from knowledge of the other's culture.[13] Cultural diplomacy has been called the "linchpin of public diplomacy" because cultural activities have the potential to demonstrate the best of a nation.[3]
Richard T. Arndt, a former State Department cultural diplomacy practitioner, said: "Cultural relations grow naturally and organically, without government intervention – the transactions of trade and tourism, student flows, communications, book circulation, migration, media access, inter-marriage – millions of daily cross-cultural encounters. If that is correct, cultural diplomacy can only be said to take place when formal diplomats, serving national governments, try to shape and channel this natural flow to advance national interests."[14] It is important to note that, while cultural diplomacy is, as indicated above, a government activity, the private sector has a very real role to play because the government does not create culture, therefore, it can only attempt to make a culture known and define the impact this organic growth will have on national policies. Cultural diplomacy attempts to manage the international environment by utilizing these sources and achievements and making them known abroad.[15] An important aspect of this is listening- cultural diplomacy is meant to be a two-way exchange.[16] This exchange is then intended to foster a mutual understanding and thereby win influence within the target nation. Cultural diplomacy derives its credibility not from being close to government institutions, but from its proximity to cultural authorities.[17]
Ultimately, the goal of cultural diplomacy is to influence a foreign audience and use that influence, which is built up over the long term, as a good will reserve to win support for policies. It seeks to harness the elements of culture to induce foreigners to:[18]
In turn, cultural diplomacy can help a nation better understand the foreign nation it is engaged with and it fosters mutual understanding. Cultural diplomacy is a way of conducting international relations without expecting anything in return in the way that traditional diplomacy typically expects.[19] Cultural exchange programs work as a medium to relay a favourable impression of the foreign country in order to gain outsiders' understanding and approval in their cultural practices and naturalize their social norms among other cultures.[20]
Generally, cultural diplomacy is more focused on the longer term and less on specific policy matters.[13] The intent is to build up influence over the long term for when it is needed by engaging people directly. This influence has implications ranging from national security to increasing tourism and commercial opportunities.[21] It allows the government to create a "foundation of trust" and a mutual understanding that is neutral and built on people-to-people contact. Another unique and important element of cultural diplomacy is its ability to reach youth, non-elites and other audiences outside of the traditional embassy circuit. In short, cultural diplomacy plants the seeds of ideals, ideas, political arguments, spiritual perceptions and a general view point of the world that may or may not flourish in a foreign nation.[22] Therefore, ideologies spread by cultural diplomacy about American values enables those that seek a better life to look towards the Western world where happiness and freedom are portrayed as desirable and achievable goals.[20]
Connections to national security[edit]
Cultural diplomacy is a demonstration of national power because it demonstrates to foreign audiences every aspect of culture, including wealth, scientific and technological advances, competitiveness in everything from sports and industry to military power, and a nation's overall confidence.[23][24] The perception of power has important implications for a nation's ability to ensure its security. Furthermore, because cultural diplomacy includes political and ideological arguments, and uses the language of persuasion and advocacy, it can be used as an instrument of political warfare and be useful in achieving traditional goals of war.[25] A Chinese activist was quoted as saying "We've seen a lot of Hollywood movies – they feature weddings, funerals and going to court. So now we think it's only natural to go to court a few times in your life."[26]
In terms of policy that supports national security goals, the information revolution has created an increasingly connected world in which public perceptions of values and motivations can create an enabling or disabling environment in the quest for international support of policies.[27] The struggle to affect important international developments is increasingly about winning the information struggle to define the interpretation of states' actions. If an action is not interpreted abroad as the nation meant to it be, then the action itself can become meaningless.[28]
Participants in cultural diplomacy often have insights into foreign attitudes that official embassy employees do not. This can be used to better understand a foreign nation's intentions and capabilities. It can also be used to counter hostile propaganda and the collection of open-source intelligence.[29]
Complications[edit]
Cultural diplomacy presents a number of unique challenges to any government attempting to carry out cultural diplomacy programs. Most ideas that a foreign population observes are not in the government's control. The government does not usually produce the books, music, films, TV programs, consumer products, etc. that reaches an audience. The most the government can do is try to work to create openings so the message can get through to mass audiences abroad.[95] To be cultural relevant in the age of globalization, a government must exercise control over the flows of information and communication technologies, including trade.[96] This is also difficult for governments that operate in a free market society where the government does not control the bulk of information flows. What the government can do is work to protect cultural exports where they flourish, by utilizing trade agreements or gaining access for foreign telecommunication networks.[97]
It is also possible that foreign government officials may oppose or resist certain cultural exports while the people cheer them on. This can make support for official policies difficult to obtain.[98] Cultural activities may be both a blessing and a curse to a nation. This may be the case if certain elements of a culture are offensive to the foreign audience. Certain cultural activities can also undermine national policy objectives. An example of this was the very public American dissent to the Iraq War while official government policy still supported it.[25] Simultaneously the prevalence of the protest may have attracted some foreigners to the openness of America.[98]
